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Building Brand Identity

Sometimes as Brand Builders and Marketing Professionals we have a difficult time in explaining to pr clients what branding is all about.

Make your brand memorableToo often, pr clients and other companies think branding is flashing your logo or company name over everything in sight. That WILL get you noticed, but it isn’t branding. Not really.

Think of branding as a person, not an actual human. A good article on branding written by Thomas Brown puts the perspective into human terms. Saying things like, if you have a mindset about branding as a human you will nuture it, rather than manage it.

In another view the Branding Camapign could be divided into three areas:  Mind, Emotions and Physical. All have their specific reasons and teaches you how to re-think your company’s image, brand.

Do you know someone who is exceptional, all knowing (in a good way) someone who is very helpful? Then imitate and apply some of these traits into your company branding program. You just might see something new take shape in your company as well as the people who discover you.

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Publicity is everywhere

Companies large and small are building web sites that contain too much information, or create a nightmare to navigate.

I read an article about this problem titled "Analytics that Boost Web Revenue". The author of the article, Karen Vogel, uses an airport to illustrate how web sites are getting so large (depth in pages) that if an airport didn’t have signs and sections for you to enter, you would be lost.

I believe that if you are a company that offers a lot of information, such as a financial institution and want feel you need to have all the services explained. Or your company sells automotive aftermarket accessories and you put your entire catalog on the net.

That is ok, if you build the site so customers can navigate back easily, or are able to not "get them lost’.
Too often companies add links upon links to take you deeper, or to another site for support information. That’s how you will loose customers.

A web site is part of your publicity campaign. It is what people will think of your company. It’s that image building I spoke about many times before.

To keep a positive image when you are facing this problem with too much information, I suggest building a separate site, maybe three different sites that can link to each other.

This will keep specific information in one place, and provides you the ability to market your company in several markets through different web sites.

Remember, customers are looking for information, or something to buy, solve a problem. Don’t give them a reason to hate your company because you put everything inside the site.

Maybe it is giving customers a summary of the information, about the services or products you offer. Then give them the option to contact you for further information.

Customers like choices. Make this work for you and that will be the publicity reward– a positive name (brand) in the industry.

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Your Mission Message

I was wondering this afternoon if any companies have taken publicity to another level.

Well I think I found one.

I saw Dan Janals‘ blog that spoke about the Wynn hotel in Las Vegas using publicity at, and what I call, the next level pr.

He mentioned that when he purchased water from the hotel (Wynn’s own brand) it tasted so good that he complimented the worker on its fresh smooth taste. The worker’s reply was "does it make you want to gamble?’

According to Dan, he thought "now that’s a mission statement!" He also realized all of the workers and the different sections of the hotel (registration, restaurant) all gave you the feeling of wanting to be there. That in turn will get people who enjoy the gaming part want to stay longer.

Then as he entered the elevator, he noticed all the buttons had names of the floors, like spa, casino, rather than First Floor, etc. This is another way of re-enforcing their mission statement…which is all connected to their BRANDING.

You will notice more and more that building a brand has become essential in building a successful business.

Make sure you include with your publicity a branding program. It’s the smart way to do business.
 

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