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If people consider you as someone who is a great source of information and someone who has been there and done that, you can make money by offering consulting services. In here, you’ll be asked to share your expertise and you need to provide assistance to help people solve their problems or reach their professional goals.

Here’s how you can get started in the field of consulting:

1. Establish your expertise. You really can’t be a consultant unless you are known as an industry leader or someone who is extremely knowledgeable on your chosen niche. Establish your expertise by creating a portfolio that contains all your achievements, your relevant educational background and experience, and the list of people that you were able to help in the past. It would help if other experts in your chosen niche look up to you as a great resource person and if your previous clients highly recommend you to other people. This means that they are extremely happy with your services.

2. Decide where you want to work. You can be an “offline” or online consultant depending on your preferences. If you want to work at the comforts of your own home, I recommend that you offer your services online. However, if you love working with other people face-to-face, you can start your consulting “brick and mortar” business. Both have pros and cons. Just weigh them so you’ll be able to make well-informed decision.

3. Plan an effective marketing campaign. Obviously, you will need to attract interested parties so you can make money in this endeavor. Plan a targeted and effective marketing campaign to easily connect with those people who might consider doing business with you.

Most consultants who have been in the business for quite sometime and who have made their mark in this field are moving their cheese from offering consulting programs to offering consulting training programs that are designed to help aspiring consultants to get started in this endeavor.

If you are one of them, it’s important that you always analyze the effectiveness of your programs to get ahead of your competitors. Here’s how you can improve them:

1. Know your clients. Keep in mind that every client is different. Although they have the same goal (to become a consultant), they do need different information and assistance as they have unique sets of goals and skill levels. Get to know them individually before you train them so you’ll be able to offer them exactly what they need. Assess their abilities and their skills to know what areas you will need to focus your attention on.

2. Choose your mediums. People these days don’t have the luxury of time to attend traditional training programs conducted within the four walls of a room. Help them out by using mediums that will compliment their preference. You can conduct training sessions using internet or your phone. If you are serving people who would like to learn at their own pace, you can use video-based training programs or you can simply send the information they need through email.

3. Make learning a two-way process. You can make your training programs a lot interesting and a lot productive if you let your clients participate on the discussion. Encourage them to share their ideas and ask their questions from time to time.

Here’s how you can make your consulting services more enticing to the eyes of your target market:

1. Feedback. Make it a habit to solicit feedback from each of your clients after your consulting sessions. Send them surveys or questionnaires to easily know your strongest and weak points. Take each feedback seriously and use them as guides when doing some improvements on your offerings. You can also ask an objective third party or some of your colleagues to watch you when conducting your consulting sessions. They can surely give you some pointers on how you can improve on some areas.

2. Check on your competitors. If you don’t want to lose your potential clients to your competitors, you need to make sure that your consulting services are way better compare to what these people can offer. Keep yourself posted on the things that they do by visiting their website on a daily basis or by asking somebody to do the research for you. Knowing all the steps that your competitors are taking can make the process of outplaying them a bit easier for you.

3. Think out of the box. Avoid being someone else’s copycat and make your own mark in this field by being unique. Let your creative juices flow and perform some experiments to discover new techniques and elements that you can use during your consulting sessions. Just make sure that everything you use are aligned to the needs, demands, and preferences of your clients to easily impress these people and give them great value for their money.

Consulting, just like any business, is created to earn revenue. This can only happen if you, the consultant, know how to get people to sign up to your service. Here’s what you need to do:

1. Build a good reputation online. Online users will surely go gaga over your consulting services if you can convince them that you are the best in your chosen niche and that you are genuinely interested in helping your clients. You can do this by positioning yourself as an expert and by making sure that you give each of your clients 100% satisfaction each time they do business with you.

2. Build relationship with your prospects. You cannot get people to sign up with you by simply putting banner ads on your website. Before can win their business if you build rapport with them and if you can get them to like you. Build an ongoing communication with these people and strive to help them out with some of their battles. Send them informative and useful newsletters on a weekly basis and encourage them to email you should they have any problem.

