This document discusses how branding works through four key steps:
1. Get attention - The brand's first job is to turn heads and get noticed amongst competitors.
2. Spark interest - The brand must pique curiosity and get people to stop and take notice, sparking interest in learning more.
3. Build trust - Trust is built by delivering on promises and more, showing honesty, integrity, and social proof from others who endorse the brand.
4. Foster recognition - By continuing to promote the brand and keep it fresh, recognition grows stronger over time, becoming a well-known brand people feel they already know. Great branding follows this process to become widely recognized.
Self-Branding Success Through the Me BrandEvgeny Tsarkov
This document provides an overview of self-branding and how to effectively brand oneself. It discusses that successful people are successful brands that communicate what they stand for to inspire others. It then outlines the Self-Branding Model which includes elements like brand identity, image, and communication. Brand identity incorporates one's unique selling proposition, emotional selling proposition, and brand mantra. Effective brand image and communication help one network and build relationships to achieve their goals.
This travel guide provides creative professionals with strategies for self-promotion. It acknowledges that while creative people want to focus on their work, self-promotion is necessary to achieve success. The guide explains that competition is high, so creative heroes must stand out by telling compelling stories about themselves and their work to gain exposure. It presents Barcelona as an inspiring place to visit due to its creative figures like Gaudi and explores various chapters on memorable storytelling, image, opinion leaders, and being a hero to help travelers promote their own creative careers.
A successful online business requires motivating employees through positive rather than negative tactics. Leaders should foster a collaborative work environment where employees are motivated by group goals and feel that they are a good fit for the company. Providing excellent customer service is also important, as autoresponders allow businesses to address customer issues immediately even when owners are unavailable. Developing strong communication skills and surrounding oneself with positive influences are keys to personal and business improvement.
This document outlines nine principles of branding according to the author. It begins with an introduction to branding and discusses how branding creates a perception of a product/service in the consumer's mind.
The document then details each of the nine branding principles:
1) Keep messages simple with one main idea
2) Build brands through mass-produced word-of-mouth (PR) rather than just advertising
3) Focused brands are more powerful than brands with many diffuse messages
4) Differentiation from competitors is key
5) First brands in a new category have advantages
6) Avoid sub-brands whenever possible
7) Perception of quality is more important than actual quality
8) Be consistent and
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
1. The document discusses how to motivate employees and build a successful business. It states that positive motivation through goals and incentives is most effective. A collaborative work environment where people are motivated as a team is also important.
2. The key to being a great business leader is the ability to motivate others. Leaders should utilize positive motivation techniques like goals and rewards rather than threats or fear. Fostering teamwork and a collaborative culture also increases motivation.
3. Maintaining motivated employees is essential for business success as it leads to higher productivity, satisfaction, and retention. The document provides tips on positive motivation strategies and cultivating a collaborative work environment.
Branding: The Cornerstone Of Your Online BusinessKim Garst
A brand is defined by individuals and relationships, not by logos, identities, or companies. It is shaped by people's gut feelings about a product or service, rather than by what a company says. An important brand is trustworthy and meets customer expectations, allowing companies to charge a premium. Personal branding is important because people do business with those they know, like, and trust. If an individual distinguishes themselves by providing value to their target market through authentic and consistent branding across online platforms, they can become a trusted authority in their niche.
Self-Branding Success Through the Me BrandEvgeny Tsarkov
This document provides an overview of self-branding and how to effectively brand oneself. It discusses that successful people are successful brands that communicate what they stand for to inspire others. It then outlines the Self-Branding Model which includes elements like brand identity, image, and communication. Brand identity incorporates one's unique selling proposition, emotional selling proposition, and brand mantra. Effective brand image and communication help one network and build relationships to achieve their goals.
This travel guide provides creative professionals with strategies for self-promotion. It acknowledges that while creative people want to focus on their work, self-promotion is necessary to achieve success. The guide explains that competition is high, so creative heroes must stand out by telling compelling stories about themselves and their work to gain exposure. It presents Barcelona as an inspiring place to visit due to its creative figures like Gaudi and explores various chapters on memorable storytelling, image, opinion leaders, and being a hero to help travelers promote their own creative careers.
A successful online business requires motivating employees through positive rather than negative tactics. Leaders should foster a collaborative work environment where employees are motivated by group goals and feel that they are a good fit for the company. Providing excellent customer service is also important, as autoresponders allow businesses to address customer issues immediately even when owners are unavailable. Developing strong communication skills and surrounding oneself with positive influences are keys to personal and business improvement.
This document outlines nine principles of branding according to the author. It begins with an introduction to branding and discusses how branding creates a perception of a product/service in the consumer's mind.
The document then details each of the nine branding principles:
1) Keep messages simple with one main idea
2) Build brands through mass-produced word-of-mouth (PR) rather than just advertising
3) Focused brands are more powerful than brands with many diffuse messages
4) Differentiation from competitors is key
5) First brands in a new category have advantages
6) Avoid sub-brands whenever possible
7) Perception of quality is more important than actual quality
8) Be consistent and
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
1. The document discusses how to motivate employees and build a successful business. It states that positive motivation through goals and incentives is most effective. A collaborative work environment where people are motivated as a team is also important.
2. The key to being a great business leader is the ability to motivate others. Leaders should utilize positive motivation techniques like goals and rewards rather than threats or fear. Fostering teamwork and a collaborative culture also increases motivation.
3. Maintaining motivated employees is essential for business success as it leads to higher productivity, satisfaction, and retention. The document provides tips on positive motivation strategies and cultivating a collaborative work environment.
Branding: The Cornerstone Of Your Online BusinessKim Garst
A brand is defined by individuals and relationships, not by logos, identities, or companies. It is shaped by people's gut feelings about a product or service, rather than by what a company says. An important brand is trustworthy and meets customer expectations, allowing companies to charge a premium. Personal branding is important because people do business with those they know, like, and trust. If an individual distinguishes themselves by providing value to their target market through authentic and consistent branding across online platforms, they can become a trusted authority in their niche.
A quick guide to brand for small businesses and startupsMo Luthra
This guide is an introduction to brand strategy, something that is often overlooked and goes way beyond the idea that brand is all about making you look pretty. Enjoy it and we hope it helps your business.
The document provides 40 creative marketing ideas ranging from easy and low-cost to more difficult and requiring greater investment of time and resources. The ideas in the "Easy" section require little to no money and are simple to implement, such as decentralizing your web presence across multiple online platforms, appealing to customers' emotions, getting in early contact with potential customers before competitors, and getting a mascot or spokesperson. Examples are given of companies successfully using some of these ideas.
Ready for the fame and fortune you deserve? Set yourself up for success and create a marketing plan to share your online portfolio. Gain new clients and grow your career as a creative professional
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
This document provides tips for entrepreneurs on advertising and marketing. It discusses the importance of establishing a tone and personality for ads. It also outlines several principles for crafting effective ads, including breaking limits within small ad spaces, turning limitations into advantages, using existing materials before spending on new items, and ensuring approaches are feasible within budget and time constraints. The document emphasizes keeping ads timely and responsive to changing economic conditions. It provides many additional tips focused on copywriting, calls to action, testing, and building goodwill with customers.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
This document provides guidance on how to stand out from the crowd through effective branding. It discusses that a brand is more than just a logo - it is how a company presents itself through all customer interactions. Developing a memorable brand that customers can identify with and form an emotional connection to is critical for success. The key areas discussed are positioning the business as the respected choice in its industry through education and useful information, and never relying solely on hope to build the brand but rather focusing marketing messages on a targeted audience.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This document provides guidance on defining your personal brand as a financial advisor to maximize business success. It discusses identifying the unique aspects of your personality, story, communication style, business philosophy, client service agreements, and investing style to distinguish your brand from competitors. Clearly defining your brand through these elements can help you attract ideal clients, build credibility and expertise, and ultimately grow your business.
