What is the magic of Branding?

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Characteristics of good branding are comprised of some of the following key concepts.

Knowing your target market. A good brand has to understand it’s audience. Many times companies try to appeal to everyone and in-turn fall short because they lack direction.

A brand has to be driven by passion. It takes a passionate company to build a successful brand. That includes employees and customers that are willing to stand behind the brand. Word-of-mouth marketing is an expression of enthusiasm for a brand and can be it’s biggest supporter.

Businesses that are passionate about their brand have returning customers.  They have returning customers because they are consistent with good customer service and a product that delivers.

Create distinctive ideas. A product or service should have something unique about it. Uniqueness will set a company apart from the rest. A unique quality can also be a very strong selling point.

Getting your name out their using different forms of media. A successful and distinctive brand connects with it’s audience over the internet and through social media. Another way to build brand identity is at trade shows and with custom corporate gifts.

So what is the real magic of branding? This video by David Brier of DBD International explains it best. It’s about rising above and out of our own minds into the minds of others. It’s when we have “tapped into our ability to see, not as ourselves, but as others”. “In and through the eyes, hearts and minds of people”. The magic of branding is when you can transform feelings into something people can connect with and resinate with.film Logan

 

A good understanding of what you are branding and all of it’s elements will lead you to ideas for branding success. What do you define as good branding? How will you engage with your clients today? How have you seen businesses and consumers relish the magic of branding? What is your meaning of branding?

The Importance of Color and the Pantone Color of the Year

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Every year Pantone sets the trend for colors in print design, marketing and advertising, interior design and many other industries by announcing their color of the year. Well, Pantone just released the Pantone color of the year for 2015: Marsala Pantone color number 18-1438.

What is Pantone and the PMS Matching System?

Pantone “is the world-renowned authority on color.” They provide color systems for various industries and are most known for their Pantone Matching System (PMS). The Pantone Matching System is a way of standardizing colors in the CMYK coloring process. CMYK stands for the four colors used in full color printing. Layers and combinations of the CMYK colors create full color images and print. The colors are cyan, magenta, yellow and black. The PMS system provides the correct mixtures for color matching. PMS colors can also be translated into RGB. RGB (red, green, blue) are screen based colors. For example your television and computer screen use the RGB model.

Why is PMS matching important?

PMS colors are significant to the promotional products industry. We use Pantone colors on a daily basis when imprinting custom items with logos and marketing messages. PMS matching is important to corporations who have specific colors as part of their corporate identity. At times it is necessary to come “as close as possible” to the PMS color of the imprint. There are many reasons why you may not be able to get an exact PMS match. For example some reasons may be the color of the item that the ink is being placed on or PMS matching is sometimes not available. In many cases to save on cost businesses may choose to come “as close as possible” to avoid a PMS matching fee.

Why is Marsala the Pantone color of 2015?

Marsala is full of richness like fortified wine. It’s earthy and warm which gives off a feeling of satisfaction and comfort. Marsala is also an Indian spice and it is a bold and radiant color. As shown in the video, Pantone describes Marsala as robust, earthy, sophisticated, hearty, stylish and fulfilling.

The Importance of Color in Branding and Advertising

As mentioned above color is important to corporate identity. It helps you remember a brand such as the brown UPS truck, red Target shopping carts or the bright orange Home Depot work buckets. The brown UPS truck represents dependability. The red Target shopping carts convey a feeling of excitement and represent bargain shopping. Orange for Home Depot represents construction and building. A brand with consistent color across it’s marketing increases brand recognition by 80 percent.

Color is also a good way to categorize products or services. For example, you can easily differentiate FedEx express (purple and orange) and FedEx ground (purple and green) by their colors. Did you notice that both FedEx services use purple?

Color is important in branding and advertising because of it’s psychological impact. Use the right color to convey the right feeling. Color is also important for recognition.

How do you use color in your marketing? What do you think about the Pantone color for 2015? Do you like trying different colors or do have a certain color you stick to? What’s your personal favorite color? Will you use Pantone Marsala in your design or advertising this coming year?

Branding Your Image | When is it necessary to update your brand?

Pepsi Live for Now - Single Serve New Bottle

Pepsi Live for Now – Single Serve New Bottle

There is always room for innovation and yet too often we see businesses that seem motionless. One reason why businesses fail is because they don’t “change with the times”. In other words they use the same marketing tactics over and over again. Those strategies may not work years later and as a result customer’s can lose interest. PepsiCo, however, is an example of a company that continues to rebrand in order to keep up with the needs of their consumers. As Americans become more health conscious, the soft drink industry has taken a major hit and they are feeling the effects. So Pepsi decided to change their image by starting the Live for Now campaign. Continue reading

How do you turn Insomnia into Branding?

Insomnia BrandingSleep helps the brain. Chronic sleep deprivation can cause weight gain. Lack of sleep can also affect your mood. How can you turn those bouts of insomnia into creative ideas for promoting your company? We are going to help you make use of your insomnia by using that time to come up with brand ideas.

Branding is an important component of all sales, advertising and marketing techniques. Branding is what makes you distinctive. It differentiates you from your competition. Branding is the very foundation of marketing and advertising.

Sounds like this would work. I have been there and done that. There are over 64 million Americans who struggle with sleep. A study by the Department of Health and Human Services states by definition, insomnia is “difficulty initiating or maintaining sleep, or both and it may be due to inadequate quality or quantity of sleep”. This equates to 1 in every 5 Americans. Turning to sleeping pills is not the answer and after a certain period of time they do not work anyway. I have to say that I am one of many who does not sleep. Here are ten things that we are told to do to help with sleep. Continue reading