3. Referrals and recommendations. Instead of just promoting your consulting services by yourself, why don’t you get your satisfied customers to help you out? Ask them if they know some people who might get interested with what you offer. Your previous customers will surely not mind getting the word out if they were extremely happy with your consulting service. You can also boost your sale if you can get industry leaders to recommend you to other people.

Are you seriously considering starting a career in management consulting? Then, this article is for you. Here’s what it takes to get started in this endeavor:

1. As a management consultant, you must have that ability to develop or enhance the leadership skills of your clients or their management team. Your job will include assessing the collective skills of the present leadership team and later on, offer expert advice on how to reorganize the whole team to achieve the full benefit of their skill sets. You will also be tasked to eliminate or possibly, create new positions in the management team to increase efficiency and productivity. Your goal here is to help your clients (business owners) to use their current resources to their full advantage.

2. Management consultants are also expected to step in when there is a sudden vacancy in the management team. He must have in-depth knowledge and the capability to handle any position in the management team to easily fill the inadequacy in the company. That means, he must have deeper knowledge about the tasks that are being performed by different type of managers. This requires adequate experience, educational background, and relevant trainings.

3. Management consultants are expected to be experts when it comes to telecommunications, retail industry, management consulting, and other related fields. They are also expected to have exceptional leadership, management, selling, communication, analytical, and people skills. They must be team players and they must easy to work with. In addition, they are expected to know a little bit about everything in running a business and they need to be a great source of information and inspiration to everyone in the organization.

We partly agree with this statement,Guest Posting as certainly having broadcasted national brands to an audience of million people is a great branding exercise, but we still believe that the brands that are going to benefit the most are the one that have invested beforehand into brand building in face of international competitors.

In fact, there are still a few but very pressing problems Chinese brands have to deal with before being able to take full advantage of the positive influence the Olympics are bringing about.

It is no news to say that the “Made in China” label is often associated with brands of poor quality and low value. Even though the Olympics showed a highly developed China, this moniker still weights on the locally born brands. Just think about the recent product recalls that have brought consumers to become even more skeptical about buying products manufactured in China. Not to mention the influence the current milk powder crisis will have on the “China Brand” both at home and abroad. Tsingtao, for instance, have had almost a fatal blown when the barley grown in China was found to be heavily polluted with pesticides making it unsuitable for use. Consumers only started to gain trust in the brand after Tsingtao began to import its barley.

Secondly, Chinese brands seem to have been relegated to niche markets and have failed to expand. Looking again at Tsingtao we can see that the brand has been in the US market for thirty years but has been unable to break out of a niche of only 0.04% of the market.

The problem here is that Chinese brands tend to lack of a definite brand identity.

In an effort to expand to a larger consumer market Tsingtao went through a major redesigning process in 2007 aimed at supporting more effectively the brand positioning. The new design revolved around the bottle label, thought to be more contemporary while still maintaining the signature pagoda medallion and red and green color pallet thought to be representative of the “Asian cool,” or the fusion between time-honored traditions and the cool aspirational culture of the Western world.” Still, as the brand re-design have not been associated with a strong definition of what the brand stands for, Tsingtao still find itself stuck in a niche market.

Stressing the Chinese heritage cannot by itself differentiate the brand enough to make it successful in the long run. Furthermore, Tsingtao has very limited visibility outside of Chinese restaurants and grocery stores which make the search cost too high and reduces considerably the brand capacity of winning new brand loyalist. So what can make Tsingtao unique?

Tsingtao has something different than other Chinese beers: it was founded by a Germany company. Some suggest that the Chinese brewery could brand itself as a “Chinese German” beer thus borrowing from Germany’s strong reputation for beer. Though this may not be the be all and end all suggestion Tsingtao has to figure out what will differentiate itself from its competitors other than their Chinese heritage which so far has not proven to gain them a higher market share.

