Is
your Brand a logo, color, tagline and consistency? Was it created just as an
expression of English that you were fascinated by eg., to adopt a tagline
like say "Better than the Best" to signify your positioning because
you LIKE the English. The challenge is, Can you LIVE this?.
In
short, we examine the FITNESS of your BRAND. Can you Walk the Talk,
instead of Talking the Walk and Force-Fitting this across the various stages of
branding that you may want to call holistic (Normal approach -- illustrated on
the Left hand side).
This
would mean that having established this as a broad POSITIONING, we want this to
spill over to our STRATEGY, and thus to our PRODUCTS. That becomes the overall
BRAND EXPRESSION, wherein an Agency is briefed on the basis of the TAGLINE.
Having
achieved that, one then builds this at BRAND HANDLE that comprises: PRINCIPLE,
PERSONALITY and ASSOCIATION, which again is formed because of the baggage of a
TAGLINE. You force-fit an ambassador, who you think personifies your
organization’s / product / service POSITIONING.
This
spills over to the ORGANIZATION PIVOTS of MISSION, VALUES AND STORY, forms the
CORE. You loved the Slogan, but force fitted this across important
aspects of your organization.
Now
just reverse the situation, and check whether the TAGLINE you liked resonates
with your MISSION, VALUES AND STORY. If it does, then you have got the
right PIVOT to leverage this to gain the right grip on your HANDLE, and that
effectively translates into a better EXPRESSION.
A
Holistic Approach where your brand resonates across platforms. `Better
that the Best' -- Now you are trying to LIVE this rather than just LIKE this!
YOUR BRAND FITNESS FOR LIFE! Agile, Flexible, Adaptable.
SIMPLIFYING THE TERMS
BRAND
A
name, term, phrase, design, symbol, or any combination of these chosen by an
individual or organisation to distinguish a product from competing products.
BRAND NAME
The
portion of a brand that can be expressed verbally, including letters, words, or
numbers
BRAND MARK
The
portion of a brand that cannot be expressed verbally, such as a graphic design
or symbol
LOGO
A
unique symbol that represents a specific firm or organisation, or a brand name
written in a distinctive type style
TRADE NAME
The
business name under which an organisation operates
TRADEMARK
A
brand or portion of a brand that is legally registered with the the
appropriate government authority for
exclusive use by the owner of the brand
SERVICE MARK
A
trademark that represents a service rather than a tangible good
BRAND EQUITY
The
overall strength of a brand in the marketplace and its value to the company
that owns it; composed of brand loyalty, brand awareness, perceived quality,
brand associations, and other proprietary brand assets.
BRAND LOYALTY
The
level of commitment that customers feel toward a given brand, as represented by
their continuing purchase of that brand
BRAND AWARENESS
A
measure of the percentage of the target market that is aware of a brand name
MANUFACTURER BRAND
A
brand that is designated, owned, and used by the manufacturer of the product
PRIVATE BRAND
A
brand that is designated, owned, and used by a wholesaler or retailer or any
other commercial organisation,other than the manufacturer owner of the brand.
GENERIC BRAND
A
“nonbranded” product that is identified only by its product category; or a
brand that acquires a commodity/category representation status
BRAND EXTENSION
Assigning
an existing brand name to a new product in the same product line or in a
different product line
FAMILY BRAND
A
brand assigned to an entire line of product items
INDIVIDUAL BRAND
A
separate brand assigned to an individual product item within a product line
