Dennis Bailen's Blog (16)

How to Brand the Service Component of your Business

In the two previous posts I discussed the concept of branding a service delivery process and some of the benefits of pursuing this approach. Then I offered some real-life examples…

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Added by Dennis Bailen on February 3, 2016 at 2:21pm — No Comments

Branded Service Processes Create Value and Profits for these Companies

In my previous post, I introduced the concept of branding a service delivery or discovery process and outlined some of the benefits of pursuing this approach. In this installment, I will share some real-life examples of service process branding to give you a better…

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Added by Dennis Bailen on February 3, 2016 at 2:19pm — No Comments

Brand Your Service Delivery Process to Grow the Business

In this post and the two that follow, I’m going to share a straightforward approach to increasing profits that most of the companies I encounter fail to exploit. Implementation is within the reach of small and medium sized companies and the potential rewards should grab the attention of CEOs.

 

Repeatable…

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Added by Dennis Bailen on February 3, 2016 at 2:15pm — No Comments

Brand Strategy Helps Make A Business Scalable

Your brand is not what you do. Your brand is who you are.

 

The implication…

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Added by Dennis Bailen on February 14, 2014 at 9:31am — 2 Comments

YOUR BRAND: DELIVER WHAT YOU PROMISE.

Your brand is more than the message you communicate.  It is more than your slogan, your logo and your trademark.

 

Your…

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Added by Dennis Bailen on January 30, 2014 at 12:40pm — 2 Comments

Brand Strategy: You Need Not Be Unique to Own a Unique Brand Position

For many, the discussion of branding and differentiation starts with questions like,…

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Added by Dennis Bailen on November 19, 2013 at 8:51am — No Comments

10 Branding Resolutions for 2013

 

1. Identify a singular brand promise that you can deliver consistently and will differentiate you.

 

2. Find a point of differentiation that is relevant and motivating to your target and make it one that you can "own" and make…

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Added by Dennis Bailen on January 12, 2013 at 11:33am — No Comments

Branding: Start With Strategic Differentiation

Branding: Start With Strategic Differentiation

So much is written about branding.

What it is. How to do it.

 

Sloganeers say it in the tag line. Designers communicate it via the logo, type font and packaging. Social media experts focus on content and the various alternative ways and means to communicate the…

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Added by Dennis Bailen on November 8, 2012 at 9:55am — No Comments

Every Company Has An O.P.O. What is Yours?

Every company has an Optimum Positioning Opportunity (O.P.O.). The opportunity for the company to claim a unique strategic position that they can own in the mind of their customers and prospects.

 

It is the position that will differentiate you from your competitors and be compelling and appealing to the people you want to reach. It is the strategic position upon which you base your brand platform and therefore will influence all of your marketing communications, your…

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Added by Dennis Bailen on October 26, 2012 at 3:56pm — No Comments

American Express: Inspiring Story About The Power of a Brand

I have always believed that a well-conceived and executed brand is more than a marketing communications message.  It is an internal unifying force throughout the ranks of a company. I emphasize this philosophy on my website, corestrengthmarketing.com, and in my blog entitled, “Your Brand and the Mobius Strip.”

 

Recently I read a speech given by Ken Chenault, Chairman and CEO of American Express, which he delivered to the Economic Club of…

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Added by Dennis Bailen on October 15, 2012 at 5:14pm — 1 Comment

Brand or Commodity: The Choice Is Yours

What do the state of Michigan, a Perdue chicken breast and Michael Jeffrey Jordon have in common?  Indeed what do all brands have in common?

 

The answer is, at one point they were all commodities.

 

 

In its simplest terms, a brand is a relationship between a company and its consumers. That relationship is based on the promise the company makes…

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Added by Dennis Bailen on June 19, 2012 at 9:34am — 2 Comments

A Brand is More Than a Logo, Slogan and Trademark

Frequently, we see announcements showcasing a company’s new logo and slogan. And the headline reads, “Company X Undergoes Rebranding Effort.”  In the marketing world, all too often, graphic designers, copywriters, web developers and more, refer to their service offering as branding.  It is an overused and often misunderstood word.

 

With all due…

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Added by Dennis Bailen on June 9, 2012 at 10:33am — No Comments

The Secret to a Successful Brand Is One Thing

In the 1991 movie, City Slickers, Jack Palance, playing the tough, experienced and wise cowboy, Curly, advises Billy Crystal, who plays 39-year-old city slicker, Mitch Robbins, and is on a cattle drive with friends in an attempt to deal with his mid-life crisis, that the secret to a happy and successful life is one thing.  In the movie, unfortunately,…

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Added by Dennis Bailen on June 1, 2012 at 9:00am — 2 Comments

Brand Strategy: How Can Be More Compelling Than What

Often, when companies think about brand strategy and differentiation, they think about the products or services they offer as their point of difference and build their brand promise around them.  In other words, they focus on the “what they do” and build their positioning and communications around that notion.  “No one offers better quality…” “Ours is the best…

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Added by Dennis Bailen on May 30, 2012 at 1:06pm — No Comments

Your Brand and The Mobius Strip

A Möbius strip is a unique geometric shape. It is the only shape where the outside surface and the inside surface are on the same continuum.  See for yourself. Take a long, thin strip of paper. Give one end a half twist and then tape it together. It should look similar to the picture above.

What you now have is a one-sided, one-edged piece of paper…

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Added by Dennis Bailen on May 29, 2012 at 3:43pm — 1 Comment

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