If Tsingtao doesn’t make enough of an example, look at Haier. By being associated with low quality refrigerators Haier is having difficulties breaking out of the low cost compact refrigerator segment targeted to college students. Haier has been selling low price and has not spent many efforts into building a strong international identity. Without brand recognition Haier is unable to enter the high end segment in America because it is all about brands in the upscale market. After all, it is just normal that those people buying a two-thousand dollar refrigerator would choose GE over the brand that makes low cost refrigerators. In a market where products look increasingly similar it is vital to have a strong brand to get your product off the shelves and into your customer’s homes. Haiers association of low quality products and their lack of strong marketing capabilities leave them a relegated market share.

As Chinese brands move from being low cost Original Equipment Manufactures (OEMs) to creating their own strong global brands they have realized the importance of brand building. However, creating strong, valuable brands will take a long time. Overcoming the association of cheap and poor quality can not be changed with the snap of fingers. Furthermore, as new companies or other countries start to capitalize on low production costs, Chinese brands realize that they can no longer use their low price advantage if they want long term success in the international market. After all there is more to a brand than just a cheap price tag.

“A product is something that is made in a factory; a brand is something that is bought by a customer” says Peter Schweitzer the president of J. Walter Thompson. China is used to manufacturing products for exports but as they start making more and more products for themselves they then can offer more than just a low price. A brand is not created by only using a low price advantage. The consumer who bases his purchasing decision only on the price is generally not loyal to the brand and most of the time does not even know the brand name.

The Road Ahead

Chinese companies have become successful by entering less developed markets first which helps gain brand awareness before entering mature markets. This allows companies to understand the international market in a less competitive environment and comprehend how their brand is perceived in different countries. Yin Tongyao, CEO of Chery, is very vigilant when going overseas. Tongyao’s philosophy is “We always start small. If this works, we’ll increase our investment. You always need a nurturing period if you want to take root in a local market, so I don’t expect exceptional sales in any country.” Building a brand is a very expensive and time consuming endeavor but it is vital for Chinese companies to invest.

The 2008 Beijing Olympics has been the opportunity for Chinese company’s to showcase their brands. For Instance, Beijing Urban Construction Group hopes for their 19 Olympic related facilities to have gained worldwide publicity causing foreign companies to come to them for new contracts.

Tsingtao has been the official domestic beer sponsor of the Olympics. This opportunity has gained Tsingtao tremendous awareness internationally but only time will tell if this will be enough for them to gain a stronger market share internationally. As Tsingtao’s brand campaign is heavily associated with Chinese culture they have planned that while watching the Olympics a bottle of Tsingtao was to be in hand. The Olympics have also marked their one hundred year old anniversary – lucky coincidence to make them able to display to the world their strong Chinese heritage and associate the brand with the Olympics values.

In the increasingly competitive global economy the role of the brand has never been greater. Chinese brands are learning how to position themselves internationally. By looking at Tsingtao, Chery, Haier, and the Beijing Urban Construction Group we see that these companies are successful by ensuring that their products sent overseas are of highest quality, starting small when entering markets overseas, creating brand designs that translate well over many different countries, and using their Chinese heritage in their brands image. It is no doubt that it will take Chinese companies time to gain brand recognition but by continuously managing and creating brands that are strongly differentiated, Chinese companies have a real good shot to become major players in the international market.

Corporate branding – its presence and importance. Key notes to bear in mind.

The keeping of an organisations promise can lead to corporate brand equity; this is when consumers hold favourable,Guest Posting strong, and unique associations about the corporate brand in memory (Keller 1993). There are many advantages of corporate branding as corporate brands represent the class and well known by every body, for example once David Beckham said, “I can’t even imagine using any nothing else then Adidas”. Though he is the contracted model for Adidas but at the same time it reflects that Adidas as luxurious and expensive item and also a status symbol. This made sports people with money buy that item. Rolex watches can also be an example for this, Rolex are known as the watches for high-class people. This makes people with money buy the Rolex watches to show the class. This is the brand equity of Adidas and Rolex.

