Cultivating a Corporate Identity
By Andrew Michaels
First Things First
What is a brand? We all know what brand name goods are. The brand is what differentiates them for ones without labels bought bulk from a warehouse store. Why do products with a known brand cost more? Because consumers are willing to pay more for a product they trust and like.
The same principles apply to your company. Your company's brand needs to create value causing customers to flock to you as opposed to a competitor offering a similar product or service. This value created is often referred to as "brand equity".
A Star Is Born
So how do you go about creating a valuable brand? Prior to even selecting your logo or colors there exists much research that needs to be done. Your target audience needs to be identified and analyzed. It is not possible to craft a message before you know who will be listening to it.
Different demographic and socioeconomic groups respond to different messages. You message includes everything from your slogan to the design of your color business cards. Your brand must evoke more than a rational response. You are attempting to create a feeling within those who come across your marketing materials.
Many times purchases are made independent of any conscious or logical thought processes. They are made as a part of a lifestyle decision. An obvious example of this phenomenon is designer jeans. Prices can vary dramatically for basically the same jeans with different labels.
Once you have identified your target audience and fully understand the psychological levers which drive them you are ready to start business card printing, brochure design, and web site creation. Your star is born.
Say It Again Sam
Market research has shown it takes over 10 exposures to a new brand for the average person to retain cognizance of it. You cannot mail out a few hundred of your brand new shiny color business cards and call it a day.
Effective branding requires endless repetition. This realization is confirmed every time you open your eyes. Major brands advertise on everything from television to bus stops. They fully realize the necessity of pounding their logo into your head on a daily, if not hourly, basis.
Be a Colorful Personality
No one likes to hang around boring people. Similarly, most of the time no one likes to hang around boring companies. There are exceptions as with every rule. An example would be a funeral home business. No one expects, nor wants, a funeral home to exude a fun and colorful message. However, for the vast majority of businesses, the rule holds true.
Bored prospects equal lost customers. Your brand and corporate message must evoke positive feelings. As with Pavlov's dog, if your brand is consistently associated with pleasure the response will be dictated by human nature.
Back It Up
Once you have created the perfect branding strategy, the best way to mess it all up is to provide an inferior product or service. You must back up the talk within your branding with action. Your product or service must live up to the expectations you have created within your audience. This process continues after the sale into the customer service phase.
Know your market. Pay attention to your brand. Back up your claims. These are three simple steps to ensuring a solid corporate identity.
What’s the episode of the office where michael use the forklift and knocks over the shelfs in the warehouse?
i was watching the office on tbs the other night and i saw the episoe where michael knocks over the shelfs in the warehouse and the worker yells “Dammit Michael!” lol. but could somebody tell what the episode name is and what season it is. plz help.
That’s actually Season 2, Episode 15: “Boys and Girls”.
http://en.wikipedia.org/wiki/Boys_and_Girls_(The_Office)
http://www.theofficefree.com/S02E15.html
When Jan comes to talk to the office women, Michael decides to have a bonding session with the guys. They go down to the warehouse to hang out and Michael messes everything up.
What has happened to Scrapbook Warehouse? Colleyville and Lewisville?????
I recently saw that the SB warehouse has closed and I can’t reach the Lewisville store by phone. What happened? Are there any SB stores near Colleyville other than the “chain” stores: Michaels, Joanns, hobby lobby?
Please help locate Michael Hawker Who was in charge of Gorringes warehouse in Kings Road 1965,1966 etc?
Mike Hawker was the person in chgarge of Gorringes Warehouse in The Kings Road about 1965,1966.1967,he employed some Guards Musicians to do jobs in the warehouse,and at the time I was in The Welsh Guards Band with Brian Little /Bill Viner and don Reiling,it would be great to contact him as we respected him so much .
Back From Vacation from season three.
Whats that episode of the office where michael emails the picture of jan on the beach to the warehouse?
Its after they goto sandals together I think.
From those choices, Hobby Lobby…but it really depends on the selection in your store & their special offers. Is Scrapbook Warehouse a local store for you? Usually, the local stores have the most selection & variety as well as newest items. I likely get 75% of my supplies from small scrapbook stores. Jo-Anns here has a VERY limited selection…older things and the only good thing there is their occasional 40% off coupon. Our Michael’s has a very good selection of kits, paper sets & some embellishments. They aren’t good at individual papers though and takes awhile to get something new in. Like Jo-Anns though, they have 40% off or more coupons weekly. Hobby Lobby’s that I’ve been to have great variety, and also do some coupons. There are also some great places online like:
http://scrapbook.com/
http://jennycraft.com/
Good luck!
Have you searched or put a message on friends reunited?
If not… do so you may find him.
Good luck.
I don’t know what happen to those stores, but see if any of these are in your area.
http://www.scrapbookpageideas.com/scrapbook-store/texas_scrapbook_store.asp
In your opinion, what is the best store to buy scrapbook supplies?
Jo-Ann, Scrapbook Warehouse, Michael’s, Hobby Lobby….etc…?