Corporate Branding Marketing

To answer the question stated above it is vital to give an explanation for what a corporate brand is. It is then additionally important to inspect the problem how a company brand is useful to a corporation. What type of financial benefit it may deliver to a corporation and to what extent it facilitates companies to advantage competitive advantages over its competition.

David A. Aaker described corporate logo as “As the emblem that defines the agency that supplies and stands behind the imparting, the company is defined in most cases by way of organizational associations. In unique, a corporate brand will potentially have a wealthy history, belongings and competencies, human beings, values and priorities, a nearby or global body of reference, and a performance file.”

According to Balmer (2003), the company logo is seen as a 6th identification kind called the covenanted identification, that’s viewed as impartial and awesome. Balmer (2001) developed the mnemonic C2ITE (Cultural, difficult, tangible, airy and dedication), this displays the corporate brand’s precise attributes and allows apprehend key characteristics of the company logo.

While Lawer and Knox (2004) nation that a company emblem is a manner to conceive, manage and speak company emblem values with a view to guide managerial selections, movements, and normative company behavior. It can then the country that brand is commonly the name of a product or mark of possession.

Corporate branding can be described as “Corporate branding refers back to the practice of using a business enterprise’s name as a product emblem name. It is an try and leverage corporate emblem equity to create product brand popularity.”

The keeping of an enterprises promise can cause corporate brand fairness; that is when purchasers keep favorable, sturdy, and unique associations approximately the corporate emblem in reminiscence (Keller 1993). There are many advantages of company branding as company brands represent the elegance and well known through all of us, for instance as soon as David Beckham said, “I can not even imagine the use of any not anything else then Adidas”. Though he is the reduced in size version for Adidas however at the same time it reflects that Adidas as steeply-priced and highly-priced object and also a status symbol. This made sports activities humans with cash purchase that item. Rolex watches can also be an example for this, Rolex is called the watches for excessive-elegance human beings. This makes humans with cash buy the Rolex watches to show the elegance. This is the emblem equity of Adidas and Rolex.

Brand fairness may be transferred to other products as well. This may be visible in the case of VW shopping for the Skoda. Before VW took over Skoda’s sales were declining however in current years Skoda has stepped forward and its sales have long past up as nicely due VW’s transferred its logo fairness to Skoda. G.M vehicles have also offered exceptional corporate manufacturers which includes Daewoo and Volvo and feature transferred the logo fairness to them, manufacturers.

This does no longer stop here there are so many other blessings an organization will have by having a corporate brand. Newman (2001) suggests that achievement charge of new services or products can boom by twenty percent if it has a corporate brand behind it. Also, fees may be reduced when launching the services or products than if it did not have a corporate emblem supporting it.

This is due to the belief and credibility construct through the corporations. Consumers choose to live with the agency they’ve handled earlier than. When Mercedes construct the 4*four humans have bought the vehicles even though it becomes the primary time Mercedes has released a 4*four car. Mercedes has accomplished this through because of the string branding and consumer consider them.

The corporate brand has an extended life as examine to other assets from inside the enterprise. For instance Coca-Cola the emblem is a great deal older then the plants and region used to make it. It is likewise older then the human assets those make the product. Grant (1991) stated that the corporate emblem tends to decay slowly, and sturdy corporate brands can lower the opposition in the marketplace. Products have shorter lifecycle so corporate brands are preferred over simply product logo.

A company emblem is an intangible asset so it is tough to replicate because it isn’t always a product from a manufacturing line. The corporate logo represents an emblem or a slogan that is protected via laws, which are in the area. Slogans or logos are cozier than the product itself as it is straightforward to copy a product but it is almost not possible to copy an emblem.

Corporate emblem helps to reach the economies of scope, this means that it is less expensive for a company to produce separate products than for two specialized corporations to produce them one at a time. For example, Nike has a slogan of “Just Do It” across the globe and thru its advertising Nike can sell its special services and products.

Due to development in the generation and in conversation global is becoming a small community. Consumers are greater knowledgeable than ever. Globalisation is not unusual between all the huge businesses. The corporate emblem is important for the globalize organizations to show that their core fee is identical wherever the product is.

Corporate branding is likewise very useful while firms need to go into a new market. This may be visible whilst Samsung entered into cellular verbal exchange marketplace, Samsung did no longer have a whole lot revel in in mobile market however their current mobile model Samsung D500 has outclassed Nokia and Motorola’s fashions. This is advantage specifically through innovation, however, logo equity played its component as well. Samsung is emblem which consumers can believe and is thought for a time.

According to Balmer (2001), a corporate logo is visible as an extraordinary entity due to manufacturers particular sample of development. Companies with company brands have aggressive benefits over the ones that do not have company brand. The logo call, emblem performs a critical position in recognition and it also presents the peace of thoughts to clients. Olins (2001) classed Manchester United and British Airways as organizations with corporate manufacturers. The reason that these organizations have company manufacturers is that this is how they offered their brands thru marketing such as T.V advertising and marketing, Billboards and different advertising campaigns. These agencies have spent tens of millions of pounds on advertising to have a company brand, as organizations with company brand believe that this will deliver them a competitive gain. It can be said by way of thinking about Olin’s announcement that company logo is essential for the firms.

