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OF BRANDS AND IDENTITIES
What comes to mind when a customer thinks of an organization? Would it be a bright shining Star or a drooping Phoenix? Certainly there are a huge number of brands but the superBrands make it to the top; how to sustain it is another challenge to contend with. One cannot just rest on its laurels now if he is to increase his company’s net worth.
Create-Build-Win the kind of corporate branding you would want to be known. Make your image the strategic driver for the entire organization. (BLURB) In the same vein, gravitate on your strengths and opportunities with audacity and exuberance, with an attitude of creativity, consistency, tenacity and passion as you pursue your kind of brand!
Kim T. Gordon cited 4 critical guidelines of a winning brand:
- Differentiate your Brand. Branding must send a strong and consistent message. Fine tune your brand image so that it separates your company from the pack. Re-align, review, research, and decide what will differentiate your product or service. Create an image that sticks in customers’ minds.
- Promise Value. Redefine your brand message so that it resonates with your best prospects. Research and create an accurate portrait of targeted prospects to make them receptive to the unique qualities of your products and services. Differentiation based on customers want, need and value most will result in strong branding and sales.
- Be a Market Leader. Delivering your value proposition means living up to your branding efforts. It can make you a market leader. Customers look for ‘ownership’ experience as they read reviews, in-depth information, and pay attention to ‘word of mouth’ to feel confident that experiences will live up to expectations raised by brand campaigns.
- Integrate your Messages. Be consistent in communicating your brand’s message. Pay attention to and re-align sales tools and marketing efforts.
On the cover, PMAP recognizes its Employers of the Year, whose brand is a cut above the rest. While this issue underpins on Corporate Branding, we continue to circulate a network of HR, management and business newsworthy articles. Notice how PMAP Members and Guest Writers have willingly penned articles for sharing.
Serely, Grace, Ernie, and Moje wrote feature stories that are great inputs to Marketing, Sales, Advertising, and People Managers like us. Carla and I had the opportunity to interview Mikki, whose academic brilliance is a story to tell. In the various committee doings, a breakthrough is reported by CSR Com: a Career Card will be used during the PMAP eJob Expo happening at the World Trade Center on May 31 and June 01. Another first is the Grand GMM of the Bulacan Chapter last May 17. Imagine putting together in a single Chapter affair the current PMAP National President and 3 of its Past Presidents as powerhouse speakers!
On a lighter side, Cesar shares an inspiring story - ‘Tuesdays with Morrie’ and so with Rene’s “Easter from a Leader’. Prof Jorge continues his journey in gathering best practices. Other mainstays like Ernie, Noli, Nonong, and Roger share their lessons learned. We thank writers, whose articles will see print in June, for their drive to contribute. We are managing not to go overboard with our number of pages per issue. Read on – there are just much more to ‘digest’.
With the onset of school days, we still have a week or two to enjoy sweet summer in its surging heat and intermittent showers. Take a breather. Get sun-kissed, tanned but not over-baked!
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