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Back to the Basics: 16 Key Branding Terms Defined

Posted by Danya Hejazeh on Jul 2, 2015 11:51:44 AM

No matter how large or small your business, branding is key to its success. Branding is fundamental, essesential and basic  -- without it, there is no differentiation between your product and anyone else's and no route to long-term profitability.

Because branding plays such a crucial role in overall business strategy, we're offering a little refresher in this Back to the Basics post.  Here's a list of 16 crucial branding terms every business owner should know.

 

Unknown-1-21.  Brand: A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market.

2.  Brand Asset:  
Any aspect of a brand that has strategic value — e.g., visual symbols, slogans, sounds, photos, mascots, etc.

3.  Brand Equity:  A brand’s power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands.

4.  Brand Experience: Brand experience is conceptualized as sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli that are part of a brand‘s design and identity, packaging, communications and environments. 

Unknown-2-15.  Brand Extension: 
A common method of launching a new product by using an existing brand name on a new product in a different category. Think Clorox Toilet Bowl Cleaner.

6.  Brand Identity
: How a business wants its brand’s name, communication style, logo and other visual elements to be perceived by consumers.

7.  Brand Image
:  How consumers actually perceive a brand.

8.  Brand Promise: Consumer expectations about what the brand will deliver. The experience — good or bad — one can expect from a brand. When an organization defines its brand promise, it should be differentiated, relevant, credible and irreproducible. 

9.  Co-branding: 
A marketing partnership between at least two different brands of goods or services. Think Dairy Queen and the Girls Scouts’ Thin Mint Blizzard.

10. Differentiation:  Creation or demonstration of unique characteristics in a company’s products or brands compared to those of its competitors.

11. Positioning Statement: A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience.

12. Rebranding: When a business or organization decides to change a significant element of the brand. Changes can be very obvious such as a new logo or more subtle such as a slight shift in messaging.

13.  Repositioning
: Communications activities to give an existing product a new position in customers’ minds 

images-1214. Tagline: A frequently repeated word, phrase or statement that captures the essence of a brand’s promise. An expression that conveys the most important attribute or benefit that the advertiser wishes to convey.

15. Unique Selling Proposition (USP)
: The driving competitive advantage of a product. 

16. Visual Identity
:  What a brand looks like – including logo, typography, packaging, etc.

 

***Many thanks to Brand Channel, AMA, Investopedia, Financial Brand and Columbia Business School for these definitions.

Topics: Best Practices for Businesses, Branding, Back to Basics

Back to the Basics: 11 Key Marketing Terms Defined

Posted by Liza Rodriguez on Jun 17, 2015 1:55:29 PM

157589329_compThere’s no shortage of jargon in the business world, especially when it comes to marketing.  With the help of our friends at Hubspot, here are 11 key terms that anyone involved in marketing today needs to know.

1.  Analytics: The discovery and communication of meaningful patterns in data. When referred to in the context of inbound, it’s looking at the data of one’s marketing initiatives (website visitor reports, social, PPC, etc.), analyzing the trends, and developing actionable insights to make better informed marketing decisions.

2.  Blogging: This is short for web log or weblog. Will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and video. Blogging is a core component of inbound marketing as it can accomplish several initiatives simultaneously, such as website traffic growth, thought leadership, and lead generation.

images-113.  Call-to-Action:  A call-to-action (CTA) is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become a lead. Some examples of CTAs are “Subscribe Now” or “Download the Whitepaper Today.”

4.  Inbound Marketing: Inbound marketing focuses on creating quality content that pulls people toward your company and product. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert into customers.

5.  Keyword: Sometimes referred to as “keyword phrases,” keywords are the topics that webpages get indexed for in search results by engines like Google, Yahoo, and Bing. Picking keywords that you’ll optimize a webpage for is a two-part effort -- first, you’ll want to ensure the keyword has significant search volume and is not too difficult to rank for. Then, you’ll want to ensure it aligns with your target audience. After deciding the appropriate keywords you want to rank for, you’ll then need to optimize the appropriate pages on your website using both on-page and off-page tactics.

how-to-optimize-landing-pages-for-conversions-ebook-016. Landing Page:  A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer.

7. Mobile Marketing: The practice of optimizing marketing for mobile devices to provide visitors with time- and location- sensitive, personalized information that promotes goods, services, and ideas.

8. Persona:  Sometimes referred to as a “buyer persona," a persona is a basic profile of a target consumer. It helps an inbound marketer visualize the ideal prospect, their behavior, demographic profile, and psychographic information.

9. PPC:  PPC, (or Pay-Per-Click) is an advertising technique in which an advertiser puts an ad in an advertising venue (like Google AdWords or Facebook), and pays that venue each time a visitor clicks on the ad.

10. Responsive Design: This is the practice of developing a website that adapts accordingly to how someone is viewing it. A responsively designed site will be easy to read and navigate, regardless if you’re viewing it on a laptop, tablet device, or smartphone.

images-1011. SEO (or Search Engine Optimization): The practice of enhancing where a webpage appears in search results. By adjusting a webpage's on-page SEO elements and influencing off-page SEO factors, an inbound marketer can improve where a webpage appears in search engine results.

 

 

Topics: Content Marketing, Inbound marketing, Glossary, Back to Basics

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