Brand Your Corporate Identity

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Brochure Design
2008-06-05 06:43:00
Brochures and other print media ads are often mistaken to be serving the same purpose, i.e. promotion and marketing through printed material. But there is one big difference. This difference lies in the fact that newspaper or magazine advertisements are used to make readers aware of any product or service in the most flattering way, whereas brochures assume that readers already know about the product or service and the purpose is to make them delve deeper into the features and benefits of the product/service in a more elaborate way. Thus, in a way, brochures take the baton from advertisements to go the next mile to achieve the desired results. Smartly designed brochures persuade readers to make the final purchase decision. Let?s see what principles successful creative graphic design firms follow while designing a winning brochure. Knowing the client and the target market This is most important. Understand what your client company needs from you and then study his/her business i...
More About: Design , Brochure

Re-Branding Corporate Identity - Consider Four Useful Points
2008-05-27 12:33:00
Periodically, companies embark upon refurbishing their brand image or re-branding their corporate identity with the help of reputed branding firms. While these branding firms will do their job, you must also be in the know of some essential factors related to this exercise: 1: You must understand that the changes in logo, brand visuals, visual identity should not be superficial i.e. the changes must reflect the changes in functions and provisions. Or else, your customers and other stakeholders will see the whole exercise as just posturing and wastage of money. 2: If there is a strong personality attributed to a brand or company to which customers are attached to, it should not be changed radically as it might destroy the emotional attachments to the brand or the company. 3: The reasons behind changes must be communicated clearly to all the stakeholders as radically revamping visuals without explaining the reasons for the change can give rise to speculations about ownership issues...
More About: Branding , Corporate , Points , Identity , Corporate Identity

Ponder Four Points before Re-Branding Corporate Identity
2008-05-21 07:47:00
Periodically, companies embark upon refurbishing their brand image or re-branding their corporate identity with the help of reputed branding firms. While these branding firms will do their job, you must also be in the know of some essential factors related to this exercise: Point 1: You must understand that the changes in logo, brand visuals, visual identity should not be superficial i.e. the changes must reflect the changes in functions and provisions. Or else, your customers and other stakeholders will see the whole exercise as just posturing and wastage of money. Point 2: If there is a strong personality attributed to a brand or company to which customers are attached to, it should not be changed radically as it might destroy the emotional attachments to the brand or the company. Point 3: The reasons behind changes must be communicated clearly to all the stakeholders as radically revamping visuals without explaining the reasons for the change can give rise to speculations abou...
More About: Branding , Corporate , Points , Identity , Corporate Identity

Marketers Beware?Don?t Leave Out The Customer!
2008-04-15 06:59:00
Where to place more value, which to take care of more ? brands or customers? The perennial question which gnaws every brand and corporate identity conscious company! But is this question so difficult? After all a brand as a stand alone entity without any takers, read customers, is nothing but epitome of resource wastage. Brands can have little relationship to the success or profitability of companies. Consider "Sock Puppet," Commodore, Skytrain and other brands or brand images that have died, not for lack of great branding or corporate identity of the brand holding company, but for the lack of customers. GM recently announced that Buick and Pontiac may follow Oldsmobile to the brand graveyard, discovering, like so many others, that all the "brand equity" in the world cannot pay a single healthcare or other bill. So why do companies err on the side of branding by devoting attention to increasing the value of the brands? They get entangled in the buzzwords such as "brand equity," "...
More About: Customer , Leave , Beware , Marketers

Know Where Your Branding Corporate Identity Stands!
2008-04-09 07:33:00
Before I start, let me explain what branding is not! Branding is not about getting a sharp logo designed for a few hundred dollars from a creative graphic design firm and pasting it on a web page or other communication and marketing material. This sure can form part of your branding strategy, or corporate identity communication, it is not branding per se. Period. Branding is about getting your customers to connect to your product on a deeper emotional level and by association to your company. When this happens, your customers would see you as the only one providing solution to their problem as against scanning through the competition to choose you. It sure is difficult task but if you are ready to understand the process, it can pay off handsomely. Now let's get down to it! If you want to understand where your brand stands ask following questions: How warm is general public opinion about your brand? The answer would tell you about the perception general public have in mi...
More About: Corporate , Identity , Corporate Identity

Pan the Camera for a TV Commercial
2008-04-08 08:06:00
The success of a television commercial production depends largely on the creative team of copywriters, visualizer and filmmaker working on it.The creative team can make or break a TV commercial, irrespective of its production budget. You have got your marketing strategy riding on the television commercial and you are willing to fork out a few hundred thousand on its production. However, if your creative team is not able to come up with a winning campaign, no amount of money or celebrity endorsements can help you achieve the desired targets. The copywriter is easily one of the most important and crucial member of the creative team in any television commercial production house. He/she is important because it is this person who puts together all the elements - production costs, celebrity endorsements and targeted demographics - together to come up with the finished television commercial.There are three kinds of television copywriters. First type would play safe and trod the succes...
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Web Designing - The Challenge of Innovating on Common Structures
2008-04-04 08:01:00
Internet as we know is now is close to two decades old, and so is web designing. But what is surprising is that even after 20 years of websites being designed, developed, uploaded and marketed, most people don?t really understand the intricacies of a web design. Sadly, the people we are talking about here are not the general public but top corporate honchos who are leading reputed creative graphic design firms and who have (or are, at least, supposed to have) a profound grasp of design. They sure do, except when the designing has to be done for the web. The problem is these creative minds of design are old hands at book design, poster design, print ads, TV ads, marketing collateral, etc., and web is relatively new medium for them. But top achievements in these disciplines are not good enough for setting benchmarks in web design. Web design exists in digital environments and should facilitate and encourage human activity especially interactivity. Web design should be dynamic, a...
More About: Designing , Common , Challenge , Structures

