ABC of Branding

8/8/2019 ABC of Branding

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is for

Appropriateaspects of your brand

ust be APPROPRIATE for

ur business. Your message

n fall flat if you dont

derstand who makes up

ur target audience. Your

essage and your image

ust portray your products,

ur service style, and your

rporate culture in a way

ur customers can

derstand.

COW TIP:

Know your audience

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A B C D E F G H I J K L M N O P Q R S T U V W X Y
http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.html


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is for

Believable

e message associated with

ur brand image must be

LIEVABLE. Can you really

iver what your brand

omises - be it speed,

curity, high-style, or any

her attribute associated

th your brand?

COW TIP:

Make sure you

can deliver

what you

promise.

Would you buy a "luxury" tractor from this guy?

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http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.html


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The last time I saw him, he was wearing a

sheepskin coat.

Home -- AbuLLard's ABCs-- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

This site, content and all artwork are Copyright 2007 CattLeLogos Brand Management Systems LLC. All rights reserved..

Not to be used without expressed written consent and correct attribution.

AbuLLard, AbuLLard's ABCs are trademarks of CattLeLogos Brand Management Systems LLC.CattLeLogos is a registered trademark of CattLeLogos Brand Management Systems LLC

is for

Consistency

ese are fundamental

quirements for a successful

and strategy. You must be

ONSISTENT in how you

esent your brand, whatever

e media, and you must

EARLY articulate your

and promise in every

Inconsistent Branding ...

If you saw these cows wandering around the range, would you recognize that they are all fro

the same herd?

Home About Cont

A B C D E F G H I J K L M N O P Q R S T U V W X
http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.html


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rporate communication.

COW TIP:

Monitor your brand

implementati

on on an

ongoing basisto make sure

that your

branding

stays

consistent.

Consistent Branding ...

These cows are obviously from the same ranch!

He must be from a different flock...





http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiry


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COW TIP:

Have you made

everyone in

your

company

aware or

your brand

guidelines?

They just clone me...







7/76

is for

Expectations

ur brand is determined by

w well you meet customer

PECTATIONS.

and Loyalty is created when

ustomers actual

perience with your

mpany goes above and

yond what they expect.

k yourself do you deliver

at you promise?

tter yet, ... ask your

stomers.

COW TIP:

Give your

employees

Definition of Satisfaction: ACTUAL exceeds EXPECTATIO

They told me she had a great personality...

Home About Cont

http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.html


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iving for availalbe or are

ey already linked to

meone elses brand?

ditionally, you need to be

e to print, reproduce,

py, distribute, and display

ur brand image in multiple

edia. Make sure that it is

ASIBLE to do so with the

work, colors, and images

u select to represent your

and graphically.

COW TIP:

Beware the brand

image that isreally

beautiful on a

monitor

screen but

cant be

reproduced

on paper, and

vice versa.

I don't think anyone will

believe that YOU are the

contented cow...

Learn more about how to make it FEASIBLE to market your company on a "shoestring" ...

here.



http://www.cattlelogos.com/Feasible-Mkt-shoestring.htmlhttp://www.cattlelogos.com/Feasible-Mkt-shoestring.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/Feasible-Mkt-shoestring.htmlhttp://www.cattlelogos.com/Feasible-Mkt-shoestring.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiry


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is for Good

Will

OD WILL is a by-product

he trust a strong brand

create. Consistently

vering on your Brand

mise will create customer

alty and translate into

ater sales.

ployees who deliver

eptional service create

al customers.

COW TIP:

I bought a used tractor

from that guy down at the

"No Bull" lot

Home About Cont



11/76

Everything you do

is part of

your Brand

Image. A

pretty logo

doesnt make

up for

a rude help

desk or poor

products.






is for

Hardy

r brand image needs to be

Cold Calling

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12/76

RDY, i.e. it needs to be

e to adapt to survive in

nging business climates.

ce established, a brand can

for a long time. Make

e the images and concepts

t you choose will stand the

t of time. Major brand

rhauls are VERY expensive

difficult to implement.

