brand – The Brandsoup Agency

October 5, 2016

Why You Need a Strong Positioning Statement

If you had to condense the purpose of your business, product, or service into one single statement, could you do it? Could you do it in a way that packs a punch? Generating your own positioning statement is one of the most powerful ways to set your marketing on the right track. A strong positioning statement tells your target audience exactly what they need to know about who you are as a brand and filters out all the rest. This is the starting point for creating a marketing strategy that resonates through your entire company and out to the people you want to reach. So, what is a positioning statement? A positioning statement is a succinct description of your brand’s target audience combined with a persuasive description of how you want your brand to be seen by that audience. This statement is not for your target market. It is a honing...

September 22, 2016

in Branding, Vision

by Brandsoup

Branding From Your Vision- Discovering the Why

Your brand is more than just a label. It is the heart of your business. It is what sets you apart from competitors and inspires customers to become loyal fans of your company. The vision that you have for the company is what helps to create your brand. When you are crafting the vision for your business, you are tapping into the desires you have for the future of your brand. This is what draws your potential customers in. You need to appeal to them with the Why. The vision statement that you created for your company helps people to see what it is that you want to achieve with your business: We want to bring affordable organic food to the convenience market … To really appeal to your target market, you need to tell them why that vision is an important part of what your brand means. … Because we believe that everyone...

August 10, 2016

in Branding

by Brandsoup

How to Create an Emotional Connection with Your Brand

Johann Wolfgang von Goethe said, "All the knowledge I possess everyone else can acquire, but my heart is all my own." This quote exemplifies the role that emotions will play in the branding of your company. Facts and figures can be understood by anyone. But to reach the heart of your customers requires finesse. As Goethe said, their hearts are their own. The brand you develop can't simply appeal to the practical side of your customer's thinking process. We feel emotions before our logic kicks in. There's a gut feeling we experience in the first few seconds of seeing or hearing about something. So, it's necessary to dwell on this when deciding what your brand represents. Look beyond the facts of your product or service. Put yourself in your customer's shoes. What feelings will it evoke? This message you convey needs to have a lasting impact. What will make it memorable to...

July 26, 2016

in Branding

by Brandsoup

How to Define and Develop a Brand

In Forbes’s list of top brands you will likely recognize Apple, Google, Microsoft and Coca-Cola as the top four brands on the list. But when you compare that to another Forbes list of top public companies in the US for example, you will see names like Berkshire Hathaway and JP Morgan Chase. Apple moved from the #1 slot in Brand Value to the #8 slot in biggest public companies. What is the discrepancy? Effective brands are those that have a perceived value greater than the sum of its assets. In other words, their customers are willing to pay a premium for their brand over competitors because of a perceived premium value. Developing a relationship with your customers where they place a premium on doing business with you creates a powerful relationship that can have lasting results. Brand value then is essentially the value customers place above your tangible assets and is...

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Why You Need a Strong Positioning Statement

Branding From Your Vision- Discovering the Why

How to Create an Emotional Connection with Your Brand

How to Define and Develop a Brand

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