Perspectives on Branding

Your brand reaches beyond your logo, letterhead and website. It speaks to the core of your business culture. It's a single symbol representing all the information needed to connect your company’s product or service to your customer. Your brand is indeed priceless.

Take a close look at this "brand formula" and see if you can apply it to your company.

Anticipated Value
[effort, energy, research & creativity]
+
Perceived Value
[consumers’ reality]
=
YOUR BRAND

When Branding or Re-branding your company, ask yourself these questions:

1. Can it be protected under trademark law? [Kleenex vs. Tissue Paper]
2. Is it unique and easy to pronounce? [Xerox]
3. Is it easy to remember? [Google]
4. Can it be easily recognized? [Target]
5. Is it easy to translate into all languages in the markets where the brand will be used? [Toyota]
6. Does it attract attention? [Obama for President]
7. Does it suggest product benefits or suggest usage? [Easy-Off]
8. Does it suggest the company or product image? [Mr. Clean]
9. Can it be distinguished? or “What are the unmet needs that my brand can address?” [Girls Incorporated]
10. Is it attractive? [Revlon]
11. Does it stand out among a group of other brands? [Starbucks]