e these questions as a guide to develop your message and ultimately your brand. How does it differ from other coffees? What are you communicating about your brand with your packaging? Are customers getting a bargain or are they paying a bit more for a superb experience? Why would customers choose your coffee over another brand? Does your coffee remind a customer who he/she is and tell the world around them who they are? WA brand is a single concept that represents everything about a company. It distinguishes your products and services from the competition while adding value. Only the businesses that communicate real value in today's world of high expectations will succeed. What makes you unique?

The ultimate goal of branding is to own a product category – for example, Kleenex® owns the idea of “tissues” in the mind of the general public. Branding identifies and defines the basis for all communication, from packaging to public relations. It is the personality and the soul of your company.

Creating a strong brand will have a large affect on your bottom line and allow you to pull more ROI from your ad dollars. When a customer is loyal to your brand, price becomes less of issue.

Elements that make up a successful brand include:

Relevance: Do your potential customers think that they need your product? How does it make a positive difference in their lives – does it make their lives easier? Does it make them feel good about themselves? Does it help define who they are?

Differentiation: The benefits of your products/services are unique from your competition, ie “unique selling proposition” or “core competency.”

Brand awareness: Do people know that your company and its products exist? If so, do they have top-of-mind awareness? Brand awareness leads to brand preference...and that leads to brand loyalty!

Consistency: Consistency in all your communications about your business and your products is critical in establishing a brand. Inconsistency creates confusion and has a negative effect on brand identity.

Defining yourself

Let's say your company sells a new kind of coffee. You should use these questions as a guide to develop your message and ultimately your brand. How does it differ from other coffees? What are you communicating about your brand with your packaging? Are customers getting a bargain or are they paying a bit more for a superb experience? Why would customers choose your coffee over another brand? Does your coffee remind a customer who he/she is and tell the world around them who they are? Wh

ding identifies and defines the basis for all communication, from packaging to public relations. It is the personality and the soul of your company.

Creating a strong brand will have a large affect on your bottom line and allow you to pull more ROI from your ad dollars. When a customer is loyal to your brand, price becomes less of issue.

Elements that make up a successful brand include:

Relevance: Do your potential customers think that they need your product? How does it make a positive difference in their lives – does it make their lives easier? Does it make them feel good about themselves? Does it help define who they are?

Differentiation: The benefits of your products/services are unique from your competition, ie “unique selling proposition” or “core competency.”

Brand awareness: Do people know that your company and its products exist? If so, do they have top-of-mind awareness? Brand awareness leads to brand preference...and that leads to brand loyalty!

Consistency: Consistency in all your communications about your business and your products is critical in establishing a brand. Inconsistency creates confusion and has a negative effect on brand identity.

Defining yourself

Let's say your company sells a new kind of coffee. You should use these questions as a guide to develop your message and ultimately your brand. How does it differ from other coffees? What are you communicating about your brand with your packaging? Are customers getting a bargain or are they paying a bit more for a superb experience? Why would customers choose your coffee over another brand? Does your coffee remind a customer who he/she is and tell the world around them who they are? W

l customers think that they need your product? How does it make a positive difference in their lives – does it make their lives easier? Does it make them feel good about themselves? Does it help define who they are?

Differentiation: The benefits of your products/services are unique from your competition, ie “unique selling proposition” or “core competency.”

Brand awareness: Do people know that your company and its products exist? If so, do they have top-of-mind awareness? Brand awareness leads to brand preference...and that leads to brand loyalty!

Consistency: Consistency in all your communications about your business and your products is critical in establishing a brand. Inconsistency creates confusion and has a negative effect on brand identity.

Defining yourself

Let's say your company sells a new kind of coffee. You should use these questions as a guide to develop your message and ultimately your brand. How does it differ from other coffees? What are you communicating about your brand with your packaging? Are customers getting a bargain or are they paying a bit more for a superb experience? Why would customers choose your coffee over another brand? Does your coffee remind a customer who he/she is and tell the world around them who they are? W

cts exist? If so, do they have top-of-mind awareness? Brand awareness leads to brand preference...and that leads to brand loyalty!

Consistency: Consistency in all your communications about your business and your products is critical in establishing a brand. Inconsistency creates confusion and has a negative effect on brand identity.

Defining yourself

Let's say your company sells a new kind of coffee. You should use these questions as a guide to develop your message and ultimately your brand. How does it differ from other coffees? What are you communicating about your brand with your packaging? Are customers getting a bargain or are they paying a bit more for a superb experience? Why would customers choose your coffee over another brand? Does your coffee remind a customer who he/she is and tell the world around them who they are? W

e these questions as a guide to develop your message and ultimately your brand. How does it differ from other coffees? What are you communicating about your brand with your packaging? Are customers getting a bargain or are they paying a bit more for a superb experience? Why would customers choose your coffee over another brand? Does your coffee remind a customer who he/she is and tell the world around them who they are? Who are your customers? Are they female NASCAR fans, managers of private clubs or male executives hurrying off to the office?

You know who you are. Now what?

Once you have defined your company and products, you should focus on these issues to help differentiate you from your competition. Does your logo help customers define your product at a glance? Have you developed the best image to represent your products? Do you have a tag line – a phrase that describes your product and helps customers identify it in any medium, from Web site ads to print advertising? What is the appropriate tone for your advertising? Is an animated character appropriate, or should you get right down to business with a high-impact look in your ads and text with a serious sell? What language will you use in your ads? Do you want your product to be perceived as offbeat, mainstream, clever or practical? What best reflects your brand? What media do your customers use? Are they more likely to learn more about your product through television advertising or an e-mail blast? A brochure or a billboard?

Careful branding, and subsequent strategizing and application, can result in increase sales, more customers and an ability to increase the value and, therefore, the pricing of your products.