5 ways your brand and branding define you

8/3/2019 5 Ways Your Brand and Branding Define You

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5 Ways Your Brand and Branding Define You

Marketing Tips August 18, 2011 ByDeborah Shane

There is a big difference between your brand and your branding.

Your brand is you: who you are , what you do, what you stand for, your DNA personality. You are a tangible artifact, which

you create into a brandan image that lives in the minds of the people you interact with and who come to know you. Are you

A watercolor nature artist?

An NBA athlete?

A criminal trial attorney?

An eighth-grade science teacher?

A cupcake baker?

A cardiologist?

A business consultant?

A French chef?

Your branding is what you do: every way you put your brand in action to create associations with you, including your

Website

Blog

Email marketing

Community involvement

Social media platforms
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Collaborations

Partnerships

Sponsorships

I recently discovered a brand website calledRanking the Brands, which lists and profiles some of the most trusted, popular,

core power brands out there todayCoca-Cola, Google, BMW, Microsoft, Walmart, Hersheys, Apple, Harley-Davidson and UPS,

to name just a few.

What do these standout brands have in common?

First, they are laser focused on what they do, who they are and whom they serve.

Second, they differentiate themselves from their competition.

Third, they evolve how they serve through their brand story.

These brands have built legacies and leadership by paying back and paying forward. They have built schools, donated food,

supported the Olympics and encouraged educational and philanthropic activities, which is why we want to support them and

what we remember them for.

Here are five ways your brand and branding define you and your business:

1) Its your calling card, piece of real estate, your stake in the space.

2) Its the only way to make a footprint and imprint.

3) It tells a story about you and what you do.

4) Its the way people remember, recall and recommend you.

5) It is the single most important way to establish your credibility, authority and niche.

Sam Walton wanted Walmart to be remembered for saving people money so they could live better. Milton Hershey wanted to

open new doors for children in need. Deborah Shane wants to be known as someone who cares deeply about helping people

succeed in their careers and business.

Heres the newForbes Top 100 Entrepreneurial Websites for Women. Some standout brands in here for sure!

What does your brand say about you and your business?

About the Author

Deborah Shaneis an author, speaker, media host, business and career specialist. Deborah hosts a weekly

business radio show,Deborah Shanes Metropolis, and writes for several national business, career, branding and marketing

blogs/sites. Her new book, "Career Transition: Make the Shift: Your 5 Steps to Successful Career Reinvention" is available

through all major book sellers.

Connect with Deborah Shane:

Twitter
http://www.rankingthebrands.com/http://www.rankingthebrands.com/http://www.rankingthebrands.com/http://galleries.forbes.com/gallery/top-entrepreneurial-websites-for-women#view=filmstrip&image=02haeODgJP2oKhttp://galleries.forbes.com/gallery/top-entrepreneurial-websites-for-women#view=filmstrip&image=02haeODgJP2oKhttp://galleries.forbes.com/gallery/top-entrepreneurial-websites-for-women#view=filmstrip&image=02haeODgJP2oKhttp://www.deborahshane.com/http://www.deborahshane.com/http://www.blogtalkradio.com/deborahshanehttp://www.blogtalkradio.com/deborahshanehttp://www.blogtalkradio.com/deborahshanehttp://www.twitter.com/deborahshanehttp://www.twitter.com/deborahshanehttp://www.twitter.com/deborahshanehttp://www.blogtalkradio.com/deborahshanehttp://www.deborahshane.com/http://galleries.forbes.com/gallery/top-entrepreneurial-websites-for-women#view=filmstrip&image=02haeODgJP2oKhttp://www.rankingthebrands.com/


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18 Responses to 5 Ways Your Brand and Branding Define You

1. Martin Lindeskog

August 18, 2011 at 6:21 pm

Deborah, Thanks for the information on Ranking the Brands. I checked out the 100 most mentioned brands on Twitter and

as a tea & espresso drinker I found it fascinating that Starbucks is number 1.

Reply

2. deborah shane

August 18, 2011 at 8:25 pm

Martin, I found it fascinating that most of these brands other than Google, have been around for many decades. They hit

and miss but keep evolving with the times and trends. We know we can count on them. Raising my espresso to you!