No More Boring Businesses - by Mortified CowGloria Cow
The document provides a summary of 7 principles for making businesses less boring and more fun and profitable. It discusses having a clear mission that customers can identify with, nicheing down to a specific target audience, showing personality in all aspects of the business, selling the benefits rather than just features, and going above and beyond for customers. Examples are given of companies that successfully apply these principles, such as TOMS Shoes, Apple, Hipmunk, Dollar Shave Club, and Zappos. The overall message is that following these principles can help businesses attract the right customers, charge more, and have a more successful brand.
1. Personal branding is important for success and how others perceive you. In high school, classmates get branded with nicknames both positive and negative that stick with them.
2. Just like companies brand their products, individuals need to brand themselves or risk others defining who they are. Taking steps to understand your values and strengths and communicate them consistently through your words and actions can help you develop an effective personal brand.
3. Developing a clear personal brand statement that captures your unique qualities and values is important to differentiate yourself and promote yourself effectively to others. Integrating this statement into how you present yourself is key.
1. Personal branding is important for success and how others perceive you. In high school, classmates are informally branded with nicknames. If you don't brand yourself, others may brand you.
2. This document provides 10 steps to create your personal brand: determine your unique values and strengths, develop a personal brand statement, integrate your brand into all aspects of work and life, manage your appearance and behavior, communicate your brand values consistently.
3. Regularly evaluate and refine your personal brand statement to ensure it still reflects how you have grown and evolved over time. Invest in developing your personal brand for long term success and opportunities.
One Thousand Latest & Greatest Adventerous Thought SThardle891
The document provides 90 tips for entrepreneurial and marketing ideas, including connecting your business to events, thanking customers, allowing for complaints, regularly updating online content, and using customer relationship management software to track communications. Some key ideas are promoting something and offering a free gift, being helpful to customers, and listening to criticism from friends, family and customers. The overall message is about strengthening relationships with customers through effective communication and responsiveness.
The 10 Golden Rules of Personal BrandingMySpeedHub
This document provides 10 golden rules for personal branding:
1. Focus on having a clear, consistent message and sticking to your niche.
2. Be authentic and genuine in your branding to build trust with your audience.
3. Tell a story about yourself and your brand to engage your target audience.
4. Maintain consistency across all aspects of your branding over time.
5. View failures as learning opportunities to help strengthen your personal brand.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...Mahesh Enjeti
The document discusses how a brand is the foundation of a business, not just a marketing function. It argues that businesses often focus on revenue over profits, and leverage brands only for awareness rather than profit generation. The booklet aims to connect the ideas of profitable sales growth and sustained brand value in order to help businesses build long-term prosperity. It defines a brand as a company's purpose - who it is, what it stands for, its offerings, behaviors, and how it fulfills its social or other motives. Discovering a brand's purpose can clarify and shape brand thinking.
Delivering a Personal Branding Workshop for Sr HR Leaders and C Suite. One thing is for sure most people make cardinal mistake of copying each other rather than discovering their own true north.
This was a presentation done for Netstarter PTY Ltd Sri Lankan staff during an internal training session the content has been modified to relate the content to a wider audience. This basically takes myself as the example model and how I did things in order to get my self started.
The creative director provides tips for staying creative amidst agency chaos:
1) Pretend to be calm even when the creative mind is full of chaos in order to avoid unhealthy chaos and organize workloads.
2) Give the creative team ownership of projects and simple, clear tasks to avoid chaos. Involve clients in the creative process where possible.
3) Infrastructure like production and operations managers who act as gatekeepers can help protect creatives from some chaos and allow creativity to thrive under pressure from deadlines. Saying "no" to unreasonable demands is sometimes needed.
The creative director provides tips for staying calm and organized amid agency chaos:
1) Pretend to be calm even when the creative mind is full of chaos, and temper creativity with discipline as the creative director.
2) Give the creative team ownership of projects and clear, simple tasks to avoid chaos spreading. Involve clients in the creative process where possible.
3) Experience has taught the director that chaos can become unhealthy, so they now know how to live with people and organize workloads while facing different tasks simultaneously.
This document discusses the concept of responsive branding and how brands should treat customers. It argues that brands should be responsive to what audiences want them to be rather than pushing a rigid vision. The document then takes the reader on a journey through time, comparing the mass media branding of the 1980s to how brands currently use social media. It suggests that most brands still use social media to broadcast their message rather than having a true conversation. The document outlines steps for becoming a responsive, conversational brand that draws people in and mobilizes them around a clear "why". It argues brands must be adaptive, playful, and fluid to remain relevant.
A quick guide to brand for small businesses and startupsMo Luthra
This guide is an introduction to brand strategy, something that is often overlooked and goes way beyond the idea that brand is all about making you look pretty. Enjoy it and we hope it helps your business.
The document provides 40 creative marketing ideas ranging from easy and low-cost to more difficult and requiring greater investment of time and resources. The ideas in the "Easy" section require little to no money and are simple to implement, such as decentralizing your web presence across multiple online platforms, appealing to customers' emotions, getting in early contact with potential customers before competitors, and getting a mascot or spokesperson. Examples are given of companies successfully using some of these ideas.
Ready for the fame and fortune you deserve? Set yourself up for success and create a marketing plan to share your online portfolio. Gain new clients and grow your career as a creative professional
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
This document provides tips for entrepreneurs on advertising and marketing. It discusses the importance of establishing a tone and personality for ads. It also outlines several principles for crafting effective ads, including breaking limits within small ad spaces, turning limitations into advantages, using existing materials before spending on new items, and ensuring approaches are feasible within budget and time constraints. The document emphasizes keeping ads timely and responsive to changing economic conditions. It provides many additional tips focused on copywriting, calls to action, testing, and building goodwill with customers.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
This document provides guidance on how to stand out from the crowd through effective branding. It discusses that a brand is more than just a logo - it is how a company presents itself through all customer interactions. Developing a memorable brand that customers can identify with and form an emotional connection to is critical for success. The key areas discussed are positioning the business as the respected choice in its industry through education and useful information, and never relying solely on hope to build the brand but rather focusing marketing messages on a targeted audience.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This document provides guidance on defining your personal brand as a financial advisor to maximize business success. It discusses identifying the unique aspects of your personality, story, communication style, business philosophy, client service agreements, and investing style to distinguish your brand from competitors. Clearly defining your brand through these elements can help you attract ideal clients, build credibility and expertise, and ultimately grow your business.
No More Boring Businesses - by Mortified CowGloria Cow
The document provides a summary of 7 principles for making businesses less boring and more fun and profitable. It discusses having a clear mission that customers can identify with, nicheing down to a specific target audience, showing personality in all aspects of the business, selling the benefits rather than just features, and going above and beyond for customers. Examples are given of companies that successfully apply these principles, such as TOMS Shoes, Apple, Hipmunk, Dollar Shave Club, and Zappos. The overall message is that following these principles can help businesses attract the right customers, charge more, and have a more successful brand.
1. Personal branding is important for success and how others perceive you. In high school, classmates get branded with nicknames both positive and negative that stick with them.
2. Just like companies brand their products, individuals need to brand themselves or risk others defining who they are. Taking steps to understand your values and strengths and communicate them consistently through your words and actions can help you develop an effective personal brand.
3. Developing a clear personal brand statement that captures your unique qualities and values is important to differentiate yourself and promote yourself effectively to others. Integrating this statement into how you present yourself is key.
1. Personal branding is important for success and how others perceive you. In high school, classmates are informally branded with nicknames. If you don't brand yourself, others may brand you.
2. This document provides 10 steps to create your personal brand: determine your unique values and strengths, develop a personal brand statement, integrate your brand into all aspects of work and life, manage your appearance and behavior, communicate your brand values consistently.
3. Regularly evaluate and refine your personal brand statement to ensure it still reflects how you have grown and evolved over time. Invest in developing your personal brand for long term success and opportunities.
