Building A Smarter Brand


If you’re an entrepreneur in today’s market – my hat’s off to you.  You possess the power to see opportunity where others see obstacles, and you know how to act quickly to take advantage of that window to success.  Time, in today’s economy, is more precious and fleeting than ever as our lives move faster with technology and communications.

Besides endless hours of hard work getting your business financed and established, today’s entrepreneur wears an additionally daunting cap – broadcaster and market leader.  Building a loyal following of customers and fans is more important today than ever before – and the channels to reach them are increasing in complexity and reach with each passing day.

In the heat of the hunt for immediate results, many new (and existing) businesses dash past the brand development stage, and march quickly into delivering logos, websites and collateral from limited or multiple resources.  Who has time to ponder the personality of the language used to describe your product or service?  People just want to know about it, and hopefully stop long enough to pay attention.

Breaking that pattern of rushing to market is a key component to building a solid communications foundation that will serve you and your growing business for years.  Spending the time creating and defining your brand platform with a team of professionals will not only save you precious time, but precious funds in the short and long-term.  If done right, your brand platform will influence every single business decision you’ll make today, and in the future.

So what are the real bottom-line benefits you’ll get from establishing a solid brand platform and strategy?

1. Stand Out From The Competition

So much competition, and so little time to compare for too long, the window of opportunity to connect with today’s consumer is ever decreasing.  We multi-task on a variety of devices, all while maintaining several streams of conversation and potential distraction.  “New and Improved” simply isn’t enough to attract and keep consumer’s attention today; you have to prove your real, authentic value in competition with everyone.  Truly standing out in today’s market is harder than ever – and reaps even greater rewards when done well.

2. Communicate Your Value Quickly And Clearly

With a solid brand strategy and well-defined personality and language, you’ll be able to  speak with clarity and speed.  While speeding down the highway in your car, your billboard will have but a few seconds to be attracted and memorable to a stream of potential customers.  The internet is like a highway as well; with similar rules of quick and clear attraction requirements.  Keep your message concise and most importantly – make it memorable.

3. Attract Both Customers And Investors

Ask any budding young entrepreneur today who is just beginning to develop business ideas, and they’ll confirm that a strong brand is something they must have to secure funding.  “Build It And They Will Come” is notorious as a poor rationale to develop a product or service.  As humans, we want to believe that our realm of experience is similar if not exactly like our target market’s… which is often not true.   Spending the time to clearly define your target market, and give them reasons to buy from you from their perspective and experience is a critical step to financial returns.

4. Enjoy Lasting Marketing Returns

A well-defined brand platform is one business strategy that gives back for years if executed correctly.  As the company grows, so do you expand on the foundation that was established through a formal branding process.  Without that foundation, you’ll likely change messages and tactics enough to never gain traction in any specific market; and waste critical resources of time and money while doing it.  Developing a solid brand promise also translates into better information for creative expression; saving you time, money, and the sapping effort of going through rounds of creative attempts and evaluation.

5. Grow Faster With Purpose

One of the biggest challenges facing small businesses is to stay on track. It’s hard to know which opportunities to pursue, and which ones to pass on. Particularly when you don’t have the structure and decision-making processes of a large company. A well-defined Brand should be used as a continual, actionable filter to review everything: products, partnerships, people for fit to your core values. If they don’t fit, even if they have merit, then pass.

Brand platform building, especially defining your target market and your unique positioning is a powerful need for every business.  Many businesses see the branding process as a challenge, and not an advantage.

How do you see branding in your business today?  Is your brand platform clear to you and your market?
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6 Important Brand Strategy Steps


Spring is in the air, and this is the time of year businesses are energized about meeting and exceeding their goals.  I like to call it “new better bigger stronger” season.

It’s also time that many businesses consider a change in their marketing efforts and presentation overall to help reach new prospects and customers.  Many brands go as far as consider developing a refreshed positioning message overall to upgrade and uplift their communications to new potential clients.

If you’re one of those thinking hard about your brand’s real position in your market today, there are a few simple steps you can take that will get you down the path to a good start:

1. Conduct A Comprehensive Brand Audit: Take the time (and a survey) to listen in on how your prospects, customers and employees/vendor really perceive your brand.  This feedback is critical to discover any “disconnect” between what you think you’re conveying, and what they’re perceiving.  Once you find the gaps in your strategy, you can make appropriate changes for resolutions.

2. Take Time To Create Your Brand Architecture: It’s important that you take time to really define your unique value position, and prioritize it’s very specific features and benefits. Now is also a good time to define some important keywords that you’ll target your communications with for search engines and your various audiences.

3. Develop A Brand Strategy: Take the findings of your unique architecture and match that messaging with your various target audiences.  Make a list of where you plan to find and engage them, and what type of media or marketing support you may need.  Consider every possible media channel you can think of, from public relations and social media to traditional and interactive media.  Write them down and make a list!

