Brilliant Branding Advice
These extracts are from a branding book called The Brand Gap.
I love not only how clever it is, but also that the branding advice is easy to comprehend, It doesn’t leave you feeling like you need to be an expert to digest it.
First
A brand is not a logo
Second
A brand is not an identity
Finally
A brand is not a product
A brand is a person’s gut feeling about a product, service or organisation.
It’s a gut feeling because people are emotional, intuitive beings.
It’s a person gut feeling, because brands are defined by individuals, not companies, markets or the public.
Trust
Trust comes from meeting and beating customer expectations
Trust = reliability + delight
Purpose of branding
The main purpose of branding is to get more people to buy more stuff for more years at a higher price.
Charismatic Brands
A charismatic brand is any product, service or organisation for which people believe there is no substitute.
Brand Extensions
Bad brand extensions are those that chase short term profits at the expense of long-term brand value.
Good brand extension grow the value of a brand by reinforcing its focus.
7 criteria for a stand out name
1. Distinctiveness
2. Brevity
3. Appropriateness
4. Easy spelling and pronunciation
5. Likeability
6. Extendibility
7. Protectability
A great name deserves great graphics!


