Brand It

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Some people spend a lot of money in decorating their business outlet – especially if these are client interaction places. And some companies spend money on core product or service development rather than spending on overall packaging or presentation of the product. Which one is a better marketing or business model?

Now many people ask which one is the best strategy if you want to develop a good brand in any niche. Let us try to find out an answer to this question.

Before answering the question let us find out what we understand about brand.

A brand is mainly a perception – the way you perceive something or someone. Thus you cannot always determine what shod be your brand in the truest sense of the term. Your brand is determined by your target market. To add to this, two individuals of your target market may have completely different views about your brand.

A lot of people believe that the product you are selling is your brand. This is not true. To the most, the product may be a visual representation of your brand like your logo. We always think is terms of associations. We always try to associate something with another known thing for easy and better understanding and remembrance. Thus, your brand identity gets associated with your logo, company name, product range or even the telephone operator of your company.

It is always important that you invest on core product development. People will not buy your product if it fails to deliver desired result. At the same time, if you only focus on core product development rather than developing a proper brand marketing strategy, there are high chances that it will be lost in such a competitive market. They go hand in hand to reach the desired object – business.

So, if you cannot determine how your brand will be perceived, is there any need to spend on branding?

Yes; if you want a sustainable growth in your business, you must invest on proper branding. This will guide your business in the long run. People invest on branding because they want to guide people on how to identify the company or the product. Even if you do not invest on brand identity marketing and development, people will develop a brand identity for your company. However, the problem is that, in most of the cases it will not help your business. On the contrary, it may degrade your business.

What are the elements that may determine my brand?

This is one of the most important questions that you must answer to allocate your budget. A brand is normally a story that you tell people about you, your company or the product you are selling. This is a story that you believe and you target market would be interested to believe. A brand is a story that will engage the target market to talk about you.

Thus, you need to take care of all the visual aspects of your company like logo, color scheme, people, brochures etc. and what people are talking about you like newspaper coverage. All these things should have the same comprehensive story to tell about you. No one knows at what point of time your target market would develop an identity for you and thus you need to stay prepared for all occasions.

Do not forget to develop a story that your target market would like to believe and tell others.

I'm eager to hear your comments...

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This digital document is an article from Technical Communication, published by Society for Technical Communication on November 1, 2004. The length of the article is 670 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

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Branding: Brand Strategy, Design and Implementation of Corporate and Product Identity.: An article from: Technical Communication

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Whether it’s to clean your house, your office or even your car there’s probably no better product to use than Mr. Clean. And with a variety of products available to do all of these things, you can be assured that you will be able to find the Mr. Clean product which you need.

Since its conception in the 1950’s Mr. Clean has progressed in leaps and bounds taking the cleaning world by storm and traveling the globe along with it. These days Mr. Clean has a variety of different products from which you can choose and each of these can be used throughout your household to do a myriad of things.

And the best way to recognize Mr. Clean products is by the now-famous logo of a bald man wearing a white t-shirt, with an earring in one ear, standing with arms crossed and a smile on his face.

The many products of Mr. Clean include, Mr. Clean Multi-Surfaces Spray, Extra Power Multi-Surface Spray, and Multi-Surfaces Liquid Cleaner. You will also be able to find the Mr. Clean Magic Eraser, the Magic Reach, and also an AutoDry Carwash.

All of these Mr. Clean products are worth their weight in gold and do the job that they promise to do. One of the newest products from the Mr. Clean product line however, seem to have captured the attention of many a person, and that is the Magic Eraser brand of products.

These cleaning pads can clean even the toughest of scuff marks, and grime marks without harming the items which it is being used on. This includes to the surprise of many, the cleaning of your laptop surface. Not the screen obviously but the rather the keyboard area.

This might not be one of the original purposes for which it was intended but there’s no denying that there are people out there who are inordinately grateful to the gentle cleaning power of the Mr. Clean Magic Eraser for taking out the unsightly scuff marks on their whiter than white laptops.

Indeed there are more than enough more than grateful to the other Mr. Clean products as well. And one of the firm favorites has to be the Multi-Surfaces Spray and the Multi-Surfaces Liquid Cleaner.

With these, in fact with any of the Mr. Clean products in your cleaning items inventory you can be assured of having one of the cleanest households around. And if you use the Mr. Clean AutoDry Carwash, not only will your homes be spotless, your windows will never lack for shine, nor will your precious car.

Mr. Clean AutoDry Carwash is the perfect gift for all those people who hate to spend more than a few minutes on cleaning their car! In fact it’s the perfect gift for all of those who love to spend time shining their car as well!

I'm eager to hear your comments...

Lyric Labs is an ISO certified service provider in translation in the field of marketing, training and product literature. These services are vital for any company, irrespective of its turnover, to reach the international clients and offices located in foreign destinations. In other words, translation of documents is very essential for a company to have a clear and effective communication with the business staff and the consumers located in other regions of the world.
Marketing forms the core activity of a business enterprise because the various marketing strategies adopted by the company such as the product branding, materials for marketing, guidelines , manuals, market research all contribute to the success in the product marketing by the company. International companies rely on agencies well versed in providing translation solutions on these lines. Lyric Labs, with its skilled and experienced translator, has now emerged as the best marketing translation provider to cater to the business Institutions in different sectors and deliver an accurate and consistent translation materials intended for international consumers and companies.
A new area in marketing strategy is the product advertising and the translation services in this field are gaining momentum today’s globalised marketing. Multilingual product advertising is best used to increase the client base in other countries and this enables the international clients to feel more close to the products and services of a company. Providing adequate training in handling the products of a company is important for trouble free service of the product. For example, machinery produced by a company should give detailed guidelines on how to operate the equipment for maximum output. If the product when reaches the multinational consumer an accurate and precise translated guidelines in their language is absolutely necessary to avoid any accident while operating the equipment.
Most companies strive hard to highlight their image in a consistent manner across the world which is very imperative for a sustained growth of the enterprise and this is made possible only through an experienced agency well versed in providing translation solutions. The product brand name, the product literature, the product brochure and the product guarantee literature are all some of the items which gives credentials to the products of a company. When the consumers of the products and the marketing personnel are spread over to other countries, an accurate and confusion free translation only can create confidence on the products among the consumers and clients.

