Brand symbols function as a visual shorthand. Nike has the swoosh, and Starbucks uses the twin-tailed mermaid. When customers see these symbols they immediately think of the associated brand. The company doesn't need words to tell their story. The symbol does it all. The article chronicles Sticky Branding's approach to developing a symbol for our brand.
Finding a sticky company name requires both curiosity and determination. Macadamian found there's in the most unexpected of places, the grocery store aisle. Play with words, and don't compromise. Pursue the right now for your brand.
No one ever said business has to be fair. Tilt the odds in your favor. Choose a playing field or a niche where you're guaranteed to win. Every company that grows a sticky brand makes strategic choices of where they will play, how they will win, and how they will tip the odds in their favor.
Marketing Budget ROI: Measure Strategies vs Tactics
Determining your marketing ROI, or return on investment, is always a challenge. Was a trade show or a sponsorship worth it? What about your brochures or business cards? Are they worth the expense? Measuring each activity is isolation is problematic. Look at the big picture, and measure the strategic results.
Small and mid-size companies can achieve a global impact with a niche strategy. Deighton uses their niche to sell beyond their backyard, and serve clients internationally. They serve a global market while delivering a personal, local experience.
BHAGs drive performance. Modern Engineering is one of the oldest machine shops in British Columbia, but they are standing out with a big hairy audacious goal, a BHAG. The goal stretches Modern to try things beyond their reach, but it also focuses their team on what's important.
Quality is a brand attribute many companies lay claim to, but few can clearly demonstrate. Pizza Nova defines quality as not only a core differentiator for their brand, but a core value. You can taste the difference in their products, experience it in their service, and observe it in their business model.
Brand storylines make brands stick. Instead of marketing to your customers, speak with them. Share ideas. Find common ground. Have a conversation. Muldoon's Coffee leverages storylines to go beyond marketing, and engage their market in a conversation.
Happy employees create happy customers. DevFacto stands out with a dynamic culture that radiates through their brand. They are a software development firm based in Edmonton, Canada. The firm has grown over 96% in the past 3 years, and their culture is a key contributor to their success.
Customers come for the products, but stay for the results. The Central Group has innovated beyond their products with sticky value-add customers. As Rick Eastwood, President of The Central Group explains, "We're not in the business of selling displays and packaging. We're here to help our clients get their products out the door."
Your founding vision will have a great deal of impact on your future brand. Are you building a business that will grow through the generations, or are you building a business to sell? ProVision IT is built to last, and their founding philosophy is embedded in their culture and systems.
Core metaphors are the linchpins of brand experiences. They span cultures, languages, dialects and countries. They are universal to all human beings, and the building blocks of our communications. LEAPJob uses the core metaphor journey in its brand architecture.
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