COW TIP:

Social impact is

becoming an

issue even for

the biggest

brands.

Things that

happen in

foreign

countries can

lead to

devaluation

of your

brand.

Bear Markets Foul weather

Up to your you-know-what in alligator

And JUST when you think you can relax ...

Things go n


13/76

Hurry Granny! It's

getting cold outside!

I'm knitting as

fast as I can!






Home About Cont
http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.html


14/76

is for

Image

ed we say more? Its all

out IMAGE. Nothing is

ore IMPORTANT. People

ake judgments on

pearance whether we like it

not.

erything you do is part of

ur brand IMAGE. Employee

havior, customer service,

oduct packaging and

ivery, installers and

ivery people, phone

essages, facility cleanliness

d atmosphere have a huge

pact on your brand IMAGE

COW TIP:

A compelling

message canbe

missed if the

audience is

distracted by

the wrong

I resent that remark!

http://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.html


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kind of

image.






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16/76


17/76

e-mails,

frequent

telemarketin

g calls ...

doesn't mean

you should!






Home About Cont



18/76

is for

Known

ce you have established a

and identity, its important

at you do enough

arketing, in the right

annels, with an effective

ethod to make sure your

and becomes KNOWN in

ur target markets.

COW TIP:

You may have the

best productin the world,

but if people

dont know

what it is or

where to find

it, they cant

buy it!

Yeah. I know about it, but it doesnt go well with

nachos.





19/76



is for

Logical

ople are overwhelmed by

ormation and images

day. Its hard to

ferentiate your products

d services. Make sure there

a LOGICAL connection

tween your brand image

d your message. This will

ake it easier for you to

pture mind share of your

stomers.

Brand Match Game

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20/76

COW TIP:

People are

overwhelmed

by

information

today ...

make sure

they can

quickly make

a connection

between your

product or

service and

what it will

do for them.

Answers: 1-C, 2-D, 3-B, 4-A


21/76






is for

Logical

ople are overwhelmed by

ormation and images

day. Its hard to

ferentiate your products

d services. Make sure there

a LOGICAL connection

tween your brand image

d your message. This will

ake it easier for you to

pture mind share of your

stomers.

Brand Match Game

Home About Cont



22/76

COW TIP:

People are

overwhelmed

by

information

today ...

make sure

they can

quickly make

a connection

between your

product or

service and

what it will

do for them.

Answers: 1-C, 2-D, 3-B, 4-A


23/76






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Home About Conta

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is for

Memorable

(and Moo)

course your brand should

MEMORABLE.

u want people to remember

ur company, your products,

d your services. Aim to

come a MEME ...

mething so simple,

eryone can remember it.

hink NikeR)

COW TIP:

Make sure that you

are

memorable in

a GOOD way!

Does that stuff work on

"Just been sheared"

itchiness?





AbuLLard, AbuLLard's ABCs are trademarks of CattLeLogos Brand Management Systems LLC.
http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiry


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CattLeLogos is a registered trademark of CattLeLogos Brand Management Systems LLC

is forNetworking

r small businesses in

rticular, NETWORKING is a

ge part of marketing ...

ether at conferences,

ofessional associations,

rkshops, or social events.

w are you or your

mployees representing your

and at these types of

nctions?

COW TIP:

Small business

owner?

Do something

to brand

yourself at

networking

events so

people

remember

who your are,

I just can't let him go anywhere.


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for example,

wear a hat, a

special pin,

sing your

elevator

speech, ...






Home About Cont



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Home About Cont



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is for

Relevant

ur brand image should be

LEVANT to your business

d appeal to your target

arket. There should be a

ar relationship between

ur brand concept

orporate image, strategy,

d goals) and the values of

ur potential customers.

ke it easy for people to

ate to your brand and they

l be more likely to

member it.

COW TIP:

Make sure that your

own

personnel

relate to your

brand and

become

brand

champions.

Research your market


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How many stomachs

do you have?



This site, content and all artwork are Copyright 2007 CattLeLogos Brand Management Systems LLC. All rights reserved..Not to be used without expressed written consent and correct attribution.



