Branding
A Guiding
Principle:
Principle:
Branding is best defined by the man that developed the concept: Neil McElroy of Proctor & Gamble. In a memo he wrote, “brand management seeks to increase the product’s perceived value to the customer.”
Is the answer really that simple?
YES - and please don’t let anyone try to convince you otherwise. A logo, your tagline, fonts, colors, website, advertising and much more are all elements of your identity. Brand components are anything – and they are everything.
Two critical elements –
There are two extremely important concepts that must be considered when building
a brand:
1) Research – You can only develop a brand strategy by first understanding
where you “are” in the mind of the consumer.
2) Commitment – Once you develop your brand strategy and components,
be sure to remain committed to the plan.
"A brand becomes
stronger when you
narrow its focus."
stronger when you
narrow its focus."
- Al Ries
