| Your vision is clear, you've identified your product; | | | | year old in the country recognizes the bright color |
| now BRAND it! What's the purpose?Your BRAND | | | | logo of Toys R Us.5. It should be perpetual. Once |
| identifies your product as belonging to you. When | | | | you brand your business, hang onto your brand. |
| I write an article for the Internet, I brand it with | | | | You're known by the brand you carry.My |
| my signature and my author box at the bottom. | | | | grandfather had an accident away from home, |
| When I paint a picture I sign it "Jan". Everyone | | | | and when the police officer arrived, he explained it |
| knows it belongs to me.My articles sound like me, | | | | was the other guy's fault. (Of course, I don't |
| when you read them. And my paintings all have a | | | | remember whose fault it was now.) The Police |
| common denominator. The function is simple. Both | | | | officer asked how he could say that, when my |
| are basic art forms.When you buy a Ford, you | | | | grandfather had clearly run a stoplight.My |
| know it will have a smart oval with FORD in the | | | | grandfather with a straight face walked the police |
| middle. GM is stamped on their products too. GE | | | | officer around his vehicle and showed him the |
| stamps their Brand on their products. So, why | | | | warnings on all four sides. He told the officer, "He |
| should you brand your product less?Your brand | | | | obviously didn't read the signs."Clearly marked, on |
| should accomplish five tasks:1. It should tell | | | | all four sides, the vehicle said, "Dodge!"I don't |
| everyone in what specific niche market the | | | | remember now whether he got a ticket or not. I |
| product belongs. You won't find the Nike swoop in | | | | just remember the officer laughing happily at the |
| a grocery store!2. It should state very clearly who | | | | incident and appreciatively commenting on my |
| sold the product. Identity means value. Stamp | | | | grandfather's sense of humor. "That Dodge is well |
| your Quality Assurance on with a Brand that says | | | | branded!" |
| PRIDE.3. It should identify the purpose. Everyone | | | | The purpose of a Brand is Identification. What is |
| knows a Ford is going to transport you | | | | your Brand Identity?Let the Marketing Guru help |
| somewhere.4. It should be memorable. When you | | | | you determine a solid and lasting brand for your |
| make the shape of the Golden Arches in any | | | | business. Stamp it with Pride! |
| country, they know you want food. Every two | | | | |