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Top Ten Branding Mistakes – Series #2 of 10 – Mistake #2: "Assuming creating a cool logo is enough"
– Series #2 of 10 –
Mistake #2 "Assuming creating a cool logo is enough"
Everything your customer sees tells a story. Branding touches everything you say, do, and ... not do.
First of all, I need to apologize to you. Many of the recipients of my last email might have received an email starting with the greeting: "Hi there at, <company name>”. My intention was to fill in your company name but I mixed up the fields, so some only received “Hi there at,”. Such a greeting is certainly not only a turn-off but also bad branding. So, this is the unplanned branding mistake #1 and 1/2: make sure you build a complete lead and customer list, test every branding touch-point you create and make sure it looks and feels right. Again, I am sorry for my mistake. Now, I am working on our database that has over 1,000 customer records to complete the contact information. Until this is completed this email will have to be without a personal greeting even though we have about 90% of our records completed.
So, what is branding mistake #2? When you think of a great brand you might initially visualize its company logo. Think of logos like the Nike or the Coca-Cola. But, think again. The logo is really just the first thing that comes to mind. What comes next might surprise you.
There are maybe thousands of touchpoints between your brand and your audience. If you want to manage your brand, you need to manage and define as many touchpoints as possible. It might be unrealistic to control all touchpoints but one is clear: the more touchpoints you control the more successful your brand can be. Here is a graphic that illustrates the variety of touchpoints you are dealing with.
Most of our clients start with a logo and a website. Creating these touchpoints is certainly an important step. However, you can't stop there. It becomes obvious that touchpoints like the logo and the website really are only two representations of your brand. The actual emotions that people have about your brand come from so many other touchpoints. Branding is a constant effort that requires consistency and diligence in everything you do for as long as your company or organization exists.
Now, having the right tools will help you in your branding efforts. What are you using now to capture your business ideas and information on a daily basis?
We have developed – what we believe – is an invaluable solution. We offer BrandBuilderBox™template and an Audit Account – both are free and cloud-based allowing you to capture your thoughts about your brand on the go. You are welcome to create your account and start exploring the world of branding. If you get stuck or need assistance with some of the tasks, we are here to help. Our brand workshops and brand audits are powerful sessions that can push your team over the hump.
You can also just come to our free brand workshop open to the public every Thursdayat noon at our office location on 1450 NW Finn Hill Road, Poulsbo, WA 98370. We will review your brand and introduce you to our brand development system.
The day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. After watching his speech I felt that many of his lessons really touch on doing great branding, so I summarized these 12 lessons in this post. Experts are clueless, don't listen to them if you want to create a new product sub-category. You cannot ask customers what they want if you plan to develop a new sub-category. They will think status quo and just try to improve the existing products marginally. The biggest challenge will win. Challenge your team to make big jumps, they will pay off. Design truly counts, use big graphics and big fonts. Jump curves from one product cycle to another and don't follow one to the end. His motto is Change or Die. It is important to make big inventions – make products not twice as good but 10 times better. Think telegraph to telephone. All that really matters is if it works or not. Real entrepreneurs don't compete on price. (Price v
Do you want to know what's hidden deep down in your brand? Deep Branding is when you look carefully at both sides of your brand: Inside your business: dive deep into your own business vision, mission, and values. Outside of your business: look every possible touchpoint between your company and your potential audience. Deep Branding is a relatively new term that describes activities performed by company owners, managers or third-parties that plan to look at more than just their logo and their website when branding a company, product or service. We have developed Brand Builder Box™ to provide a platform that allows deep branding. Our online-platform enables to run and document brand workshops and audits. You can create a free account here Brand Audit Account . I ngemar Anderson Schedule an Appointment Ingemar Anderson President | Reprospace, LLC Mobil: +1-206-849-6855 Main: +1-360-697-2286 Ext. 404 Direct