172 search results for

'branding'

Branding basics - the 12 brand archetypes

...branding. A strong brand is invaluable for establishing what makes your business unique, engaging with the right target customers, and ultimately helping you rise above the competition. It's particularly important for small businesses to create a recognisable brand, and to leverage it well, to help them stand out in a field dominated by bigger players. The 12 brand archetypes Psychologist Carl Jung suggested that there are 12 primary 'archetypes', or patterns symbolizing human motivations. T...

Donut: Marketing Donut

Brand survival and the brand iceberg

...Branding, is like an iceberg — it exists mostly below the surface. The visible brand messaging accounts for what we see above sea level. The invisible brand – the company culture, the customer experience — is the mass below the surfaceWhen Neil Armstrong and Buzz Aldrin came back from the moon, the first thing they were greeted by was a huge neon sign that said "Welcome to Earth — home of Coca-Cola". That is how powerful a brand can be.But your company doesn’t have to be the size of Co...

Donut: Marketing Donut

Create a brand

...Branding is just as important to small firms and start-ups as it is to large, well-established businesses. Remember - everything you do in business affects perceptions of your brand.What is a brand?A brand is so much more than a business name, logo, typeface or choice of colours (although these are all important). Think of branding as the experience customers and others have when they engage with your business, and the perception they're left with.In most sectors, in reality, there's little diff...

Donut: Startup Donut

Ten ways to build a brand for your small business

...Branding is just as important for small businesses as it is for big names. Indeed, many corporate brands try to look more like small firms in order to appeal to consumers that prefer to support independent brands. Dan Einzig of agency Mystery explains how to develop your own brand identity Many small business owners I talk to already understand that branding is essential to their business, but a surprisingly high number of them don't really know why. They recognise the link between successful ...

Donut: Marketing Donut

I'm a small business - why do I need a brand?

...branding is not for you. "Big names spend money on branding, small companies just get on with the job" is a typical response when small businesses are asked about their brand activities. But this perception is wrong, as Rachel Miller explains Even if you do believe in branding, it may come low on your to-do list after vital day-to-day tasks that keep your customers happy and keep revenue coming in. That's understandable. Why do small firms need a brand? So how can I convince you that branding...

Donut: Marketing Donut

Branding on a shoestring

...branding as much thought as big firms because they are competing against other businesses that use branding effectively. What's more, the principles of branding are the same whether you are an SME or a large corporation. But getting the right branding needn't have to mean a huge outlay.What makes a brand?A brand is far more than just a name and an identity. It's about reputation and you must live up to the promise of your brand - your image has to be backed up by the actuality.Choosing the right...

Donut: Marketing Donut

Building a brand - checklist

...branding promises, you will gain trust and retain custom. Think about every part of your business - if your customers' associations with your brand are negative or very different from the image you project, you may need to change your offer, your customer service strategy or even the way you run your business. Involve your employees - they will have their own idea of what your business stands for and whether it is delivering on its promises. Besides, you will need their co-operation if you are g...

Donut: Marketing Donut

Q&A: Personal branding

...branding is how you project yourself to the world, how you create and maintain your image and identity. Your brand is just as much about your profession, business and career as your background, what type of person you are, your interests and any interesting factsPersonal branding is what you do, what you are and above all - what you can do for others. Having a meeting, making a phone call, sending an email are all activities where you get the opportunity to demonstrate your personal brand. Offli...

Donut: Startup Donut

Branding and marketing: what's the difference?

...branding and marketing. Mark McCulloch of WE ARE Spectacular explains why the two are important, but in different waysBranding and marketing, and the difference between the two, is not just misunderstood in business. It is misunderstood in most businesses and even in their own marketing departments.I have worked as a general marketer and a senior brand manager. This easy guide will help you navigate your way between the two areas and see their potential to improve your business.What is brandin...

Donut: Marketing Donut

Five ways to build a brand for your dropshipping business

...branding is the key to success. But it’s something many dropshippers overlook - meaning you can get the jump on the competition with a few savvy branding tactics. Here are five to get you started… 1. Find your “why”Nowadays, it’s easier than ever to set up a side hustle and start selling online. Starting your own dropshipping business is simple, which sadly means that people often rush into it for the wrong reasons.Think about why you’re selling your products. The answer shouldn’t...

Donut: Marketing Donut

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