Brand and branding, the act of building that brand, are at the core of marketing. It is what makes you different from the rest and, if built well, appeal to your target groups. As I’ve discussed in other blog posts, you need to determine what your brand is today, what you want it to be and then go about building it in a focused and effective way. So let’s say that you know exactly what you want your brand to be. You have a clear brand core (know which drawer you want to be in ;) You know what you want people to think and what you want them to feel. How do we take those brand associations … [Read more...]
Brand Association
In a previous post we discussed how people need to be able to put us in a box, or in a drawer if you will. They need to easily, in a split-second, know what we are in order for it to register with them and have a chance of being stored in memory. However, that is not enough. Those who have read my book, Marketing Untangled, are familiar with the marketing process. The marketing process tells us that in order for people to buy from us, they not only need to be aware of us but they need to be interested, to like us and trust us. In order to do that, our brand needs to have a variety of … [Read more...]