When Does a Product Become a Brand?
When Does a Product Become a Brand? It becomes a brand the moment a consistent branding strategy is set in place and people begin to make the connections. A brand is not as elusive as you might think. A brand is a consistent message that is triggered in a consumer’s or client’s mind. Every time they see or hear x they think y. In a way it is basic Pavlovian Theory. Think of the most common examples: the golden arches — McDonalds. Mouse ears — Disney… the red dartboard—Target. The list goes on. The concept can be translated into a logo, a song, a saying...
Read MoreImportance of consistent collateral or use of your brand
Many small businesses make the mistake of letting other vendors (from the Yellow pages to Little League) layout their advertising or use their logo. The problem you get with this is that it’s often done wrong and your brand and its message fall flat. Moreover, you’ve just wasted you’re money trying to advertise or promote your business. A very simple cure to this is to have brand standards manual in place. For small businesses, this is often a 5-20 page document that explains how your brand is to be used. It dictates: 1. Short statement on who you are, what you do, your...
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