I'll offer my thoughts on branding, being of a generation that hasn't known anything but.

A business, no matter the size, operates inside a community. Communities are based on exchange and agreement. Brand is essential to that process. It is commitment and accountability beyond "You sold me a bad cow."

Except for a few instances, today's consumer has the ability to pick from countless corporate partners. You are one in a hundred, but my money is my money. Exchange happens only so long as your customer lets it. The consumer is farther and farther away from the product, not to mention the actual worker.

In lieu of a real interaction, what can we grab onto? Your company has its logo... but what about its character? If your business were a walking, talking, performing thing, what and how would it be?

This is an easy one for Disney. It's an easy one for Snickers and Honda and Apple and Marlboro. These are companies with physical products, things that the consumer will actually handle and interact with on a routine basis. The product can be the brand and speak for itself.

That is, unless you provide a service or an idea. With virtual products, too many of which require monetary exchange before the product is even shown, the consumer needs a greater consistency of character. Our only interaction with your company will be through that 7" by 9" window-screen that renders all things more-or-less equal.

What distinguishes you? What makes you a desirable part of our experience/process/community? How can you create recognition before first-contact?


Make yourself a Mickey Mouse.


I am not suggesting that puppets and bright colors will sell a mediocre product, though they can. I am also not suggesting that most of you have the money to truly fund that level of marketing. I am suggesting only that having a unified company persona helps me, psychologically, to go through the steps with you.

Characterize you company! What is it, what does it do, how does it act, relate, compete and serve? If you can't do this, how can we? The closer you can match your representation with the experience we will have, the more we'll interact with it. Disagreement between your marketing and our experience will result in less repeat users. An effective brand promotes product quality and vice-versa.

- Ray Sumser

TopUSAJobs.com: Guide to Top Specialty Boards Where Top Candidates Seek Career Opportunities
Call Center	CallCenterJobs.com
Drivers / Trucking	JobsInTrucks.com
Enviro/Occup. Health & Safety	EHSCareers.com
Executive	RiteSite.com
Executive	NETSHARE.com
Health / Medical	HealthJobsUSA.com
General	JustJobs.com
Logistics	JobsInLogistics.com
Manufacturing	JobsInManufacturing.com
Retail	AllRetailJobs.com
Security Clearance	IntelligenceCareers.com
Tax Specialists	TaxTalent.com
For more Specialty Boards, visit: The Employer's Corner on TopUSAJobs.com marketing@TopUSAJobs.com

Enjoy the Bugler and review the latest Recruiting Blogs. For many great articles - search our archives:

HR Jobs: Jobs In Human Resources Management Section.

Enjoy the Bugler and review the latest Recruiting Blogs.




Contacting Us:
interbiznet
Mill Valley, CA 94941
415.377.2255
colleen@interbiznet.com

Copyright © 2013 interbiznet. All rights reserved.
Materials written by John Sumser © TwoColorHat. All Rights Reserved.

The Electronic Recruiting News
Sign-up to receive this newsletter in email each day.

Email Address:
Request:	Subscribe Unsubscribe

The interbiznet Bugler
Sign up and receive a concise, daily briefing on recruiting industry news.

Email Address:
Request:	Subscribe Unsubscribe

---

ERN | Bugler | Blogs | Blog Roll | Advertise | Archives | About | Contact |

Careers | Candidates | Listings | ToolKit | Companies | Exec Recruiters |

---