Brand equity can be transferred to other products as well. This can be seen in the case of VW buying the Skoda. Before VW took over Skoda’s sales were declining but in recent years Skoda has improved and its sales has gone up as well due VW’s transferred its brand equity to Skoda. G.M motors have also bought different corporate brands such as Daewoo and Volvo and have transferred the brand equity to them brands.

This does not stop here there are so many other benefits an organistaion can have by having a corporate brand. Newman (2001) suggests that success rate of a new product or service can increase by twenty percent if it has a corporate brand behind it. Also costs could be reduced when launching the product or service than if it did not have a corporate brand supporting it.

This is due to the trust and credibility build by the organisations. Consumers prefer to stay with the organisation they have dealt with before. When Mercedes build the 4*4 people have bought the vehicles even though it was the first time Mercedes has launched a 4*4 vehicle. Mercedes has achieved this through due to the string branding and consumer trust on them.

Corporate brand has a longer life as compare to other resources with in the company. For example Coca Cola the brand is much older then the plants and location used to make it. It is also older then the human resources those make the product. Grant (1991) stated that the corporate brand tends to decay slowly, and strong corporate brands can decrease the competition in the market. Products have shorter lifecycle so corporate brands are preferred over just product brand.

A corporate brand is an intangible asset so it is difficult to copy as it is not a product from a production line. Corporate brand represents a logo or a slogan that is protected by laws, which are in place. Slogans or logos are more secure then the product it self as it is easy to copy a product but it is nearly impossible to copy a logo.

Corporate brand helps achieving the economies of scope, which means it is less costly for a firm to produce two separate products than for two specialized firms to produce them separately. For example Nike has a slogan of “Just Do It” across the globe and through its advertising Nike can promote its different products and services.

Due to advancement in technology and in communication world is becoming a small community. Consumers are more knowledgeable then ever. Globalisation is common between all the big organisations. Corporate brand is important for the globalise organisations to show that their core value is same wherever the product is.

Corporate branding is also very useful when organisations want to enter into a new market. This can be seen when Samsung entered into mobile communication market, Samsung did not have much experience in mobile market but their recent mobile model Samsung D500 has outclassed Nokia and Motorola’s models. This is gain mainly through innovation but brand equity played its part as well. Samsung is brand which consumers can trust and is known for a time.

According to Balmer (2001) a corporate brand is seen as a rare entity due to brands unique pattern of development. Companies with corporate brands have competitive advantages over those that do not have corporate brand. The brand name, logo plays a vital role in awareness and it also provides the peace of mind to customers. Olins (2001) classed Manchester United and British Airways as organisations with corporate brands. Reason that these organisations have corporate brands is because that’s how they presented their brands through marketing such as T.V advertising, Billboards and other marketing campaigns. These companies have spend millions of pounds on advertising to have a corporate brand, as organsiations with corporate brand believes that this will give them a competitive advantage. It can be stated by considering Olins statement that corporate brand is important for the organisations.

Davis suggests corporate brands are not required by some companies, for example those that may have a portfolio of brands such as Unilever and Proctor and Gamble, tends to use the branding of products rather than implementing a corporate brand. This issue of importance of having a corporate brand has not been taken by these major organisations in past for example surf is a product by Unilever. Unilever’s general emphasis is on product branding as compare to one corporate brand. But the importance of a corporate brand has been explored on these big companies.

Creating a brand is one of the most important things that you’ll do in the establishment of your small business. But defining what “brand” means can be a tricky task. There are so many different approaches to branding a business and so many elements of a brand. The most accurate definition I know is: A brand is the collection of perceptions that your customer has about your business.

Here’s another definition from Wikipedia that goes a little more in-depth into all of the facets of a brand:

In marketing,Guest Posting a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimate consumers.