One Thousand Latest & Greatest Adventerous Thought SThardle891
The document provides 90 tips for entrepreneurial and marketing ideas, including connecting your business to events, thanking customers, allowing for complaints, regularly updating online content, and using customer relationship management software to track communications. Some key ideas are promoting something and offering a free gift, being helpful to customers, and listening to criticism from friends, family and customers. The overall message is about strengthening relationships with customers through effective communication and responsiveness.
The 10 Golden Rules of Personal BrandingMySpeedHub
This document provides 10 golden rules for personal branding:
1. Focus on having a clear, consistent message and sticking to your niche.
2. Be authentic and genuine in your branding to build trust with your audience.
3. Tell a story about yourself and your brand to engage your target audience.
4. Maintain consistency across all aspects of your branding over time.
5. View failures as learning opportunities to help strengthen your personal brand.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...Mahesh Enjeti
The document discusses how a brand is the foundation of a business, not just a marketing function. It argues that businesses often focus on revenue over profits, and leverage brands only for awareness rather than profit generation. The booklet aims to connect the ideas of profitable sales growth and sustained brand value in order to help businesses build long-term prosperity. It defines a brand as a company's purpose - who it is, what it stands for, its offerings, behaviors, and how it fulfills its social or other motives. Discovering a brand's purpose can clarify and shape brand thinking.
Delivering a Personal Branding Workshop for Sr HR Leaders and C Suite. One thing is for sure most people make cardinal mistake of copying each other rather than discovering their own true north.
This was a presentation done for Netstarter PTY Ltd Sri Lankan staff during an internal training session the content has been modified to relate the content to a wider audience. This basically takes myself as the example model and how I did things in order to get my self started.
The creative director provides tips for staying creative amidst agency chaos:
1) Pretend to be calm even when the creative mind is full of chaos in order to avoid unhealthy chaos and organize workloads.
2) Give the creative team ownership of projects and simple, clear tasks to avoid chaos. Involve clients in the creative process where possible.
3) Infrastructure like production and operations managers who act as gatekeepers can help protect creatives from some chaos and allow creativity to thrive under pressure from deadlines. Saying "no" to unreasonable demands is sometimes needed.
The creative director provides tips for staying calm and organized amid agency chaos:
1) Pretend to be calm even when the creative mind is full of chaos, and temper creativity with discipline as the creative director.
2) Give the creative team ownership of projects and clear, simple tasks to avoid chaos spreading. Involve clients in the creative process where possible.
3) Experience has taught the director that chaos can become unhealthy, so they now know how to live with people and organize workloads while facing different tasks simultaneously.
This document discusses the concept of responsive branding and how brands should treat customers. It argues that brands should be responsive to what audiences want them to be rather than pushing a rigid vision. The document then takes the reader on a journey through time, comparing the mass media branding of the 1980s to how brands currently use social media. It suggests that most brands still use social media to broadcast their message rather than having a true conversation. The document outlines steps for becoming a responsive, conversational brand that draws people in and mobilizes them around a clear "why". It argues brands must be adaptive, playful, and fluid to remain relevant.
This document outlines nine principles of branding:
1. Keep messages simple with one main idea to cut through marketing clutter.
2. Mass-produced word-of-mouth (PR) is more effective than advertising alone at building brands. Companies like Amazon succeeded through media coverage, not just ads.
3. Focused brands with a clear niche are more powerful than brands that try to be everything to everyone.
This document discusses personal branding and why it is important to develop a strong personal brand. It defines personal branding as "the powerful, clear, positive idea that comes to mind whenever other people think of you" and explains that a personal brand influences how others perceive you and your work. It provides examples of well-known personal brands like Michael Jordan and Oprah Winfrey. It outlines the benefits of developing a personal brand for your business, such as attracting more and better clients, increased earning potential, and consistent business opportunities. The document emphasizes that personal branding takes time, consistency, and authenticity to develop an effective brand.
This document provides a guide to building an awesome personal brand in 7 steps:
1. Start thinking of yourself as a brand by defining how you want others to perceive you.
2. Audit your online presence by searching for yourself online and setting up alerts.
3. Secure a personal website to rank higher in search engines.
4. Find ways to produce valuable content for your audience.
5. Be strategic in what you share online to cultivate your brand.
6. Associate with other strong brands to elevate your own brand.
7. Reinvent your brand narrative and story over time to keep your brand fresh.
7 Ways to Reinvigorate Your Personal BrandDan Beverly
The world is always changing. And so must your personal brand if you want to stay authentic, consistent and wholly relevant. Reinvigorate your brand with a revisit of these 7 winning brand-defining characteristics.
The document discusses several key principles for building and maintaining strong brands, including focusing branding efforts on owning a word in consumers' minds, using publicity over advertising to establish a new brand, narrowing a brand's focus to become a specialist rather than generalist, promoting the brand's category rather than just the brand itself, and maintaining consistency in a brand over time while knowing when it's time to retire or change a brand. Overall, the document emphasizes the importance of having a clear, well-defined brand identity and strategy that remains consistent yet adaptable over the long term.
Want to learn how to be a brand ambassador? Better yet, one of the best?
Join us at Promo Rockstars and we can help guide you every step of the way!
(And for those with experience, there is always something we can learn. We are here to coach our community and help provide resources, no matter what experience level. We will help you get to the next level, beyond brand ambassadorship even)
http://www.promorockstar.com/group
Sales Productivity Tips from the ExpertsMark Gibson
This document is a collection of tips for improving sales productivity from various experts. It is edited by Mark Gibson and Rajesh Setty and contains 25 chapters offering short articles on topics like listening skills, negotiating, using social media, and storytelling. The tips are intended to help salespeople improve their performance and better meet customer needs through strategies like disagreeing respectfully with clients to gain their trust, focusing on listening over talking, and reusing high-quality content.
5 essential personal branding strategiesKyleMahoney
Personal branding is essential for entrepreneurs to build their reputation and drive business. There are five key strategies: 1) Know who you are and what you stand for to build an authentic brand. 2) Build relationships by listening to others and finding ways to help them. 3) Promote yourself confidently by sharing your vision without being salesy. 4) Develop an online presence through a website, blog, and social media to demonstrate your expertise. 5) Manage your reputation by addressing any concerns professionally and monitoring your online presence to ensure it remains productive and consistent with your brand. Personal branding takes work but is critical to long term success.
The document discusses how brands can shape their meaning by clarifying their core purpose and defining brand acts that embody that purpose. It states that a brand's core purpose is why the company is in business beyond making money, while brand acts are ideas, gestures, activities, or experiences that express the purpose and change behavior. The combination of a clear purpose and well-defined acts is said to be integral to brand success, as it allows a company to express itself. Several examples of consumer brands are analyzed in terms of their potential purposes and acts. The document emphasizes that to stand out in today's cluttered marketplace, brands need "radical differentiation" through acts that are really different.
The document summarizes a keynote paper presented at an international conference on skills for the future world of work.
The paper discusses:
- The classification of Bangladesh's workforce and challenges in classifying skills according to international standards.
- The need to develop a Bangladesh Qualification Framework to better match qualifications with occupations and increase productivity.
- Examples of workforce classification standards from countries like Singapore, Canada, Australia and EU members to showcase different approaches.
TVET & Socio-Economic Development in Bangladesh Steps Challenges & Ways ForwardKhan Mohammad Mahmud Hasan
(1) TVET is crucial for Bangladesh to fully benefit from its demographic dividend and growing economy. However, the TVET system faces several challenges including a lack of coordination, disconnect between training and market demands, and few employers involved in curriculum development.
(2) Ways to strengthen TVET include ensuring coherent policies, conducting market research to understand demand, making institutions more flexible, and changing perceptions about technical jobs. If improved, TVET can both equip youth with skills and supply workers for Bangladesh's growing industries.
Taking consideration to the globalization, the work and the skills on demand are changing rapidly due to new technology and innovations. This has the effect to reduce the number of low or unskilled workplaces globally and in another way to extend the skills of the work force in very short timeframe. It requires a regularly skills upgrading and cooperation with the industries and employers and to define what is expected from the employees in the workplace.