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new

employee up

to speed on

your brand

value.

Looks like too much work to me.






Home About Cont



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is for

Timeless

you are successful and your

mpany stays around for a

g time, your brand needs

be TIMELESS.

not build your Brand

age or your Brand Promise

what is Hot today.

ild your brand on themes

at can endure.

COW TIP:

Things that are

published

(especially on

the Internet)

can stay

around for a

VERY long

time ... this

can come

back and bite

you.

Don't I look like Uncle Ramses?



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is for

Value

strong brand adds real

ALUE to a company.

captures customer mind

are and builds repeat

siness. It can have real

ancial value.

1% of the value of the

ca-Cola Corporation resides

ts Coca-Cola brand

ich is worth more than

$70 billion.(1)

COW TIP:

Real brand value is a

result of

consistently

delivering on

your Brand

Promise.

9:54 AM, Headquarters Office

Communications Manager cited for BWI

(Branding with Indifference)

Wouldn't want to be caught in his hooves!





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is for

Words

oose the WORDS that you

e in any media very

refully -- print, web,

esentation, press releases

name a few.

ke sure you are using

guage that your target

dience can relate to.

ords, like jokes, that have

be explained lose their

pact. And remember, a

rticular word can mean

ferent things to different

ople.

What does the word "Duck" mean to you?

Home About Cont



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COW TIP:

Key WORDS: Use

familiar

words -- the

ones the

people use to

create search

queries. If

your writing

favors made-up or

complex

terms over

simple words,

users won't

find your site.

I don't care what you say ...

In my country THIS is what we call

FOOTBALL

It's not what you say, it's what people hear that matters. Click here to read about how peo

PERCEPTIONS matter in all forms of communications.





http://www.cattlelogos.com/Words-Perception.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/Words-Perception.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiry


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is for

Xerographic

member that your logo and

uments will be copied, and

nted, and used in a

ROGRAPHIC process.

your logo turn into a big

ck spot?

r lots of little dots?

r will parts of it disappear?

COW TIP:

Test your

concepts in a

variety of

these

processes

before

you commit.

What is it? ...

a butterfly?

sexy ewe?

A bag of chips?


Home About Cont

http://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiryhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Appropriate.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.htmlhttp://www.cattlelogos.com/index.htmlhttp://www.cattlelogos.com/about.htmlhttp://www.cattlelogos.com/Interviews.htmlhttp://www.cattlelogos.com/Seminars.htmlmailto:%[email protected]?sujebt=Web%20Site%20Inquiry


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AbuLLard, AbuLLard's ABCs are trademarks of CattLeLogos Brand Management Systems LLC.

CattLeLogos is a registered trademark of CattLeLogos Brand Management Systems LLC

is for

Yin-Yang

brand management, one is

ays dealing with theN-YANG principle. Brand

nagement requires finding

alance between opposing

tors - for example, the

e, cost, and controls to do

ngs right versus the need

ndividuals to do things

ckly and economically at

r desktop.

The Brand Management Tango

Now ... I want this

project done RIGHT!

But I need it done

RIGHT NOW!

My implementis clos

Home About Cont



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Real brand value

is a result of

consistently

delivering on

your

Brand

Promise.

What do you mean, we didn't

project the right image?






is for Believable

The message associated with your brand image must be BELIEVABLE. Can you really

deliver what your brand promises - be it speed, security, high-style, or any other attribute

associated with your brand?

COW TIP:

Make sure you

can deliver

what you

promise.
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COW TIP:

Make sure you

can deliver

what you

promise.

is for Consistency

These are fundamental requirements for a successful brand strategy. You must beCONSISTENT in how you present your brand, whatever the media, and you must CLEARLY

articulate your brand promise in every corporate communication.

COW TIP:

Monitor your brand implementation on an ongoin basis to make sure that

your branding stays consistent.

is for Downloadable

DistributedDNA

In todays electronic world, your logo, presentations and documents are often DOWNLOADED

from servers and web sites, and used in DISTRIBUTED work environments. They need to

become part of your corporate DNA rather than sit in a binder in the graphics department.


