Your Business Need:
Enhancing Your Image and Brand

"We need to improve our marketing image and branding."

Before you can build a relationship with customers, they get their impressions of your company from what they can see. Oft times that first impression may come from your web site, since that is one of the first places they will either run across your company or research your firm.

Branding is the development and maintaining of a consistent image or perception. For example, one of the best known brands is "Kleenex". Everyone refers to any facial tissue as a "Kleenex" even though it may be made by another manufacturer. Kleenex owns that branding category.

"...strong brands are able to command high emotional attachment from consumers. To achieve this, the brand must possess a strong and distinctive identity." *

Barry Ooi, Director
ACNielsen Asia Pacific

A number of factors go into building a brand from your logo and artwork to the way your receptionist answers the phone. Branding is more than just what your web site and corporate collateral may look like. Part of branding is your position in the market  compared to your competitors. It is the impression you give every time you interact with the world. It is communicating your business vision in every way. It is built through consistency.

A portion of creating a quality brand for your company involves developing a consistent look and feel for all of your points of contact, including brochures, marketing materials, and web sites. Major brand champions also develop a "style guide" that gives direction to all of their advertising and materials including color selection, positioning, logo treatments and much much more.

If you company needs to reevaluate its brand strategy or updates its image, contact Metheney Consulting's advertising and marketing professionals.

The StarOnline: "The facts on building winning brands" By Barry Ooi June 15, 2002 Barry Ooi is director, ACNielsen Asia Pacific – Brand Equity Research (Winning Brands).