Make Money With Ebay - Branding Basics: Three Important Branding Concepts

Consistently reinforce them throughout your organization and you'll build a powerful brand. Understand these concepts and you'll become a branding expert. But I have found that the essence of a brand can be distilled down to three simple concepts, a great deal of information (and misinformation) exists around the notion of brands and branding.

And the simplest idea is often the most powerful. Companies with the clearest brand promises have the strongest brands. The primary benefit of your product or service, " The answer to this question must address the big problem solved or the compelling need fulfilled -- in other words. What can I expect, your product or your company, it answers the question on every customer's mind: "If I engage in a relationship with you? The Brand Promise is a commitment you make to prospects and customers. 1.

Innovation and flexibility, customer service, common attributes might include your unique versions of quality. These comprise the feature set that describes the customer's experience with your company. The Brand Attributes include all the unique ways you deliver your brand promise. 2.

Competence or sincerity, excitement, sophistication, common brand personalities include ruggedness. Often a company's brand personality matches the customer's self-perception of their own personality or a personality they aspire to. It has by far the strongest influence on the emotional connection people feel toward your brand. The Brand Personality describes the human characteristics people experience when they encounter your brand. 3.

Take a look at these familiar brand promises and see if you can identify the companies that own them (scroll down for the answers). It lays the foundation for your relationship with the customer. Your brand promise represents the core essence of your brand. The brand promise leads the way because it is directly affected by the value proposition your company chooses, of these concepts.

The safest cars in the world 1.

Low cost flights frequent, 2.

Everyday low prices 3.

Fun entertainment for the whole family 4.

Advanced processors with continually improving cost and speed performance 5.

A unique coffee experience 6.

Low cost computers with minimal hassle 7.

Time-certain delivery 8.

Refreshment 9.

You know what to expect and what you will receive, when you do business with any of them. ) are market leaders because they have relentlessly focused their entire organization on their brand promise. These companies (how many did you get right?

The Essence of the Brand

It can be portrayed in the pictures and visual imagery of your brand or it can be communicated in the "tone" or "voice" of your communications. It manifests itself in many different ways. Brand personality has to do with the emotional connection people have to your brand.

They hire only those people whose personalities exactly matches a carefully defined profile: consequently, Knows that their employees directly reinforce their brand personality, for example, southwest Airlines.

* A commitment to customer service

* Self-motivated and energetic personality

* Team-oriented

* Ability to work equally well alone or with others

* Sense of humor

* Positive attitude

Fast-paced environment * Flexibility to work in a dynamic,

But their fanatical devotion to their brand personality and the people who deliver it has played a major role in their ability to maintain a consistently strong brand image. This isn't the only reason for Southwest's phenomenal track record of success, of
course. You don't work for Southwest -- period, if you don't match this profile. It is easier to get into Harvard University than it is to get a job at Southwest Airlines, statistically.

Consistent and compelling brand that attracts
customers to your value proposition and puts your company in a position of market leadership, you can develop a clear, by pursuing these concepts with passion and commitment. So it is critical to understand the power that comes from the interplay among and between them, brand attributes and brand personality -- represent the essence of your brand, these three concepts -- brand promise.

Answers to which companies own the brand promises listed above:

Volvo 1.

Southwest Airlines 2.

Wal-Mart 3.

Disney 4.

Intel 5.

Starbucks 6.

Dell 7.

Federal Express 8.

Coke 9.