This definition usually makes a small business owner feel rather powerless over their brands. Since, in its’ simplest definition, a brand is created in your customers’ mind – from their perspective and experiences, it may seem that there isn’t a lot that you can do to shape or control the outcome. For example, if a customer has a bad experience, or happens to be in a bad mood when they work with you, there’s a good chance that their impression of your company will be less than favorable. However, there are a lot of actions that you can take to influence and to help shape your customers’ thoughts about your business, and to work towards making those more positive.

Let’s start by looking at how large enterprises approach “branding.” Enterprises typically devote a rather substantial budget to “brand-building.” Generally, the process of brand-building begins with hiring big thinking branding consultants to define a business’s brand. Then, focus groups are conducted with current and potential customers to make sure that the branding is on the right track. After the branding has been refined, corporate messaging will be developed to reinforce the brand, and a brand identity will be designed to visually communicate about the brand. Many enterprises will also put together an advertising and/or public relations campaign to spread the word about their brand and to gain some brand recognition. There are many more activities that large businesses can do to build brand awareness and to create equity in their brands.

But this approach makes branding a particularly difficult task for a small business. Small businesses typically do not have the budget for research, high-priced consultants, and nationwide ad campaigns. And rarely do they have the time or internal resources to devote to the creation and management of a brand. On top of all of this, many of those tasks just aren’t appropriate to help small businesses create the results that they need with their brands.

I typically condense small business branding to a much more compact-and economical-package:

• Brand Definition: This is the process of defining your business: Who you are, what you do, who you can best help, and what makes you different from your competition. You must have all of these factors well-defined to create an effective brand. If your thoughts in all of these areas aren’t clear, concise, and well-put, then you can’t hope to effectively direct your customers’ thoughts about your business. Worse yet, you might wind up looking like you have “multiple personality syndrome,” which can thoroughly confuse your customers.

• Brand Identity: also known as the graphic “face” of your business. Small businesses certainly benefit from creating a logo and a consistent set of marketing materials. Forty percent of people better remember what they see as opposed to what they hear or read. So having an iconic logo and a strong visual vocabulary used throughout your materials greatly increases your business’s memorability – and makes it more likely that your customers will think about you. The colors, fonts, and symbols that you use throughout your Brand Identity can also communicate your Brand Definition to your customers in a visual way that’s more powerful than using words alone.

• Brand Messaging: This is the way that you talk about your business. What is the main message that you want to tell people about your business? What do you want them to remember about you, and how would you like them to pass the word along to others they meet? You can influence many of the thoughts that your customers have about you, and how they talk about you, by having consistent messaging in your marketing materials.

• Brand Service: This is how you perform your tasks, relate to your customers, and deliver your products or services. Customer service is a part of a company’s brand that’s often overlooked, because it’s not seen as a part of an advertising or marketing campaign. But with the definition of a brand being so customer-focused, keep in mind that the way that you serve your customers is one of your biggest points of contact with them and the experience can really shape their opinions. Make sure that your service and business practices are in-line with your brand, whether you’re relating to existing clients or new prospects.

If you address all four of these branding points in your small business, and keep your customers in mind throughout your brand-building efforts, your brand will be an effective way for you to form a connection with your clients and prospects, and will make your business stronger.

Four steps to building a strong, authentic brand.

If I asked you to define the word ‘brand’ – what would you say?

If you answered: “it’s your business logo,Guest Posting your business card, letterhead, envelopes, with compliments slips, marketing material, brochures, website etc”, you’ve responded similarly to many other business owners.

While these things are all very important they are really more about the ‘branding’ elements that will help you to communicate your brand message to your prospects and clients.

Your ‘brand’ goes much deeper than these ‘branding’ elements.

This week I shared a tip on Facebook, which sparked an interesting question. My post said: “How many times have you reached out and added value to your community. This is vital for building your brand and reputation.

Someone then asked the question:

“Sometimes it’s hard to find that niche and be unique. Everyone is copying an idea or another. How does one truly stand out? Integrity and honesty of course – but any other thoughts?”

What a great question.

