Monday, January 12, 2009

Branding Research

"Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem."
-Laura Lake

Branding involves the experiences and perceptions the customer obtains while dealing with your particular brand, some of which you can influence, some you cannot.

According to Laura Lake,

The objectives that a good brand will achieve include:

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty
The first step in developing a brand strategy for a client is to consider these questions.

  1. What products and/or services do you offer? Define the qualities of these services and/or products.
  2. What are the core values of your products and services? What are the core values of your company?
  3. What is the mission of your company?
  4. What does your company specializes in?
  5. Who is your target market? Who do your products and services attract?
  6. What is the tagline of your company? What message does your tagline send to your prospects?
  7. Using the information from the previous steps create a personality or character for your company that represents your products or services. What is the character like? What qualities stand out? Is the personality of your company innovative, creative, energectic, or sophisticated?
  8. Use the personality that you created in the previous step and build a relationship with your target market that you defined in Step 5. How does that personality react to target audience? What characteristics stand out? Which characteristics and qualities get the attention of your prospects.
  9. Review the answers to the questions above and create a profile of your brand. Describe the personality or character with words just as if you were writing a biography or personal ad. Be creative.

Potential Clients for Rebranding

Visicom Business-
Evium Events-
Reves Digital Media-
Lavish Productions-

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