When you hear these words, what do you think of? "Wake up in the morning feeling like P. Diddy." It's a Ke$ha song, both catchy and memorable.
7/11/2012 9:22 AM
If you had to describe your company brand in ten words, could you do it? You are the one who is going to pick what is important about your brand and then work with your own staff or an outside creative agency to find a way to promote it. For example, when you think of your company with your eyes closed, you might visualize the colors that are on your stationery or company sign. Those colors say something about your brand. They represent your company. They might even be memorable enough to consumers in a large market to be very powerful.
When you live in Florida and you see the colors orange and blue, you probably think of the Florida Gators. This is the team for the University of Florida, which has won national football championships and produced legends like Tim Tebow and Dara Torres.
So, if you are able to describe your company as a set of adjectives, ten or less, you have a clear idea of what your company represents. This does not mean that consumers understand your company. They might think more about how long it takes to wait on hold for a customer service representative when they call your catalog department. They might be mad about the idea of paying a large deductible before your cell phone insurance will pay their claim. It’s hard to know what they think unless you’re paying good money to understand them.
Whenever you develop a branding campaign, you must understand what you are trying to convey about your brand. Is what you are saying different from messages communicated in the past? Will your message reinforce past messages? Are you testing new ground? You should be able to spit out the ten words right now. If you can’t, you have a lot of work to do before your campaign is ready. It doesn’t matter how many promotional buttons have already been printed from your favorite online promotional store!
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