Dan Olsavsky's Blog

Tuesday, September 11, 2007

Platt College - Lecture Notes 3

Branding

Branding is your identity in the marketplace, your company image and the appearance of your packaging.

Identity packaging can be judged and represented by the following business tools:

  • business cards

  • stationary (envelope, letterhead)

  • website

  • email address

Corporate Identity

Corporate Identity is the personality of a corporation, which is designed coordinate with your type of business, its objectives and is a way of branding.

Branding Sites

The objectives of a good brand will achieve:

  • Delivers the message clarly

  • Confirms your credibility

  • Connects you with your target audience emotionally

  • Motivates the buyer

  • Loyalty

Your brand resides within the hearts and minds of your customers, clients and prospects. It is the sum total of their experiences and perceptions, some of which you can influence and some you can not.

Online Branding

Who does branding online?

Anyone who is not directly selling their product or service online.

How to evaluate your brand

  • Brand loyalty

  • Brand awareness

  • Perceived quality

  • Brand associations

Beyond branding

Think of your brand as a promise to your customer.

Some examples of that promise are:

  • convenience

  • achievement

  • fun and adventure

  • belonging

Tips for developing a branded site

  • Create a positive experience (easy-to-use, delivers value, interactivity, personaized and timely)

  • Reflect and support your brand

  • Keep your banding consistent with your other advertising mediums

Unique Selling Points

  • Price

  • Product/Service quality

  • Innovation

  • Marketing

  • Convenience

  • Extensions (add-ons)

Ways to define your brand

  • What product/services do you offer

  • What are the values of your company

  • What do you specialize in

  • Who is your target market

Using these examples and more, create a personality or character for your company



- Dan Olsavsky

posted by dano at 12:08 PM

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