Strategic Perspectives: G. BuLLoba's Docent Blog
It All Starts with Vision
We often liken building a brand to building a house. You wouldn't start building a house
without an architectural plan would you? or try to hang pictures before the
plumbing and wiring were installed and the wall board was up? However, many
people leap to the "decorating" stage when creating a marketing program. "I
need a web site." "We need a brochure." We always ask, how do those things
fit in your overall Brand Plan?
A Brand Vision is your architectural drawing for your marketing process. It determines how you
want to be perceived in the market. It’s captures business “personality” and
the core values you build into your business.
A Brand Vision is especially important for small companies that don’t have the resources to
support a major brand awareness campaign. Small companies with a clear brand
strategy that is supported by their business processes and communicated by
everyone in their company can develop a strong brand presence. There are
clear benefits to an articulated Brand Vision.
- You project clear and consistent messages in
the market -- whether presentations, print media, or electronic communications and web site
- You eliminate extra resources required to
support multiple brand messages
- You reduce the cost of design and productions
of marketing materials since you don't redesign with every new ad, brochure or web page
When you align your business processes with your
brand visions, your entire organization can deliver on customer expectations.
Failure to align your operations with your brand promise can render expenditures
worthless. A pretty logo doesn’t make up for a rude receptionist.
Want to learn more about this subject with some help links?
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Cross Cultural Branding
We've talked a lot about the importance of
knowing your audience. That means knowing what's important to them, how to
talk to them, and how to make an emotional connection. However, what if
your target audience is from another country, or in a foreign country?
Will the same images and messages connect with them?
Their are many differences between cultures. Some are obvious. Many more are very subtle.
The obvious differences show up in the way people behave, what they wear,
what they eat, holiday customs. However, most of these are influences by
values, experience, and beliefs that have a profound influence on
Each person grows up within a unique cultural environment which is influenced by
personal and family values, as well as local, state, national, and
geographic factors. From this experience, each person develops a cultural
mindset —a predisposition to see the world in a particular way. This
mindset can be considered as software for the brain, forming the
foundation of a person's way of viewing and interacting with the world.
These factors are assimilated into a persons subconscious way of thinking
and acting from a very early age.
To learn more about cultural variables, click here. Better yet,
schedule one of our Cross Cultural Workshops.
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