Davis shows company brands are not required with the aid of a few groups, for example, those that can have a portfolio of manufacturers such as Unilever and Proctor and Gamble, has a tendency to apply the branding of products instead of imposing a corporate logo. This problem of the significance of having a company brand has not been taken by these most important enterprises in past as an instance surf is a product by way of Unilever. Unilever’s well-known emphasis is on product branding as compare to 1 company logo. But the importance of a company logo has been explored on those massive companies.

Balmer stated in his journal of widespread management “Mighty proctor and gamble who historically espoused the concept that their brands ought to stand on their two own feet, have realized the significance of managing Proctor and Gamble as a brand. The organization’s leader govt decided that within the destiny the employer could be offered because of the closing corporate logo.”


6 Branding Strategies for Booth Display in the Trade Show

Implementing proper strategies of display in the trade shows is essential to make sure your booth attract more visitors. Therefore, the sales can just be on the spots. So, what are the strategies?

Choose a Right Location

It is not a secret that a strategic booth location is a plus point for the product brand. Commonly, the corner or the crossroad is a good choice. It is reasonable then if the cost to rent the spot tends to be higher. It means you need to decide and even choose that spot long before the D-day and before other participants may think the same way.

Design the Booth with Necessary Look

Next, decide the visual look of your booth. It should not only attractive but also necessary with the products you want to buy. This way, you can promote your product and attract the visitors to come at once. You must know that every brand must have its own philosophy and identity to be brought out. As an example, if your business offers the products for outdoor and traveling, create a kind of booth with nature there along with the trees, stones, and more.

The identity can be established through some items implemented starting from the wall, floor, furniture, and others. Indeed, you must work harder at this point by applying certain colors and details. On the wall, you can attach some decorations and accessories made from Styrofoam or plastic. Meanwhile, you can apply the rollable trade show flooring offered by Exhibe Portable on the floor.

Visual Merchandising

Visual merchandising is a strategy to display the message, identity, or philosophy of a brand on the product arrangement, graphics, and interior. It is common in the form of banner whether it is giant or x banner. It is to attempt the visitors to acknowledge and buy the offered products. it is much better if the visual merchandising is added with some supporting elements like colors, lighting, and audio or video illustration.

Brand Name Arrangement

A booth that has been arranged as good as possible still needs a sign for a brand name. The main purpose is to make the booth can be recognized by the visitors even from far away. Here, you need to consider the size of the sign along with lighting and the position.

Moving Icon

As a steady media, your booth must need some help from an icon that can move to any area of the trade show. You must have seen a kind of mascots like a robot or big doll walking around the trade show. Well, it is what to be intended at this point. Just let the moving mascot or icon move from one booth to another to attract the visitors to come to your booth.

Demonstrate Your Products

It is known also as the product showcase. Well, it is important to do it during the trade show in front of the visitors. Do it several times a day based on how long the trade show is conducted. Despite attracting the visitors, the showcase is also functioned to give further information regarding the product. The way you demonstrate the product must be in line with the identity you have applied to the booth’s design.

Your Corporate Branding vs. Product Branding: Stirred, Not Shaken

If you are in the advertising/marketing/branding world and enjoy watching TV, you have probably watched all or some of Mad Men—if not, add it to your list.

Image source: Wired

The “Mad” in Mad Men ostensibly stands for Madison Avenue, the New York City street that is synonymous with the advertising industry. But it also suggests something of the storyline that developed over seven seasons about the fictional Sterling Cooper ad agency and the mad lives of its copywriters, designers, account executives and secretaries. Additionally, it’s an apt reference to the madcap pace of the time—the 1960’s—when advertising went through a creative revolution, producing campaigns that are still considered among the best of all time.

As it happens, the ‘60s was also when branding—corporate branding, product branding, corporate identity —really came into its own. Advertising had always been about product one-upmanship: getting buyers to see why Brand X was superior to Brand Y.

But by the time of the Mad Men era, marketers realized that so many similar products made it hard to really promote one over another. They came to see the buying decision as more about emotions than reasons. For people to consistently buy a product they first needed to identify with it, trust it and, most important of all, feel better about themselves because of it.

Branding—both corporate and product branding—is all about evoking and maintaining these feelings. When branding is done right, it harnesses all the elements of marketing communication—messaging, words, graphic design, color palette, illustrations, photos, icons, typography, packaging, placement—to prompt an instant recognition on the part of the consumer and build that emotional connection. That’s why corporate branding and rebranding is often best when it stirs rather than shakes a consumer’s emotions.

Learn how Templafy helps the biggest global consumer brands maintain a strong brand identity

Opportunities for Branded Communications Are Growing Dramatically

Back in the Mad Men era, the opportunities to engage in branded communication with customers and prospects were relatively limited and highly controlled. The early branders were almost always consumer products companies–detergent, personal care, food. They were the ones with the big advertising budgets.