Choose Web as Your Advertising Medium
2008-01-19 10:01:00
How much do you guyz believe in online advertising? Well, I am pretty sure you will not differ from me (if you are getting your business through web) when I say the future of advertising lies in the web. Some of you might consider my statement as hyperbolic. At this point of time, when you are bombarded with television commercials, radio spots, print ads and hoardings, you are likely to wonder where does the web fit in here? After all, web advertising is just another Johnny-come-lately while the big daddies of the advertising media have been around for decades. Which brings me to my next question - Have you ever thought why these media are the best advertising media? The standard response I have got on this is ? ?Uhhh, I don?t have time to think on such things! I spend millions on television ads. I know from where my business comes from.? Which brings me to my third question - Can you calculate how many of your customers are coming to you because of those television...
More About: Advertising , Choose , Medium

Why Should You Choose Web as Your Advertising Medium?
2008-01-07 13:14:00
How much do you guyz believe in online advertising? Well, I am pretty sure you will not differ from me (if you are getting your business through web) when I say the future of advertising lies in the web. Some of you might consider my statement as hyperbolic. At this point of time, when you are bombarded with television commercials, radio spots, print ads and hoardings, you are likely to wonder where does the web fit in here? After all, web advertising is just another Johnny-come-lately while the big daddies of the advertising media have been around for decades. Which brings me to my next question - Have you ever thought why these media are the best advertising media? The standard response I have got on this is ? ?Uhhh, I don?t have time to think on such things! I spend millions on television ads. I know from where my business comes from.? Which brings me to my third question - Can you calculate how many of your customers are coming to you because of those televisio...
More About: Advertising , Choose , Medium

Unethical Advertising is Loaded with Risk
2007-12-13 06:00:00
Advertising is basically about creating a demand for your products or services among prospective customers in a way that is entertaining and does not mislead. This point about ?misleading? is very important as many advertisers in the zeal to boost demand for the products/services they are promoting resort to all kinds of unethical practices, as their primary goal is to get the goods sold. Many ethics-conscious creative graphic design firms, advertising design agencies, branding firms, and firms involved in production of television commercials steer clear of these practices but there are quite a few fly-by-night operators who don?t. Some tom-tom their products as "the best in the market", citing all kinds of dubious statistics, studies and figures in their claims. Some customers are smart enough to see through their game and this strategy does boomerang on the marketers at times creating immense damage to all branding and positioning efforts of the company. However, a large p...
More About: Advertising , Risk , Unethical , Loaded

Advertising Design Agency New Buzz ?Behavioral Targeting?
2007-12-06 07:07:00
Plenty of advertising clutter is around these days. And although companies are forking out huge sums of money to their chosen advertising design agency to handle their campaigns, many of them are finding out to their dismay that their big buck advertising is hardly reaching their target audience. And even if it does, it is getting lost amidst countless other marketing campaigns, all trying to do the same thing. Question is, how can you get your products/services to be seen or heard over the din? Taking cue from Internet's ability to do a better job of targeting prospects and measuring results in this era of ?attention economy?, branding and advertising firms are coming out with new ideas to break through the clutter and connect with potential customers at a lower cost. Let?s see how. These new techniques follow what might be called "persuasion engineering." It involves identifying each target audience separately and then targeting them with tailor made messages only for t...
More About: Design , Advertising , Agency , Buzz , Targeting

Why Need Corporate Branding & Identity.
2007-11-27 11:28:00
So ?positioning? is dead, what now. This ?Now? is manifested in what McDonald's calls "Brand Journalism," and what Nick Wreden terms as ?Brand Wikization.? Brand journalism is tailoring of brand communications to niche markets and adapting them to media in which they appear. This customer driven focus is important for an interactive advertising agency while branding some corporate client, and for a corporate deciding upon ways to establish its corporate identity. Why Brand Journalism? Because journalism involves telling many facets of a story to diverse groups of people. And with diverse audiences to reach, this strategy is pretty neat for global conglomerates such as McDonald's. In sync with their current marketing philosophy, their current campaign, "i'm lovin' it" appeals to different target audiences because everyone can "love" the product in a variety of ways as per their understanding, customs, way of living?whatever. Brand Wikization But Nick Wreden calls the ter...
More About: Branding , Corporate , Identity

Positioning is dead?What the Hell!
2007-11-23 07:28:00
The other day I read that McDonald?s, the premier mass market branding giant, announced that it has abandoned positioning. Was I worried? You bet I was. In fact I was downright dumbstruck and not a little scared. You see I own a interactive advertising agency in Australia which basically deals in niche corporate branding and positioning of corporate identity. And if McDonald?s is doing away with positioning, far reaching changes in the way we see and do branding these days are going to take place, if they are not already there. Paradigm changes present themselves as crossroads for the players, where they can either adapt to them ?in time? and laugh all the way to bank and have happy, satisfied clients, or they can barrel down the rather short path to resounding failure if they are rigid to their time tested, but now irrelevant, ways of conducting business. Exactly the reason I was scared and a little excited. May be it?s time to ?reposition? (old habits die hard, isn?t it so) ou...
More About: Dead , Hell , Positioning , Position