Reply

3. Robert Brady

August 19, 2011 at 12:01 pm

Its also worth mentioning that even an iconic brand (from Woolworths to Circuit City) can go under if they lose their

focus, so even if you feel youve arrived as a brand you still need to keep on your toes.

Reply

4. deborah shane

August 19, 2011 at 12:16 pm

Robert, so true. Staying laser focused on their what, who, why and evolving organically with trends and demographics

shifts. Taking customers for granted and going to automated is a big NO NO. Agree?

Reply

5. The Best Small Business Marketing News & Blog Posts of the Week August 19,

2011 DIYSEO

August 19, 2011 at 2:55 pm
http://smallbiztrends.com/2011/06/branding-luxury-small-businesses.htmlhttp://smallbiztrends.com/2011/06/branding-luxury-small-businesses.htmlhttp://smallbiztrends.com/2011/06/branding-luxury-small-businesses.htmlhttp://smallbiztrends.com/2011/06/branding-luxury-small-businesses.htmlhttp://smallbiztrends.com/2011/06/branding-luxury-small-businesses.htmlhttp://about.me/Lindeskoghttp://about.me/Lindeskoghttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082705http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082705http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082705#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082705#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082746http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082746http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082746#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082746#respondhttp://righteousmarketing.com/http://righteousmarketing.com/http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082969http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082969http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082969#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082969#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082974http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082974http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082974#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082974#respondhttp://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1083016http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1083016http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.htmlhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.htmlhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.htmlhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.htmlhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.htmlhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1083016http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://blog.diyseo.com/2011/08/small-business-news-8-19-11/http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082974#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082974http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082969#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082969http://righteousmarketing.com/http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082746#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082746http://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html?replytocom=1082705#respondhttp://smallbiztrends.com/2011/08/5-way-brand-branding-define-you.html#comment-1082705http://about.me/Lindeskog


5/24

[...] 5 Ways Your Brand and Branding Define You If youre new to the online business world, it can be difficult to decide

on a brand and what it represents. Deborah Shane did an excellent piece this week on 5 traits branding affects. We hope

it helps you decide on a brand, or identify where your branding may be falling short. [...]

Reply

6. Karla Smith

August 19, 2011 at 9:32 pm

Thanks for the great post, Deborah and the simple branding checklist, a helpful reference and/or reminder for the

small business owner. Community involvement and sponsorships are terrific items to include. Paying it forward reaps

rewards in untold ways both personal and professional. Everyone benefits!

Reply

7. deborah shane

August 19, 2011 at 10:13 pm

DIYSEO Team, Thanks for the nod and I am honored that you took the time to post here! I appreciate the support. Keep

up the awesome work that you all are doing as well to help people maximize their web reach and brands!

Reply

8. Linkswitch #82, Reputation Monitoring, Free Fonts, Your Brand

August 21, 2011 at 9:01 am

[...] 5 Ways Your Brand and Branding Define You [...]

Reply

9. Todd A.

August 21, 2011 at 11:33 pm

My business partner and I live in the mobile tech space, 24/7. We are true believers in the (realized) potential of the

smartphone to improve many aspects of peoples lives. But I dont think our site, marketing materials really show that

passion. I fear we look like a couple of guys hawking yet another line of forgettable mobile accessories. We wont sell

anything that we dont think offers either new enabling functionality or functionality that so eclipses the competition, that

we dont consider them competition. HOW do we get this into our brand? We tweet, and barely ever plug our brand. We

are trying to do stuff right

Reply

10. deborah shane
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August 22, 2011 at 10:03 am

Hi Todd, thanks for your note and question. Translating who you are and what you do into your marketing vehicles is the

big must and challenge for small businesses. Testimonials, pictures, real representation of you and your partner as the

people behind the brand is a good goal. Tangible benefits, results are good things to tweet and post. Feel free to connect

with me on the socials to continue this conversation.

Reply

11. May

August 22, 2011 at 1:59 pm

Thanks for assembling this info about branding. You brought up some good points. This can be a tough area since it can

take a significant investment in time and money to build up that brand recognition. Too many people think this can be

accomplished overnight. If you can gain instant recognition overnight, it is more likely from negative publicity!

Reply

12. deborah shane

August 26, 2011 at 8:28 pm

May, it does take time, clarity and consistency. I cant really say I know too many overnight successes. More like 10 year

overnight successes! Thanks for your comment.