I like to think of your ‘brand’ as the perception others have of you and your business. It’s your promise of value. Your reputation.

So, want to know what your brand’s secret sauce is? It’s you!

There may be hundreds of other coaches and consultants working in your field offering similar systems and processes as you do. However, what will truly set you apart – is you, your unique qualities, your mission and purpose, your core values and what you stand for.

Even though you may be speaking about a similar topic or sharing similar tips and advice, what WILL be different is ‘how’ you deliver the information and ‘HOW’ you show up in all of your interactions with your prospects and clients.

And while you may be concerned that others may try to copy you, rest assured that imitators will stand out for all the wrong reasons and most likely will end up tarnishing their reputation because of the false persona they are trying to portray.

In fact, trying to be something or someone that you’re not is extremely difficult to maintain and will often result in a confused brand and marketing message. And, a confused prospect says ‘no’ and will move on and that’s not what you want.

So, remember being authentic – just being ‘you’ is important.

If you find it difficult to identify and define your core brand, here are four key areas you should consider when identifying your brand’s secret sauce.

1. Your Brand Attributes:

Your brand attributes are your characteristics; your unique qualities; your quirkiness. All very important things to consider when defining your brand’s secret sauce.

- List 5-6 features/qualities that you would say are unique about you?
- What do people often admire about you?
- Do you have a quirkiness about you that is often mentioned as being something unique and essentially ‘you’?

2. Your Brand Strengths:

Your brand strengths are your gifts and talents – things that you are naturally good at.

- List 5 to 6 of your greatest strengths.
- What do people most admire about you?
- Think about some of your achievements. What strengths and talents did you use to secure these successes?

3. Your Brand Promise:

Your brand promise is what you guarantee people will receive when working with you.

- What are you committed to delivering time and time again to each and every client you work with?
- When dealing with people – what can they expect in terms of how you interact with them and make them feel throughout your relationship?
- If you were to ask several of your clients about their experience working with you – what would they say?

4. Your Brand Essence:

Your brand essence is really the heart and soul of your brand.

Here are a few things to consider when defining your essence – the heart and soul of your brand:

- List 3-6 brand values?
- How does your brand make people feel?
- If your brand were a character, describe what that would look, sound and be like?

After identifying and combining each of these areas – your brand’s secret sauce, you too can define and build your own authentic signature brand that makes YOU instantly recognized as an expert.

Having a strong authentic brand will help you distinguish yourself from your competitors and will be impossible for anyone to copy. You’ll also begin to attract your ideal clients as they’ll instantly resonate with your brand message because you’ve made it very easy for them to understand exactly who you are, what you do and how you can help them. Pretty cool, yes?!

Here’s to identifying your brand’s secret sauce so that you too can stand out powerfully from the crowd to get more clients, get noticed, hired and paid what you’re worth.

What is branding?

To begin to know Best branding logo design company in india is,Guest Posting you want to first understand that your brand doesn’t exist in your marketing department, your PR team, or your CEO’s office. A brand exists only within the minds of your customers. Simply put, a brand is that the sum of all the impressions a customer has, supported every interaction they need had with you, your company and your products. all of those interactions tells a story to your customers. If your customer believes that a product is new and innovative, then those attributes become a part of your brand therein customer’s mind. If your packaging is beautifully illustrated, then they’ll view your brand as sophisticated or elite. On the opposite hand, if your service is poor, customers might think you’re stubborn or rude. If your print materials are designed in MS Paint, you’ll look cheap and amateur.

Every interaction sends a message

Imagine all of those interactions as arrows, and every one points to a message. for instance , your product (a big interaction) might point to the message that your company is innovative. Another arrow—your beautifully illustrated print advertisements—might point to the message that you’re sophisticated and elite. But what if an arrow—customer service—is rude and hard to contact? What if your CEO makes an off-color joke that’s caught on a news camera? all of those things are interactions you’ve got together with your customers, and each one among them goes to affect how they view your company.

