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Finding and Selecting Your Branding Partners

Contrary to what you might hear from mega-sized firms, no one discipline in the communications field holds all the keys to the kingdom of branding. It is an interdisciplinary effort that you or a surrogate must guide, orchestrating the efforts of many players. To put any skill-set position player in charge is to put the load out of balance.

The following list is arranged according to primary players and secondary players, i.e. those with supporting roles but who, under no circumstances, are qualified in any way other than to support the branding process.

Position Players

Ad agency

Corporate identity/graphics design

Direct marketing/collateral literature developer

PR firm

Supporting Roles

Law firms

Marketing consultants

Production services (printing, video production, etc.)

Research

Online Brand Statement Planner

  1. Company Name:

  2. Brand Y N

  3. Offering (site, service, product) name:

  4. Brand Y N

  5. Of the name to be branded, what are the top five qualities you want associated with it? List in order of preference:

  6. A.

    B.

    C.

    D.

    E.

  7. When you hear that name, what visual images come to mind?

  8. Other than your logo, what kinds of symbols or signs depict the ideas you want to embody in your name?

  9. Are there other brands or sites that evoke similar impressions?

  10. If the brand were a person, please provide a personality profile of the brand.

  11. What mood do you want your site to have?

  12. Have you ever visited a site that has that mood? Which one is it?

  13. When first linking to your site, what feelings and emotions do you want visitors to have?

  14. Does the brand name make you feel the same way?

  15. How do you feel when you see someone at your site?

  16. How do you think they feel?

  17. If different, why?

  18. What reaction do you want someone to have when hearing your brand name for the first time?

  19. What reaction do you want them to have when visiting your site for the first time?

  20. Rate on a scale of 1–10 (with 10 being highest) the relative weight you want your site to embody in the following areas:

  21. Competence

    Excitement

    Ruggedness

    Sincerity

    Sophistication

    Trustworthiness

  22. On the same scale, rate your site on how it performs in each area.

  23. Is your sales mode hard-sell, soft-sell, or informational-sell?

  24. Do your site elements support the choices you have made?

ELECTRONIC COMMERCE BRANDING GUIDE

PRE-SALE

SALE/POST-SALE LOYALTY

AWARENESS

PREFERENCE

PURCH.

USE

REPURCH.

REFER

ONLINE

 

 

 

 

 

 

BANNER

 

 

 

 

 

 

SEARCH

 

 

 

 

 

 

CHAT

 

 

 

 

 

 

EMAIL

 

 

 

 

 

 

SITE

 

 

 

 

 

 

HOTLINK

 

 

 

 

 

 

OFFLINE

 

 

 

 

 

 

ADVT.

 

 

 

 

 

 

DIR. MKT.

 

 

 

 

 

 

PROMOT.

 

 

 

 

 

 

POS

 

 

 

 

 

 

PR

 

 

 

 

 

 

PERSON-2-PERSON

 

 

 

 

 

 


Indicate the media and category you want for the following objectives:

Inform

Educate

Pre-dispose

Motivate

Reinforce

Acquire

Build Value

Evangelize

Refer

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