Brand Perspectives Quotes - Part 1

Wait... don't look at that image... it's not part of my personal brand

Here are some great quotes relating to Brands.

Remember, in the age of social marketing your personal brand needs just as much attention as your business's brand. In today's market people are constantly comparing your personal brand to your business brand to make sure that they are compatible. – Bob Garlick

"Today, brands are everything, and all lines of products and services - from accounting firms to sneaker makers to restaurants are figuring out how to become a brand surrounded by a Tommy Hilfiger-like buzz." – Tom Peters

"Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it" – David Aaker

“Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.” – Timm F. Crull, Chairman & CEO of Nestlé, Retired

“In the ‘intangible revolution’, the brand is not a finished work that is sent out to the world. The role of brand manager is more akin to that of a performance artist whose work can only exist and have any real worth for as long as it has the involvement of a willing audience of people who don’t consume it, but instead participate in it.” – Ian Kirk, Senior Strategist, The Lab

“There is just no way any management with any intelligence and foresight cannot recognize the value of a corporate image. It is the best, single marketable investment that a company can make.” – Malcolm Forbes

“Image is a reality.
It is the result of our actions. If the image is false and our performance is good, it’s our fault for being bad communicators. If the image is true and reflects our bad performance, it’s our fault for being bad managers. Unless we know our image we can neither communicate nor manage.” – David Bernstein

“In a competitive world, organisations are realising that only people can brand products or services effectively – that we are not just selling a branded product but a mass of branded people who support and deliver it.” – Helena Rubinstein, The Lab

“What is the single most important objective of the marketing process? … We believe it’s the process of branding. Marketing is building a brand in the mind of the prospect. If you can build a powerful brand, you will have a powerful marketing program. If you can’t then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.” – Al Ries And Laura Ries, “World Class Brands” in Executive Excellence, March 1999

14 Reasons Small Businesses Need Both a Logo and Marketing Materials

Wow I didn't know you were that big...

If you plan on marketing your business you should consider the points below. Remember that a consistent brand and image will make people think you are bigger and better. This phenomena is true either you have a small one man show or are the Brand manager for a global enterprise.

1. To look "bigger." Home-printed business cards with perforated edges or cards printed with standard designs available through Microsoft software or online business card vendors scream "small-time vendor" to your potential clients -- and that is how they will want to compensate you.

2. To increase your chance of getting venture capital or selling a business. If you present a well-rounded business package, including marketing materials and graphics, your business will look more complete.

3. To attract more clients. Some clients look for a well-defined company, and "look and feel" may be one of their criteria in making a purchasing decision.

4. To brand yourself. If you are a consultant, you need a logo in order to build an image and a brand that is bigger than your individual identity.

5. To convey that you are established. A logo and professionally-printed materials show that you are committed to both your business and your clients.

6. To give clients a sense of stability. You may not have been in business "since 1908," but if you have invested in an identity, you are much less likely to fold in the eyes of your customers. It goes a long way toward building that all-important "trust."

7. To be more memorable. Forty percent of people better remember what they see than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential clients' minds when they have a need for your goods or services.

8. To explain your company name. If your company name contains a little-known word or an acronym, the logo can give visual clues to its meaning.

9. To endear your company name to your clients. A difficult-to-pronounce or hard-to-remember company name may make it challenging for your clients to hire you. When potential clients have the need for your services, they might not recall who you are. But if you reinforce the name with interesting, compelling graphics, they are more likely to remember you, pick up the phone, and hire you.

10. To explain an unusual line of business. If your business is nontraditional or in a hard-to-explain industry, a logo can help to explain exactly what it is that you do.

11. To show what practices differentiate you from your competition. A well-designed logo can have many subtle meanings and can begin to tell the story of how you do business, including the special practices that make you stand apart from the competition.

12. To stand out in your field. A well-designed logo and an identity system can put you far above the competition, especially if they are paired with a strong marketing program.

13. To comply with expectations. In some industries, a logo is just expected. In the creative services industry especially, having a logo is an industry standard.

14. To show your commitment and for the sense of personal pride it will add to your practice. In other words, do it for yourself.

These benefits will boost your business and your confidence, so start thinking about developing a logo and identity as soon as possible.

Printing is Dead... Long Live Knowledge

I'm waiting for it to come out in audio...

Is the growing dependence of "free knowledge" driving us away from book stores and making us only consider finding information online? Will flyers, white papers and reports only be published online?

For now I think we are safe, but in the years to come I think the "printed book" may disappear as the primary source of information and anyone with a connection to the internet will discover the knowledge they need on the net.

Check out this information from Jian Ghomeshi's blog on the subject.

