Bette Daoust, Ph.D.'s Articles in Branding

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Worksheets to Determine Your Brand Conduct customer surveys to find out how the customer views you and your company. Evaluate the customer surveys and lists to determine any gaps between what your brand should be and what is currently there. Elements That Make Up a Brand Brands are what separate you from your business. Although businesses deal with people, people within an organization often change. Price and Branding a Symbiotic Relationship As with anything, a price will be paid if there is quality, performance, and service backing it up. Sleight of Brand Using another brand to help you with your own works extremely well in most cases. Some companies even buy others just for the brand name. Just think of all the possibilities. Promoting Your Customer as a Brand Strategy Promote your customers through your brand. If you put on a special event such as a seminar, make sure you include your current customers and have them invite their customers. Brand YOU If you are the brand then you need to follow all the branding rules. Business Relationships and the Brand Relationships are often created with the brand rather than with an individual. Did you ever hear anyone boast about their relationship with a branded company? Putting a Full Effort Behind Your Brand Your personal focus needs to be on the company and not yourself. This means that the company has your full support and you are willing to work towards a common goal - the success of the brand. Brand is About Support Time is very important to all your customers, so when something goes wrong, making it right is all they care about. If you can make it right as soon as humanly possible, then you have supported your brand. Brand Alone Does Not Win the Customer A brand cannot stand alone without support of the manufacturers of parts and also the quality of labor. On top of these factors we also need to add a service component. Brand is About Quality Quality followed by performance is a key to making a brand a success. Take time to look at what you are selling or solving and see if you would buy it from a quality standpoint. If you are to build good business relationships with your customers, then you need to have a quality product. Brand is About Performance A brand, like any other product, must perform in order for you to make sales. Sales drive the brand just as performance will drive it. Other factors also come into play when branding. You must also have a quality component. Brands Make Relationships Easier Quality is the number one reason people will support your brand and be loyal. Once the quality is gone, they will flock to your competitor. You must always be aware of your brand's performance. The Brand or You People who want to have a reason to contact you will often do so through your brand identity. If someone wants good coffee, they have many choices of which place to go for a good cup. Peet's and Starbuck's offer you a reason to go through their branding. Defining Your Brand Branding and keeping up with the brand is a lot of hard work. It means keeping on top of all communications to customers, making sure that service is top notch, and bending over backwards to keep a good name for yourself. Branding - A Good Place to Start Branding yourself, products, or services, buyers will not only recognize your name, they will also begin to know about your quality. Why Create a Brand? Branding is not just about a logo, it is about how you are perceived in every aspect of your business. Spelling Counts Why worry about grammar and spelling? After all, don't your customers just want the product? Let the Gimmicks Go Why do gimmicks give the wrong impression? LOGOs Can Make or Break Your Brand Make the logo meaningful; initials only work if the branding is strong. Typefaces and Fonts Play into Your Image A font says a great deal about the name; if you cannot read it, people will not flock to it. Also, mixing too many fonts makes your communication look homemade rather than professional.

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