What Is A Brand?

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To some a brand is a product, a product’s name or its logo. And while a brand does include all of these elements, it actually involves much greater significance than that.

The website brandchannel.com published this description:

A brand is a combination of attributes, communicated through a name or a symbol, that influences a thought-process in the mind of an audience and creates value. ...The value of a brand resides, for the audience, in the promise that the product or service will deliver.

That's a pretty good definition. It suggests that a brand is far more than the tangible elements that someone can see. It also includes the feeling the brand produces in the mind.

Read our entire article, What is a Brand?

To talk to someone about maximizing the value of your brand, contact Cornerstone today by e-mail or phone, 903-534-5220.

The Power of a Positive Image

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Before you can deliver a memorable message that establishes your brand’s competitive difference or motivates your audience to a new and different behavior, you have to get their attention. Otherwise, you’re just talking to yourself.

That means your first communication objective is to catch your audience’s eye and engage their imagination.

One of the techniques you can use to do that is to help your audience picture the benefit your brand provides. More than just showing what the product or service does, give them a sense of how satisfying an experience with it could be.

Read more about the value of a positive visual.

To talk to someone about developing more powerful imagery for your communications, contact us today by e-mail or phone, 903-534-5220.

Brands Still Matter

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There's an article in the March 22nd issue of Ad Age that documents a reversal in the stocking and inventory management strategy of Wal-Mart reportedly designed to eliminate some national brands and sizes that had not been performing to expectations.

This elimination of national brands also coincided with a significant increase in the introduction of store brands that allow Wal-Mart to realize significantly higher margins. The article describes how customers reacted with aggravation and fewer trips to Wal-Mart with enough frequency to produce the company's first reduction in traffic and sales in store history during the 4th quarter of 2009.  It appears that 300 brands previously removed will be returning to shelves in the near future. It just goes to show you that brands still play a strong role in the minds of consumers and in their purchasing decisions even in a cost-conscious economic environment. The take away is that it pays to develop a powerful brand for your products and services and that is can cost you money to depend only on low price to drive sales. Read the article in Ad Age.

Brand Benefit #1: It Separates You From Competitors

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There are many good reasons why brand development can be a difference maker for your business. This is the first of ten posts that I'll make over a period of weeks to highlight those reasons for your consideration.

Let’s start with the obvious. If no one knows you exist, your business will fail. If people know who you are and can tell a difference between you and your competitors, your future has a great deal more potential. By establishing a reputation of unique benefit and value, customers, prospects and other marketplace observers perceive you as distinctly significant and worthy of individual consideration in any market action.

That translates into improved awareness, attention and a position of authority and strength. On the other hand, the lack of a clear difference relegates you to the easily dismissed muddled mass of mediocrity. And that means low interest, influence and a competitive position of weakness.

Read about the other 9 brand development benefits now.

To talk to someone about the difference-making value of a brand for your business, contact us today by e-mail or phone, 903-534-5220.