Branding

A strong brand is more than a name or image, it’s an asset. Powerful branding clearly defines a simple and differentiated truth and is aligned with your business strategy. Marcom9 uses a four step branding process to establish a strong point of differentiation, brand DNA, the brand name, and positioning.

Marcom9 Branding Process

Step 1: Create a differentiated brand vision
Step 2: Establish brand DNA
Step 3: Brand name
Step 4: Position the brand

Why is branding important?

The brand is a name, but more important than the name is the brand’s image. It represents the collective experience people have with a product or service, and is sometimes referred to as the personality of the brand.

The image of a great brand lends coloration and resonance to a product or service. Trump is more than a man’s name, The Ritz-Carlton is not just a hotel, Mercedes is not just an automobile, and Starbucks is not just a cup of coffee. A strong brand is more than a name or image, it’s an asset. On the flipside, if a brand fails to properly communicate the value of a product or service, it can be a liability.

Positioning is part of the branding process and results in the development of meaningful marketing messages that communicate what you do, why customers should buy it, and why good people want to be associated with it. Strong positioning seizes the high ground; it’s positive, customer-centered, and empowering. Good positioning should also be a workhorse and have the following characteristics:

	Self explanatory – clearly states its case
	Specific – targets the intended customer
	Quintessential – reveals core competencies
	Relevant – meets the customer’s needs
	Timeless – uses classic phrasing and not buzz words
	Different – differentiates you from the competition

Contact us today and we will help you maximize your brand asset.