The Three Legs of Branding
June 2, 2007 by Susan Gunelius
Filed under Marketing
Earlier this week, Drew McLellan of Drew’s Marketing Minute posted a great article (originally published in the Des Moines Register on May 29, 2007) about branding best practices. Drew compares branding to a three-legged stool with the three legs being:
- The company’s vision of the brand
- The consumer’s vision of the brand
- Where your brand sits in the marketplace
I enjoyed reading Drew’s take on branding. I agree with him in that branding is not just a logo or a tagline, but rather a promise. Logos, taglines, advertising, customer service and pricing are just tools to communicate that promise. By using these tools to create a consistent message of your brand’s promise, you’ll build your brand’s awareness and ultimately brand loyalty from your consumers. At the end of the day, that’s the ultimate branding goal.
Susan,
Thanks for your kind words. I’m astonished that there are still the huge misperceptions about branding out there.
Sounds like we are of the same mind — and nice to discover your blog, by the way!
Drew
Hey, saw your post over at AW. Welcome! I like information about branding but it always seems to apply differently when you’re branding yourself (like an independent freelancer) rather than a bigger organization. I always think, oh, I should get a tag line or something but lots that I’ve seen for independents I don’t like. A post on that would be cool.
Nice looking blog!
Jennifer, thank you for visiting me at Brandcurve. I love your idea for a post about personal branding. I’ll definitely write a post about that in the next few days. I love to write about things people really want to hear about, so let me know if there are any other topics you’d like to read about at Brandcurve!
Susan