But the emotional basis for buying also applies to the bank you use, the computer you buy, the professional services firm that provides advice to your company, the law firm that represents you. And the opportunities for branded communications now go far beyond advertising.

Today, all companies that are serious about their corporate branding and product branding need to reinforce it in all their communications, from the emails and letters they send to clients and prospects, to their websites, brochures, presentations and more.

For many firms today, such as consultants, lawyers and others in professional services, their actual products—research, reports, analyses—are in fact branded communications.

Read next: What corporate branding really is and how it differs from smaller organizations

The Big Challenge: Managing the Brand

And while a lot of work goes into the initial development, corporate brands and product brands aren’t set it and forget it. Markets change. New competitors appear. You open new offices, expand into different regions, introduce new products. All of this typically requires adapting and extending your brand.

Image sources: UnderConsideration, BBC, Works Design Group

That’s what makes branding such a challenge. Over the years, companies have relied on brand guidelines documents and teams of brand managers. That’s not going to change. But to meet the challenge of brand management today you need automated tools.

That’s where Templafy comes in. Templafy is a cloud-based solution that helps you get all the elements of both your corporate brand and product brand working correctly across your communications. Whether it’s an email, a sales presentation, a proposal, a contract, an advertisement, a report—whatever the document—Templafy provides you with a system you can rely on to deliver the look, feel and content that consistently conveys who you are and what you stand for. And as your brand evolves, Templafy is right there to help manage and simplify the evolution.

What are some of the challenges today that put pressure on brand management?

Consider the case of PayPal. Back in the late 1990s, PayPal was the new kid on the block—the leading digital payments company for the new world of online transactions. Then along came mobile phones and a host of new competitors offering mobile payment services. Suddenly PayPal was an “old school” payment processor for PC-based transactions. PayPal responded with a host of new mobile-oriented capabilities and by overhauling its brand image.

PayPal didn’t throw the baby out with the bath water. In fact, it was mindful of the largely negative reception accorded to another major player in payments—Mastercard—which in 2006 had dramatically altered the interlocking red and yellow circles in its logo (with the help of the design firm Pentagram, Mastercard has since restored the circles to reflect more of their original concept).

PayPal kept many aspects of its original look, but it significantly updated them—with a new angular format, a new typeface for the wordmark (Futura), and a refreshed color palette—to make a stronger connection to users in the place where it mattered most: on the screen of a mobile phone.

While PayPal is a great example of a company adapting to the new realities of the marketplace, sometimes you need to make the marketplace respond to you. This was the case at Starbucks. Over the years, the famous Seattle coffee roaster has repeatedly tinkered with its logo and packaging. In 2008 Starbucks swapped out green for black in its iconic mermaid/siren logo and added tea to coffee in its word mark. The changes were not popular, and Starbucks was in a chastened mood when three years later it decided to rebrand again, this time to celebrate its 40th year.

Starbucks was also mindful of a branding disaster that had just enveloped Gap. In 2010 the famous casual clothes company suddenly dropped its 20-year old logo—the solid blue box with “GAP” in a capitalized serif font—replacing it with sans serif Helvetica and a blue semi-transparent square over the P. Consumer reaction was negative and the new look was gotten rid of after all of six days.

Starbucks approached its 2011 branding gingerly, but ultimately made a much more radical innovation: the green palette stayed and so did the mermaid, but it removed the enclosing circle and, in a real sign of its ambitions, completely dropped its name.

Refreshing your brand? Download our free guide and get a full rebranding checklist:


Corporate Branding vs Product Branding

Both PayPal and Starbucks take what’s known as a Branded House approach: they have a single, unified corporate and product brand. As a result, they both went to work applying the new look everywhere. For PayPal that meant overhauling its online and mobile applications, ‘PayPal Here’ devices, sales and marketing materials and the company’s first ever global advertising campaign.

Starbucks rolled out its new comprehensive visual strategy at all its stores, merchandise and advertising. Interestingly Starbucks often mixes things up with off-center applications of the logo. But it’s both instantly recognizable and through the controlled variations, remarkably consistent—the critical elements of brand success.

Image source: Ideas big

An alternative to the PayPal/Starbucks Branded House approach is the House of Brands strategy: giving every product or service its own brand. You have probably never heard of the company Newell, but you may have cooked dinner in a Crock Pot, used Elmer’s Glue on crafts projects, gone camping in a Coleman tent or lit the darkness with a Yankee Candle. Those are all offerings of the Newell company with their own product brand identity: logos, colors, taglines. They provide great product branding examples because you would never know they are part of one business—which is really the point. There is really no crossover value or synergy and likely very few economies of scale in branding Elmer’s Glue as part of the same company as Yankee Candle. They are very different markets with different requirements and the best product branding recognizes this.

Image source: Ideas big

Interestingly, Amazon has followed a middle path in the corporate brand vs. product brand decision. As it has acquired new online venues—Audible,, Zappos—it has retained and even enhanced the original logo for these services, sometimes adding the Amazon logo or “An Amazon Company” as a tag. This approach can be more challenging to maintain, requiring more resources, but also allows for more upside growth if the sub-brand really takes off.

