Successful Brand Management with Marketplace Maven

Brand –The perceived emotional corporate image as a whole.
Identity The visual aspects that form part of the overall brand.
Logo Identifies a business in its simplest form via the use of a mark or icon.

Your brand defines who you are and what your company represents.  It is the single most important element of your Marketing Campaign!

At Marketplace Maven we are obsessed with the importance of a great Logo and a consistent branding image for your company's Internet Marketing Campaign and offline marketing strategy.

Not only is consistent coloring in your Logo, your website, and printed material important, but you must also think about the tone and emotional impact.  Many business owners make the mistake of thinking all they need to do is place their logo on all of their marketing material. But there is more to a successful brand management campaign than simply matching colors and logos. If your goal is to represent your brand as “bold” or “not average” – then you need to commit to it. Everything you create should be bold and be the opposite of average.

What is the difference between Branding and Logo, and Identity?

None of these are the same. They all have a different role to play, that when combined they become for the consumer, the perceived image online for your product, service or business.

Why is Branding so Important

Your Brand is the personality that identifies your product, service or company. This includes your company name, slogan, logo, symbol, or design and how it relates to your key constituencies: customers, staff, partners, investors etc.

Successful brand management  includes a psychological aspect; brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that have become linked to the brand.

How Does Brand Marketing Fit into Your Strategy?

Brand management is the foundation upon which your entire organization and marketing campaigns are built. Start by answering these questions:

  • Who are we (in 140 characters or less, and without meaningless jargon)?
  • What are the three greatest strengths/weaknesses of our brand?
  • What are our greatest opportunities for growth?
  • What keywords would people search to find our organization/products/services?
  • Who are our buyer personas?
  • What makes us different?
  • How do we express that differentiation in words, images and actions?
  • What value (i.e. expertise, resources, guidance, tools) can we bring to the community (i.e. our audiences in the social Web)?
  • What are we doing to innovate and move our industry forward?
  • What is our sustainable competitive advantage?
  • What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?

Next, integrate them into your Web, search marketing, social media, content marketing and public relations strategies.

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