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The key to creative and effective branding of any program, product, service or institution is finding the right positioning--to drive the advertising and other marketing tools. It doesn't have to be complicated or weird. In fact, if it's good and effective, it's simple and will follow this "Rule of consumers"--"You are what you appear to be." This position, or 'brand' is really an identity (not in your mind but in your audience's)--a way people can sort through all the confusing information and summarize what they think about something. What do you get with a brand identity? Over the last 25 years we have come to learn that the development of a brand identity is much more than a mere benchmark denoting successful arrival in business brand identity, or its evolution and growth. A clearly defined and easily recognized identity has, in fact, become a critical success factor in today's highly competitive business environment. Just to lay some "groundwork", here are ten reasons why doing so can have a strategically important effect on your bottom line. o It's easier to know who you are, which means: o It's easier to know what you do. (Helps develop goals) o It's easier to know how to do it. (Helps with implementation) o Less energy is expended overall. (Creates efficiency in communications) o Team building occurs naturally when staff can identify with a common symbol, common language and therefore common goals. (Sports uniforms are a good example. Every player feels like a part of the group.) o You can match your image to your clients needs or view of his business. (A simple matter of "give'em what they want.") o With a clearly defined identity you communicate more efficiently with your customers, and they remember you more easily. (Memorability is easier when everybody clearly knows who you are.) o Enhancements in the overall quality of your product or service. (Consistency always counts.) o Benefits and unique qualities of your business are communicated more clearly to your clients thereby increasing sales. (Marketing tool) o Helps set identifiable standards of quality in your product or service. Helps with a sense of reliability by developing a "brand identity." (Brand names are trusted.) So, what is a corporate brand anyway? As we begin the process of making recommendations for developing a corporate branding identity let's talk about what we really mean by "brand." What is it, why does it work, how does it work and who makes it work.
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