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COW TIP:

Have you made everyone in your company aware or your brand guidelines?

is for Expectations

Your brand is determined by how well you meet customer EXPECTATIONS.

Brand Loyalty is created when a customers actual experience with your

company goes above and beyond what they expect.

Ask yourself do you deliver what you promise?

Better yet, ... ask your customers.

COW TIP:

Give your

employees the

leeway to provide

exceptional service.

is for Feasible


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Make sure it is FEASIBLE for you to create the brand impression you want in peoples minds.

Do you have the resources required? Are the brand attributes you are striving for availalbe or

are they already linked to someone elses brand?

Additionally, you need to be able to print, reproduce, copy, distribute, and display your brand

image in multiple media. Make sure that it is FEASIBLE to do so with the artwork, colors, and

images you select to represent your brand graphically.

COW TIP:

Beware the brand image that is really beautiful on a monitor screen but

cant be reproduced on paper, and vice versa.

is for Good Will

GOOD WILL is a by-product of the trust a strong brand can create. Consistently delivering on

your Brand Promise will create customer loyalty and translate into greater sales.

Employees who deliver exceptional service create loyal customers.

COW TIP:

Everything you do

is part of your Brand Image. A pretty logo doesnt make up for

a rude help desk or poor products.


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A compelling

message can be

missed if the

audience is distracted by the wrong

kind of image.

is for

Just Enough

Less is often better. Simple stands out.

Use JUST ENOUGH elements to portray your image.

Just enough elements in your logo and brand image;

Just enough colors, fonts, and styles in your documents;

Just enough words to get the key messages across;

Just enough technology on your web site.

COW TIP:

Just because you can do it ... scrolling blinking icons, many fonts on a page,

a rainbow of colors, daily e-mails, frequent telemarketing calls ...

doesn't mean you should!


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is for Appropriate

All aspects of your brand must be APPROPRIATE for your business. Your message can fall

flat if you dont understand who makes up your target audience. Your message and yourimage must portray your products, your service style, and your corporate culture in a way

your customers can understand.

COW TIP:

Know your audience

Home

About

Contact

A
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B

C

D

E

F

G

H

I

J

K

L

M

N

O

P

Q

R

S

T

UV

W

X

Y

Z

is for Consistency
http://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.htmlhttp://www.cattlelogos.com/Zealous.htmlhttp://www.cattlelogos.com/Believable.htmlhttp://www.cattlelogos.com/Consistent.htmlhttp://www.cattlelogos.com/DNA.htmlhttp://www.cattlelogos.com/Expectations.htmlhttp://www.cattlelogos.com/Feasible.htmlhttp://www.cattlelogos.com/GoodWill.htmlhttp://www.cattlelogos.com/Hardy.htmlhttp://www.cattlelogos.com/Image.htmlhttp://www.cattlelogos.com/JustEnough.htmlhttp://www.cattlelogos.com/Known.htmlhttp://www.cattlelogos.com/Logical.htmlhttp://www.cattlelogos.com/Memorable.htmlhttp://www.cattlelogos.com/Networking.htmlhttp://www.cattlelogos.com/Ownership.htmlhttp://www.cattlelogos.com/Presentable.htmlhttp://www.cattlelogos.com/Quality.htmlhttp://www.cattlelogos.com/Relevant.htmlhttp://www.cattlelogos.com/Systematic.htmlhttp://www.cattlelogos.com/Timeless.htmlhttp://www.cattlelogos.com/Unique.htmlhttp://www.cattlelogos.com/Valuable.htmlhttp://www.cattlelogos.com/Words.htmlhttp://www.cattlelogos.com/Xerographic.htmlhttp://www.cattlelogos.com/YinYang.htmlhttp://www.cattlelogos.com/Zealous.html


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These are fundamental requirements for a successful brand strategy. You must be

CONSISTENT in how you present your brand, whatever the media, and you must CLEARLY

articulate your brand promise in every corporate communication.