Reply

13. Your Brand vs. Branding | Branding Sweets

September 8, 2011 at 7:25 am

[...] recently read this article by Deborah Shane entitled 5 Ways Your Brand and Branding Define You. She [...]

Reply

14. Terje Sannarnes

September 20, 2011 at 1:00 pm

I would like to say that it is extremely important for a business owner to select a highly effective brand development

strategy. Just be aware of the fact that once you manage to create a well-recognized brand you will become a successful

entrepreneur.

Reply
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15. Pauline


Great article, Deborah. I think it is also worth remembering that your uniqueness and authenticity defines you and only

you. There is only one you. In our rush to appear hip, or tech savvy we often get lost amongst the Shiny objects as

Dan Kennedy says.

To thine own self be (branded) true!!

Reply

16. deborah shane


Terje, and that brand development strategy takes time and should be flexible. Thanks!

Reply

17. deborah shane


Pauline, the brand is all about YOU and your It, X, Wow. Figuring it out, focusing on it is the mission. Thanks for chiming

in!

Reply

18. A Broader Perspective About Business Brand | Filipino Entrepreneur


[...] to the inquisitive mind about the ranking of businesses from around the world. Her two articles,5 Ways Your Brand

and Branding Define You and Take Your Time Developing Your Brand teach me new things about business brand. [...]

Branding Definition

Theres no shortage of branding definitions or descriptions about the importance of branding. And there are plenty ofpractitioners who would be more than happy to share their ideas. What Ive discovered in my years of branding
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consulting work is that regardless of your personal favorite branding definition, any of these descriptions can workdepending on the context, situation, or what step in the branding process you find yourself. So take them inanddiscover what branding is all about.

A brand is a proper noun that can be used in the place of a common word. Whats a ______?

Al Reis

___________________________________________A brand is a singular idea or concept that you own inside the mind of a prospect.Al Reis

___________________________________________

The brand is nothing more than an ongoing relationship in which a customer exchanges financial value with themarketing organization [your business] for the use of the benefits the brand provides.

Brands are things marketing organizations [thats your business] use to try and make more money. Brands are

investments for sure. But they need to pay some returns to the owners. Creating nifty, complex, complicatedadvertising concepts generally doesnt make any money for anyone other than the babbler.Don and Heidi Schultz, Brand Babble

___________________________________________

A brand is the sum of the good, the bad, the ugly, and the off-strategy. It is defined by your best product as well as

your worst product. It is defined by award-winning advertising as well as the god-awful ads that slipped through the

cracks, got approved, and, not surprisingly, slipped into oblivion. It is defined by the accomplishments of your best

employeethe shining star in the company who can do no wrongas well as the mishaps of the worst hire you ever

made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For

every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments

overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting

feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such

you cant entirely control a brand. At best you can only guide and influence it.[Branding] is a practicethat has always existed above and beyond all other business strategies. It is an organizingprinciple so broad yet so defining that it can shape and direct just about everything a company does, and, mostimportant, how it does it.Scott Bedbury,A New Brand World

___________________________________________

A brand is a persons gut feeling about a product, service, or company.Marty Neumeier

___________________________________________
http://www.how-to-branding.com/Shadowcasting.html


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A brand is more than just advertising and marketing. It is nothing less that everything anyone thinks of when they

see your logo or hear your name.

David F. DAlessandro___________________________________________

At its most fundamental level, branding is driven by the human need to distinguish one thing from another.DK Holland

___________________________________________

Branding is pre-selling.Various attributions

___________________________________________

Your brand is the truth about you, well told.Unknown

___________________________________________

Branding is simply a more efficient way to sell things.Al Reis

___________________________________________

Abrand is a promise about who you are and what benefits you deliver that gets reinforced every time people comein contact with any facet of you or your business.Branding is the process of building a positive collection ofperceptions in your customers mind.Bill Chiaravalle and Barbara Findlay Schenk

___________________________________________

For a brand to be successful it must first differentiate itself from the competition in the minds of consumers and this

difference must be relevant. Most important, however, whatever it is that makes it different or relevant must be

simple to understandto both the people inside the brand organization and the people outside.

