How To Build and Manage A Winning BrandWritten by Jill St Claire, President - JSC Marketing, LLC
The following issues are important to consider when building a brand, even if that brand is called YOU, Inc.1. Great Brands tie into our emotions. It is crucial that this link be present and underlying all brand building efforts. If your brand efforts don't touch people at an emotional level, their power to leverage and attract is nil. If your own brand building efforts (You, Inc.) are not emotionally driven then your power to sustain your brand building efforts will be weak! 2. Brands are never-ending stories! Branding is a journey. The path that a brand takes is always a bit unknown. This is a key point. We do not always know what lies in "implicate order." Therefore branding is both recognition and management of present as well as creating space and opportunity for emergent possibilities within context of journey. 3. Brands have lasting value and transcend fad. While it is cool...to be cool, what matters is what lasts. Moving our brand into a position where it has to be cool to survive is sounding a death nell. Coolness is a result of brand acceptance, not brand intention. It will pay to remember that! 4. Great Brands are consistent in appearance. Everything you do to promote your brand needs design consistency. Continuous management of appearance is critical to creating brand equity and leverage. The biggest part of attraction that many people forget, is that people need to know you're there! Brand consistency must be seamless and transparent...the effects are clear, intention is subtle elegance. 5. Brands re-create categories! Look what Blockbuster did for video. Boston Market for fast food. Nike for sports. Starbucks for coffee. Each and every one of these great brands have one thing in common, they became protagonists in view of a simple goal, to reinvent entire category. 6. You can brand ANYTHING, even You! What makes people desire one thing over another? How does one brand attract people over another? Anything can be managed as a brand by following simple rules and by consistently outperforming other items in category. This performance doesn't have to be validated only accepted!
| | Convey Your MessageWritten by Judi Singleton
When writing anything to your readers it is words that count. Isn't that whole idea to communicate to your reader what you want them to understand? How can you convey to your readers what you want to say in an interesting way that will make them pass by other things that are sent to them and have them stop and actually read what you have to say. In this fast paced world even in person it is hard to get people to listen. So now you not only want them to listen but you actually want them to take their time and read something. First you must write something interesting that conveys your meaning, while keeping it short. It must catch their eye immediately. It needs to be without errors and be compelling copy. It is always a good idea to have someone else proof your copy. How can you get your article, ad, sales letter to stand out from rest. No matter what anyone says, misspelling, bad grammar, 25 explanation points just does not work. It is always a good idea to subscribe to a number of business publications and read sales letters, ads, articles. What catches your eye. What draws your interest right away. There are some really good authors out there. When something catches your interest right away you might want to keep that ad, article, salesletter to see what it was that interested you right off bat.
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