Branding For Dummies. Chiaravalle Bill

Чтение книги онлайн.

      ✔ Logo: Your logo is the mark or symbol that serves as the face of your brand on your signage, packaging, stationery, websites, advertising, sales material, and every other communication vehicle that carries your name into the marketplace. Coauthor Bill is the guru on this subject, and he’s filled Chapter 8 with information on how to develop a great logo, avoid logo design taboos, apply your logo with consistency throughout your marketing program, change your logo when and if it’s time for a revamp, and manage your logo so that no one tampers with or misuses it.

      ✔ Tagline: Your tagline is the memorable phrase that provides consumers with a quick indication of your brand position and promise. Some marketers make their taglines an essential part of their identities, whereas other marketers don’t create taglines at all. Taglines are particularly useful, though, for brands with names or logos that don’t clearly convey their brand position or personality and for businesses that rely heavily on communications in which logo presentation isn’t possible. See Chapter 8 for help deciding whether or not your marketing would benefit from a tagline and, if so, how to create one for your brand.

       Step 6: Launch your brand

      Your brand launch happens in two phases and in this order:

      1. Internal launch

      • Shareholders, managers, and employees: These are the people most invested in your business and most apt to serve as ambassadors for your brand. Be ready to answer questions like “Why are we spending money on this?” and “How will this strengthen our business?” by linking your branding program to your business mission and goals. By all means, take extra care with those who sell your product, providing them with a complete set of tools to help them present your brand position and story to prospects and customers (turn to Chapter 9 for advice).

      • Key partners and major customers: Before loyal supporters and clients see your new or revised brand identity on packaging or in ads, give them a preview. Chapter 9 helps you plan your approach.

      2. External launch

       Step 7: Manage, leverage, and protect your brand

      This is the “care and feeding” phase of the branding process. This stage also requires the most persistence, and it’s where too many brands lose steam. Just like good parenting, good branding management can be summed up in a single word: consistency.

      Begin managing your brand from the moment you introduce it for the following reasons:

      The chapters in Part IV begin with advice for keeping a tight rein on the way people encounter your brand, called your brand experience, followed by chapters full of tips for creating brand allegiance and loyalty, leveraging value, and, when the time’s right, revitalizing your brand by giving it a partial or full makeover to fit market or business conditions, tastes, and trends.

      The chapters in Part V focus on how to protect your brand by establishing and standing up for your legal rights. They also help you create usage rules that protect your brand from well-meaning but misguided attempts by staff members, freelancers, printers, sign makers, and others who are all too willing to help you “refine” or “tweak” your brand image, which usually leads directly to an erosion of the consistency you’re fighting to maintain. And, should conditions rock your brand strength, Chapter 18 helps you take action through both preemptive actions and, if necessary, crisis communications.

       Step 8: Realign your brand to keep it current

      When you hear people talk about their (or your) need to rebrand, think long and hard before tuning into the conversation or signing them on as your branding consultants. In all but the most extreme cases, when people talk about rebranding what they really need is a brand update, also called a brand refresh or a brand realignment.

      Here are some examples of successful brand realignments and rebranding efforts:

      ✔

Realignment: Starbucks made a self-declared “meaningful update to its brand identity” by updating its iconic green mermaid or siren image and eliminating the words Starbucks and coffee from its logo. By refreshing the brand, Starbucks freed the business to move beyond its signature beverage and asserted its entry into a pantheon of brands recognizable even without a wordmark identifying the business name.

      ✔ Rebranding: Responding to environmental concerns, British Petroleum changed its wordmark to the initials BP to signify Beyond Petroleum. It also unveiled a logo featuring a bursting flower, explaining that the changes reflect “the revolutionary quality of our СКАЧАТЬ