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Brand Big--Deliver a Great Experience
How the experience you offer drives your brand Want to Land Your Brand? Deliver a Great Experience. By Karen Post How does Starbucks get away with charging $3.50 for a cup of coffee when there’s plenty of good coffee for a lot less all over...
Do You Make These 7 Mistakes In Your Business?
Mistakes. Nobody likes to make them. But when we do we try to learn from them, survive them and then value the 'experience' that we now have because of them. As a internet marketing consultant having worked with many different businesses I've seen...
Hire the Right Marketing Company
How to hire the right marketing company for your business Hiring a good marketing firm is critical to the success of any business. Here are some things to look for. First, it’s important to understand the distinction between a company...
How to Get More People at Your Site
HOW TO GET CUSTOMERS TO YOUR WEB SITE BY JOE TREVISON MBA CPA There is a commercial on Television that makes a lot of sense. 90 % of businesses do not have a marketing plan. Another 7% are not focused. Only 3% have marketing plans and are...
What Does She Have That I Don't?
Copyright 2005 Karen Saunders Have you ever asked yourself why a competitor's business gets more attention than yours? The answer just may have to do with the elements that go into how memorable the business is. And that has to do with...
 
Is Your Ad Killing Your Brand?

by Karon Thackston © 2002
http://www.copywritingcourse.com

It’s funny to me how companies spend thousands of dollars to develop a brand only to wreck it when they create their advertising campaigns. They pour over colors, fonts, logo designs, Web site creation, USPs, and target audience analyses. But then, when it’s time to bring their message to the public, it all falls apart.

Case in point: a local technical college in my town has recently begun to run a television campaign. This institution previously had an image of providing cutting-edge training on technically based vocations. They have spent the last several years touting how high-tech their facilities are, and how leading edge their curriculums are. That’s why I can’t image what happened during the production of this ad.

The background music is slow and rather classical. The pictures are of smiling students carrying books, and of one of the oldest buildings on the campus. The copy did do its job. The copy mentioned how the workplace was changing and becoming more advanced day-by-day. It talked about how even the simplest of jobs now require at least some technological “know-how.” But the clash between the copy and the imagery was painfully obvious.

What would I have done differently? I would have chosen each element with the express purpose of supporting the brand. The music would have been more upbeat and modern. The images would have been of students working at computers, or in engineering labs. The closing shot would not have been one of the oldest, stodgiest building on campus, but of the new stucco and glass building they added 2 years ago.

The end result *could* have been an ad that


completely portrayed the innovative and advanced curriculums offered by this technology-based school. The copy, the visuals, and the music all working in harmony would bring about a much larger response, and would also reinforce the brand this institution has worked so hard to create.

When you create advertising pieces for your company, look for the branding aspects of each, individual element. As you work through the process, ask yourself these questions:

·What identity am I attempting to portray?
·Do the graphics reinforce that identity?
·Does the music support my brand?
·Is the copy descriptive of aspects related to the brand?
·Do the colors fall in line with how I want to be viewed?
·Is the medium itself appropriate to my brand?

When the final product (whether it be a piece for TV, radio, the Web, or print) is completed, show it to several people who are unfamiliar with your organization. Ask them to describe the “essence” of your business based on this one piece. If your combination is put together right, they’ll be able to do just that.

When you pay close attention to each element you’ll have a powerful end result. When everything works in concert, you will have a much more beneficial campaign that works to contribute to your branding efforts rather than destroy them.


About the Author

Copy not getting results? Visit Karon online at http://www.ktamarketing.com, or let Karon teach you to write like a pro! Boost your sales and your search engine rankings with The Step-by-Step Copywriting Course. Not just an ebook... a complete course including LIVE feedback. Get yours - and 3 FREE bonuses - today! http://www.copywritingcourse.com

 

Brand - Wikipedia, the free encyclopedia
The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ...
en.wikipedia.org
 
Branding - Wikipedia, the free encyclopedia
Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
en.wikipedia.org
 
AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
www.allaboutbranding.com
 
brandchannel.com | branding resource produced by Interbrand | brands
An international online exchange and resource about brand marketing and branding.
www.brandchannel.com
 
Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
www.brandidentityguru.com
 
Branding Blog
Branding and positioning news and opinion.
www.brandingblog.com
 
Branding Asia
Free articles, news and columns on branding in Asia. Market research and Asian marketing.
www.brandingasia.com
 
Pages tagged with "branding" on del.icio.us
All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ...
del.icio.us
 
The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
www.fastcompany.com
 
Branding: See what people are saying right now on Technorati
See all blog posts tagged with branding on Technorati.
www.technorati.com
 
Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
www.mozilla.org
 
What Brand Are You? A branding viral by The Design Conspiracy
What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ...
www.whatbrandareyou.com
 
Julie & Company: Affordable branding, web design, graphic design ...
Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ...
www.julieandcompany.com
 
Forty Media - Web Design, Web Development, Branding, Great Websites
a professional web design agency based in Phoenix, Arizona.
www.fortymedia.com
 
Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
smallbusiness.yahoo.com
 
Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
www.lexicon-branding.com
 
Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
www.uie.com
 
iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
www.imediaconnection.com
 
Small Business Marketing And Branding
Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
smallbusinessbranding.com
 
Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
www.beyond-branding.com
 
 

 
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