By Howard Lim, Brand Specialist at HOW Studios Inc.
The following list was compiled by Howard Lim, Brand Specialist of HOW Studios, Inc. Howard's unique gifts of combining technical, creative, and innovative skills gave birth to his company, HOW Studios, Inc. in 1987. Howard gives his clients an innovative edge to set their brand apart from others. HOW Studios, Inc. has developed a unique strategy that provides any size company, at any stage, to take advantage of world-class branding and an award-winning, diverse range of design solutions. For more information, visit www.howstudios.com.
1) What a brand is not. It is not a logo, not an invention, not a website, not marketing, not a patent, not a trademark or copyright, not the company, not even a product or service. Even though these 'touch points' listed above can have a great influence on the brand image, individually they are not a brand. Brands are what consumers think about you. The question becomes, "Have you captured your consumer's mind?" and, "If so, how big is your billboard in your consumer's mind?"
2) A brand is not what you say it is. It is what the consumer says. It is also the expectation, image and how they feel about the company's product or service. A strong brand stands for something and demonstrates it, over and over again. A brand is what you offer to the world as a promise. Without a brand, organizations will find it increasingly difficult to survive in today's over-crowded markets. What are your customers saying about you?
3) Influence of a Brand. Although you never have complete control of your brand image, you can certainly influence it by linking brand strategy to brand execution. You can do this through the customer integrated 'touch points:' corporate ID, website, product design, brochures, etc. It supports, expresses, communicates, synthesizes and visualizes the brand in the consumer's mind. Do you have a brand strategy and 'touch points' that are integrated and constantly remind the consumer of the brand image?
4) All companies are branded. Whether it be just a start-up company or a fortune 500 corporation, local or international, all companies have a brand. Branding by default can create the wrong brand image, which can cost a company up to billions and lost income over the lifetime of the brand. Companies don't usually have brand strategy or brand image, so they have to start and stop over and over. There are more products and services than ever before, and the consumer now holds the buying power. Our society has become information-rich and time-poor. Are you branding with "intention and purpose" to make it easier for the consumer to know what you stand for, build trust and offer a clear buying decision?
5) People use brands as status symbols. They use brands as an extension of their lifestyle, and base choices more on symbolic attributes. Like humans, brands have a heart and soul, a face, character, a reputation and a personality. Do you drive a Pinto or a Porsche? Do you buy groceries at 99-cent store or at Whole Foods? Brands are a reflection of who we are or would like to be in this world. Brands need us and we need brands. Have you created a brand for your customer that they can fall in love with to create brand loyalty?
For more information about branding, come to Howard's seminar during INPEX® Inventors University™. The seminar, titled "How to Build a Powerful Brand," will be held Wednesday, June 6, from 9:00-10:30 a.m. Exhibitors can also schedule one-on-one appointments with Howard in the Inventor Resource Center, where he will be appearing Thursday, June 7, Friday, June 8 and Saturday, June 9.