Allen P. Adamson___________________________________________

A brand is not simply the message the marketer intends to send to a customer. A brand is the message the customerperceives about the product, which may be something altogether different than the message the marketer intended to
http://www.how-to-branding.com/Branding-Workshop.htmlhttp://www.how-to-branding.com/Branding-Toolkit.htmlhttp://www.how-to-branding.com/Branding-Workshop.htmlhttp://www.how-to-branding.com/Branding-Toolkit.html


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send.Steve Yastrow

___________________________________________

A brand is not a product: it is the products source, its meaning, and its direction, and defines its identity in time andspace.Jean-Noel Kapferer

___________________________________________

Brands are a shortcut for people. They are known quantities so people dont have to go through an assessment everytime they select something.Kevin A. Clark

___________________________________________

A brand is a promise wrapped in an experiencea consistent promise wrapped in a consistent experience.

Charlie Hughes and William Jeanes___________________________________________

Branding isnt about getting your name out in the marketplaceBranding is about getting an individual customer to

say, I want it!Steve Yastrow

___________________________________________

A brand is a unique and identifiable symbol, association, name or trademark which serves to differentiate competingproducts or services. Both a physical and emotional trigger to create a relationship between consumers and theproduct/service.Allaboutbranding.com

___________________________________________

Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge ofsatisfaction and quality.

Walter Landor

___________________________________________

A brand is something that lives in your head. Its a promise that links a product or service to a consumer. Whether

words, or images, or emotions, or any combination of the three, brands are mental associations that get stirred up
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when you think about or hear about a particular car or camera, watch, pair of jeans, bank, beverage, TV network,

organization, celebrity, or even country.

Allen P. Adamson___________________________________________

A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value providedby a product or serviceDavid Aaker

___________________________________________

Branding is the creation, development and maintenance of a mutually-valuable relationship with a strategicallyselected group of customers, through the medium of a fresh and compelling elaborated proposition that is deliveredconsistently over time by an artificial personality.Mud Valley

___________________________________________

A brand is an identifiable entity that makes specific promises of value.Dave Dolak

___________________________________________

Brands are avenues of value innovation in a creative engagement between companies and their customers.Tenaya Group

___________________________________________

Developing and consistently communicating a group of positive characteristics and associations that are anchored toan established emotional truism.Roy H Williams, Secret Formulas of the Wizard of Ads

___________________________________________

Branding is simply attaching something to your name. A brand is the sum total of all the mental associations, goodand bad, that are triggered by a name.Roy H. Williams, Magical Worlds of the Wizard of Ads

___________________________________________

Brands are defined by the customer. They exist as a feeling that extends beyond the product itself. The brandexperience includes your marketing, customer service, even feelings shared customer to customer.T. Scot Gross, Micro Branding

___________________________________________

[Prediction of what to expect] x [emotional power of that expectation] = a brand.

Seth Godin___________________________________________
http://www.how-to-branding.com/Branding-Workshop.html


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A brand is nothing but an expression of the consumers loyalty and trust.Phil Dusenberry, One Great Insight is Worth a Thousand Good Ideas

___________________________________________

In the publics eye, a brand is a warranty. It is a promise that the service carrying that brand will live up to its name,and perform.Harry Beckwith, Selling the Invisible

___________________________________________

Brands are decision-making shortcuts in a world of people like you looking for shortcuts.Harry Beckwith, Selling the Invisible

___________________________________________

Your brandworks in two directions: It works in the way we typically think, as attracting buyers with the brandsimplicit promise of quality. But the brand also works at the level of the second key pool of prospects: prospectiveemployees. Because you are more than your brand; you are the people who represent it, manage it, and carry out itspromises, and the more compelling your brand, the more easily you can recruit that exceptional talent you need tocontinue to deliver exceptional results.Harry Beckwith, The Invisible Touch

___________________________________________

Simply stated, a brand is a recognizable person, place, or thing. Our job as marketers is to create brands that areseparate and distinct from similar products or services offered by competitors. Its all about differentiation.Steve Cone, Steal These Ideas!

___________________________________________

If you want to build a successful brand, you have to understand divergence. You have to look for opportunities tocreate new categories by divergence of existing categories. And then you have to become the first brand in thisemerging new category.

