Your Business Needs Its Own Memorable Slogan to Make Ads, Website, and Yellow Pages Stand Out
Your Slogan is the “Headline” for Your Business
Tell people in a short phrase or sentence what you want them to know or remember about your business. The best ones conjure up a strong mental image, that will be forever linked with you in their memories. A little wit, humor, insight, unusual (yet relevant) spin goes a long way toward making it stick.
Franchising Vendors, Consistency and Quality Controls Addressed
Franchising companies must address consistency of the products they use both in the operation of the franchise and those are items which they sell. The franchising company must address these issues in the original franchise agreements that each franchisee signs. If some franchisees by their paper napkins from one company and another franchisee trying to save money buys their paper napkins from another company to save money; there might be a problem with the quality from one of the companies that the napkins are bought from. This can cause customer complaints, quality control issues and presents a problem for all franchisees of the franchising system.
To prevent this from happening in my company I added a clause to our franchise agreements to address the issue of approved vendors, quality control issues and consistency. Below is a copy of that clause in our franchise agreements;
Branding Guru - Brand Identity Guru
Branding Today
Have you ever had a good brand experience? How about a bad brand experience? Is there a difference in your mind? How many people do you tell about a positive brand experience? How about for a poor brand experience?
Speech on Branding from a Franchisor Founder
I was asked today by a group of students; What do you feel is the best way to build brand name and why? And what significance do you feel are relevant to a strong corporate identity?
Well obviously this is a group of marketing students. And it almost sounded as if I was being tested on an essay question. My answer will differ from those you maybe use to hearing. That is fine, but I am right. They may also be right and it may not be a black and white issue in all markets, sectors or areas. Here is some of what I know in relation to building brand name.
Quality and Service - Yeah, Right!
One of the critical drivers of business success is having a unique competitive advantage. Most managers understand that to attract a larger share of the market, or find enough customers prepared to pay a premium price, they must provide something of greater value than their competition. For most managers, competitive advantage boils down to providing superior quality and service. Think about it. Is this what you are aiming for?
Now, striving for quality and service sounds to me like what Americans call “motherhood and apple pie.” The purity of these things has an appeal that you can’t argue with. But I have a problem with the concept. You see, whenever I ask my clients what their competitive advantage is, realizing that there can be only one “cheapest” competitor, they almost invariably tell me that it is quality and service. The trouble I have with that is, if everyone provides quality and service, where is the competitive advantage?
Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business
On question I have been asked over and over again from prospective franchisees of our companies has been one in which I am very adamant about it; do we require prior experience? No, like many franchise companies we actually frown upon it and think it is such a detriment that we usually disqualify the franchise candidate if they do have prior experience. And we always ask the prospective franchise buyer what sort of experience they have in our industry. When people find out we specifically do not want to sell franchises to those in our industry we are often ask; “Why Not,” as it would appear that a franchisee with prior experience has a leg up on the world and would have a better chance of instant success in our business models.
Generally it is like Ray Kroc found, I would rather take someone with no experience than one with experience. What he was saying in “Grinding It Out,” his autobiography, which I recommend was someone with restaurant experience comes with preconceived notions, and since he was re-inventing the restaurant business, that would only hinder his progress. I agree. So I do not want people in my industry as
franchisees, only to join the Founders Round Table (my master mind group). Mostly people I met by chance at places like Starbucks: Venti Mocha Power frappachino please…no whip.” Need to go where people’s neurons are transmitting fastest otherwise I get board and have to leave. Our business is customer driven; we cannot stop it if we had too. They want service and they want it now, and they demand that it be us, we are in the cleaning business and our franchise system has grown from customers desires to have things cleaned. The problem is how do you wash every house, roof, awning, mini-blind, window, deck, dock, boat, plane, tractor, truck, car, and then change the oil, wax them, and coat them? You have to divide it into smaller pieces because it is too ominous of a task. KISS-keep it simple. Specialize and over deliver, thus strengthening
the brand.’ THE GUYS.” S
Branding Yourself To Increased Profitability
Successful Realtors know the importance of branding their
identities into the consciousness of the communities in
which they live, like the big boys; Pepsi, McDonald’s,
Burger King, and other companies we know and have come to
trust.
Why is branding important? Think about it! When you want a
soda do you buy an unknown off-brand just because it’s
cheap?
How Brand as an Intellectual Property has Led to Corporate Globalisation?
Introduction
Globalisation is referred to as a set of profound material changes that have an impact on relations between societies in the past few decades. The identifiable features of these material changes are witnessed in the development and growth of web, satellite transmission, fibre-optic technology, broadband operations, transnational corporations and the emergence of World Trade Organisation.
Bubble Wrap Branding
I’m always seeking fun and creative ways to market my clients,
and myself so I just couldn’t overlook this opportunity. Chase’s
Calendar of Events has chosen January 30 as this year’s day when
Americans should stop and appreciate the uniqueness and
versatility of Bubble Wrap®.
Even more interesting is that Bubble Wrap® was invented as
plastic wallpaper with a paper backing. After the plastic
wallpaper failed to take off in the consumer market, the
inventors realized that their invention could be used as a
packaging material. Look where it is today, a mainstream of
modern life. We can all aspire to having our product become a
household word. Wouldn’t it be great if the first person someone
thinks of when they have a problem to resolve or needs a solution
were you and your product?
When Search Engine Marketing and Trademarks Collide
In the world of marketing, branding issues are always an important part of any campaign. Companies work hard for their name to be recognized as a quality organization and a leader in their field. Companies will defend any action they see as a negative to their brand. They do not want unauthorized third parties to advertise their products, because they may do it in a poor manner which will generate negative consequences for the quality of the company’s brand. Recently, Google was charged with trademark violations by Geico and American Blinds. The cases (C 03-05340 JF US District Court For The Northern District Of California San Jose Division) have gone to the discovery phase of litigation, which means the judges have said there is enough there right now factually to potentially justify these lawsuits. The impact of this trial could be vast for search marketers.
A “trademark” is a word, symbol (i.e., logo) or phrase used to identify a particular product and distinguish it from other products in the marketplace. The degree of distinctiveness or uniqueness is what usually determines legal protection. Terms or symbols that are not unique to a particular product or company are generally not given protection. Generic terms are also not protected. The claims made by Geico and American Blinds are that Google’s AdWords program violates the law by allowing competitors to purchase keywords that are protected trademarks. Geico and American Blinds contest that by allowing advertisers to bid on their keyword that is in essence the same thing as selling the Geico or American Blinds name without their authorization.