As communicators, we like to think we don’t use jargon to describe what we do. We often counsel clients to avoid using industry jargon, referring to these terms unaffectionately as “weasel words” — words designed to make something sound like more than it really is. But the truth is, although we try not to, we, too, use jargon terms for some things. And I think the term “brand strategy” is one of those. So, let’s simplify things and define what a brand strategy is in practical terms.
I recently conducted a workshop on how important your brand is within the social media arena, particularly when your business focuses on selling a concept, service or other intangible. This particular workshop happened to be for churches, but they are not unlike many of the businesses we advise, who sell consulting, advice, conceptual services or ideas. Let’s face it, churches are probably among the most conceptual of all, promoting not only events and services, but an ideology.
Brand Identity: Fitness and Medical Exercise Logo
Our logo design for Fitness and Medical Exercise
Brand Identity: Connections Therapy Website, Brochure, Display
Brand Identity: Elie Elie Salon Logo
Our logo design for Elie Elie Salon
Brand Identity: Brantly Website
Brand Identity: BioStats Website
AKJ Books: Brand Identity: Logo and website
If there is one thing you can learn from the recent Coca-Cola fiasco, let it be this- when you set out to do something new, always think about how it will affect ALL of your customers or clients. When Coca-Cola came out with white cans in an effort to raise awareness for the World Wildlife Fund, Coca-Cola customers quickly began complaining that they were confusing the white cans with the silver Diet Coke cans. For some, this was extremely frustrating. Which makes me wonder, did Coca-Cola think this campaign through? I am not sure the company realized what such a drastic change would do to its consumers. The ABC news clip below explains the change from red to white, and how this affected the customer, and why the change made such an impact.