COW TIP:

Monitor your brand implementation on an ongoin basis to make sure that

your branding stays consistent.

is for Downloadable

Distributed

DNA

In todays electronic world, your logo, presentations and documents are often DOWNLOADED

from servers and web sites, and used in DISTRIBUTED work environments. They need to

become part of your corporate DNA rather than sit in a binder in the graphics department.

COW TIP:

Have you made everyone in your company aware or your brand guidelines?

is for Expectations


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Your brand is determined by how well you meet customer EXPECTATIONS.

Brand Loyalty is created when a customers actual experience with your

company goes above and beyond what they expect.

Ask yourself do you deliver what you promise?

Better yet, ... ask your customers.

COW TIP:

Give youremployees the

leeway to provide

exceptional service.

is for Feasible

Make sure it is FEASIBLE for you to create the brand impression you want in peoples minds.

Do you have the resources required? Are the brand attributes you are striving for availalbe or

are they already linked to someone elses brand?

Additionally, you need to be able to print, reproduce, copy, distribute, and display your brand

image in multiple media. Make sure that it is FEASIBLE to do so with the artwork, colors, and

images you select to represent your brand graphically.

COW TIP:


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is for Good Will




COW TIP:

Everything you do



is for Hardy

Your brand image needs to be HARDY, i.e. it needs to be able to adapt to survive in changing

business climates. Once established, a brand can last for a long time. Make sure the images

and concepts that you choose will stand the test of time. Major brand overhauls are VERY

expensive and difficult to implement.

COW TIP:


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is for Believable

The message associated with your brand image must be BELIEVABLE. Can you really

deliver what your brand promises - be it speed, security, high-style, or any other attributeassociated with your brand?

COW TIP:

Make sure you

can deliver

what you

promise.

is for Appropriate

All aspects of your brand must be APPROPRIATE for your business. Your message can fall

flat if you dont understand who makes up your target audience. Your message and your

image must portray your products, your service style, and your corporate culture in a way

your customers can understand.

COW TIP:

Know your audience


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COW TIP:



is for Good Will




COW TIP:

Everything you do



is for Hardy

Your brand image needs to be HARDY, i.e. it needs to be able to adapt to survive in changing

business climates. Once established, a brand can last for a long time. Make sure the images

and concepts that you choose will stand the test of time. Major brand overhauls are VERY

expensive and difficult to implement.


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COW TIP:

Social impact is becoming an issue even for the biggest brands. Things that

happen in foreign countries can lead to devaluation of your brand.

is for

Image

Need we say more? Its all about IMAGE. Nothing is more IMPORTANT. People make

judgments on appearance whether we like it or not.

Everything you do is part of your brand IMAGE. Employee behavior, customer service,

product packaging and delivery, installers and delivery people, phone messages, facility

cleanliness and atmosphere have a huge impact on your brand IMAGE

COW TIP:

A compelling

message can be

missed if the

audience is distracted by the wrong

kind of image.

is for

Just Enough


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Less is often better. Simple stands out.

Use JUST ENOUGH elements to portray your image.

Just enough elements in your logo and brand image;

Just enough colors, fonts, and styles in your documents;

Just enough words to get the key messages across;

Just enough technology on your web site.

COW TIP:

Just because you can do it ... scrolling blinking icons, many fonts on a page,

a rainbow of colors, daily e-mails, frequent telemarketing calls ...

doesn't mean you should!

is for

Known

Once you have established a brand identity, its important that you do enough marketing, in

the right channels, with an effective method to make sure your brand becomes KNOWN in

your target markets.

COW TIP:


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COW TIP:

Small business owner?

Do something to brand yourself at networking events so people

remember who your are, for example, wear a hat, a special pin, singyour elevator speech, ...

Everyone in your company should take OWNERSHIP of your brand -- starting from the top

down. Management should set an example for all employees by owning the brand image,

providing guidelines, and

training in use of the brand, and then holding all employ

ABC of Branding

Documents

Transcript of ABC of Branding