Execution is Everything

As all the above examples illustrate: corporate brands and product brands are living, changing things. In part that’s because society is always changing: what it took for a brand to make an emotional connection to a Baby Boom buyer in 1968 is a lot different than what it takes to appeal to an Instagram-obsessed Millennial in 2018.

But as the changes by PayPal and Starbucks show, as your company and markets evolve, your brand needs constant care and feeding. This may even require the courage to admit that you got it wrong—the way Starbucks did in 2008 and Mastercard and Gap did in 2006 and 2010.

Even in the absence of any significant changes in your market, lack of attention to the day-do-day management of your corporate and product brands allows inconsistencies and misapplications to occur, detracting from their value. Here are some examples:

• You hire a new marketing or advertising agency. To make a name for themselves and demonstrate their value, they try to alter core brand elements
• You bring on new employees who aren’t familiar with the original thinking behind the brand
• You rely on an extended network of freelance talent for graphics and copywriting who fail to correctly follow guidelines
• You extend the corporate brand to a new product (Branded House vs House of Brands discussed above) and find that you now need new guidelines solely for this new product line
• You introduce the brand into a new territory and need to make some adjustments based on local concerns over language, attitudes toward color, photography, illustration and other elements

Templafy was specifically designed to give you the tools you need to address all these brand management challenges.

With Templafy you can now rely on:

• A one-stop-shop access point for all your on-brand and legally compliant digital assets.
• Centralized, cloud-based distribution of these assets throughout your organization to different business units and office locations.
• Seamless integration of your core brand assets within applications such as Microsoft Office 365.
• The ability to dynamically customize and even personalize company brand templates to the needs of different business units, location and even individual employees.
• Built-in checkers to ensure that brand assets such as fonts, company colors and logos are compliant and up-to-date.

Get in touch with Templafy to find out how we can help centralize and manage your brand assets:

The Professional Student: Branding Yourself Through Social Media

One of the most important purposes of a college degree is to help you land a good job that will eventually lead to a fulfilling career. The time to start pursuing that career, however, is not after you graduate, but as soon as you start school. College students today have an additional challenge that students of the past did not: protecting their online reputation. Whether or not you know it, you have a personal brand and protecting your brand is just as important for you as it is for any corporate giant out there.

Here are some tips for cleaning up your online image so it doesn’t ruin your career before it even begins.

Clean House

  • Edit your social media profiles to present yourself as a more serious business person. This doesn’t mean you can’t post any personal photos, but you might want to post more photos of charity work or fundraising endeavors and ditch the bikini or keg stand photos.
  • Google yourself to check and see if anything negative comes up. If it does, that might negatively impact you in the eyes of potential employers or other influential people when they search for you.
  • View your profiles from the perspective of a future boss or recruiter. Ask yourself if you would hire or recruit yourself based on the image that is projected by your social media pages. If not, you know what changes you need to make.

Power Up Your Linkedin

LinkedIn is a platform designed for business networking. It’s where you most need to be visible if you want to build a career. At this stage of your life, you want to highlight your achievements or accomplishments rather than specific positions. This also includes any academic or charitable endeavors.

If you belong to a sorority or fraternity, you’ll also want to keep the focus on your achievements rather than listing the sorority or fraternity itself. LinkedIn is also a great place to network.

Here are some great ways to build up strong connections on LinkedIn

  • Create connections with people you admire or professionals in your industry
  • Join professional groups in your industry and take part in discussions. You can post articles or even blog to showcase your knowledge in a certain field
  • Write references for other colleagues
  • Interact with potential employers to help get yourself on their radar

Clean Up Facebook

While LinkedIn may be the first stop for recruiters and employers, they certainly don’t stop there. In fact, up to 70% of potential employers and recruiters will check your Facebook page before making any decisions about you.

No matter how great your GPA or other academic accomplishments are, what you post and what kinds of groups you belong to will tell recruiters as much, if not more about you than your CV ever could.

No matter how great your GPA or other academic accomplishments are, what you post and what kinds of groups you belong to will tell recruiters as much, if not more about you than your CV ever could.

Keep in mind that both recruiters and employers are making an investment in you. Colleges and universities want to turn out graduates who go on to have illustrious careers and bring prestige to their alma mater, not graduates who tarnish their good name with a long string of personal scandals.

Training new employees is also expensive, particularly when they have little to no job experience. You can get relevant experience by taking on a job while you’re in college. Therefore, both potential recruiters and employers are taking a risk on you.

Make sure you do everything you can to set their mind at ease that it is a good one.

Spend Your Free Time Wisely

These days, almost everything you do has the potential to be filmed or recorded and spread on social media. While anyone can have one bad night or make one critical mistake that can change the course of their lives, the truth is, the more time you spend doing something, the more likely you are to be memorialized for that thing.

If you spend most of your time helping others and behaving like a responsible, mature adult, there is a good chance this will be the reputation you will take with you. If you spend most of your time drinking, partying or being largely irresponsible, that is far more likely to end up landing you in hot water.

