Hardwood Floors June/July 2019

BUSINESS BEST PRACTICES MARKETING BRANDING: More Than a Logo and Tagline Which brands would you have difficulty giving up – Hulu, Under Armour, iPhone, Levi’s, Ford? What made you choose these brands over the competition? It was likely not just a logo, but a relationship that was built over time, based on that brand’s performance, value proposition, and the personality associated with the brand. Brands are complex and made up of several components that form a brand platform.

Building a Brand Platform A brand platform includes brand identity, image, character, culture, personality, voice, value proposition, promise, and messaging. The result may be a fully developed branding document or several descriptive brand foundations or pillars. Brand Identity Brand identity is how the company wants to be perceived – what it stands for based on unique associations that make a promise to customers. Brand identity drives the company’s communication; it provides direction, purpose, and meaning for

Brand Culture Brand culture is about creating a community around your brand based on a system of values. 3M has a culture of innovation. Apple’s is about creativity. Disney creates a magical experience. Brands have internal and external cultures; ideally, they’re similar or at least complementary. A employees pay attention to detail and strive for ultimate customer satisfaction. Brand Image Brand image is based on consumers’ perception of the company’s reputation in the marketplace. Image is the “quality” culture may mean even low-level

starting point for developing an accurate brand identity. Brand image is focused on the brand’s outward, visible expression. For example, our quality-focused wood flooring supplier might feature professional photography; an uncluttered, elegant showroom; and classic design in their marketing materials. Brand image is closely tied to brand personality, a personification of the brand. Brand Personality Brand personality goes beyond the product’s attributes, assigning personality traits usually used to describe people such as gender, age,

everything the company says and does. A wood flooring manufacturer’s brand identity may be “highest quality.” Brand Character Character in people relates to how trustworthy or honest they are – also called integrity. A brand builds and enhances character when it is true to its identity, delivers on its promise and the experience associated with its name, and communicates honestly with customers. A high-quality wood flooring supplier builds character when it handles complaints about unsatisfactory materials with minimal hassle for customers.

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