Competency-based training and assessment is a unique approach to training design that builds and enhances individual competencies in line with previously identified profiles of success. This training and assessment helps fill the gap between workers' actual performance and their ideal performance. Competency-Based Training and assessment basics shows readers how to assess which competencies are important to an organization and individual positions, and how to design training around those competencies.
This document provides a six-step process for developing a competency-based curriculum in medical education. The six steps are: 1) conduct a needs assessment, 2) identify competencies, 3) write goals and objectives, 4) determine teaching methods, 5) determine assessment methods, and 6) determine program improvement methods. The document describes each step in detail, including how to write goals and objectives, identify relevant competencies, and match assessment methods to objectives.
This document provides a six-step process for developing a competency-based curriculum: 1) conduct a needs assessment, 2) identify competencies, 3) write goals and objectives, 4) determine teaching methods, 5) determine assessment methods, and 6) determine program improvement methods. It emphasizes identifying broad goals and specific measurable objectives, and aligning assessments to objectives. The document also provides examples of competencies, teaching methods, assessment methods, and how to evaluate programs and supervise residents.
This document summarizes a lecture on trends in higher education institutional management. It discusses how universities have shifted from decentralized, autonomous models to increasingly adopt business-oriented, centralized management techniques like strategic planning, restructuring departments, and performance indicators in response to less funding and greater demands for accountability, efficiency, and quality. Government steering policies around the world have also moved from direct planning to self-regulation with accountability. The Caribbean region has seen measures like merging institutions and increasing distance learning to better manage higher education.
QuickTime and an H.263 decompressor are needed to view the picture. This summary indicates that the document discusses a picture that requires QuickTime and an H.263 decompressor to be viewed.
The National Certificate V in Advanced CBT&A in TVET is a competency-based qualification for TVET trainers and assessors in Bangladesh implemented with support from the ILO and EU. The 270-hour certificate provides training in competency-based training and assessment methods and is intended to improve the quality and consistency of TVET. A pilot with 20 teachers is currently being conducted, and the certificate aims to equip trainers to develop and evaluate industry-driven training programs according to national standards.
The National Certificate IV in Competency-Based Training & Assessment (CBT&A) in Technical and Vocational Education and Training (TVET) is a competency-based qualification for TVET trainers and assessors in Bangladesh. The certificate includes twelve competency units covering learning design and environment. It is expected to take 430 hours to complete. Over 100 teachers have already earned the certificate to improve the quality of skills training in Bangladesh. Reforming instructor qualifications and industry experience requirements will further enhance the TVET system.
The document discusses competency mapping and provides details about its concepts, frameworks, and processes. It describes identifying competencies for roles, assessing competencies, and developing competencies for organizational improvement. Competency mapping is presented as a tool that can integrate HR systems like performance management, rewards, and career development.
This document discusses the changing role of HR from an operational, administrative function to a more strategic partner focused on supporting business needs through competent workforce development, customer satisfaction, employee engagement, and metrics review. It notes changes in the internal and external environment requiring HR to shift from reactive and short-term activities to proactive, consultative solutions. Emerging roles for HR professionals include human capital developer, employee advocate, strategic partner, and functional expert to fulfill this new strategic mandate.
This document provides guidelines for designing effective web pages and sites. It recommends identifying the audience and purpose before design. For websites, create a home page with links to detailed information on other pages. Sketch the visual design and relationships between pages. Strive for consistent layout and valid HTML. Consider accessibility across different devices. Only include exemplary content and follow file naming, graphics, and content specifications.
The document provides tips for delivering effective PowerPoint presentations with clear information and visuals. It recommends including one main idea per slide with large, easy-to-read text. Presenters should check equipment in advance, interact with the audience instead of reading slides, and use slides as prompts rather than scripts.
The document provides strategies for effectively handling angry customers. It suggests that angry customers present an opportunity rather than a threat, as they are customers worth saving. It recommends listening empathetically to understand the problem without blame, then resolving the issue to build repeat business. Specific tips include not taking complaints personally, involving supervisors, debriefing afterwards, and learning stress management techniques.
The document provides guidance on business and workplace etiquette. It discusses the importance of respecting all individuals regardless of generational differences and experience levels. Specific etiquette tips include introducing people, using formal names until asked otherwise, shaking hands firmly while making eye contact, and saying "please" and "thank you." Professionalism is defined not by money, credentials or job title, but by behaviors such as treating others well, communicating effectively, upholding commitments, and maintaining integrity. Good telephone etiquette involves speaking clearly, asking permission before using speakerphone, introducing yourself on calls, and keeping voice messages brief.
The document is a title stating "Photography by Mahmud Hasan Side Road of North South University." In one sentence, it provides the photographer's name and location photographed which is a side road of North South University.
Bill Gates says that he became the richest man in the world by treating his employees well. He outlines many qualities of a good boss, including being creative, innovative, having integrity, being open about information, focusing on employees' work problems, and giving feedback and credit to employees. A good boss motivates their team, communicates well, fights for employees' rights, helps employees grow, and makes people feel appreciated.
Role analysis is a process that analyzes a manager's role in relation to other roles in the organization. It involves identifying the focal role, role set members, expectations and contributions. The focal role and members discuss these and arrive at a role consensus, key performance areas, and critical attributes. Role analysis provides role clarity and is used for training, performance appraisal, and other purposes. It differs from job analysis in focusing on managerial roles rather than operative jobs.
The document discusses manpower planning, including its objectives, evaluation pattern, and topics covered. The key topics include manpower planning tools and techniques, career planning, national macro-level manpower planning, and recent trends in human resource planning.
🔥🔥🔥🔥🔥🔥🔥🔥🔥
إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
🔥🔥🔥🔥🔥🔥🔥🔥🔥
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...TechSoup
Whether you're new to SEO or looking to refine your existing strategies, this webinar will provide you with actionable insights and practical tips to elevate your nonprofit's online presence.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
This presentation was provided by Rebecca Benner, Ph.D., of the American Society of Anesthesiologists, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.pptHenry Hollis
The History of NZ 1870-1900.
Making of a Nation.
From the NZ Wars to Liberals,
Richard Seddon, George Grey,
Social Laboratory, New Zealand,
Confiscations, Kotahitanga, Kingitanga, Parliament, Suffrage, Repudiation, Economic Change, Agriculture, Gold Mining, Timber, Flax, Sheep, Dairying,
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
This presentation was provided by Racquel Jemison, Ph.D., Christina MacLaughlin, Ph.D., and Paulomi Majumder. Ph.D., all of the American Chemical Society, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...EduSkills OECD
Andreas Schleicher, Director of Education and Skills at the OECD presents at the launch of PISA 2022 Volume III - Creative Minds, Creative Schools on 18 June 2024.
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
How Branding Works
1. HOW
BRANDING
WORKS
Khan Mohammad Mahmud Hasan
twitter.com/kmmhasan
facebook.com/khanmdmahmudhasan
www.mahmudhasan.com
2. It takes an audience.
It's true that great branding can't help you as much as bad branding can hurt you. And much of the worth of any
brand is how well it's promoted. So a brand with mediocre appeal can hit a home run with enough cash and
promotion behind it.
But truly great branding has a way of going viral. Of getting other people to stand behind it and promote it. It's on-
message. It clicks. People just “get it”. In the end, great branding can save you a lot of money and a lot of work.
It's a name, it's a logo. It's a message and a mood. Branding is a little bit art, and a little bit science.
