Comments on: Brand Common Sense in 5 Easy Steps

By: Valerie Eggar

Valerie Eggar — Thu, 11 Nov 2010 14:28:09 +0000

This is a really useful insight -thanks for sharing it with us.

Valerie

By: Ed Roach

Ed Roach — Sun, 30 Nov 2008 19:59:53 +0000

Hey Andee – It’s natural to stray a little. Post a little inspiration on your office wall that
reminds you of what your brand stands for. It’ll help put your head in the right place.

Thanks for dropping in again-

By: Andee Sellman, One Sherpa

Andee Sellman, One Sherpa — Sun, 30 Nov 2008 19:29:32 +0000

Hi Ed,
The hardest thing I find it to stick to our knitting and keep the brand really focused. If you have a wide range of services then I find it easy to get off track a little and then before you now it, you’re in another street.

By: Branding Basics For Any Business | Big Promotions Blog

Branding Basics For Any Business | Big Promotions Blog — Fri, 28 Nov 2008 16:15:35 +0000

[...] part. Luckily this was covered very aptly this week in Ed Roach’s Small Business Branding blog where the self described positioning strategist dispensed some really solid advice on branding a [...]

By: Ed Roach

Ed Roach — Tue, 25 Nov 2008 14:06:56 +0000

Thanks for the story Judy. The hard times should have been an incentive to try harder not remind their audience of what’s happening outside. A high end food experience could have been viewed as an escape, but by skimping it became a reminder.

Too bad, opportunity lost. The show’s brand is tarnished, and it will suffer next year, when the audience “remembers”.

By: Judy Asman

Judy Asman — Tue, 25 Nov 2008 05:23:54 +0000

Ed, great advice! This reminds me of a couple of food-industry-related stories I’ve heard about or experienced myself recently.

The first deals with a high-profile food show that happens several time a year and usually features celebrity chefs. One colleague was so impressed with last year’s event, how well organized it was and the small but important details such a providing water to the vendors. This year, however, it was grossly obvious they felt the fears of the economy. It was not as well-organized as last year, the complimentary water was cut and there weren’t enough food samples or even a sponsored cafe to people to eat. And it was food show!

I too attended a food and wine tasting this year where the vendors brought out what seemed like their lowest grade/quality dishes to an event that was about $125 for a general ticket.

With the above brands appearing to compromise their quality (and sophisticated food lovers can tell when an eatery is cutting corners), how long will it take for these companies to regain their consumer confidence? A big risk to take.

BTW love your last point about the cool logo. Couldn’t agree more. In fact, how embarrassing for a company to be known for the cool logo but lack of vision or quality service or product.

By: Ed Roach

Ed Roach — Mon, 24 Nov 2008 16:16:42 +0000

To a lot of small business people, branding is just their logo and image. That’s just the face of their brand. Their actions are what resonate with their customers and their impression of their brand. You don’t love a company just because it has a cool logo.

By: Katie Langston

Katie Langston — Mon, 24 Nov 2008 15:32:03 +0000

Hi Ed, I’m a new reader here. Intrigued by what you say about using branding as a major point of differentiation, but then emphasizing that you’ve got to back it up with service and relationship.

I think sometimes we forget that branding is not all image and no substance, but really the other way around.

Good reminder, thank you.

By: Ed Roach

Ed Roach — Mon, 24 Nov 2008 03:39:18 +0000

Thanks Rick. Sticking to it is the hardest thing for a lot of small businesses. Thank you for joining in.

By: Rick Rochon

Rick Rochon — Mon, 24 Nov 2008 00:20:46 +0000

I really like these simple steps for identifying your brand and sticking to it. In a world where there is a lot of competition for dollars it is essential to identify what your brand is and to have all your marketing and services convey that to your customer or prospect. It can be difficult to do on your own, so ask friends and strangers to assess your brand for you. How does your store or office look? Do you have crappy homemade biz cards or are they refined and polished? Don’t confuse your customers by saying one thing and doing another. Thanks for the reminder.