How you spend your time will also go a long way to determining just how much one giant mistake can cost you.

Back Up Good Reputation With Good Intentions

Just remember how companies have weathered incredible scandals thanks to a good, solid reputation prior to the scandal. Wells Fargo, Facebook, and Nike are only a few of the corporate giants to successfully weather massive scandals in recent history but are still going strong.


Because they built a solid reputation prior to the scandal that carried them through.

Harvey Weinstein, Bill Cosby, and Enron are only a few examples of businesses and individuals that did not fare so well. No matter how well you scrub your online image, presenting a squeaky-clean image online is just simply not enough.

Your real-life behavior is what actually matters most. While you don’t want your online image to derail you, it is also important that your real-life behavior doesn’t either.

Staying Away From Trouble Is The Best Approach

There are always going to be aspects of your online reputation that you cannot control. Others can use social media to spread rumors, innuendos or outright lies about you and there isn’t always a whole lot you can do about it. In addition, there is not a lot you can do about pictures you didn’t know were taken or that were taken without your knowledge.

You can, however, do your best to not place yourself in compromising situations where those types of things can happen. And you can definitely prevent giving off the wrong impression on your own social media pages by doing some careful planning and cultivating.

Remember, you never get a second chance to make a first impression.

Your online image may be the only impression some influential people will ever get of you, so make sure it’s a good one.




The prominence of vineyard-designated wines is another lesson in value-added agricultural branding which presents both the winery and the vineyard owner or lessee with a number of marketing and legal issues.

Recognizing the value of vineyard designated names, vineyards have long been designating blocks within their vineyards with proprietary names.

In this way, even though multiple wineries are purchasing grapes from the same vineyard property, each winery can have a distinct name to refer to the vineyard block where the grapes were grown, also known as the “block designate.” If a vineyard owner sells wine grapes to a winery under a vineyard designate or block designate, the winery may use that vineyard or block name on wine produced from those grapes to designate origin so long as such use complies with the vineyard designation labeling requirements of the Alcohol and Tobacco Tax and Trade Bureau (TTB). Accordingly, the vineyard owner — not the winery – theoretically owns rights in the name.

Wineries may consequently find their vineyard-designated wines embroiled in a trademark dispute between different winery owners. One of the most well-publicized vineyard name trademark disputes involved the famed To Kalon Vineyard. Originally planted in 1868, To Kalon was eventually divided up and by the 1990s, both the Robert Mondavi Winery and Andy Beckstoffer owned portions of the vineyard. Mondavi secured federal trademark registrations for both the TO KALON and TO KALON VINEYARD marks. Schrader Cellars had entered into an agreement to purchase grapes from Beckstoffer, and Schrader planned to use the “Beckstoffer Original To Kalon Vineyard” designation on its wine label. In 2002, Mondavi sued Schrader Cellars, and sought an injunction to bar Schrader’s sale of “To Kalon Vineyard” designated wine. The parties eventually settled their dispute, and Beckstoffer was granted a royalty free license to continue to use the To Kalon name.

Sauvignon blanc in the To Kalon Vineyard, Oakville, CA.

Thus, when the vineyard is owned by another party, the risk to the winery in marketing vineyard and block designated wines made from contract grapes is that once the contract ends, so can the rights to continue use of the vineyard and/or block designation. A winery must accept that by producing and marketing vineyard-designated wine made from grapes grown in a vineyard that the winery does not own, the winery is potentially spending time and money building brand equity for someone else. When the grape contract ends, there is considerable risk that the “brand” of the vineyard owner may be used by the vineyard owner itself, or potentially by other wineries that contract with the vineyard owner.

Wineries are often unaware that the vineyard designation or block designation actually belongs to the vineyard owner. Many wineries feel that if they are using the vineyard designation on wine and popularizing the vineyard name, they should own the rights in the vineyard or block designate as a trademark. While this may be a questionable legal position, this attitude among some wineries may nevertheless be problematic from a practical perspective. Should a winery successfully register rights in a mark which is used as a vineyard or block designate, the vineyard owner will need to spend considerable time and money in a potentially unsuccessful effort to regain clear rights in the name. The best way a vineyard owner can protect itself is to register its brands and properly license them to a winery.

Schulenburg Vineyard signs. Photos: Randy Caparoso.

To maintain trademark rights, an owner must control the quality of goods sold under the mark. For a vineyard owner, this can be accomplished through specific provisions in a grape contract or through a related trademark license agreement which is separate from the grape contract. A license will clearly establish that, as between the vineyard and the winery, the vineyard is the owner of the mark and that the winery (and its use of the designate) is subject to the terms of the license, as well as, the vineyard owner’s control of the quality of wine provided under the mark. In practice, such quality control can often be administered in a non-disruptive, non-intrusive manner (e.g., sufficient quality may be presumed based on maintenance of quality heretofore maintained by the winery operation).