Al & Laura Ries, The Origin of Brands

___________________________________________

A Killer Brand exists when an entity derives a disproportionate amount of success in its category because of acompelling and differentiated expectation that comes to be associated with its name.Frank Lane, Killer Brands

___________________________________________

Brand refers to the set of characteristics that arise in a customers mind when that person hears your name or seesyour logo.Bill Chiaravalle, Branding for Dummies

___________________________________________

Branding simply involves developing and consistently communicating a group of positive characteristics thatconsumers can identify with and relate to your name.Barbara Findlay Schenck, Small Business Marketing for Dummies

___________________________________________

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods orservices of one seller or group of sellers and differentiate them from those of the competition.American Marketing Association

___________________________________________

A brand is essentially a container for a customers complete experience with the product or company.Sergio Zyman, The End of Advertising As We Know It


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___________________________________________

"Branding is a methodical influence on the creation of beliefs in the consumer's mind. These beliefs pertain to abrand's 'instrumentality,' meaning the degree to which it enables consumers to achieve, do, or be what they want."Dan Herman, Outsmart the MBA Clones

See what other thought leaders think branding is here.

All contents Copyright 2009-2011, Michael G. DiFrisco, How-to-Branding.com

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Branding Definition

When Youre Serious About Marketing Your Business!

Branding Mobile Site Presentation Video WIFM SEO Slogan Cloaking About Tools WordPress Contact Privacy Policy

What is Branding?

March 5, 2011Fay Castro

Are You Knowable, Likable and Trustable?

Personal Branding can be the most influential tool for success in your self-marketing toolkit. You can identify,package and sell who you are to build a personal brand that results in business growth, influence, and income.
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The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a

combination of them intended to identify the goods and services of one seller or group of sellers and to

differentiate them from those of other sellers.

Branding is more about the following of rules because if you dont follow those rules, things dont look the same

and people wont remember you. When you put out your marketing pieces, you want to create a similar look and

feel so that people remember you. And you want that similar look and feel on everything you create.

Listen to William Arruda Talk about Branding

Here are three key things you need to develop a strong personal brand:

1. Get clear on your personal strengths, talents, values, and core area of expertise. Understand how you connect

best with people. Consider what your target audience needs and wants, and then identify the value and the

experience that you can deliver to meet those needs and wants. Communicate in ways that reach into the hearts

and minds of your target audience and connect with their core values and deepest desires.

2. The personal branding process is about having self-awareness of your strengths and talents, and then letting

everyone know about your gifts, talents, and experience. Its about giving a clear impression of who you are,

what you value, what youre committed to, and how you can be counted upon to act. Your branding statementmust provide a clear, concise view of your unique set of strengths and tell why you can do it better than anyone

else. You need to be able to state clearly and unequivocally why you are different than everyone else, and what

services you offer that make you unique and set you ahead of your competition.

3. Consistency is one of the keys to building a strong personal brand. Be aware of being consistent in every

interaction you have, both in what you say and how you respond. Establishing a Professional Brand is absolutely

critical to long term, sustainable business growth. In an overcrowded marketplace, if youre not standing out,

then youre invisible. Branding your products and services will give you an edge over your competition and

enhance your value to your target market.

A successful brand is one that forges a strong emotional connection with its audience.

Your brand is the source of a promise to your consumers.

What is Branding and How Important is it to Your Marketing Strategy?

The objectives that a good brand will achieve include:

Delivers the message clearly

Confirms your credibility

Connects your target prospects

Motivates the buyer emotionally

Concretes User Loyalty

A Brand is the sum total of how the public feels about a particular thing

Below are examples of well-known brands that achieved success with stirring emotion with their target

market:

Volvo = Safe

Jeep = Rugged

Breyers = Natural

Hagen-Dazs = Indulgent

Apple = Innovative, Cool


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IBM = Business, Conservative

It makes sense to understand that branding is not about getting your target market to choose you over the

competition, but its about getting your prospects to see you as the only one that provides a solution to their

problem, a cure for their pain. People engaged in branding seek to develop or align the expectations behind

the brand experience. You must create the impression that a brand associated with your product or service

has certain qualities or characteristics that make it special or unique. A brand is therefore one of the mostvaluable elements in youradvertisingtheme. It must demonstrate in an emotional way, what you have to

offer in themarketplace.

