Branding

Brand Strategy, Positioning, Messaging,
and Brand Development & Management

The Who: Your brand is the “who” of your product or service and what it represents … and it all begins with “positioning”. Positioning defines your product and, as such, is reflected in how your clients or consumers perceive and value your brand within the context of all other competitive options.

The Why: In essence, positioning defines “why” your brand exists and helps communicate how it fits within the marketplace. Positioning is the very first step in the “branding” process. It should be developed AND finalized before any other branding elements (e.g., logo, symbol, tagline, colors, type fonts, etc.), and even the brand name itself, are even considered.

The branding process is quite complex and requires the dedicated effort of a skilled marketing professional. Whether the brand name is attached to a company, product, unique product feature, service, event, initiative, or other entity, your branding needs to soar and scream above the competitive noise level.

There are many factors to consider when developing your product’s brand name, including its positioning, the brand’s personality, market strategy, target audience, and competitive brand strategies, just to name a few. In addition, there are important, meaningful “product features” that contribute to the overall “value” of your brand…critical ingredients that represent key competitive barriers that serve to blunt competitive marketing efforts and lead to your brand’s ultimate market success.

So, here’s the question. Since these features are such key contributors to my product’s perceived worth, should be be branded and trademarked, as well? The simple answer is YES.

Excerpt from Scott’s article “Branding…and Branding Within the Brand”

Just a few of Scott’s branding accomplishments …