Yesterday I blogged about Brand Identity Manuals and cited two examples – Columbia College Chicago and BAE Systems.

Coincidentally, both of these organizations have unique approaches to taglines.

So let’s explore them with the idea that you might broaden your perspective and open new avenues of effective communication.

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One essential element of the branding process is documenting your branding elements to assure that people – employees and suppliers – adhere to the brand standards you have developed. Today I’ll introduce you to a couple of brand identity manuals that are comprehensive and well organized.

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With this post I’ll be launching a series of articles about historic brands. I’m launching this feature with Goodyear, the tire and rubber company founded in 1898.

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As marketers, we have been taught to classify competitors into product or service categories. It’s a prime basis for the process called positioning. You, then, faithfully compete within your brand’s category.

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Recently I’ve observed a couple of companies who should be more careful in maintaining their brand and the attributes that differentiate them from competition. One, Kia, is now marketing a “premium” automobile. The other, Whole Foods, wants to dispel their high-price image.

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He was a refreshing change from most clients in that he appreciated the need to differentiate his business from established competitors. He hadn’t heard the term “positioning” before we talked, but he was well on his way of establishing one through the preliminary work he’d done.

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The order in which many entrepreneurs often tackle the elements of branding can cause major brand weakness.There is a sequence to developing a brand, just as there is to developing the business itself. I suggest anyone starting a business or introducing a new product follow the simple process outlined below.

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