Branding Big

What you can expect from BIG.

This blog will provide insight into Bringing Life to Brands® and growing your business.

As I started the process of networking to build my branding business I discovered there was a gap that needed to be filled. I have met so many wonderful entrepreneurs. They are all passionate about the businesses they represent and they are hungry for creative solutions on how to take their business, product or service to the next level. I have decided to share the wisdom I have gained over the last 25+ years working in the areas of branding, graphic design, advertising and marketing for big brands such as Avnet, Dial, Renuzit and the Bath & Body Works, just to name a few.

Please post your comments if you have a few words of wisdom to share to help businesses “Brand BIG”.

 

Artist Brings Quick Response (QR) Code Technology Into The Gallery Experience

Sedona, AZ – A Sedona artist is bringing big city ideas to the local art scene and beyond.  Fine artist Lisa Peterson Love is blending technology and art in her solo art exhibit and talk on Intuitive Energy Photography™.

“As a marketing and branding consultant, I had to keep up with the latest information technology and used Quick Response Code for my corporate clients,” says Peterson Love.  “In my career as a fine artist, I realize how valuable QRC is to art collectors.  It can help collectors keep track of art provenance and help collectors and artists stay in touch.”

A Quick Response Codes is a two-dimensional bar code that stores addresses, contact information and URL’s.  Quick Response Codes originated in Japan and have been used there since the mid 90s.  Their use spread to Europe and now they are being used in the US market.  Peterson Love attaches a QCR code to every work of fine art that she creates.

Peterson Love was looking for a way to connect personally to visitors and art collectors when she was not physically in the art galleries that are exhibiting her work.  QCR enables that to happen.  Collectors and viewers can scan the QCR code with their cell phones and immediately be connected to her artist blog that features videos, photos and text.

“When I directly communicate to people about my artwork, they connect with my art on a deeper level.  They gain a greater understanding about the art piece they are viewing.” says Peterson Love. 

Collectors of Peterson Love’s artwork are located across the globe and this technology brings them one step closer to the artist.  Peterson Love has been using the technology over the last few months, linking the collector to stories about the creation of her artwork and video clips of Peterson Love creating the work.  The QR Codes are placed on the back Peterson Love’s artwork, so the collector can access the latest blog articles or video of the piece at any time. 

Artist Lisa Peterson Love is taking the QR Technology one step further and incorporating it at the gallery level in her upcoming exhibit.  “After the opening reception, people will be able to scan the QR code and have quick access to me talking about my work when I am not in the gallery”, says Peterson Love.

To use Quick Response Technology your camera phone needs to be equipped with a QR Reader.  The QR reader is an application that is downloaded off the internet onto your camera phone and is very intuitive to use.  Once your camera phone has the appropriate QR reader, simply point your camera phone at the QR Code, click the scan option, and you're all set.  Within a few seconds, the application delivers the unique content directly to your phone. 

QR Code Technology connects printed information to the web.  QR Codes are currently used in advertising, print media, movies, video games and in manufacturing and now in the arts.

 

For more information on Peterson Love and her art scan the QR Code or go to www.lisapetersonlove.com.

All in the Logo.

Why are logos and branding so important for businesses?

First impressions make lasting impressions. A logo is often the first thing that people see when connecting with your business or product. A logo and its branding components are important because they are the link that connects a business, product or service to its consumer. Your company or product logo should communicate to your consumer the essence of your business. Not only can your logo be the first thing people see, it might also be the last thing they see. When a logo and branding are done right it engages the consumer on a deeper level.

In order for a brand to grow, its messages, both internal and external, must speak with a common voice. The sum of the components comprise the branding experience. The brand’s message and communication should be transparent and authentic, which will in turn create trust with the consumer. Add a positive consumer experience to the mix with a dash of status or prestige and you have a recipe for success in today’s marketplace.

 

Why are people are so reactive to logos and branding?

Branding and logos are a multi-sensory experience that touches all consumer senses on a conscious and subconscious level; sight, sound, smell, touch and feelings.

Brands succeed because they connect on a deeper, fundamental level and engage the consumer emotionally. It succeeds when people intertwine the brand or product into everyday life. A brand’s success is based on integrating the brand essence as the key ingredient into internal business decisions. Branding defines a business’ position in the marketplace and its place within the hearts of the consumer. A brand that is true on all levels has unlimited potential.

