Comments on: Branding as Soul, Karma, and a New World http://timberry.bplans.com/2009/04/branding-as-soul-karma-and-a-new-world.html Tim Berry on business planning, starting and growing your business, and having a life in the meantime Sat, 21 Nov 2009 17:26:20 -0800 http://wordpress.org/?v=2.8.6 hourly 1 By: Drew Schiller http://timberry.bplans.com/2009/04/branding-as-soul-karma-and-a-new-world.html/comment-page-1#comment-17741 Drew Schiller Mon, 27 Apr 2009 15:24:02 +0000 http://timberry.bplans.com/?p=879#comment-17741 Tim, there is an <a href="http://mashable.com/2009/04/26/zappos/" rel="nofollow">excellent write up today</a> on Mashable about how Zappos.com is building their company through branding. Their model seems to be successful ($1 billion + last year), and it is based almost completely on providing great service! Tim, there is an excellent write up today on Mashable about how Zappos.com is building their company through branding. Their model seems to be successful ($1 billion + last year), and it is based almost completely on providing great service!

]]> By: David http://timberry.bplans.com/2009/04/branding-as-soul-karma-and-a-new-world.html/comment-page-1#comment-13624 David Tue, 21 Apr 2009 22:59:15 +0000 http://timberry.bplans.com/?p=879#comment-13624 Flippin ace. If ever a post worthy of a tweet and more.! Flippin ace. If ever a post worthy of a tweet and more.!

]]> By: Tim Berry http://timberry.bplans.com/2009/04/branding-as-soul-karma-and-a-new-world.html/comment-page-1#comment-13593 Tim Berry Tue, 21 Apr 2009 22:36:32 +0000 http://timberry.bplans.com/?p=879#comment-13593 Thanks Drew, nice addition. The brand committee is an interesting idea. Thanks Drew, nice addition. The brand committee is an interesting idea.

]]> By: Drew Schiller http://timberry.bplans.com/2009/04/branding-as-soul-karma-and-a-new-world.html/comment-page-1#comment-13393 Drew Schiller Tue, 21 Apr 2009 15:18:35 +0000 http://timberry.bplans.com/?p=879#comment-13393 Glad to see you're taking a broader branding view, Tim! Coming from a background owning a graphic design company, I can tell you that branding is much more than the visual aesthetic. There is nothing more frustrating than creating a beautiful visual identity for a company, only to have them trash what that design stands for with poor service and selfish policies. That is why my brand consulting services now focus more on creating a great customer experience than on creating a strong visual brand. Proof that branding works is more qualitative than quantitative, but you're right, companies that succeed (especially in this economic climate) are delivering more to their customers than a product. They are delivering great service and customer-focused policies that add existential value to the brand. And consumers will always buy brands that have more value. One of the ways I help my clients measure their brand is to setup a brand advisory board made up of a few of customers from the target market, and several people who are in complementary industries. The brand board meets quarterly and discusses their experiences with the brand as well as with competitors' brands. It's not quantifiable, but it does provide a simple way to measure the effectiveness of and have insight into your brand over time. Glad to see you’re taking a broader branding view, Tim! Coming from a background owning a graphic design company, I can tell you that branding is much more than the visual aesthetic. There is nothing more frustrating than creating a beautiful visual identity for a company, only to have them trash what that design stands for with poor service and selfish policies. That is why my brand consulting services now focus more on creating a great customer experience than on creating a strong visual brand.

Proof that branding works is more qualitative than quantitative, but you’re right, companies that succeed (especially in this economic climate) are delivering more to their customers than a product. They are delivering great service and customer-focused policies that add existential value to the brand. And consumers will always buy brands that have more value.

One of the ways I help my clients measure their brand is to setup a brand advisory board made up of a few of customers from the target market, and several people who are in complementary industries. The brand board meets quarterly and discusses their experiences with the brand as well as with competitors’ brands. It’s not quantifiable, but it does provide a simple way to measure the effectiveness of and have insight into your brand over time.

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