The Morning Briefing: Why branding matters

"The Morning Briefing" is SmartPlanet's daily roundup of must-reads from the web. This morning we're reading about corporate branding and why it matters.

"The Morning Briefing" is SmartPlanet's daily roundup of must-reads from the web. This morning we're reading about corporate branding and why it matters.

1.) Branding for the small business. This is something I have come across myself many times as an ex-website designer -- small business owners do not realize how pivotal a strong brand presence can be. Branding is far more than a logo design and website.

2.) Why lifestyle is critical to branding. The author argues that if you compare two brands, for example a health food company and an energy drink, the message the branding portrays should reflect the consumer's lifestyle choices. A health food brand should suggest healthy living, an energy drink is usually more aggressive and indicates youth (the main demographic of consumers). However, this also needs to be flexible enough to change over time.

3.) How branding can strengthen relationships. Based on the vending industry, this article raises some helpful tips on how equipment can be used to increase the presence of your branding, and how location is critical.

4.) Just 1 percent of Facebook users engage with branding. Adage.com reports that less than 1 percent of Facebook users actually engage with brands they like on the social networking site. It is suggested that what consumers want from a brand on a networking site -- such as exclusive deals and contact with other customers -- is in opposition to what marketing professionals believed -- that consumers want information about new products.

5.) Which U.S. law firms have the strongest branding? According to a recent study by Acritas, Skadden, Kirkland, Baker & McKenzie, Jones Day, and Sidley are currently the top ranking firms with powerful brand presence.

6.) How to brand yourself personally through email. It isn't all about the company brand, it is about you. How can you make sure, especially if you are a young professional, that your 'personal branding' over digital networks is up to scratch?

Bonus: Logo designs interpreted by a five year old (video).

This post was originally published on Smartplanet.com

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