A brand can take many forms, including aname, sign,symbol,color combinationorslogan. The word brandbegan simply as a way to tell one persons cattle from another by means of a hot iron stamp. A legally

protected brand name is called atrademark. The word brand has continued to evolve to encompass identity

it affects the personality of a product, company or service.

A concept brand is a brand that is associated with an abstract concept, likebreast cancerawarenessorenvironmentalism, rather than a specific product, service, or business.

Any successful brand is successful by standing for something in the minds of its target market. Changingwhat you stand for is almost impossible unless you dont stand for anything. A brand that stands for

something is a brand that is forever locked into its position.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions,images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the

experiential aspect.

A Brand is the sum total of how the public feels about a particular thing

Below are examples of well-know brands that achieved success with stirring emotion with their targetmarket:The experiential aspect consists of the sum of all points of contact with the brand and is known as

the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic

construct created within the minds of people, consisting of all the information and expectations associated

with a product, service or the company providing them.
http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Namehttp://en.wikipedia.org/wiki/Namehttp://en.wikipedia.org/wiki/Namehttp://en.wikipedia.org/wiki/Symbolhttp://en.wikipedia.org/wiki/Symbolhttp://en.wikipedia.org/wiki/Symbolhttp://www.w3schools.com/html/html_colornames.asphttp://www.w3schools.com/html/html_colornames.asphttp://www.w3schools.com/html/html_colornames.asphttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://www.nationalbreastcancer.org/http://www.nationalbreastcancer.org/http://www.nationalbreastcancer.org/http://www.nationalbreastcancer.org/http://en.wikipedia.org/wiki/Environmentalismhttp://en.wikipedia.org/wiki/Environmentalismhttp://en.wikipedia.org/wiki/Environmentalismhttp://brandingdefinition.com/slogan/yourself/attachment/branding-demo/http://en.wikipedia.org/wiki/Environmentalismhttp://www.nationalbreastcancer.org/http://www.nationalbreastcancer.org/http://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Sloganhttp://www.w3schools.com/html/html_colornames.asphttp://en.wikipedia.org/wiki/Symbolhttp://en.wikipedia.org/wiki/Namehttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Advertising


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Any form of branding essentially means being recognized. A positive website brand image means that yourpotential customers will recognize your brand and begin to associate that brand with a particular product or

range of products.

The personal branding concept suggests instead that Success Comes from Self-Packaging.

Branding Is More Than a Pretty Logo A lot of websites and website owners mistakenly believe that creating

a brand means a compelling and relevant name, and well designed logos and web pages. While these are a

part of website branding, they are far from being the whole story. In fact, every aspect of your website and

online business needs to convey your brand image. This includes design, narrative voice, advertising, and

marketing. Customer communication is equally as important, and provides the opportunity to strengthen

your brand even further.

Your brand resides within the hearts and minds of customers, clients, and prospects.It is the sum total oftheir experiences and perception of you or your business, some of them you can influence, and some of

them you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day and more business comeOnline to reach their target market.

Its important to spend time investing in researching, defining, and building your brand.Its a foundationalpiece in your marketing communication and one you do not want to be without it.

You do this by integrating your brand strategies through your company at every point of public contact.

A Definition of a BrandThe first thing you need to understand is that a brand is not a logo. Nor is it a name,typeface or color. It is not on your business card, part of your website or in your brochure. To understand

the value of a brand and how it can make or break your business, you need to grasp that it is some much

bigger and far more intangible than any of those things.

Non-profits, perhaps even more than other organizations, need to be able to tap into these emotions.Ultimately, non-profits are trying to get people to rally behind a particular cause. People not only need to

like them, they need to believe in that cause.

Your first step should be to do a brand audit, where you take a look at every piece of marketing materialyou have produced, as well as surveying what others have said about you. This includes traditional media as

well as online and social media.

Google yourself and your business, see what results come up. It may surprise you.Do a search onGoogleKeyword Search Tool. Type in your URL and see what keywords Google is ranking you under. Make sure

they are words pertaining to you and your brand image.

More tips for branding your website: Include your logo on all your web pages.

Position it at the top left of each page

Make it memorable and meaningful

Dont just use text and/or clip art

Have an About Section.

This page should include all relevant information about you and your business.

Include your contact information here as well. Make sure people can contact you.

Complement your logo with your slogan that summarizes your business or websites purpose.

