The technical definition of branding is the sum total of all functional and emotional assets of the product, service or group that differentiate it among the competition. Ultimately though, a brand is a person’s gut feeling about a product, service or company. It’s a gut feeling because we’re all emotional and intuitive beings, despite our best efforts to be rational. Each person creates his or her own version of your brand in his or her mind. Thus, regardless of whether the beliefs a customer holds about your company are many or few, good or bad, accurate or inaccurate, they comprise the image of your brand and influence how your customer thinks and buys. UpBrand believe's that, in the end, it comes down to the simple fact that people hate to be sold to, but love to buy. An effective brand’s job is to create an atmosphere that entices a potential customer to buy without having to ever actually sell.
The best time to brand is at the beginning. But what if you missed it? The obvious news is you’re likely losing profitability—not capitalizing on your “slice of the pie”, if you will. But the most important and lesser-known reality is that the longer you stay where you are, the harder it is to change you consumer’s perception of you. Companies like Blockbuster, Kodak and AOL, for example, realized this too late….
Services are products that people buy sight-unseen. Unlike tangible products, that shoppers can see and feel, people buy services based on their trust that the brand they’re buying from will deliver as promised. Examples of globally recognized service brands include Google, H&R Block, and…
Marketing a product successfully and with any kind of longevity falls solely on the brand. Your competitors may come out with a similar product tomorrow but a Harley Davidson man is a Harley Davidson man. If the bike isn’t his brand, with the same feeling and emotion he grew to love and expect from it, he won’t buy the bike…
COMMUNICATION STYLE GUIDE
The most important thing when it comes to effective brand deployment is consistency. Our Communication Style Guide will explain how to properly deploy your brand concerning all things visual—from logo to fonts, colors, photo style and more.