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Showing posts from May, 2017

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.

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.

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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.