4. Create Your Brand’s Story: By developing and writing out your compelling story that addresses your brand strategy, you’ll begin to be prepared to communicate with your market.  Be sure to think from your target audience’s perspective, and not from you own as an owner or employee.

5. Determine Your Brand’s Visual Requirements: Now for the fun part – from selecting colors, type styles and logo characteristics, you must visually reinforce your brand at every step of the way. Perhaps it’s a tweak of your existing logo that’s in order to update it, or an entirely different visual brand is needed – now is the time to make and execute on that part of the brand process.

6.  Develop Your Brand’s Operational Requirements: From logo use, to how the phone is answered – it’s important that you communicate the tone of the first five steps to every single person you engage.  Consistency is key to branding – and you now have the power behind your brand to communicate it with confidence.

Complete and document these steps with care, and you’ll not only see how you stand out from the competition, but you’ll be laying the foundation to grow faster than competitive brands in your same category – even in your same smaller community.

The biggest brands in the world know from experience that a well-defined business brand will generate more leads, rapidly accelerate their sales cycle, and create solid returns to their bottom line in faster time frames.  No matter what size company you are, the same principles of success apply to you.

If you’re like most of our clients and need help clearly defining and positioning your brand, we’re here to help.

Drive By Branding


I ran across this post (no pun intended to the image above) from fellow blogger Pam Moore, and thought it was so on target that you might enjoy its serious levity as well.
Brands, as we may both know, are not just logos – and they certainly aren’t built as quickly as a logo might be designed.  Beyond your company’s basic marketing platform, your brand represents the goals, objectives and unified identity that you want your customers and partners to be able to clearly identify and understand.  Great brand strategies have plans and purpose – just like great businesses have a business strategy for their products and services.

Definition of Brand:

A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

Pam Moore’s 15 Hints You are Guilty of Random Acts of

Branding (RABs)…  or what I like to call “Drive By Branding”:

1. You make midnight changes to your logo and launch the next morning on Facebook.

2. Your new logo does not match any of your other colors or fonts… yet you launch the lame  midnight logo anyway.

3. You leave a networking group and feel some competitive pressure, so you decide it’s time for a website overhaul which lead to the logo change.

4. You have no plan for your new website or logo overhaul.

5. You developed your new logo and/or brand elements in Powerpoint. You did a screen capture

of the image from Powerpoint because you don’t know how to create a .jpeg or .png file.

6. You have no idea how you are going to modify the rest of your brand elements to match your now launched but terrible logo.

7. You don’t know what to do with your ugly logo you launched. Nobody responded to the email asking for feedback.

8. You don’t really have good Adobe Photoshop or design skills yet you do all of your own graphic design work.

9. You have no formal training or real business experience on brand, marketing or design yet you do all of your own plus your clients design and brand work.

10. It doesn’t really bother you that all of the above is true. Your thought is “it’s just colors, people know what I can really do.”

11. You think it’s cool to be just like your competitors. You also figure it’s easy to copy them so why not do it.

12. You think your market will think you are the same as your competitors if you just copy/paste their experience and make it your own.

13. You think it would take too much time to put a real brand strategy together.

14. You think by copying your competitors brand people will think you’re just like them even if they double your experience, have twice the team and real branding skills.

15. I am annoying you with all of these statement because they are true. You want to think I am wrong, but you know deep down in your heart I am right.

Ok… let’s be honest.  Are you guilty of any of these villainous acts of branding?    Can you imagine how much time and money you might save by taking the task of branding seriously before you begin marketing or advertising your product or service?  We have branding process that works…every time if you’re in need of any help.


Branding Your Bottom Line


When was the last time you took time to consider your brand?  If you’re thinking about your logo, you’d only be partially on track.

Your company brand isn’t simply what you appear (or want) to be, its what you do, and how your perceived.  One of the easiest ways to understand this is to simply replace the work “brand” with an alternate word – “reputation”. Your company brand includes every touch point by every stakeholder that’s in contact with you, including your internal resources such as management, employees, vendors and most importantly – your customers and prospects.  Crafting your brand’s communications at the beginning of your outreach will save you money, while substantially increasing your effectiveness – especially in comparison with your competition.

Brand Faults

Poor brand development can results in many losses to your bottom line.  Here are a few you might consider avoiding:

No Point of Differentiation

Contrast and compare your product or service with your competition. Besides obvious factors like price, what really makes you different?  WHY should YOUR customer care?  With a strong positioning statement and strategy, your customers will want to build a relationship with you that could last a lifetime.  If price is the only factor that sets you apart, you’ll not gain a significant part of the existing, or future market potential.

Lack of Brand Image

You know how the logo on your card is different than the one on your sign or in your recent ad?  Perhaps the font your using on your letterhead isn’t the same as what you use on your website?  Or that shade of green that you like on your brochure just isn’t the same as your logo?   This inconsistency within your brand will certainly create confusion.  With the few precious seconds that you have to establish your brand in the mind and heart of your prospects, you can’t afford to cause any confusion that might cost you business.