Let's get into it …
K. M. Mahmud Hasan
How Branding Works --- Page 2 of 21---
3. Table of Content
Introduction ................................................................................................................. 4
1. Get Attention ........................................................................................................... 4
2. Spark Interest .......................................................................................................... 4
3. Build Trust .............................................................................................................. 5
4. Foster Recognition ...................................................................................................... 5
Defining Your Brand.......................................................................................................... 6
1. Tell Your Story .......................................................................................................... 6
2. Define Your Offer ........................................................................................................ 6
3. Find Your Voice ......................................................................................................... 6
4. Tag It! .................................................................................................................. 7
5. Test It .................................................................................................................. 7
Designing Your Brand ........................................................................................................ 8
1. Your Name .............................................................................................................. 8
2. Your Logo ............................................................................................................... 9
3. Populate Your Brand ................................................................................................... 11
Promoting Your Brand ...................................................................................................... 12
1. Target Your Audience .................................................................................................. 12
2. Get It Out There ........................................................................................................ 13
3. Repetition, Repetition, Repetition... .................................................................................... 14
Case Studies................................................................................................................ 15
ACER (A Success Full Asian Brand) ........................................................................................ 15
Mercedes Benz USA ...................................................................................................... 17
Pan Pacific Hotel, Vancouver, Canada..................................................................................... 17
Philips - Strengthening a Global Brand .................................................................................... 19
Nokia - Building A Powerful Technology Brand............................................................................. 20
Resources .................................................................................................................. 21
How Branding Works --- Page 3 of 21---
4. Introduction
Who you know, has its benefits. But maybe even more important is who knows you. Great branding helps you get known.
Great branding builds a relationship between you and your audience. And for a business, a blog, or any kind of endeavor,
that relationship is the key to accomplishing whatever you set out to do.
Whether you're trying to raise awareness, foster change, or increase sales, branding is an investment in making it
happen. And when done well, you can leverage your brand for as long as you take care of it and keep it alive. Your
brand has a job to do. And step by step, this is how it works to get you known.
1. Get Attention
Business is a competitive sport. You can have the greatest product in the world, but if no one notices it sitting
beside a hundred others on the shelf, all is lost.
And whether your arena is the store walkway, the multi-billion page internet, or the hyper-competitive corporate
ladder, your brand is your flag. It's what gets noticed. Its very first job is to turn heads.
Hey, Over Here!
Yeah! Over Here.
Here.
Getting attention is tricky. It's not too difficult to get attention. All you have to do is be the most outrageous. But
being the most outrageous doesn't necessarily translate into what you want to happen next. Because after you
start turning heads, you want people to actually stop and take notice.
So you only have one goal in getting attention, and that's to get to the next step; sparking interest.
2. Spark Interest
Sparking interest is about getting some face time. The difference between getting attention and sparking interest is
the time you get to make your pitch. You can only go straight from getting attention to the next step, building trust,
once you have an established brand. That's the power of branding.
But while you're building your brand, and when you're promoting new things under its flag, you need to spark
interest before you build trust.
Stop. Check This Out.
This Means Something to You.
While getting attention may give you only a fraction of a second of face time, sparking interest can get you
anywhere from several seconds to minutes or even hours of face time.
Interest gives your audience ownership. It gets them involved and invested in your brand. It can be interactive. Or a
learning experience. It can show a way to solve a problem. You can spark interest by associating yourself with
How Branding Works --- Page 4 of 21---
5. something that's already known. Or by showing people something that's new, different, or evolutionary. Even
revolutionary. Or imperative.
Sparking interest piques curiosity. Just long enough for you to make your pitch.
3. Build Trust
This is where you make your pitch. So what do you want to say? Imagine having less than a second to say it. Aren't
you glad you sparked some interest now?
Trust takes time. You've sparked some interest and bought yourself some time. So how do you spend that time
wisely? Deliver everything you promised, and more.
Here''s Honesty. And Integrity.
Here
Here''s Social Proof.
Here
And Value. Always.
But You Decide.
You must stay true to who you are. And true to what you're trying to say. And this goes back to how you got
attention and sparked interest in the first place. Nothing erodes trust like the old bait-and-switch. It's a
conversation between a brand and an audience that goes something like this:
Hey, over here! This means something to you.
something
Wait a minute. This isn''t what you said it was. This sucks!
isn
Stay true to who you are. Deliver what you promise and show that you've delivered before. Even better, provide
social proof. If you can show that other people believe in what you have to offer, you're miles ahead in the game.
To build trust, you need to deliver everything you promised, and more than what you promised. And even if you
promise the world, as long as you can deliver the sun and the moon too, you'll start to get recognition.
Now you're really starting to create some ZOOM.
4. Foster Recognition
The big payoff! After you've gotten attention, sparked interest, and built trust, you get recognition. And a widely
recognized brand is a beautiful thing.
To foster recognition, you just build it and promote it. Keep getting it out there. You have to take care of your brand.
Keep it fresh, keep it on-message, and make sure it gets plenty of time in the spotlight. Once you've gained some
recognition, you just keep working to make it stronger.
.
How Branding Works --- Page 5 of 21---
6. Hey, I know you!
Hello Again.
Think about well known brands such as Coca-Cola, Google, Microsoft, and GE … the list goes on and on. What if these
companies stopped putting their brand on their products? Would you still buy them? You might, but their sales
would plummet. They'd have to start all over again from square one. How?
Get attention, spark interest, build trust and foster recognition.
Defining Your Brand
"The best laid schemes o' mice an' men, gang aft agley" ~ Robert Burns; To a Mouse
What?! Okay, maybe that quote from Robert Burns' poem doesn't quite clarify the message. But that's the whole
point. The best laid plans often don't turn out as expected.
Defining your brand is your plan. It's the foundation you use to design it and promote it. And even though it may not
turn out as expected, you have to start somewhere. Let the conception begin!
1. Tell Your Story
Everyone has a story. Every thing has a story. And even if you're just in this for the money, everything worth selling
and everything worth buying has a story. It's there.
It's in the history, it's in the discovery and it's in the aims and ambitions of what your brand means to people. And
why. Why does it mean something? Why should it?
That's your story.
2. Define Your Offer
The offer you're making to people is not necessarily separate from your story. But it's such a critical part of defining
your brand that it's worth mentioning as a separate point. People might just get it when they experience your story.
That's always good. But if not, you have to spell it out.
At first glance, maybe you want to define your offer and then wrap a story around it. There's something wrong with
doing that. It makes your story sound fake. It becomes just a story, not the story.
So tell your story, and somewhere along the way, define your offer.
3. Find Your Voice
Your voice sets the tone for your brand. It can be loose and free flowing or all buttoned up. It can be unusual and
funny, or drop-dead serious. It can be both. Your voice might appeal to men or women. Or everybody.
Your voice is mood lighting. It's background music. It guides your audience to the way they're supposed to feel
about your brand. It's the hand that reaches out to shake theirs. Or the teeth that bites it off. It's honesty, rhythm,
bombast. It's how you connect.
How Branding Works --- Page 6 of 21---
7. 4. Tag It!
Take your story, your offer, and using your voice, boil it all down to a few words. Or at most, a short sentence. If you
had to explain your brand to someone and this is all the space and all the time you had, could you?
Taglines are powerful. A tagline or slogan is your brand focused down to a laser point. And they sell multi-million
dollar movies and define billion dollar companies:
DeBeers: "Diamonds are forever"
AT&T: "Reach out and touch someone"
Yellow Pages: "Let your fingers do the walking"
Nike: "Just do it."
A good tagline is not just definitive, it's memorable. It's sticky. And now it's time to test that.
5. Test It
The last thing you need to do to define your brand is test it. If you're small, ask some people you can trust to give
you honest feedback. If you're huge, form a focus group and fill a room with a couple dozen people and ask them
what they think.
The bare-bones budget way of testing a brand goes like this:
1. Throw the brand name at some people and see what they say. If it attracts their interest, then you're on track.
2. Next, give them a quick description of what it is. And throw the tagline at them. If they don't get it, then it's back
to Number one.
3. Finally, come back a week or two later and ask them if they have any more thoughts on your concept without
telling them the name. If they still remember the name, you've got stickiness. And it's time to forge ahead.
So you have a story, an offer, a voice and a tagline. You've tested it. Now it's time to build it.
How Branding Works --- Page 7 of 21---
8. Designing Your Brand
Branding is not just a name or a logo. It's an entire identity. Your name and your logo are part of that package.