All of those samples of interaction “arrows” point to different messages, sending a muddy overall brand message where the customer doesn’t know if you’re likable or not—whether they need to continue buying your products or go visit your competitor.

To manage your brand, you would like to make a decision on a brand message then confirm that each one of the interactions together with your company—these arrows—are aimed toward your brand message.

Think, for instance , of Disney. Several years ago, Disney decided that their brand was “Magical Family Fun.” They now attempt to point all of their interaction arrows at their target brand, at every level of the corporate . Yes, there are the apparent examples, like their movies, and theme parks where actors at Disneyland (called “cast members”) dress up as Cinderella, Jack Sparrow and Mickey Mouse. But their brand influences the Disney Stores across the country: every morning, when the stores open, cast members select children to ceremonially unlock the stores with a special keepsake key. Even when providing customer service, the cast members integrate the Magical Family Fun brand message—aside from always sounding happy and wanting to talk with you, they’ll spend overtime on the phone reminiscing about past experiences within the park, always happy to concentrate to customers’ stories or share their own memories. Everything they are doing , all of their arrows, is aimed toward Magical Family Fun.

Walmart is another interesting example, because their brand message became their slogan: “Save Money. Live Better.” Yes, they bargain hard to form sure that they need rock bottom prices, but they also initiated the now-widespread $4 prescription plan, selling prescriptions for a way lower margin—or, often, no profit in the least . they are doing everything they will to form their customers’ dollars stretch as far as possible. The company’s charitable giving is now quite a billion dollars per annum .

Whatever brand message you select , confirm that your customers’ impressions—your arrows—all point within the right direction. Remember the old marketing adage: “A bad advertisement is worse than no ad in the least .” By being a brand ambassador—by sending consistent, targeted messages—your customers will understand exactly who you’re and what you’ll do for them.

Why is branding important?

In 1975, marketers at PepsiCo started a campaign that might become a legend within the world of advertising, and would fire the primary shot within the Cola Wars. The experiment was simple and effective: booths appeared in malls and supermarkets, sports arenas and state fairs; participants drank two sips of cola from unmarked cups and were asked which beverage they liked better. Overwhelmingly, the selection was clear: consumers favored Pepsi. In almost every venue, in almost every demographic, Pepsi was the winner.

But there arose the paradox: Coca-Cola was destroying Pepsi in market share. Even now, forty years later, Coke controls the most important piece of the carbonated beverage market share—seventeen percent. Diet Coke comes in second place at nine percent. And Pepsi—the clear taste favorite—languishes in third place at eight percent.

Now, there are some attempts to elucidate the disparity. In his 2005 book Blink, Malcolm Gladwell suggested that the rationale is thanks to the tiny amounts: that, when only drinking a sip, people prefer a sweeter drink—which Pepsi is. But studies haven’t always proven that to be true, nor has it been studied nearly the maximum amount as competing taste tests.

So what explains it? Well, a search professor at the Baylor College of drugs decided to actually put the claims to the test—to find out , physiologically, why consumers made that choice.

He put test subjects into an fMRI, a machine that tests brain activity by watching the flow of blood from one region to a different . within the first phase of the test, he had subjects drink cola while their brains were being scanned. once more , Pepsi was chosen because the favorite. it had been the ventral putamen that lit abreast of the scan—part of the brain that creates up the reward system. In essence, the brain was saying “I like this. It makes me happy.”

But within the next phase of the experiment, researchers altered a key component of the test: this point , they told participants what they were drinking. It changed everything. not was the reward system lighting up: instead, it had been the cerebral mantle , the higher-level decision-making a part of the brain. When people drank, their brain wasn’t evaluating flavor; it had been evaluating memories and knowledge . And when this higher-level cognitive a part of the brain was working, Coke soundly beat out Pepsi.

