Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.

Building a brand, cultivating its strengths, pruning its weaknesses, and making it more valuable to its owners is the bottom line job of marketing. Everything marketing does should ultimately work in concert to make a firm's brands more valuable. There are many different tactics and strategies that go into strengthening a brand name: advertising, promotions, public relations, and research and development, to name a few. While companies use these and many other methods to strengthen their brands' positions in increasingly competitive markets, how can they measure the return on this work? More precisely, how can a company determine the worth of one, or any its brands?

Putting the brand to a true test, the company can better judge how much that brand is worth and how much opportunity for improvement might exist.

While the brand strategy defines the message and mission of the brand, which may be a company, product or service, and how it should be perceived, the brand identity translates the strategic vision into a consistent image. A tangible concept that can be accessed through the brand name, the corporate identity and the verbal positioning.

Transported by an outstanding corporate design, an integrated brand identity system enables companies and their products to project their level of quality, reliability and value in the market in a very influential way.

A great brand identity company is a good idea to use because they can work with companies as a full-service agency, on a per project basis, or offers its graphic designers for interim management contracts at their locations abroad. The one-stop consultant can direct the entire brand identity process from strategy, concept, design, implementation to management. Agency services in the field of market identity include competencies such as:

? Brand identity system: directing the entire process from brand positioning, brand personality & associations, brand name to brand logo

? New corporate identity: strategic development and creative design of international corporate images

? Re-branding and re-design of outdated identities, brands and product packages

? Development and implementation of visual identities, brands, logos, iconic labels, ci design manuals, etc.

? Digital corporate identity: transforming static identities to dynamic new media brands

? Global corporate identity/brand management system: from consulting to digital solutions

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

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In The News:

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Branding Boehner
Politico (blog)
To the House minority leader, “Speaker” Boehner seems to have a nice ring to it. So much so that months before any midterm votes are cast, John Boehner of ...

and more »

Jobs agency gets a new name and branding
Bradenton Herald
The regional agency that helps employers and employees connect has changed its name as well as branding elements, including logo and signage, ...

and more »

Playdom's Poker Palace gets World Series of Poker branding
Games.com News (blog)
That brand is the venerable World Series of Poker (WSOP), which earlier this week added their stamp on top of the game formerly known as Playdom's Poker ...
Playdom and Harrah's Interactive Entertainment Team to Launch the Official ...Marketwire (press release)

all 14 news articles »

Five start-ups graduate from Tech Wildcatters' first boot camp
Dallas Morning News
Since then, their Brand Protection Agency launched two more Web-based products to monitor and enforce branding, pricing and intellectual property. ...

and more »

Telegraph.co.uk
Barclays defends branding of London cycle hire scheme
Marketing
To date, Barclays has done little to promote its sponsorship, beyond a heavy branding presence on the hire bicycles and docking stations, on signage along ...
London cycle hire: a tale of two bluesThe Guardian (blog)
Get on Boris's bikes!Tottenham, Wood Green and Edmonton Journal
London learns a lesson from the FrenchSydney Morning Herald

all 154 news articles »

New Zealand Herald
AAPT brand's fate rides on survey: iiNet
ZDNet Australia
Steve Dalby, iiNet's chief regulatory officer, said the ISP would conduct a market survey looking at brand recognition and propensity to buy AAPT before ...
iiNet buys AAPT consumer division for $60 millionARNnet

all 230 news articles »

Wired News
@Twitter Users #Fail as Branding Automatons
Wired News
Unfortunately for the marketers, Twitter users fail spectacularly when it comes to disseminating branding messages to each other –- the stuff of which ...

and more »

SBC next topic is 'branding'
Rochester Democrat and Chronicle
The next session in the Small Business Council of Rochester's Boot Camp series will be on branding. Luis Martinez, owner and managing principal of Gran ...

and more »

Marshfield: Seafood branding legislation ready for legislative vote
95.9 WATD-FM
Seafood branding legislation filed back in January 2009 by State Rep Jim Cantwell of Marshfield is on the schedule ...

and more »

Town Hall
DNC Launches Preemptive Branding Campaign of GOP
The Washington Independent
Continuing their midterms ramp up, the Democratic National Committee launched a preemptive attack against the GOP this ...
Democrats Draw Up Blueprints For Summer Messaging CampaignHuffington Post (blog)
Robert Scheer: Blocking unemployment benefits will haunt the GOPPasadena Star-News
Handful of Jackson County residents running for office as members of ...MLive.com (blog)

all 499 news articles »

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