Branding is living how you are in everything you do. Strengthening a company’s brand value comes through communications.

Santa Brand

Branding at its best…The Santa Brand

There are many different spiritual beliefs that have become part of the holiday season. Of the many seasonal icons that exist, the imaginary one that remains the strongest, most fun and most playful is the belief in Santa Claus. Let’s just pretend for a minute.

We post this annually, so please excuse us for pulling it out of our sack again!

All in fun, we share with you… The Santa Brand.

Read more

Why Change A Brand Name

Why Change A Brand Name?

Do you know what brand name changes mean?

Dunkin’ Donuts recently announced it will be shortening its name by dropping the word ‘Donuts’.

Dunkin Donuts

Dunkin’ Donuts name has a strong brand personality. We’ve been trained to know what to expect from the brand by the way it identifies itself. It has meaning to us as consumers and is widely recognized. Why would they consider changing what others work so hard to achieve? They are currently the undisputed leader of the donut industry with a more than 60% market share, and a presence that runs to 11,300 restaurants globally.

Historically….

Successful brand name changes infographic

Changes made to a brand name usually predict that things will not be the same as they were. By changing the name, companies hope to convey their transformation and focus. Often that desire for a renewed image is an effort to breathe life into a damaged brand.

When?

When might a brand consider changing its name? When there is a change in strategic focus or the name change will enhance meaning and value in the minds of consumers.

Why?

Does ‘Dunkin’’, as a name, carry greater value than Dunkin’ Donuts? Is it just a result of current trends to use shorter names and/or acronyms.

Does it bring greater resonance to the consumer brand market where it has become more and more difficult to stand out?

And then, there is always this most important question remaining. Will consumers embrace it?

Is Dunkin’ Donuts unknowingly placing doubt in consumer’s minds because now they will be driven to determine whether the product is the same or has something about it changed? The perception in consumer’s minds becomes; what will we get from the Dunkin’ brand that we don’t already get now from Dunkin’ Donuts?

Would Dunkin’ Donuts change something if there wasn’t some sort of problem? Or… could this possibly be an agency’s strategy to generate a ton of work!

Brand Relationship Building

How You Can Master Brand Relationship Building

Branding is very simple. The typical thought process behind branding awareness is a logical progression. It goes something like this:
> A logo is your brand
> Branding is more than just a logo
> A brand is every touchpoint and beyond just design
> A brand is a relationship

Yes, a brand is a relationship. It’s an emotional connection between you and your customer.

How do we build this brand relationship?

1   Consistency
A company establishes who they are, what they believe in, how they speak, and what they look like. They then bring that to every interaction, every time. This builds familiarity and trust… which drives loyalty.

2   Authenticity
A company needs to be authentic in who they are and what they offer. Brand authenticity builds trust which, again, results in a strong long-lasting relationship with customers .

3   Transactions
Transactions are without emotion. Beyond the transaction, lies nothing. Features lists mean little when your company can only offer as much as its competitor. Why then, would customers remain loyal to the brand?
What happens when you continue to build the emotional connection beyond the transaction? That’s right! You can reap the long-term relationship benefits you want.

4   Stay the course
Emotional relationships take time and nurturing to build. Have patience.

5   Every interaction is meaningful
Build the relationship through powerful and memorable ongoing interactions, before, during AND after the sale.

Like any relationship, branding develops over time. Be patient. The results may surprise you!

 

 

Branding … Good And Bad

5 Ways To Build An Unforgettable Brand!

Where Customers Take Control of Branding

unforgettable brand

5 Ways To Build An Unforgettable Brand!

Every impression of your brand has value!
65% of us are visual learners. This makes a strong visual brand an integral part of building an unforgettable brand.

The goal is always to stimulate recall, instill recognition and become memorable in the mind of your audience. If they view your visual brand consistently and repeatedly, you are empowering them to make a connection with your business easily. This is simply because the more we see something, the better our recall of it is.

A strong visual brand begins with these 5 basics: your logo, fonts, colors, usage and images.

Logo
Your logo is not your brand in its entirety. It is a visual representation of your brand. A strong visual is distinctive, simple, readable at all sizes and meaningful. Maintaining your logo’s integrity helps establish the recognition it deserves.

Fonts
Fonts lend a distinctive personality and should reflect your brand values. Use no more than 2 fonts that pair well and complement who you are. The right fonts will ensure your message is readable and legible.

Colors
Color creates your brand’s tone. Choose colors appropriate for your brand and use them distinctly to guide your audience visually in conveying your message.

Usage
Guidelines for consistent usage should be established to help maintain visual brand integrity. This may include elements such as guides for maintaining ample white space around your logo which will help draw attention visually. Studies show that consistency in visual touchpoints (website, social media, store, marketing, service, support, etc) builds brand.

Images
Visual content is more interactive, engaging and gets your message across quickly. Create high-quality, compelling and visually consistent images for your brand.

Control your brand by building it consistently and empower it to become unforgettable in our crowded world of brands.

realtedblogs

Why Your Brand Needs A Design Style Guide?

How To Create A Great Logo

Branding … Good And Bad

 

Cotter Visual Synergist

Google’s Alphabet

Google Inc has rebranded as Alphabet, with the new corporate identity being used to operate a collection of businesses, including the search engine. Alphabet encompasses all.

The new brand mark is simple, strong, friendly and contemporary.

alphabet-logo
Here’s my take…

Read more

4 Ways To Tell Your Brand’s Story Visually

Branding is about making an emotional connection with your customers, right? So it makes sense that storytelling, if created “brand appropriately”, can be one of the most powerful tools in humanizing your business. It is also the perfect opportunity for you to visually brand!

Here are 4 ways to help tell your brand’s story….

Read more

Brands and 9/11… What Not To Say On A Bad Day

How do brands post on 9/11?
How can brands insert themselves into the conversation without seeming opportunistic?
How can they show their sincerity?

It is a time for people to reflect, remember others and share stories to help heal. The pain is still real. Acknowledging this will be more respectful than anything else a brand can do because whatever they do, they will be criticized.

Read more

Cotter Visual Synergist

Branding … Good And Bad

What makes one brand successful and another a failure? Think through these brand successes and failures and you will be able to see how the many variables of change contribute to their outcomes.

Branding Successes

Read more

Cotter Visual Synergist

Branding Purple

Purple tends to be a color that people either love or hate. A visit to Berkshire Hathaway Home Services Fox & Roach’s Kennett Square office “Brand Opening” led me to a thought-provoking conversation on the BHHS corporate brand color choice of purple. They all knew the reasoning well as it was conveyed as part of the brand.

Read more