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A Proud Name BUSINESS MANAGEMENT & DEVELOPMENT
Since 1904 HOME CORE VALUES PRODUCTS MANAGEMENT DEVELOPMENT DISASTER RECOVERY FAQ AF NEWS EXECUTIVE PROFILE LINKS CONTACT AF "Making a difference to Family Business through Hands-On Coaching & Interim Management. Mission Statement by Norman Fleming Torrie, MBA, President
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Business Tips: Vol. 1, No. 3BRANDING, is it for you?The Corporate BRAND The
Corporate BRAND, when well executed, will communicate clearly; regardless of whether the
BRAND is being used to market products and services, define organizational roles and
establish a corporate culture or vision for your business. BRANDING is the connection
between the values of your product, (you, your business, your service), and the perception
of all stakeholders. It is the promise of what we can expect when interacting with your
BRAND name. The
BRAND defines what a product or company is and where it is headed. What your BRAND stands
for in the eyes of your customers, colleagues, employees and suppliers is critical to the
success of your business venture. Your BRAND differentiates your product from all others
not only by the connection with its attributes, but also with regard to expectations of
the product. Examples of BRANDING on this scale include Sears, where you expect a certain
level of service, in quality of goods, purchases and returns. Another example is KFC,
where you know what to expect in terms of locations, food quality etc. Individuals
too, can be BRANDED. Think for a moment of Margaret Thatcher (PM of the UK), aka, the Iron
Lady, or Don Cherry (The man with the comments and collars on Hockey Night In Canada).
When we think of those names we immediately know what they stand for, what they might do
in a given set of circumstances and so on. Thus, the BRAND communicates a whole wealth of
information to us, far more than just the product features and benefits. BRANDING
captures the essence of a business philosophy in very few words and makes it easier to do
business, (“The IBM representative is here to see you”), lets us know what to
expect, (“Let’s eat at McDonalds”) sets up our expectations for fast food.
The BRAND’S visual identity, such as a logo, needs to communicate the corporate
position (formal, informal, progressive or staid) to ensure that the corporate message is
communicated uniformly across the numerous platforms of communication. This is done
through marketing of the BRAND; customers see the brand repeatedly and come to associate
it with the marketing message they receive. Defining
our BRAND As
business people, all of our messages whether overt or not, define our personal BRAND. From
how we dress to the service we give, from the design of our facility to the quality of our
products, our manner on the telephone and in writing letters or websites, how and when we
return calls and follow-up on opportunities, all of these define our personal BRAND. Even
to the extent of how we act and react outside of the day-to-day business arena defines our
personal BRAND. BRANDING is something that we cannot escape from, but it is something that
we can manage and create as we position ourselves in our marketplace, if we desire to do
so. Our Assignment Think about it,
how you can enhance or even re-invent your BRAND?
Call
Atwell Fleming today for help in defining your BRAND!
Norman
Fleming Torrie, BA,
MBA President |
Norman F. Torrie, BA, MBA
A vast world of choices. |
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HOME CORE VALUES PRODUCTS MANAGEMENT DEVELOPMENT FAQ AF NEWS EXECUTIVE PROFILE LINKS
last modified: January 08, 2007Copyright Atwell Fleming 2003 Please send comments and suggestions to af@spamblocker.ca
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ATWELL FLEMING