For example There are some things money cant buy. For everything else theres MasterCard
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.nonehttps://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.nonehttps://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.nonehttps://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.nonehttps://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.nonehttps://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none


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Have a consistent look and feel to all your pages.

Use a color scheme and layout that are clearly recognized across your site.

Choose a font scheme and use it throughout your site.

Create a favicon.Find out how to create one

Favicons are those little icons that show up in your favorites or bookmarked links in your browser.

It can also appear next to the URL in the address bar.

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Branding,Slogan1 Comment

Why You Need Professional SEO Software

October 11, 2011Fay B. Castro

If you need positive SEO software you should read a lot of different online SEO software reviews to get an understanding what

these applications can do for your business. After you got all the essential information about these applications you can make

the comparison of these programs and comprehend which is supposed to be more effective for your business.

In reality SEO reviews are very positive to evaluate some general features and possibilities of the program. You can get

detailed features and benefits of the programs you are going to buy for successful search optimization of your online business.

While reading the reviews, be attentive because there are a lot of scammers who provide unreal reviews of such programs.

Positive SEO software applications are usually advertised by reliable online sources and forums where the real users of the

software give their evaluations of the product you are interested in.

SEO tools are usually properly analyzed and evaluated in web magazines and web forums to represent all the benefits or

drawbacks of particular SEO applications. SEO software is regularly used by web site owners to advance page ranking and link

popularity on the internet. Entire exposure of the web site can be also improved significantly by SEO automated software.

When you reach high ranking and popularity you can get increased web site traffic and more sales. SEO automated programs

can include different positive and effective tools to successful web site advancement. These tools include page rank trackers,

keyword analyzers, search engine submitters, link builders, HTML validators, article submitters and a lot more.

You can check and monitor your rankings in search engines to optimize your web site on the internet. You can check and

analyze your key words and key phrases that should be used with your web site. Submissions can be successfully automated

using SEO software. You can work with link building and creation effectively with the help of SEO software. SEO software can

significantly save your money and t ime.

Online network has firmly joined life of people. Besides, web network has turned into a spot of entertainment and making ones

living. It comes as no surprise that now SEO services are so in demand. Those who are looking around for theSEO software

Australia, are invited to visit thiscriticonesite.
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Today the web technologies give you a really unique chance to choose exactly what you want on the best terms which are

available on the market. Should you needSEO softwareservices, dont ignore this great infobase use the Internet and make

your life easier.

SEOsearch engine optimization,seo,seo softwareLeave a comment

Automated SEO Tools For Online Business


SEO automated software is one of the most important tools for advancing and developing internet business. This tool provides

a great effect using the last strategies to increase your web site ranking, check your progress and determine rivals in your

online business niche. The most important thing every businessman online should understand is to choose the right SEO

automated software for their particular online business.

There are a lot of effective tips and strategies to pick out the right SEO tool for your business. You should understand that

automated SEO software you choose should include the best search engine optimization tools to advance your business

successfully.

The most effective SEO software should be updated constantly to be compatible with the last changes of the main search

engines. These updates should be made automatically by your SEO software. You should verify, whether the vendor of SEO

software you choose offers constant updates.

The main search engines make regular changes annually, that is why you should stay updated with your SEO software. Before

you choose the right software you should read essential reviews that you can find online. There are a lot of websites that

provide quality reviews and essential details on the latest software available on the market.

You should choose SEO software according to your business needs. There are a lot of SEO software applications designed

particularly for big online companies, web marketers and affiliate business promoters. If you know what you need you can

simply choose the best SEO software according your type of business. Each SEO software application that is sold should

contain supporting information to help people with the program.

Vendors usually include video and audio tutorials, free lessons and PDF files with essential tips and recommendations how to

use SEO techniques and tools effectively. You can opt for any time of supporting material you like. Usually vendors include

supporting material in different formats.

Online network has deeply integrated into life of people. Besides, web network has changed into a spot of entertainment and

earning money. Small wonder that currently SEO services have become so popular. Those who are looking for theSEO

software Australia, are welcomed to review thiscriticonesite.

These days the online technologies give you a truly unique chance to choose exactly what you need on the best terms which

are available on the market. If you needbest SEO softwareservices, dont ignore this great source ofinfo use online network

and make your life easier.

