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by
Leslie McKerns
McKerns
Development
 A
brand is often associated with a
logo, tagline, color and graphic elements, but it is much more than that.
It is the customer experience associated with the brand, and it is the
value gained by associating with the brand. The brand delivers on those
expectations and therefore becomes memorable and recognizable.
Branding elements include:
Mission statement. This is the reason for the company's existence
and the value that the company creates. In order to become recognizable,
the mission statement must be brief, yet contain the essence of your
purpose. (What are you trying to do?)
Memorable tagline. The tagline will express who you are and what
you do.
Brand image. Website, stationery, colors, logo, tagline, mission
statement, business cards, postcards, brochures, collateral, newsletters,
mailers, rate sheets, warranties, informational cards, posters, signage,
advertisements, letters, project sheets, bios, headshots, products,
product names, branded or corporate clothing, etc
Values and Value Platform. The Company values should mirror the
mission statement.
Honest, ethical treatment and business practices, dedicated service,
quality craftsmanship in the creation and delivery of products and
services, rapid and responsible, reliable and repeatable — all are
potential values; but all must be true and consistently repeatable to use
them as a platform.
Honesty is a fundamental foundation of a brand, and it is the basis of
customer evangelism (positive word of mouth) — don't be caught with your
brand down — it won't be easily forgiven.
The PR strategist and brand development expert will assist the Company to
discover values, create a Value Platform, absorb the values into the
company culture, rules and systems, and let others know of your
expectations.
Maintaining your Brand:
Maintaining your brand is an essential marketing technique, and once your
brand platform is established, don't surprise your customers.
If you are founded on an environmental platform, don't suddenly abandon
the environment (or be discovered that you are) because it is inconvenient
or slightly more costly.
If you are founded on transparent and economical price, don't hide tacked
on fees or management overrides. If you are a best places to work, family
company, don't be family insensitive.
Branding a company is not only the name and visible recognition; it is its
face in the business community-what people think of, and know you stand
for when they hear your name, your products or your people.
A recognizable and consistent face for your company. When someone sees
anything written or spoken about a company, they should be able to
identify both the company and the values behind it.
Communicate the essence of your brand and the value of your brand to all
associated with it through all marketing, public relations and advertising
methods.
McKerns
Development: more than 20 years in strategic
Public Relations & Marketing. Need more?
Reach us at: www.mckernsdevelopment.com
Read the PR and marketing blog:
http://www.mckernsdevelopment.com/mckernsdevelopmentblog.htm
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