You will hear a discussion between an interviewer Mary with branding guru Robert, president of a brand optimisation. For eac

23
Woman: If a business is entirely online, can they still brand themselves effectively? Please advice on how.
Man: Branding rules apply to any business, whether they are solely online or an online distribution channel for a bricks and mortar business.
24
Man: Branding rules apply to any business, whether they are solely online or an online distribution channel for a bricks and mortar business. Effective branding begins with understanding who your customers are and what they want, who you compete with for their businesses and what promise they making to the market, and determining what promise you will make to customers that differentiates you from competitors, is salient, and is built upon key company assets.
Once you create your promise you must ensure that it supports your long-term business strategy, and it is fully integrated into company operations, is clearly communicated throughout the organisation: and most importantly, metrics and measures are put in place to ensure that you deliver on your brand promise every hour of every day.
25
Woman: Many affiliates in the performance marketing industry don’t have the budget or time to build a brand. Can you build a brand quickly, or is that fool’s gold?
Man: First, you must remember that you have a brand from the time you start your business. The key is to develop and manage your brand, to build brand equity. If you follow the rules listed above and focus on involving and measuring everyone in the organisation who touches the customer to ensure a superior brand experience, you will quickly develop loyal customers who will stay with you and provide not only a stream of reliable revenue but also serve as your brand endorsers that help generate new business. 26
Man: ... Branding is not only about advertising per se. Advertising is a very excellent, quick way to build brand awareness and recognition, but it is just one of many tactics to positively touch and engage customers. Brand is your business. Your daily actions build your brand, and that is time and money well spent.
27
Woman: Do you have any advice for a merchant who has an affiliate that is a top-performer, yet is worried that the affiliate is hurting their brand in the long run?
Man: Your brand is your trust mark for customers. Any behaviour that in anyway creates negative perceptions of your brand should be changed immediately. Brand implementation guidelines should be developed for us with affiliates and other third party channels of distribution.
28
Man: ... Even if the affiliate is a top performer but violates the brand guidelines, they should be warned to conform to your guidelines or face termination. Brand is your company and its promise to your customers. You must have a means to ensure that the promise is lived up to in all brand contacts. It’s as simple as that.
29
Man: ... Even if the affiliate is a top performer but violates the brand guidelines, they should be warned to conform to your guidelines or face termination. Brand is your company and its promise to your customers. You must have a means to ensure that the promise is lived up to in all brand contacts. It’s as simple as that.
30
Woman: Can you recommend a list of top resources or links that an interested party can review to learn more about branding online?
Man: The brandchannel. com site has a very good resources section for branding information.
I highly recommend it. Again, branding principles are the same online or offline.
Communication strategies, however, may differ somewhat...
Woman: If a business is entirely online, can they still brand themselves effectively? Please advice on how.
Man: Branding rules apply to any business, whether they are solely online or an online distribution channel for a bricks and mortar business. Effective branding begins with understanding who your customers are and what they want, who you compete with for their businesses and what promise they make to the market, and determining what promise you will make to customers that differentiates you from competitors, is salient, and is built upon key company assets.
Once you create your promise you must ensure that it supports your long-term business strategy: and it is fully integrated into company operations, is clearly communicated throughout the organisation: and most importantly, metrics and measures are put in place to ensure that you deliver on your brand promise every hour of every day.
Woman: Many affiliates in the performance marketing industry don’t have the budget or time to build a brand. Can you build a brand quickly, or is that fool’s gold?
Man: First, you must remember that you have a brand from the time you start your business. The key is to develop and manage your brand, to build brand equity. If you follow the rules listed above and focus on involving and measuring everyone in the organisation who touches the customer to ensure a superior brand experience, you will quickly develop loyal customers who will stay with you and provide not only a stream of reliable revenue but also serve as your brand endorsers that help generate new business. Branding is not only about advertising per se. Advertising is a very excellent, quick way to build brand awareness and recognition, but it is just one of many tactics to positively touch and engage customers. Brand is your business. Your daily actions build your brand, and that is time and money well spent.
Woman: Do you have any advice for a merchant who has an affiliate that is a top-performer, yet is worried that the affiliate is hurting their brand in the long run?
Man: Your brand is your trust mark for customers. Any behaviour that in anyway creates negative perceptions of your brand should be changed immediately. Brand implementation guidelines should be developed for us with affiliates and other third party channels of distribution.
Even if the affiliate is a top performer but violates the brand guidelines, they should be warned to conform to your guidelines or face termination. Brand is your company and its promise to your customers. You must have a means to ensure that the promise is lived up to in all brand contacts. It’s as simple as that.
Woman: Can you recommend a list of top resources or links that an interested party can review to learn more about branding online?
Man: The brandchannel. com site has a very good resources section for branding information. I highly recommend it. Again, branding principles are the same online or offline. Communication strategies, however, may differ somewhat...