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Branding a Business

© swiperbootz

Branding basics in Tehama County, California are being taught by Roger Brooks, a marketing guru who is helping members of the community to build a brand. He is encouraging the county to get rid of generic marketing messages and focus on a primary theme. He warned that local politics could kill a successful campaign, and that the brand should be built on a feasible message rather than a public consensus.

The county brought in an outside expert to help the process after unsuccessfully attempting branding via public consent. Brooks used the example of Corning and their successful attempt at adopting a new logo. According to Brooks, logos make up 2% of the brand but get most of the attention. Logos are one of the best ways to get across a marketing message, but they are just the beginning of a successful marketing effort.

© Charles & Hudson

Recently, I was thinking of how important the element of craftsmanship is to design. After all, a designer's idea can be as beautiful as any has ever been, but the craftsmanship in executing the idea can be just as important to the outcome. In reflecting on this, I looked up the word "craftsmanship" and saw that craftsman ultimately derives from artisan. Apparently, up until the Industrial Revolution consumer products were mostly produced by artisans. That's a lot of know-how throughout human history…skills involving human hands, using tools. In today's world, craftsmanship is still absolutely necessary and essential. So in these economic times, if you are looking for a job and have good craftsmanship skills, look into the design/home improvement sector. There are many aspects to the industry, such as installing. For example, a business like Empire Today would involve installers for flooring. So the career section of a company website, such as Empire Today Careers, are a good go-to resource.

© Bob Bekian

The top 10 supermodels worldwide raked in an average 30% more than they did in 2009, mostly due to increased beauty marketing and clothing line endorsement deals. Branding is vital in this market. Gisele Bundchen, Heidi Klum, and Kate Moss took the top three spots this year on Forbes list, with Bundchen at number one with $45 million in earnings.

Procter & Gamble saw its sales of Pantene shampoo in Latin America skyrocket 40% after it signed the Brazilian beauty as its spokesperson. Heidi Klum ranked number two with $20 million in earnings for her success as host of the reality show "Project Runway", as well as a new clothing line and children's show that she added to her resume in 2010. However, Heidi finally retired after 13 years as a Victoria's Secret Angel last year.