THE END: PRINT

Citizen journalism: the blogosphere

One of the biggest threats to print is the sheer volume and variety of writing that can be found online. By starting a 'blog' or web journal, anyone can became a writer and publish their work for others to see at no cost. Markos Moulitsas is a blogger for Daily Kos, a webblog that analyzes U.S. political events from a left wing perspective. "I never would have had this kind of platform in a traditional world. I didn't have money, connections, to become some kind of pundit." Daily Kos is one of the top five blogs in the world and around election time attracts millions of readers a day - more than many traditional media outlets.

"Who in their right mind would give a stay-at-home mom the audience that I have crafted for myself?" wonders Heather B. Armstrong. She was dooced - or fired - from her job as a web designer because she wrote about her work and office-mates on her blog, Dooce.com. And now her blog makes enough money from advertising to support her family. "I do think it's opening up more voices and opportunities for people who wouldn't be published otherwise."

For the full blog please check out this link.

10 Marketing Tools for Home-Based Businesses

Home sweet home...

Owners of home-based businesses sometimes view marketing as an unnecessary expense, but nothing could be further from the truth. Because a home-based business doesn't have a storefront for passers-by to notice and no opportunity to generate walk-in business, home-based businesses need marketing more than other types of businesses, not less.

Not marketing your home-based business will almost certainly doom it to failure. Here are ten ways you can advertise your home business on a budget.

1. Direct mail
With the rise of email marketing, direct mail has fallen out of favor. But it is still a cost-effective way to advertise in many industries. To be successful, your direct-mail piece should look professional and feature well-written copy. Hire a professional copywriter and designer if these skills are beyond you ability. You may even be able to barter for design or writing work.

2. Voice-mail
Even the outgoing message on your answering machine or voicemail system can help promote your business when utilized correctly. Make sure your message provides additional product or service information so that it is working for you, even in the middle of the night.

3. Brochures
Brochures are still an effective way to present your product or service to new customers. They are relatively cheap and easy to print and you can distribute them by mail or by leaving them at locations where they will be noticed. A professional-looking brochure can help convince potential customers that are still “on the fence” about your products.

4. Press releases
The only thing better than cheap publicity is free publicity, and well-timed, professional press releases can result in just that. By timing a product launch or promotion to coincide with a related local or national event, you may be able to get editors to include your release in their media vehicle, be it newspaper, radio, or television.

5. Case studies
Case studies aren't just for scientific applications. Studies of your products in action can help your potential customers learn more and make an educated decision before they buy.

6. Referrals
Referrals are probably the single best way to find new customers. If you do something well, chances are people are going to talk about it. Offering incredible customer service to your clients will ensure that you end up with satisfied customers who are willing to share your information with their friends and colleagues.

7. Radio interviews
If you can speak knowledgeably about your product or service and tie it in well with current events, radio interviews are a great way to reach a wide audience and improve your customer base.

8. Affiliate programs
Online affiliate programs are one of the most cost-effective ways to market your products to a wide range of potential customers. It's like having the benefit of a commission-based sales force, but without any of the hassles of managing actual employees.

9. A well-designed Web site
Your Web site will be the first impression for your company for many of your customers. Make it a good one. Your site should provide information about your product or service in a clear and intuitive format. Many people prefer to do their research online before making a purchase, so make sure your site leaves them with the right impression.

10. Ezines or Newsletters
When you provide interesting and informative content related to the products you sell, you can turn a subscriber list into a frequent buyer list. If you do not have the time to run your own ezine or newsletter, you can submit articles with your information to different publications. When you are perceived as a knowledgeable expert, potential customers know that they can rely on you for quality information and quality products.

The Importance of Great Photographic Ideas

Don't worry I brought my snappy camera...

Click on the images for a larger version

Great ad images are, most often than not, great because of the overall ideas or message that they illustrate.


Creation of a solid idea that can be portrayed in a visual are very hard to come by. The images in this blog are great samples of core brand messages that are easy to comprehend, and that is what makes them brilliant.


Next time you are thinking about an image for your product or service spend time coming up with a strong message that can me illustrated in a cool or innovative photograph.

Remember that Great Photography is created in the following order from most important to least important:
Core (Brand) Message
Concept to illustrate the message
Location and props
Character or fashion models
Lighting and special effects
Tinkering with the light
Stylists (food or clothing)
Pushing the shutter release


So if you have a photographer who you like to work with it is best to have them help you with the core idea as early on in the proses as possible. Being able to work with a photographer and brief them on a preconceived idea that has been approved by the client is a lot tougher than presenting an idea that the photographer has helped craft.