The strategy of enhancing the value of grapes by naming the grapes from a certain vineyard is also widely used to enhance the value of other agricultural commodities, such as cattle from a certain ranch, or spinach from a particular farm. As the commodity producer, it is important to register the trademarks for the brands used with these agricultural products so that the commodities themselves (as well as the land from which they come) can accrue value, prestige and reputation which insures to the brand assets.

Are you adequately protecting your vineyard designate or agricultural commodity?

For inquiries, please contact Katja Loeffelholz, a registered attorney with the United States Patent and Trademark Office and Of Counsel to Dickenson, Peatman & Fogarty at

Originally published online at on March 17, 2014.  Republished on this blog for Lodi Growers with permission.

Have something interesting to say?  Consider writing a guest blog article!

To subscribe to the Coffee Shop Blog, send an email to with the subject “blog subscribe.”

To join the Lodi Growers email list, send an email to with the subject “grower email subscribe.”

To receive Lodi Grower news and event promotions by mail, send your contact information to or call 209.367.4727.

For more information on the wines of Lodi, visit the Lodi Winegrape Commission’s consumer website,

To join the LODI RULES Sustainable Winegrowing Community as a grower or a vintner, email with the subject “LODI RULES.”

Top 5 Branding Strategies for a Koozie Company

Whether you’re starting your own business or taking charge of the advertising of another business, everyone needs to understand the value of good branding. All great companies have strong branding at their backbone, and small companies need to take advantage of it even more.

Branding can be the difference for many brands between breaking even and cutting a profit. It can also be an important factor in promoting growth. Regardless of why you’re looking to improve your brand, here are 5 branding strategies for your koozie company.

1. The “Premier Product”

This strategy can be summarized best in one phrase: our product is the best, way better than the rest. If you approach your customers with the necessary support to prove that you are the best, any price tag is worth it.

Premier product brands must be premier in all ways. This means that on top of developing your product’s quality, you will also want all hands on deck with your customer service team. You will also want to keep the needs of your target market in mind.

2. The “Anti-Brand”

This branding strategy is intelligent because it feeds off the distrust by consumers of big brands. By painting your brand as a comparable outsider, your consumers believe that they are trend-setters and should use your company over others.

In order to take advantage of this strategy, be sure to use graphics that differentiate you the most from other products in your market. You may also want to take advantage of the support that consumers give to smaller, local brands.

3. The “Expert-Recommended”

Consumers tend to give a lot of trust to “experts” and will usually defer to their opinion over any other. If you can get experts to recommend your brand, you will stand out to your consumers.

If you can get a social media influencer on your side, even better. By having them promote your product, many of their followers will take after their lead.

4. The “Cult”

This is the most interesting branding strategy because it almost sacrifices mass-purchases and instead relies on the trust of your consumers a lot. By being different, you can create a cult that will promote your brand for you.

Just like many of the most memorable 80s and 90s movies, cult products can’t be ignored. They are often the most long-term successful examples in a market.

If you want to join a great growing koozie cult, Kooziez cannot be ignored! Be sure to shop now to see what the hype is about!

5. The “Piggyback”

By associating your brand with another brand, you can try to piggyback on the success of that brand. For example, having a phone case brand that always promoted their products with iPhones will have found success with this strategy.

Be careful, though, when choosing the brand you piggyback off of. If that brand isn’t successful, you will have wasted a lot of effort for not much return.

Using Branding Strategies Successfully

Different branding strategies work well for different products and companies. Make sure to pick the branding strategy that works best based on the make-up of your market and your company.

For more articles like these published every day, be sure to visit our website!

Branding Strategies that are Trending in 2018

Brands and brand consciousness are the two things which will always be in the discussion. That’s because however against or skeptic you may be about a brand or selection of a brand, it’s their presence only, which creates a benchmark for ideal comparison of quality between different products or services. Therefore, companies would always strive to stay ahead in branding to make their mark in the minds of consumers. The most noticeable trends seen in companies for branding in 2018, which are inspiring for the newcomers as well, are discussed below.

1. How authentic is the Brand?

Branding is a necessity of every company to strive in the market and make a place of its own. In this effort, the market and advertise, take part in social activities and campaigns, and sponsor events and programs, do charities and try all the alleys of gaining fame and spreading the name with heavy impact. Their main target is to impress people, and to create the impression hard on minds so that they are always visible, omnipresent, cannot be forgotten, as they come forth again and again with recurrent ads, billboards, stories, press releases etc. But in this whole process of branding, one factor looms inside the minds of most people who are trying to find the best product and services. And that is the factor of authenticity.

How authentic is the story, and the quality of services or products of the brand? Is it worth the hype? Is it worth the time you put in viewing its ads, logos etc? Is it worth the care you bestow upon it by using its branding gifts? When you are viewing those and you are using it, it must be able to gain your trust too. Gaining the trust by creating an impression and by living up to the buyers’ expectations one of the best ways to create the true brand value.