Becoming a Great Leader is like Building a Great Brand.

Take a look at my article that was published on HelpMyResume.org

What is a Brand and Branding anyway?

A BRAND  

In the world of building corporate brands, I have come to realize that a brand embodies the characteristics of a great leader. The brand to some extent is a mirror reflection of its leaders. Over my 25+ years in building brands I have witnessed the raise and fall of brands based on the leadership at the helm. Strong, well-known brands, that have been around for a long time, such as a Coke or Nike, have banked a brand equity reserve. These brands can survive a change in leadership and in some cases can overcome poor leadership during that leaders rein. A smaller brand does not have that luxury and may experience a different outcome. A small company with the longevity of 25 years in their business category can still come crashing to its demise within a short time period as a result of poor leadership and poor choices for the business.

A brand is ever changing, living and breathing, always evolving with the consumers needs and wants. The road map for growing the brand is the mission and vision of the brands leadership who is navigating across the open roadways of the consumer marketplace.  

Recently, there was a pole in the Consumer Products Group on LinkedIn, a discussion formed around the make-up of a great leader. What is in their DNA that makes them great? It really got me thinking; the same qualities apply to a great brand. Here are some of the resulting characteristics and qualities reflective of both a great leader and a great brand:

• Visionary
• Inspires
• Integrity
• Authentic
• Motivating
• Strategic
• Passionate
• Responsible
• Courageous
• Flexible
• Credible
• Trustworthy
• Respectful
• Clear message and communication
• Listens to needs and wants

The bottom line, why do some brands fail? The number one reason is, leadership. Followed by the inability to effectively and clearly communicate the companies or product mission and vision across all channels of communication. In order for a brand to grow, its messages, both internal and external, must speak with a unified voice.  Brands succeed because they connect on a deeper, fundamental level and engage the consumer on a “feeling” level. A brand succeeds when people intertwine it into everyday life. A brands success is based on integrating the brand essence, its key ingredient into business decisions. A brand that is true on all levels has unlimited potential.      

BRANDING  

To improve a brands success it is important to have effective, synergistic communication across all marketing, advertising, Internet, packaging, public relations and social media platforms, including internal communication to staff and suppliers. The brands message and communication should be transparent and authentic. The brand message, tone and feeling should be infused into every communication piece both printed and verbal. Again, in order for a brand to grow, its messages, both internal and external, must speak with a common voice.  The sum of these components equal branding.  

Branding touches all consumer senses on a conscious and subconscious level, sight, sound, smell and touch. In a recent article that I co-authored with Brain Wagner, co-founder of PTIS, for Packaging World we touch on the consumer buying experience, the brand and the subconscious mind. This same multi-sensory experience applies to all areas of a branding. It is important to keep this in mind as you are building your brand.  

In summation, a successful brand melds:

1. Great Leadership
   
2. Clear Vision-Mission
   
3. Synergistic Communication
   
4. Engaging-Connecting with the Consumer  
   

Q: What does branding mean to you? What qualities do you think make a brand great in today’s marketplace?

Live. BIG Talk Radio Interview.

Over the last four years, I have seen local businesses across the Verde Valley come and go. This saddens me. As a business owner, I know it takes courage and determination to follow your dreams, and I have witnessed one dream after the other closing its doors.  

One day as I was driving home, I decided it was time to give back to the local community. I have done plenty of volunteer work, but with 25 years of extensive experience in marketing, branding, design and advertising, I could help in a different way: I could share my knowledge with small business owners and give them the tools they need to see their passion, their dreams thrive in today’s tough economy.  

In a recent interview on The Mark Aksamit Show (www.verdevoices.com), I shared my thoughts and goals around this concept and also talked about my new company.  

Listen Now:

BusinessBuilders BrandBIG

Recently, I launched Brand Infusion Group (BIG), a network of branding experts who know the intricacies of marketing, research, packaging, advertising, media, the Internet, public relations, photography, printing … the list goes on. Our common goal? To help businesses succeed.

Branding BIG

BIG – Brand Infusion Group is a network of experienced brand development leaders  committed to THINKing creatively, DOing collaboratively, GROWing exponentailly and branding BIG.

The Brand Infusion Group provides strategic brand development that includes: brand identity systems and brand marketing, package design, graphic design, advertising development, internet planning and development, and communication consulting. Specializing in creating trust, positive growth, financial success and branding BIG.