Unreal Brand Values

If great customer service is one of your brand values, then leaving a customer on hold for more than a few brief moments isn’t consistent with your promise.  And if your customers can’t trust your business promise, then how can they trust you enough to buy from you?   Ignoring your brand’s core values will cost you loyal customers and new prospects – and you may not even know it’s a problem if you don’t look carefully at your brand.

Lack of focused offer

If you’re good at providing one singular product or service – then focus on that without trying to become “all things to all people”.  Competition, especially in today’s challenging economy, is more aggressive than ever.  If you’re an accountant, would you consider adding another line of work to your office and provide legal counsel?  Of course not.

But too many brands fraction their efforts early in the process of determining their specific brand niche – and bring so much competition to their door, that they can’t survive the crush of competitive brand messages.  Be the brand leader in your category – no matter how narrow that category may be.

In addition, it’s far more cost effective to market a specific product to a target audience than to shotgun a series of products or services to the general public.  Get specific, and you’ll get results.

Poor Internal Communications

When employees can’t get real information from management – they make it up for themselves, and develop rumors that take more time to address than resolve.  Rumors have “legs”, and can easily become a perceived reality in the marketplace – to your current customers and prospects as well.  If your stability is in question, you’ll feel the money leaving your hands before it even gets to you.

Leverage Your Brand

Branding is critical for every business, and even for nearly every professional personally.  Whether your launching a new business, or have been in business successfully for years – addressing your brand will provide you with the foundation for continued growth, or to gain the necessary market share that you’ll need to be successful.  Build you brand as a competitive asset – as you would your legal and financial status and systems.  As a core value that’s often overlooked, don’t be one of the many businesses who invest in every aspect of their operations – with exception to their most valuable asset – their brand.

What have you done to codify your brand?  Do you have it written down in detail so that you can share it with your staff, customers and prospects?

What’s in a brand name? Everything.


A great product or service name requires little or no introduction, explanation or advertising to give it power.

Of all the powerful forces in branding, marketing and advertising, a memorable brand name ranks one of the highest in importance.  It immediately connects your audience with an emotional tug, while helping define what makes you uniquely different – all in just a word or two.

Truly great brand names only come through a powerful positioning strategy – one that focuses in on the emotional appeal that can stir the hearts and minds of your market.  A great brand name can do all this by itself, and take a center place within an industry.

Because brand names, whether old or new have so much riding on them, I wince when it’s left to a few employees or friends as they toss around ideas – or worse yet…enter a contest to find the right way to communicate all the values in a brand.  While well intended, they’re not equipped to take the time to account for all the important aspects of landing a truly great name.  What about it’s memorability?  Positive or negative associations?  Competitors and trademarks – and especially domain name availability?

What do I think a great brand name does (in part)?

  • Easily communicates your brand strategy.
  • It should literally roll off the tongue.
  • Like the last puzzle piece, a good brand name fits perfectly.
  • And as most importantly, a great brand name is the ambassador of your company.

What your specific target market thinks of your brand name is much more important than any opinion of  any branding, marketing, advertising or naming expert (even us!).  And so, any great naming effort must utilize some fairly advanced methods to enable the market to react to your name before you decide on it.

No naming project is ever identical. There’s no set formula to arrive at a winner. The only thing you can really control is the kind of work you do to come up with a name. If you do the right kind of work, you’ll likely come up that one special word or phrase. Brand Identity Guru Inc. knows what “the right kind of work” is and has the skills necessary to follow through on that work. Hence, our motto, “Pump Up Your Brand.”

Although every brand or re-brand name process is unique, SmartBrand conducts a few key steps to help our clients review, assess, develop or rename their brands:

  • We’d start with an analytical survey of your competition. Which ones are a hit with the market?  Which miss…and why?   This information will help the naming team determine the specific positioning strategy for your brand’s name.
  • Positioning. Perhaps the hardest aspect of all, we’ll have to target your brand’s core values and create a foundation of messaging and ideas from which a truly winning brand name can emerge.
  • Truly great name development takes the positioning strategy, and look again at it from multiple angles to find ways you might leverage marketing and advertising to convey it in a truly unique and memorable way.
  • Consider Trademarking. We can screen a series of promising names with our legal counsel to find if there’s a feasibility of using them as brand names.  This is an important step to help avoid legal action by unknown competitors in the future.
  • Then the fun begins with some creative concepts and drafts. We might even consider some advertising treatments… all based on the stories we’ve helped create around your ideal positioning.
  • Finally…it’s time for a well though-out deliverable. We’ll give you a most important  short list of final, legally feasible names with an in-depth positioning strategy for each.

Once this foundation is established, the entire marketing, advertising, social media and public relations efforts fall easily into order.  Without a truly sound foundation to your brand name, you’ll struggle to find the right way to explain what you do – and find those who can be excited about buying from you.

What are some of the great brand names of our time?  Tell us who you think has succeeded in this important first step today?

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