2. Branding has gotten tough

Earlier, brands were chosen by the upper middle class and higher class people. And their main focus was to go for the real thing irrespective of the cost. Now many brands have come up for every kind product and services, and the names are too many. Most of them are in the constant competition to offer the same product or service or similar thing at a better price thus trying to bend the focus of limelight towards their brand. In this competition, the common man has a big role. It’s due to the economic crisis, which took over in 2016, the common man in 2018, is now more inclined towards going for getting similar or compromised quality at lesser rates. And this is a problem for the old players, but also is a great opportunity for the new companies trying to establish themselves as a brand.

3. Public Relations has lesser grounds to conquer in modern-day branding

The new age of 2018 branding will not be based on efforts to grow public relations. Rather, professional to public relations and face to face sales pitches are slowly retracting back as a technology for distance communications has taken the most prominent role in all sphere starting from marketing, advertising, delivering services to customer support. Soon you would see how delivery vans and transport systems in short distances will be replaced by robotic systems like drones, though this may indicate more job terminations and increased unemployment. Hence, brands will not have to think about establishing improved public relations. In fact, the focus has shifted towards a great use of email communications, online payments and postal deliveries where you don’t see much faces, and rather you only know the company or brand you are transacting with.

4. Growing more Customer Centric

As stated earlier that public relations are not getting established at present due to the use of advanced distance communication techniques, the brands have grown conscious about its side effects too. If you don’t see a face and don’t hear a voice, then trust cannot be established on a colorful logo, and a digitally flashing name or word. That is plain human psychology. You would want to give everything a face and an identity in your own way. Realizing this, the new style of branding in 2018 revolves around getting more customer-centric. In this effort loyalty point programs for the less engaged irregular customers, and live help desks for voice interactions are being introduced and tried by brands. The idea is to help customers relate to some identity. Whether it’s a solo voice singing with an instrument in a radio advertisement, or an amiable model promising and providing high-quality customer support in some TV or YouTube commercial, it helps to relate to the brand through the voice or the face.

5. Content gets to the point

A considerable amount of branding is done online with help of Adelaide SEO, and some via print media like newspapers and flyers, brochures etc, and many via TV commercials, instant mobile messaging and SMS. The invincible part in all that is content. Whether it’s a sound clip, or video, or plain text, content has always been the main thing that speaks about you. The current trend of 2018 is “to the point content”. And the reasons are a fast life, impatient surfing habits, and the urge to reach the conclusion or final statement as quickly as possible.

In this age, if you have to deliver your brand message quickly, show ads, tell a story or show product review or description. You cannot simply take the help of catchy headlines and call to action click links, which used to rule the internet until 2015. In the current year, the content hungry lion inside every internet surfer looks for quality information, short snippets, quick videos, and small advertisements. The maximum utilization of time, and surfing more in a less time are some of the current demands which will hopefully increase in the coming years. Hence short videos, straightforward reviews, direct to the point informative blog, are on the making, and that brings on an authentic brand picture before the visitors.

6. Demand for quality content

You may consider this to be an extension of the earlier point. But this is actually not so. It’s about the new style of content that is replacing the traditional style of news and content. 2018 notices a change in the way news and brand stories are being shared. It’s now through podcasts, slides, videos etc. The shift from reading the traditional news, brochures, magazines etc towards online magazines, quick news snippets and news digest videos are becoming more prominent. Following this trend, the current branding specialists make their brand stories presentable in such interesting and quick flips online.

It’s quite an interesting observation that Apple’s products like the watch, the iPad pro and some of the iPhone stocks are not meeting adequate sales, and falling behind in price. That’s not because the value of apple depreciated as the brand. But that’s because of the emerging small player companies that are offering similar quality, technically-advanced alternatives, which are as good as Apple’s, and yet more affordable for the middle-class tech lovers. With adequate branding, alternatives have a great chance for winning, provided quality of products stays uncompromised and people get a chance to own the product at unreal low prices than the original brand.

8. Customer behavior tracking

One of the more important steps in personal branding would be through customer behavior tracking. More and more companies would try this through many means like social media, traceable gear, and software. The main idea is to track the way the customer clicks and surfs the web. This tracking is already on, and in this age where customers feel like they have no privacy online, they would feel even more interrogated because of such tracking based efforts. These will be the scope for companies to read the preferences of their target customers.

9. Graphical interpretation in branding

Graphics will be growing in importance. Since the scope to lure a customer, capture the attention, and get into focus will get narrower with increasing competition. The current trends of branding give more stress on graphical interpretations. Videos have always done great in interpreting, explaining and spreading awareness, and raising interests and curiosity in customers. But slideshows, which are dependent on graphics, are turning out to be even more interesting. These are smaller volume files, which can be made into quick presentations and GIFs, nice slideshows etc. A well-captured photo and smart infographics say a lot and deliver great concepts in a short time span.

Apps have successfully got the full focus from smartphone and tab users globally. But in 2018, apps are not just the means of adding more features and facilities to the phone, but also a great way to create the brand presence. When a brand comes up with the features of offering its services and customer support on the go through an app, it is one great way to spice up their efforts and get real results.

While these branding strategies have become popular over the past year or so, it can be said with almost certainty that these strategies are here to stay for a long time. So, get ready to give your branding efforts a boost with these trends!