What are your thoughts on the subject?

I’m trying to get a big manufacturer to make my product….a big box retailer won’t take me seriously if I don’t… also I was thinking if I let a company, who is already a vendor with a large retail store, put their brand on my product….I realize that I would probably only get a royalty off of it….but it will give me the experience I need to start something on my own later. Any advise….?

Any ideas?

I’m trying to get a big manufacturer to make my product….a big box retailer won’t take me seriously if I don’t… also I was thinking if I let a company, who is already a vendor with a large retail store, put their brand on my product….I realize that I would probably only get a royalty off of it….but it will give me the experience I need to start something on my own later. Any advise….?

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Has your favorite brand launched a new item that is completely off base from what they normally product? Has the packaging changed in a manner that has stopped you from purchasing it? Did your brand have an Ad campagin that stopped you from being brand loyal?

Any ideas?

Garnier Fructis
Panteene
Tresemme
Herbal Essance
( I understand these might be misspelt, but if you know these shampoo/conditioners you should know )

Well, whats your favorite?
If so, why?
Whats your hair type?
Have you tried any other ones?
If so, what was your results compared to the one you are using now?
( If you use a different one then the ones above, please don’t respond, I don’t care about anything else )

What are your thoughts on the subject?

Ramon J. Land Watermelon Sales, Inc. has implemented TraceGains’ Positively Assured Traceability system at its watermelon packing and shipping operations. Land Watermelon Sales is now fully compliant with the industry’s Produce Traceability Initiative (PTI). In addition, the system enables Branford, Florida-based Land to perform instantaneous trace-back and track-forward searches for its products packed or shipped from any of its locations. As a result, Land can provide an even higher level of service to its retail customers by proactively monitoring and alerting to any suspect quality or safety issue before it reaches the consumer.

Land Watermelon sales operates at several owned and contracted grower locations in Florida, Georgia, North Carolina, and Indiana, accommodating consumer demand for fresh watermelon throughout the year. As melons are packed, attributes that identify farm, field location, pick date, and an array of farming conditions are captured and recorded. PTI-compliant GS1-128 labels are generated in real time and applied to every bin shipped. Shipping load and destination records are automatically linked to each bin providing an immediate single source of consolidated information. Using TraceGains’ patented applications, Land can view the entire pedigree of any product from the farm field to the retailer in a matter of seconds, and prove what shipments may and may not be part of any issue. With TraceGains patented Web-based secure data sharing technology for collaboration amongst supply chain partners, Land will also have the option to grant access of selected information to its business partners, such as transporters or retailers.

“Raymon J. Land’s objective is to take a leadership role at addressing the PTI” said Laura Land, head of Quality and Safety for Raymon J. Watermelon Sales, Inc. “However, our goal as a business is to elevate our value-added service to our retailer customers. In turn our information services enhance their ability to assure its customers—the  consumer—that they are buying a product that is safe and of the highest quality. While the industry initiative will help to reduce the scope of an outbreak, it will not by itself prove to the market that my products are safe and can remain on my customers’ shelves. If a quality problem ever occurs, our system will alert us to it and isolate the affected items, so that we can contact our retailers, and recall and replace it as fast as possible.”

Gary Nowacki, CEO of TraceGains, adds: “We are very excited that Land Watermelon has implemented our Advanced Brand Protection solution. Our mission at TraceGains is to not only help customers meet industry initiatives like the PTI or specific retailer labeling or traceability requirements, but also to continuously deliver the most leading-edge solutions that keep businesses one step ahead of their competitors.”

While TraceGains GS1-certified solution accommodates the standard labeling and tracing requirements of PTI, it also addresses the variety of customer specific requirements for labeling and documentation of farm/field and handling information that are prevalent today.

“There have been several retailer and food service-driven initiatives in the past, and we want be prepared to adapt to any changes in PTI or the needs of current and future customers,” added Land. “The TraceGains system will allow us to accommodate evolving requirements over the long term – not just for the current trends.”

“An additional benefit of our implementation is that it is tailored it to also improve accountability and accuracy in inventory and shipping management. While we are adding more complex identification to our shipments, we are simplifying some of our current procedures and expect to reduce labor in the process.”

About Raymon J. Land Watermelon Sales, Inc.

Raymon J. Land Watermelon Sales, Inc., operating since 1962 and located in Branford FL, packs and ships watermelons for several regional growers throughout the U.S., including its own farms. It is still owned and operated by successive family generations, and is an industry leader for providing safe, fresh and delicious watermelon for retail and food service.

About TraceGains, Inc.

TraceGains offers advanced brand protection and promotion solutions for Consumer Goods and Food & Beverage companies. TraceGains helps companies catch problems before they are shipped to customers, minimize costs and brand damage from recalls, boost product quality and profitability, and prove and promote their brand claims. The company is headquartered in Longmont, CO, USA, with direct and partner offices throughout North America, Europe, Latin America, and Asia. The TraceGains Advanced Brand Protection and Promotion product suite is SAP Certified for Integration Via Enterprise Services. For more information please visit www.tracegains.com.

 

TraceGains Inc.

www.tracegains.com

Marc Simony, Director of Marketing

traceability@tracegains.com

(303)682-9898

 

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