They're a big part, and the fun part, just not the only part. Let's build it.
1. Your Name
A few names probably popped into your head the minute you decided to build your brand. Sometimes these are the
best names because they come to you intuitively. But they haven't been tested. It's the work you do to define your
brand that tests the name against a set of criteria to make sure it has meaning.
But to really create a great brand name, you have to make sure it has great usability. There are some key things
that make a name user friendly for people. These things are what your name really is because it's how people will
experience it:
It'
It's a Definition of Your Brand
The definition can be distinctive or descriptive. A distinctive name is new, different. It can be a completely made up
word which means its only definition is the one you give it. A descriptive name literally tells you what it is or gives
you a good idea of what it is.
Distinctive Names
Dasani
Technorati .com
Descriptive Names
Career Ramblings .com
Life Hacker .com
It's a Sound
How does it sound when you say it? Does it sound clunky or does it flow easily and have a nice ring to it? A good
name has a pleasing sound. It's not a tongue twister.
Try to keep the whole name to 5 syllables or less. Use short, easy to pronounce syllables. The secret to a pleasing
sound is to get each syllable to roll easily into the next one when you say it.
It's always wise to not get too tricky. But there are a few tricks that can help make a name sound more jingly and
memorable:
Alliteration
Al's Auto-parts
Jib Jab .com
Rhyming and Assonance
Freaky Geeks
Funny Money
Smart Car
Initializing a Long Name
(Be careful with this one)
Duncan, Umbers, Matthew-Barry, LLP.
How Branding Works --- Page 8 of 21---
9. Good names are catchy, simple and easy to remember.
It'
It's a Series of Letters
Your name should be easy to spell just from hearing it. This is really important for both word-of-mouth campaigning
and for type-in traffic and internet searches for your website.
A name like The Prescient Dichotomy of Thought might be easily misspelled. And there are too many letters; there's
just too much to read. People scan more than they read so short names are always better. But even a short name
like 4 Piers can be easily misspelled and misinterpreted if you're not careful. Is it 4, Four, or Fore? And is it Piers or
Peers?
It's a Graphic
Most of the time, a brand name is a logo. A brand might have a purely graphic logo also, but the name is the primary
logo. You're creating art with text. And minimalist art is always best in this case.
It needs to be easily readable above everything else. If you look at the biggest brands on any shelf, they all use
very simple and basic fonts; maybe with a little twist here or an accent there. Complex fonts are not easily readable
and trying to incorporate pictures into the lettering really makes it difficult to read
You can see that the last graphic name is not easily readable. It's not a good graphic representation for a name. A
name needs to be bold, simple and easily read from a distance. Some letters don't go well together. A “c” followed by
an “l” can look like a “d” from a distance or if the type is too small.
Your graphic name should also be appealing and distinctive. To give a plain font a little something special, make
one or two small graphic changes to the text. The changes should be simple and translate well in black and white:
2. Your Logo
Even though the graphic element of your name is the best place for your logo, most companies have an extra logo; a
purely graphic logo that represents their brand. Like the Nike swoosh, or Apple's apple.
Whether you want to stick with just a name logo or create a special graphic logo, these key design elements are
what makes a logo a great and memorable logo.
Simple Geometry
Basic shapes catch our attention much more easily than complex symbols. We can process, understand and
remember what we're seeing faster and easier.
We want something unique too. By combining basic shapes like the square, circle and triangle we can make more
complex shapes:
How Branding Works --- Page 9 of 21---
10. This is one of those things where less is more. As long as they're simple, they're very effective, and this is why icons
are so popular and street signs use very simple geometric shapes. The more complex a shape gets, the harder it is
for our brains to process.
The way to understand the complexity of shape is to count the number of sides a shape has. A square has four. A
five pointed star has ten. The “house” graphic has eleven, plus four more for the door for a total of fifteen separate
lines.
Another thing that makes shapes easier to recognize is symmetry. The star's left side is a mirror image to the right
side. The arrow is symmetrical on the top and bottom. And while the lightning bolt's not symmetrical, it only has
seven sides so it's very simple.
The last element that your graphics geometry conveys is a sense of softness or hardness. A graphic with soft and
flowing edges is more feminine and is going to appeal to women more. Hard edges are more masculine. This is
important because your brand has to appeal to your target audience. There's no use in designing a logo for a
women's product that only appeals to men.
Color
Just like shapes, colors can be masculine or feminine. But the big impact of different colors is the mood or emotion
they convey. They can be calming or energetic. They can be wild or reserved or funky or classic.
There's a lot to color theory, especially when using different colors together to create a theme or a set of corporate
colors. here are some basic colors and what they convey:
Again, just like with shapes, it's best to keep your brand colors simple. The more colors, gradients, patterns and
complexity you have, the longer it takes for someone to process. Keep it simple. Use one or two main colors and add
a couple accents and simple effects at the most.
Good contrast between the colors you use, and between the logo and the background is another reason to keep
things simple. Contrast makes a logo much bolder and recognizable from a distance.
How Branding Works --- Page 10 of 21---
11. Descriptive Graphics
Your logo is your story, your tag, and your voice all bundled up into one simple little picture. It can be a literal
representation of your brand or it can reflect your brand's attitude.
For example, Gatorade uses a lightning bolt. It reflects the brands attitude which is all about explosive athletic energy. At
the same time, Lucas batteries use a lightning bolt as their logo and it has a more literal meaning; electrical power.
The key to making a great descriptive logo is making sure that people recognize the symbolism. If no one can figure
out what it is, it's back to the drawing board. Keep it simple. Test it and see if people recognize what it is or get some
sense of meaning from it.
Distinct Graphics
A logo should be distinct. One of a kind. It has to be different to stand out in the crowd and it shouldn't be easily
confused with some other well known logo.
It's okay to learn from the masters and emulate their techniques. But copying them is seldom rewarded. It might
seem impossible to create a logo that's simple and distinct but remember this; there are only 12 notes in music.
And they've been used to create thousands of great songs. It's doable.
Putting it all Together
The best workflow for designing a logo is to start by designing it in black and white. This helps you keep it distinct
and descriptive and most importantly simple. Then add color. And then add your effects to really bring it to life.
It's always better to start with a basic version before you create a full effects version of you logo. But if you start
with a full effects version, tear it down to flat colors and B&W to make sure the fundamentals of good design are
there.
3. Populate Your Brand
Now you have a story, a name, a tagline, and a logo. It might seem like you have everything a great brand needs.
But there's one more critical thing. Your brand needs people. You need to populate it and give it a face and a
personality. This is a step that's frequently overlooked.
Just as well known as many of the most well branded companies ... are the people behind them:
Microsoft: Bill Gates
Apple: Steve Jobs
Another way of populating a brand is by using celebrity endorsements. Strong personalities that are well recognized
brands themselves lend a lot of credibility to a brand. Many companies populate their brands with well known people:
Nike
Wheaties cereal
L'Oreal cosmetics
You don't need to have a fortune 500 company to populate a brand. In fact, for a smaller brand it's probably even more
important to make a human connection with your audience. We need to know that a brand has someone behind it who
cares about it and believes in it. People make a brand real.
How Branding Works --- Page 11 of 21---
12. You can populate a brand in one of 3 ways:
And now we have all the components a brand needs. It's defined and designed and it's time to put it to work. It's time to
get attention, spark interest, build trust and foster recognition. It's time to promote your brand.
Promoting Your Brand
You can break a lot of rules when you're designing your brand and still build a great brand. It's just harder. It takes more
time. It takes more money. It takes heavy promoting.
So good design can save you a lot of money. But even so, to build a great brand you have to get it out there in front of
people. It needs exposure. You have to promote it. So here's how you do that.
1. Target Your Audience
Where and how, right? Not so fast. The first question to answer is who. And not so much who it is you want to promote
your brand to, but who's going to have an interest in it? Who has a need that it fills?
Demographic
Build a Demographic
There are a few different factors that go into understanding your audience. All those factors add up to create a
demographic profile of your audience. Every brand has a core audience and a fringe audience. The core is the most
influential and strongest.