This, consistent with the researchers, was the effect of branding. When a consumer has previous impressions of a product or company, it’ll actually change the way their brain evaluates such straightforward decisions as “which tastes better?” Coke features a long history of standout marketing efforts. Collectors take over old ads and bottles dating all the way back to the 1880s. People buy clothes depicting the famous Coca-Cola logo. there’s even a Coke museum in Atlanta, where tourists pay $16 for the prospect to look at exhibits about how great Coke is. And once they look to form their purchase decisions in-store, all of that material makes for a strong brand.

This is the strength of an honest brand management strategy. Granted, Coke has quite a century behind them, and therefore the love of the brand has been passed down from generation to generation. But while becoming subsequent Coke is daunting (at best), this does function an honest aspirational lesson on why branding matters.

Key takeaways

A brand exists only within the mind of your customers. it’s the sum of all impressions that your customer gets from all interactions with you, your product and your company.
Every interaction sends a message—it is your job, as brand manager, to form sure all of these messages are pointing the proper direction to support your brand strategy.
Proper branding elevates your product to be quite just a sum of its parts. People make purchasing decisions supported quite just product features.
5 Reasons Why Logo Design is important?

Did you recognize you that you simply can tell a whole story without saying anything? it’s possible to catch someone’s eye and have them react emotionally in a moment .

While this seems like a near-impossible task,

Best Logo Designers In India serve that purpose. Logos are the cornerstone of your identity. It’s where a relationship together with your customer begins and follows along through their entire journey with you. like all worthwhile relationship, a particular amount of labor is required . A poorly designed logo may turnoff a customer. the subsequent examples will illustrate why logo design is vital for your brand.

First Impressions Are Important

You only have mere seconds to point out someone what your brand is about. Your customers not only got to see personality but they also got to understand the setting where your brand lives in.

An example of this is able to be Jon Contino’s revamp of yank Eagle’s logo, where he wanted to make a way of nostalgia:

“The inspiration came from the American culture that the majority people don’t believe . Stuff that we’d deem granted. I wanted to specialise in the time we spend as kids stepping into trouble: running round the neighborhood with friends, getting lost within the woods, making fires on the beach. Whatever we wont to occupy our time with in between the planet of carelessness and responsibility.”

A clear first impression is made , and an image of where the brand lives is established.

Logos Are A Cultural Symbol

The Best Logo Design Company In India sort of advertising is word of mouth. Once a customer is crazy together with your product or company, they will become evangelists for your brand.

Consumers are 92% more likely to trust recommendations from friends and family than the other sorts of advertising.

If a lover is wearing a shirt with a logo or they see a sticker on a laptop, curiosity arises in us and that we want to understand what it stands for.

Logo design that’s successful represents the personality of consumers also because the personality of your brand. Customers aren’t only fans, they’re also a neighborhood of your culture, and that’s a strong thing.

Logos Separate You from Competitors

Having a robust logo raises the prospect of standing out from other brands. Beyond just choosing a strong typeface or symbol, a growing trend is that the use of hand-drawn illustration. best company brochure design

Having a mascot gives you the chance of owning not only owning a 1 of a sort piece but being the owner of a personality .

Logos Are Recognizable

Your identity must be understood on an area , national, and international level.

Expansion relies heavily on clear communication of what your product does also as attracting customers. it’s no coincidence that the foremost powerful companies within the world also are a number of the foremost recognizable and influential also .

Logos Follow You Everywhere

Your logo goes to be everywhere, on your website, your t-shirts, your stickers, your business cards, etc. Where ever your business is present your logo will follow, so it’s important to form your logo worthwhile .

Your logo has got to tell a tale and make a sense in your customers.

If your logo can accomplish that, you’ve told a story without even saying a word.

No doubt having a well-designed logo is vital . an excellent thanks to get a well-designed logo is by using online logo maker like Logojoy.

Logojoy makes the method of logo creation super easy. Logo joy can automatically generate logos supported questions you answer. If you are doing not just like the suggestions provided, you’ll request more logos. Once you’ve chosen a logo it’s easy to stay making changes until it’s precisely the way you would like it.