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