SEOsearch engine optimization,seo,seo softwareLeave a comment

Profitable Gross-Country Internet Marketing Campaigns For Tourism Industry


The most apparent advantage of the on-line is no borders. It appears that such a straightforward yet important prospect has

forgotten by web based marketing experts. A earlier period the majority of search marketing providers have developed

international strategies predominantly based on the English based internet based space. Currently, more search marketers

looks for localization search engine optimization (SEO) campaigns. Tourism Review Digital Network (TRDN) is clear the pioneer

of localized information channels with clear specialization on thetourism industry. Martin Heger, the Tourism Review chief

marketer specialist, shares certain principles of growing SEO internationally & be successful in international campaigns.
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Its very common formultilingual marketingnewcomers to forget that while in the United States & in the of the Europe Google

covers of the main part of the search market share, Baidu is the foremost search engine in China, and Yandex in Russia.

Yandex holds about 67% of the search engine market in Russia. The engine, founded in the early 1990s, and built a reputation

on technology such as a mapping & the ability to meet cultural requirements. Its tough for Google to acquire more than 20%

over Russian marketplace stress numerous industry specialists. In addition many Wall Street analysts believe Baidu will

continue to demonstrate a growth pattern similar to Google in its early years. We assume Baidu can grow up 3.5 to 4 times in

the next 4 to six years, specialists advise.

Nevertheless, keeping track of numerous search engines around the world becomes challenging. Not only serach engines in

diverse country employ unique algorithms, but also, for example Chinese authorities want to regulate On-line search.

A number oftourism marketingexperts who deal with global Search engine marketing trust they could handle localization by

straightforward translation original content in English to countrys native foreign language content. This framework is

completely wrong, confirms Martin Heger, the Tourism Review foremost tourism industry marketing expert. It is not

successful to plainly translate your website as people in diverse places are looking for diverse things & they use terms which

are frequently not translated but based on their unique environment and behavior. Translating search words is by far the most

dangerous trick of all tourism industry specialists in multilingual SEO. The law number 1 in multilingual SEO: not appreciating

that keywords cannot be translated is most well-known issue of unsuccessful international Search engine optimization efforts.

Another must topic to be considered is responding to cultural distinctions. In fact it is essential for a first-class internet based

as well as off line marketing communications. First-rate keyword research can be used not merely to enhance the performance

of a tourism web site generally but to identify how prospective clients are thinking and which travel and tourism products

might be the greatest ones.

The problems vary from company to company. Some companies go from a centralized to a decentralized advertising and

marketing strategy, & then back again. A lot of others though, trust they have handled optimization in English & try to apply

this method into other markets. Mr. Heger suggests outsourcing an on-line promotion to qualified specialists with cross-market

coordination of advertising & PR communication.

SEOinternational seo,multilingual SEM,multilingual SEO,tourism industry,tourism marketingLeave a comment

Your Www Name Should Be Your Web Site Name


Naming your website after your domain may seem understandable to some of you, but youll be surprised to learn that not

every site is named after the domain name even when the webmaster owns that domain name.

Naming a site after its domain name is vital, for the clear-cut reason that when people think of your website, theyll think of it

by name. If your name is also your URL, theyll certainly know where to go. For example, when people think of

StickyWebDomains.com, they dont have to wonder what URL to type into their browser to get there. The name of the site is

also the URL.

Suppose if your business (or website) is called Acme, but somebody else holds that domain name. Instead, you have some

difficult to understand domain name called, say, mybusiness.com. What happens when your customers, recalling that Acme

has a product they want, type www.acme.com? Theyll end up at your competitors website. One lost sale.

In the modern world of the web, where people automatically turn to the Web for information, it pays to have a domain name

that reflects your site or business. There are just fewer things for your customers or visitors to remember. Additionally, you

dont seriously think that theyll try to memorise an unrelated URL just because you want them to, do you? The only people

wholl memorise it are you and your competitors who want to compare your prices.

What if you cannot get the domain name of your choice? It really depends on how committed you are to that particular name.

If you have an existing brand name that youre known for, youll probably not want to ditch that name just because youcouldnt get the domain name. After all, it took you a lot of time and money to create that name. If so, you might just want to

try to buy over the domain name from the present possessor. Check up the whois information for the domain, and contact
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5 ways your brand and branding define you

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