BRANDING

>> Brand Positioning Strategies

Positioning is vital to the success of a product on the market. Together with branding, it determines whether or not the product succeeds.

So, what exactly is positioning anyway, and how does it differ from branding?

Simply put, positioning is about facts, and branding is about emotions.

Positioning refers to the objective characteristics and benefits of a product that will appeal to a specific group of consumers. For example, a new yogurt-based drink that provides essential nutrients might be positioned as a nutritious meal-replacement product. It is a fact that the drink is nutritional and can serve as an alternative to a sit-down meal.

Branding refers to the thoughts and feelings consumers have toward that product. When a consumer sees the product at the grocery, what is the immediate reaction?

• There’s that great-tasting beverage I love to drink for lunch?

• I felt so invigorated when I drank “Brand Name” for breakfast?

• That afternoon in class when I had “Brand Name” as a snack I got a great grade on my test! I need that kind of power food!

  
  

>> Character Branding

It goes without saying -- you want your organization to become a memorable and positive fixture in the minds of consumers.  Unfortunately, it also goes without saying that achieving that goal is no simple matter.  You already know you have to create a brand for the organization and for your product lines, but is there something more you can do?  Something extra? Something really spectacular?

Of course there is!  This is the Total Media Web site!  Coming up with creative solutions to branding conundrums is a Total Media Source specialty. 

For the organization wishing to establish an especially strong connection with consumers, Total Media Source recommends a marketing strategy called character branding.

Character branding personalizes the relationship between the individual consumer and the organization through the dynamic personality of a graphic character who represents the organization’s or product’s values and overall characteristics.  Mr. Clean, the Keebler elves, or the Pillsbury dough boy --  characters such as these have become part of American culture.  There are few Americans who don’t immediately think of them when the “parent” company, or the product they are associated with, is mentioned. 

>> Learn more about Blue-Heavens

People like branding characters!  Why?  Because they become very familiar with the characters in question and, over time, develop a personal affection for them.

In keeping with our belief in the power of character branding, Total Media Source has created a brand character to represent the company.  His name is Fierce and his role is to remind clients and potential clients that Total Media Source has the superhero’s capacity to provide them with everything from a high-speed Internet connection to the best in interactive gaming, animated educational programs, and branding solutions.   

These are emotional responses to seeing the branded packaging of the product on the grocery shelf or on an Internet store’s Web site.

Total Media Source will develop a joint positioning and new-product branding strategy for your products that makes them attractive and memorable to the consumers your organization would like to reach.

>> Brand Animation

Animating a brand is attention grabbing, and can be interactive to further communicate what your company does.

Don't miss out on opportunities to communicate with customers that come to your web site. Animate.

>> What exactly is branding anyway?

The Apple
The Nike
Coca Cola

These are images with which we’re all familiar, images also known as logos. A logo is a company’s signature mark.

Can you imagine any one of these companies without its logo?

Of course not. For consumers,
the logo = the company!

We recognize it instantly and it makes us think and feel certain things about the company and its products and services. From the consumer’s point of view, that is branding, corporate branding!

Apple, Nike, and Coca Cola want consumers to recognize their logo instantly and to have instant positive thoughts and feelings about the company. From the company’s point of view, that is branding, corporate branding!

Not just companies, but products, too, have brands.

Logos are the central plank in corporate and product-branding platforms, but product brand names can be equally important to product success. When we want a tissue, we often ask for a Kleenex. When we want a gelatin dessert, we sometimes ask for Jell-O. The product brand names have come to stand for the product categories “tissues” and “gelatin desserts.”

When consumers immediately recognize a company’s logo and product brand names, the company has achieved a strong corporate and brand identity.

To achieve optimal corporate and brand identity, a company must provide consumers with

• Consistent corporate and product images and messages.

• Frequent access to those images and messages through advertising, marketing, and packaging.

Brands are effective marketing tools, because consumers are attracted to and loyal toward what they know and feel comfortable with. Consumers are willing to pay for the security and peace of mind a well-known brand affords them.

Total Media Source can help you develop and establish a strong brand identity and brand image that will resonate with your target audience.