| Your vision is clear, you've identified your product; now | | | | want food. Every two year old in the country |
| BRAND it! What's the purpose? | | | | recognizes the bright color logo of Toys R Us. |
| Your BRAND identifies your product as belonging to | | | | 5. It should be perpetual. Once you brand your |
| you. When I write an article for the Internet, I brand it | | | | business, hang onto your brand. You're known by the |
| with my signature and my author box at the bottom. | | | | brand you carry. |
| When I paint a picture I sign it "Jan". Everyone knows it | | | | My grandfather had an accident away from home, |
| belongs to me. | | | | and when the police officer arrived, he explained it |
| My articles sound like me, when you read them. And | | | | was the other guy's fault. (Of course, I don't remember |
| my paintings all have a common denominator. The | | | | whose fault it was now.) The Police officer asked |
| function is simple. Both are basic art forms. | | | | how he could say that, when my grandfather had |
| When you buy a Ford, you know it will have a smart | | | | clearly run a stoplight. |
| oval with FORD in the middle. GM is stamped on their | | | | My grandfather with a straight face walked the police |
| products too. GE stamps their Brand on their products. | | | | officer around his vehicle and showed him the |
| So, why should you brand your product less? | | | | warnings on all four sides. He told the officer, "He |
| Your brand should accomplish five tasks: | | | | obviously didn't read the signs." |
| 1. It should tell everyone in what specific niche market | | | | Clearly marked, on all four sides, the vehicle said, |
| the product belongs. You won't find the Nike swoop in | | | | "Dodge!" |
| a grocery store! | | | | I don't remember now whether he got a ticket or not. I |
| 2. It should state very clearly who sold the product. | | | | just remember the officer laughing happily at the |
| Identity means value. Stamp your Quality Assurance | | | | incident and appreciatively commenting on my |
| on with a Brand that says PRIDE. | | | | grandfather's sense of humor. "That Dodge is well |
| 3. It should identify the purpose. Everyone knows a | | | | branded!" |
| Ford is going to transport you somewhere. | | | | The purpose of a Brand is Identification. What is your |
| 4. It should be memorable. When you make the shape | | | | Brand Identity? |
| of the Golden Arches in any country, they know you | | | | |