They match most of your demographic markers. The fringe audience is scattered and each of them may only fit into a
couple of your demographic markers.
To build a demographic profile for your brand, start by defining the needs that your brand meets within each marker.
That tells you who your audience is. They're the people in each demographic marker whose needs you can meet:
How Branding Works --- Page 12 of 21---
13. If you have trouble figuring out whom your audience is, use subtraction and first figure out who they aren't. As you
narrow the field in each category, whoever's left is your audience.
It's important to be in tune with your audience. Does your brand's design fit your audience or does it fit the designer? If it
doesn't fit your audience, it's time to go back to the drawing board and do a redesign.
Once you know who your audience is, you have a good idea of where they'll be. You'll know what grabs their attention.
And it's time to get your brand out there.
2. Get It Out There
A brand can't sit by itself in a dark room. You need to get it in front of people; especially your core audience. Getting your
brand in front of people is a combination of sales, advertising, and publicity.
You can approach your audience actively or passively. Active promotion gets people involved and it's much more
effective. It's engaging and interactive. Passive promotion works en masse. You need to do a lot of passive promotion to
get results so it needs to be cost effective and well targeted to your audience.
Here's how you can get it out there:
Effective promotions are bold, creative, and different. You want to use promotions that will get your brand in front of your
demographic audience. The best promotions give your audience something of value. It's about them more than it's about
How Branding Works --- Page 13 of 21---
14. your brand. Your audience should have something to take away with them; a tangible thing, an innovative idea, or a
memorable experience.
Get your brand in front of key influencers in your audience. Key influencers are connected and engaged in their
communities. They spread the word. They make a campaign go viral.
Test your promotions and monitor their success. If something doesn't work for your brand, try something else. You can
also get feedback using surveys, questionnaires and networking which is one of the things that makes active
promotions so powerful.
3. Repetition, Repetition, Repetition...
Be everywhere. Promoting a brand is about reach. The more places and the more often it's out there, the more people
you're going to reach.
Your audience is in different places, doing different things at different times. To find them you want a promotional game
plan that gets your brand in front of them again and again. The more that people see it, the more it will resonate with
them.
Make your brand available and accessible. Use a diverse number of promotional ideas. Put together a blitz campaign for
a limited time and follow it up with a steady stream of standard promotions. Always being around and popping up from
time to time in potent bursts builds brand awareness.
Get it out there, and often.
How Branding Works --- Page 14 of 21---
15. Case Studies
ACER (A Success Full Asian Brand)
Stan Shih is a national hero in Taiwan; Acer is a
successful international brand.
The computer industry is one of the most
competitive in the world, having always been
dominated by the giants such as IBM. So, how
has a Taiwanese company become the third
largest manufacturer of personal computers
(PCs) in the world, creating a respected, and sometimes feared, brand? How has the company managed to break away
from the "Made in Taiwan" image, which like many countries in Asia has been associated with sub-standard products?
The answer is, of course, the careful construction of a strong brand image. From the very beginning, Shih realized that
this was the great challenge, and he positioned his products more at the higher end of the market than any other
Taiwanese products had been previously. For example, when entering the Japanese market, he priced his products the
same as theirs to avoid the poor-quality image associated with lower-priced products. This was an important signal
emitted by the brand-that Acer-branded products were not to be classified as commodities.
Acer Computer has always spent huge sums of money on research and development, and in this respect, tends to follow
the Japanese technology companies. Shih believes in "innovalue"-using innovation to create value in the design and
production of cutting-edge products-and leading the industry. It is Shih's company that has actually positioned the PC as
an aesthetically pleasing home appliance, and this philosophy is summed up in the new corporate mission statement:
"Fresh Technology Enjoyed by Everyone, Everywhere." Fresh does not imply new but the best, namely, proven high-
value, low-risk technology that is affordable to everyone, and has a long lifespan. Fresh also refers to innovation based
on mature technology that is user-friendly, reasonably priced, and enjoyed by everyone, everywhere. Acer Computer has
a long history of innovation, and continues to add to this brand strength at every opportunity.
Acer Computer's aim is to become more consumer-oriented, as it believes that PCs will become consumer-electronic
products with a wider range of uses and applications in the areas of communications, entertainment, and education.
Acer Computer, therefore, has to become an expert in consumer electronics as well as personal computing. Shih refers to
this as a shift from being 'technology-centric" to "consumer-centric." The computer industry has always been the
former-emphasizing products more than people. Acer Computer is, thus, repositioning itself to become a customer-
centric intellectual-property and service company, as signified by its new slogan: "Acer, Bringing People and Technology
Together." To Shih, intellectual property is the value added to the product. Acer adds value by enhancing consumer
perceptions of the benefit or value of a product, based on know-how, packaging, design, accessibility, comfort, user-
friendliness, niche solutions-the tangible qualities of its products. This is how Acer Computer is building on its already
strong international brand, into a global brand. It wants to help people to enjoy their work and their lives.
One way in which Acer Computer is trying to manage the perceptions of its audience and getting them to think of the
company as a major player is through more international exposure, such as its US$10-million sponsorship of the 1998
Asian Games. It succeeded in bringing the company greater international exposure. Another way Acer Computer is
managing customers' perception of the company is by partnering overseas companies. By doing this, Acer Computer
achieves its overall philosophy of "global brand, local touch," and also hopes to further the perception of being a global
brand.
However, Acer still has to make the leap from being a regional brand to a global one. Although the company
manufactures computers for IBM and other major companies, it does not get due credit. In 1998, it was ranked third in
the world as a PC manufacturer, but occupied only eighth spot in brand sales. Since then it has moved to seventh place,
according to the company. In the largest single market in the world-the United States-Acer's market share in 1998 was
less than 5%.
Acer has to cross the bridge , from world-class manufacturer and regional-market leader to global player. If the result
depends solely on Stan Shih's enthusiasm, energy, and ambition, then there will be no doubt about the outcome. But
How Branding Works --- Page 15 of 21---
16. consumers, both corporate and individual, make global brands happen, and therein lies the challenge of changing and
managing their perceptions.
Brand strengths: Founder/CEO's vision, cost leadership, quality products, consumer focus, innovation
How Branding Works --- Page 16 of 21---
17. Mercedes Benz USA
When Mercedes Benz decided to build its new M Class off-road vehicle, it decided to
build it and launch it in the USA. The head of Mercedes USA knew that at its launch, it
would be entering a crowded market, and that the mere fact that it was a Mercedes
would not guarantee sales. They had to try something different.
In the USA it is still possible to obtain free access to data and they obtained details
of all current owners of off-road vehicles and Mercedes cars. Mercedes then
undertook a series of mail-outs to the names on the database.
It began with a personally addressed letter from the head of Mercedes USA. It said something along the lines of - "...we at
Mercedes are in the process of designing a brand new off-road car and I would like to know if you would be prepared to
help us..."
Now America is the land in which you receive probably more direct mail than any other country in the world, but it is not
every day that the head of Mercedes writes and asks for your help. There was a significant, positive response. Those
people who responded received a series of questionnaires that asked for guidance on design issues such as whether the
spare wheel should be outside or inside the vehicle, desired engine sizes, exterior colours and interior designs.
What is interesting is that, along with the questionnaires, Mercedes began to also receive advance orders. What these
customers were feeling was that Mercedes was custom building a car just for them. No other manufacturer had ever
involved them in the design and build process in quite the same way.
As a result, Mercedes pre-sold its first year sales target of 35,000 vehicles. It was expecting to spend some $70 million
US marketing the car, but by using this CRM one to one approach, it only needed to spend $48 million saving $22 million.
We have heard that this program was so successful that Mercedes is looking to use the same approach in the future with
other model launches.