Boost Your Branding Strategies

A new product is like having a baby, it is full of hope and dreams and we are always sure that it will achieve greatness – but it is up to us to make sure that our “new baby” gets all the advantages to make it a success. It doesn’t matter if there’s an economic crisis, there’s always room for new business approaches and innovative products and services.

At Twelve12, we understand that not everyone knows the implications of a branding strategy and we want to share some information with you to help you out with your marketing plan. There are many companies that offer , but not all of them are what they seem. They often sell “branding packages” that are exactly the same for any company. Branding is more than just a logo or a couple of thousands of shares on social media; it has to be aligned with the whole company concept. And it should reflect all the good aspects, qualities and added value included in your offer.

It doesn’t matter if you do it on your own or if you outsource a company for your branding strategies; you should always make sure that it will be done the right way, as if you make the wrong impression to your customers the recovery (if you ever recover), will be slow, painful and very costly. On the other hand, if you deliver what you are selling, you will keep your clients for a long time.

So, if this is so complicated, why bother to even try to do branding? One of the reasons to develop your brand is to ease the purchase process, it will make it easier for a customer to buy your product or service if you have a good reputation and if you have been rated highly by other people.

Branding is a variable-dependent process and should be developed by experts and for the specific company. “One size fits all” is not the best way to do branding and you won’t find a real solution presented in this format, as it is more likely that you are going to lose money if you go this way.

At Twelve12, we care about our customers and we design our strategies very carefully and customized for each particular case. We aim to communicate effectively with your target audience and maximize your sales. To find out more about Orange County Branding, give us a call today and set up an appointment to take the next step for your brand.

The post Boost Your Branding Strategies appeared first on Twelve12.

Branding yourself successfully as an entrepreneur – Punch Newspapers

Ozioma Ubabukoh

Over the last few years, personal branding has gone on from being an additional responsibility to one of the top priorities in marketing a business.

The reason being: Customers are looking for more than just a product. They are looking for a personable brand to buy from – this why it has become extremely important for entrepreneurs to brand themselves, too.

Entrepreneurs are competing for resources and opportunities that enable them to tell their story and build their reputation. If you are an entrepreneur who isn’t actively branding himself, be rest assured that your competitors will waste no time in branding you, which may hurt your image, company valuation and bottom line.

Here’s what you need to do to brand yourself effectively:

  1. Find commonalities and own them

It would be great if you could identify certain key attributes that are common between you and your company. Once you figure those out, you can proactively work towards aligning the two in the eyes of your customers, thereby making a strong association and “owning” that quality. Every product or service has certain impressions associated with them such as honesty, effectiveness and/or customer focus, which are important to the customers. Identify these characteristics and incorporate them into your identity.

  1. Be the expert

You need to ensure that you lead your turf and show that your competitors can only follow suit. If you can keep up with this, it will make you come across as a trustworthy innovator and a thought leader, thereby making you more influential with time. It will project you as someone who can identify and fill gaps in the market better than anyone else fills. Your customers will perceive you as the one who cares enough to meet those needs, which weren’t met before.

  1. Network better

Networking with the right people will put you in the good books of the industry bigwigs as well as the potential customers. It is crucial that you think of a networking strategy that works for you. And irrespective of the strategy, bear in mind the law of reciprocity: When you connect with people and exchange ideas and information without worrying about who is paying you and when, the generosity will come back to you manifold.

  1. Use social media

It’s easy, interesting and quick. Most of all, your customers are on it. So you should be on it, too. I’m talking about social media. Do remember to be on your best behaviour when using social media though, as that can either earn you an army of fans or cost you your business. Moreover, remember to keep your personal and business brand separate.

  1. Be a great communicator

Not only will having excellent communication skills portray you as an effective leader, they will also help you stand out. Watch what you say, learn to write better and mind your grammar and spellings.

Work on your presentation skills; they are extremely critical for an entrepreneur, especially a successful one. If you can present well, you and your organisation will be perceived as more effective.

Apart from that, become comfortable with being on video. Whether it is an online video, company video, product video or one meant for corporate training, interviewing, and/or customer support, you need to be adept at making the most of all modes of communication for your advantage.

  1. Be yourself; be authentic

Whatever you do, do not lie about being someone you are not. Your lie may be called out by your competitors, leaving you red faced. It is best to be consistent and authentic at all times, regardless of who your audience is.

We live in times when it is important that entrepreneurs not only brand their company, but also themselves. This means coming out from behind the scenes and into the forefront, making yourself visible and communicating with the customers through as many channels as you can. Only by doing so can you make your personal value known with precision and consistency.

Copyright PUNCH.
All rights reserved. This material, and other digital content on this website, may not be reproduced, published, broadcast, rewritten or redistributed in whole or in part without prior express written permission from PUNCH.


(Visited 1 times, 1 visits today)

Receive Alerts on: Whatsapp:+2349090060943, Twitter: @MobilePunch, BBM: C003D3DC0

Share your story with us: SMS: +2349090060943, Whatsapp: +2349090060943, Email: