Skip to main content

Posts

5 Reasons Why "Branding Is Everything" In Business

Just to be clear, branding means "image-building," and the image should be backed by a real quality advantage if it's going to work long-term.
Here are the 5 reasons why branding is crucial to the success of your business: It makes people trust you versus competitors who are unknown, even if they are cheaper.It makes people prefer you to competitors and resist their attempts to woo you.It makes people willing to pay more for what you sell (brand equity).It gives you a cushion to recover from mistakes.It enables you to change with the times because your name is associated with a concept not just a specific product or service. __________

Originally posted to Quora by Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author's employer or any other entity. The author shares this content for reuse under the Creative Commons 3.0 License. Public domain photo via Pixabay.
Recent posts

Fork In The Road: Rebrand or Token Merge?

It depends on the reason you’re rebranding.

If it’s because the company has done something seriously wrong, then “cleaning house” and changing the name makes sense. You want to show that you did the hard work necessary, on your own.

If it’s to help the company evolve towards changing tastes (for example a brand strategy firm that wishes to also offer logo design), a merge with a relatively unknown company also makes sense. You want to show that you’re bringing the power of two highly qualified companies to the table.

These are just two examples; there are obviously many more possibilities.__________

By Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author's employer or any other entity. The author shares this content for reuse under the Creative Commons 3.0 License. For more information: https://creativecommons.org/licenses/by/3.0/us/. Originally posted to Quora. Public domain image via Pixabay.

Handout & Notes from Yesterday's Branding 101 Talk

Start Here This is the event we're talking about. Also see the conference agenda.

You can watch the video of the talk. (Or, for fun, this is me having stage fright.)
Notes Here are some key takeaways from the discussion:
Brands matter because they lend equity to your organization. Equity is the difference between your positive image and the image of an organization that isn't doing anything special to enhance customers' perceptions of it.Most branding is actually just ordinary common sense. The point is to be both conscious of your brand, and reflective.You are branding yourself and your organization at all times, whether you mean to or not. You are a brand, your organization is a brand, and so on. (Highly recommended: "The Brand Called You.")Life isn't fair and neither are people. They judge you based on how you look and the vibe they get from you. The vast majority of communication is nonverball, and people make snap judgments.Factors outside your control a…

Watch: Dannielle Blumenthal, "Branding 101" (1 Hour Presentation)

Today, May 1, 2017, I gave a basic talk on branding at the NASPO Eastern Regional Conference  (paid; all opinions my own). They let me videotape the session. You can replay it from Periscope.

__________

By Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author's employer or any other entity.

3 Ways To Build A Good Customer-Brand Relationship

Building a good customer-brand relationship is astonishingly simple. It’s doing the work consistently over time that can be a challenge.
Keep your promise: Deliver quality products and services, on time and just as requested.Be responsive: You probably spend a lot of time and money getting your name out there, but are you ready when people express interest? When they have a problem with what you’ve sold? Delays, poor communication and failing to solve the problem really irritate people and can eliminate business you’ve worked extremely hard to get.Set limits: Many people think that customer service means you have to give people everything they want. Not true. You can tell people “I will be able to do this much, for this amount” and they will be fine with that. Problems arise mainly when you overpromise (or are unclear about the promise) and underdeliver. __________

Originally posted to Quora by Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal acco…

How To Respond Effectively To A Brand Crisis: 3 Recent Lessons from Pepsi, United Airlines and Sean Spicer

Recently we've seen a few well-known brands stumble, and try to recover: Pepsi, with its commercial featuring Kendall Jenner; United Airlines, with its flat-footed treatment of a passenger removed from a flight due to overbooking; and the Trump Administration (Sean Spicer), with his fumbling/ignorant references to the Holocaust.

These are some of the most sophisticated people, and organizations in the world. So what can we learn from their mistakes? Briefly, here are 3 timeless lessons for others who may encounter a brand crisis -- meaning, a crisis that stretches beyond one incident to affect one's entire reputation:

Be Prepared: It is natural to avoid difficult discussions. Most of us superstitiously fear that if we plan for something bad to happen, then it will happen. I don't know if these brands were prepared in advance for a brand crisis, but to me it looked like they were caught off-guard. Unfortunately you just never know what can happen; the first step in respondi…

The Main Things Consumers Expect From Brands

Reposted from my answer at Quora.
I think if you as the brand owner make a promise, particularly a functional promise, you have to keep it to the maximum extent possible. For example if you sell a premium chocolate chip cookie, the ingredients should be top quality, not just the packaging and the advertising.

At the same time, the consumer expects that you will act with basic adherence to a value code. You can't go so far to deliver on the promise that you break your values. So for example, you should source the ingredients for the cookies from companies that (to the best of your knowledge) don't abuse their workers.

You can't deliver only the values, because then you have no brand.

And you can't deliver values and brand absent profit. So you have to find a sustainable way to make money too, or the business will go under.
__________

By Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author&…