Pan Pacific Hotel, Vancouver, Canada
Introduction
A senior executive from Sun Microsystems, after staying at the Pan Pacific Hotel, Vancouver, congratulated the hotel's
vice-president and general manager, Steve Halliday, on how well his staff read her mind. This had nothing to do with
resident palm readers, astrologers, or fortune-tellers; it was a reflection of the fact that the executive felt she had
experienced service excellence.
It's not surprising, because this hotel is very different. A division of the conglomerate Tokyu Corporation of Japan, the
Pan Pacific Hotel Group currently has 17 hotels. The president of the hotel chain, Ichigo Umehara, is what we could a
brand champion: he works hard to differentiate his company from the many competitors in the hospitality market. The
company certainly sets out to do things differently, and that can be seen from its mission statement, which states that
the company wants "to take people successfully to places they have never been before." Staff are called associates, and
are empowered to a great degree to take decisions affecting the consumer experience at the point of contact with guest.
The associates are carefully selected at all levels, and can go through up to 14 interviews with colleagues and
management with whom they will be working before being offered a job. As Steve Halliday says, "We always try to hire
the best-the 9s and 10s-because if we hire them, they will recruit good people. If we hire 4s and 5s, we'll end up with a
staff full of similiar-caliber people". The philosophy at the Pan Pacifc is to "hire on attitude and train on skills," the
opposite of what many companies do. The staff are so happy, they are non-unionized. A recent independent survey
identified the things staff liked most about the company:
How Branding Works --- Page 17 of 21---
18. • the family atmosphere-it's a home away from home;
• teamwork;
• respect and equality;
• learning and advancement;
• pride in their operation; and
• fun.
These attributes have become embedded values - the culture of the hotel - and they are transmitted to the customers.
The hotel chain doesn't have "human resources" departments. Instead, it has "people innovation" departments,
emphasizing the desire and confidence in employees to excel at innovation. They talk about education, not training, and
they call their major functional parts of the business "independent business units" to encourage associates to think
beyond being part of a hotel.
The whole idea is to create "emotional links with guest through personalized care." They want the guests to share the
"home away from home" feeling they have. Which brings us back to our opening paragraph in this case study. If you
think about it, your family and close friends know you well can anticipate what you are thinking and what you need. They
can read your thoughts and feelings, and they try their best to help in every possible way. This is what the Pan Pacific
associates do in Vancouver, and the end-result is that customers don't just have a great experience, but enjoy a
relationship. So, when customer service excels, CRM lives.
The hotel chain isn't a great brand yet, but it's getting there. Of course, it has invested in technology and software to
enable the employees to deliver on the brand promise. The challenge, as with every brand-building initiative, is for the
company to achieve consistency in the brand experience across all its hotels. In Vancouver, it really is outstanding, and
a prime example of a CRM initiative led by customer service.
Technology plus attitude equals CRM
Traditional one-to-one service hasn't worked for many companies because the service attitude hasn't been in evidence,
or because the systems that front-line staff need in order to gain real knowledge of each customer haven't been
available. Attitude is a management problem that can be overcome, as we have seen above, but the technology to assist
this is now freely available. A front-line employee with CRM technology at his or her fingertips can talk to each customer
as an individual, and with confidence, knowledge, and respect.
You will find many examples Romancing the Customer of how CRM allows you to help your staff do things right. The
technology allows for easier, more natural, and less intimidating relationships. For example, CRM programs can give
ready access to information on the customer's previous contacts and purchases, enabling staff to quickly get to the
heart of a customer's needs and solve their problems. CRM makes everything easier for the consumer. It is redefining the
standards for customer service and brand management. While customer service is an exciting and vital part of CRM, in
this book we describe how you can achieve a great brand experiences with the use of techniques that complement
customer service initiatives.
How Branding Works --- Page 18 of 21---
19. Philips - Strengthening a Global Brand
Philips is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the
Philips brand name, the likehood was that he would say yes. However, he might not have know what Philips provides in
the way of its total product range, and might have associated the brand name and company with traditional technology.
The "Let's Make Things Better" global brand campaign has raised the Philips profile, and provided it with a more focused
and distinctive personality.
Royal Philips Electronics - its proper name - is a giant company. Established in 1891 is a lamp factory, it now has over
100 different business, over 200 production sites, and carries out research and development in more than 40 countries.
Its sales and service outlets cover 150 countries, and it has a total workforce upwards of 230,000 employees. It has a
strong technology base, spending over 5% of sales on research and development, and owning some 10,000 patents. Its
portfolio covers a wide variety of product categories, including:
• semiconductors
• TV
• video
• audio
• PC peripherals
• digital networks
• lighting
• medical systems
• mobile phones
• domestic appliances
• personal care products
The "Lets Make Things Better" campaign is still part of a global corporate branding initiative aimed at motivating both
consumers and employees. It was, to use Intel's own words, a brand "renaissance."
The company's slogan is all about emphasizing what technology, Philips products in particular, can do for people - it is
essentially about the benefits they can bring to people and the world in general. A keystone of the campaign was the
premise that, if you can convince people that you can help improve their lives, they will more likely believe that you can
help improve the world. The campaign thus had to appear credible, real, and experiential. It had to be human as opposed
to philosophical and philanthropic, and not just another typical corporate over claim.
How Branding Works --- Page 19 of 21---
20. Nokia - Building A Powerful Technology Brand
The world of parity has hit the mobile phone market just as it has many other technology product categories. The
products range from the simple to the complex, but every manufacturer offers, of course, the latest features.
Leapfrogging in sales between brands frequently occurs based on design. But overall the market is predictable, with
Nokia, Motorola, and Ericsson fighting it out at the top and several less successful brands like Samsung, Philips,
Siemensand Panasonic trying hard to make inroads into their top competitors' market share. So what makes the
difference between the most successful and less successful brands? It certainly is not what product features are
offered. How, then, do consumers choose? The answer seems to be what the brand names mean to them.
Nokia Group the Finland-based manufacturer of mobile phones, has been steadily working on its corporate brand name
and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now the
number one brand in many markets around the world, effectively dislodging Motorola from that position. The brand has
been built using the principles described above, and has been consistently well managed across all markets. Nokia has
succeeded in lending personality to its products, without even giving them names. In other words, it has not created any
sub-brands but has concentrated on the corporate brand, giving individual products a generic brand personality. Only
numeric descriptors are used for the products, which do not even appear on the product themselves. Such is the
strength of the corporate brand.
Nokia has suceeded where other big brand names have so far failed, chiefly by putting across the human face
technology-taking and dominating the emotional high ground. It has done so in the following way.
Nokia Brand Personality
Nokia has detailed many personality characteristics for its brand, but employees do not have to remember every
characteristic. They do, however, have to remember the overall impression of the list of attributes, as you would when
thinking about someone you have met. As the focus is on customer relationships, the Nokia personality is like a trusted
friend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension created by the brand
personality carries over into the positioning strategy for the brand.
Nokia Positioning
When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the
technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every
advertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technolgy
enables you to get more out of life"
In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of
trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can
help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus
uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. It
owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to
position themselves), having taken the best position for itself.
Nokia Product Design
Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company
does, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but how
does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how
the user of its phones will experience the brand, and how it can make that experience reflect its brand character. The
large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the
product". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit
the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness,
expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in the
slogan, "human technology."
How Branding Works --- Page 20 of 21---
21. Nokia now accounts for over half of the value of the Finland stock market, and has taken huge market share from its
competitors. According to one brand valuation study carried out in mid-1999, it ranked 11th on the world's most
valuable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola.
Nokia achieved its brilliant feat through consistent branding, backed by first-class logistics and manufacturing, all of
which revolve around what consumers what.
Resources
Advertising Ideas
Adverblog http://www.adverblog.com/
AdverBox http://www.adverbox.com/
Advertising Lab http://adverlab.blogspot.com/
Improve Everywhere http://www.improveverywhere.com/
Know This http://www.knowthis.com/
problogger http://www.problogger.net/
Color theory
Colour Lovers http://www.colourlovers.com/
Kuler http://kuler.adobe.com/
How Branding Works --- Page 21 of 21---