Temat: Logo i rebranding - rewitalizacja restauracji

Jakie powinno być logo restauracji a jeśli już je mamy to kiedy je odświeżyć?

Temat: Logo i rebranding - rewitalizacja restauracji

Smallbusinessbranding com
http://www.smallbusinessbranding.com

When you think about running shoes, you probably have a company that comes to mind. Think about soda pop and another company comes to mind. This is because some companies are great at creating superior brand recognition.

They’re the first place you think of and the first place you go when you need what they sell. Positioning your company, building brand recognition, is a very profitable strategy.

Here are a few tips and strategies to boost your company’s brand recognition:

#1 Provide an exceptional customer experience. Treating your website visitors and customers like gold is a great way to motivate them to remember you and think of you first whenever they have a need. It also boosts word of mouth and that’s a very powerful tool. Remember that an exceptional customer experience begins the moment your prospect lands on your website and doesn’t stop. It’s good customer service, and a wonderful product or service too.

#2 Interact. People don’t know who you are unless they’ve been exposed to you. Experts say that people need at least three exposures to a brand before they remember it, which means you need to be out interacting online with your prospects and customers to make sure they know you. This is what makes social media such a powerful tool. Three positive interactions with a prospect create brand recognition and social media opens you and your company up to thousands of potential prospects.

Blogging, guest blogging, publication, press and publicity, and advertising all help to build brand awareness and recognition. Make sure they’re an integral part of your marketing strategy.

#3 Offer value. Share knowledge and industry information with your prospects. Articles, reports, published books, and white papers all help establish brand credibility in your industry. And credibility translates into recognition. You know Donald Trump is an expert in commercial real estate because he’s published, and the guy gets a lot of press and publicity.

#4 Be consistent. Use your logo, colors and graphics consistently throughout your web content, marketing materials and communications. Create a theme and an image you want to portray and stick to it so prospects and customers can begin to recognize you.

As a successful marketer and business owner, branding and brand recognition plays a critical role in your overall marketing strategy.

Brand boosting tactics, designed to increase familiarity, result in awareness, trust, and ultimately purchases. Boosting your brand recognition is a profitable business strategy.Witold Zalewski edytował(a) ten post dnia 20.03.10 o godzinie 12:49

Temat: Logo i rebranding - rewitalizacja restauracji

The Top 20 Mistakes Marketers Make When Rebranding — And How to Avoid Them
Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others become the target of cynical bloggers. To gear your next rebrand for success, sidestep these all-too-common mistakes:
1. Clinging to history.
Rebranding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization.
2. Thinking the brand is the logo, stationery or corporate colors.
Brands encompass everything from customer perception and experience to quality, look and feel,customer care, retail and web environments, the tone and voice of communications, and more.
3. Navigating without a plan.
Effective rebrands rely on a creative brief to keep everyone focused as the project progresses.Include sections for a situation analysis, objectives, target markets, budget and resources, timeframe,
point person, known parameters, approval structure, stakeholders and metrics for assessing results.
4. Refusing to hire a branding consultant without industry experience.
It’s ok to consider an agency that hasn’t worked in your specific industry before. Sometimes it’s ideal – especially if you’re serious about a turnaround. Smart companies recognize the value of a
fresh perspective.
5. Not leveraging existing brand equity and goodwill.
Dismissing brand equity when rebranding alienates established customers, while unnecessary overhauls can irreparably damage a brand’s perception. Consider the needs and mindset of the target market carefully before digging into the process. Sometimes a small evolution – or a new coat of paint – is all that’s needed to rejuvenate and make a brand relevant.
6. Not trying on your customer’s shoes.
Simply calling your own 800-number or receptionist may reveal challenges customers face and
inform your rebranding strategy. Take the time to navigate your own website, buy your products
and return something. Better yet, ask a friend or family member to do so and learn from their
experiences.
7. The rebrand lacks credibility or is a superficial facelift.
The rebrand’s story must be believable given the existing brand experience and customer perception.
It must also hold credibility internally. If employees who live the brand day-to-day don’t
believe, the target audience won't either.
8. Limiting the influence of branding partners.
Good branding consultants are more than graphic designers. The best ones help develop new
products, expand demographic focuses and even streamline business operations. Rein them
in when needed, but don’t limit their areas of influence.
9. Believing rebranding costs too much.
Good thinking doesn’t have to come with a multi-million dollar payout. You can get good thinking
and solid strategy from small and talented branding agencies, consultants and in-house talent.
Consider small firms for cost-effective results.
10. Not planning ahead for adaptation.
It’s tempting for team members to walk away after the final presentation, however this is just
the beginning of the final stretch. The implementation process may require adaptation as the
rebrand rolls out. Acknowledge the need to keep the team and consultants together throughout
implementation.
11. Bypassing the basics.
The value of perfecting your physical environment, marketing materials, website, etc., is
decreased if your customers languish on hold for inordinate amounts of time. If your invoices
and contracts are written in 7-point legal jargon, the brand experience declines. Keep all customer
touchpoints in mind when rebranding.
12. Not calling the call center.
Often ignored in brand strategy sessions, customer service and other front-line staff can yield
valuable information. This is the proverbial buck – the place where customers are the most
honest, no matter what research indicates.
13. Forgetting that people don’t do what they say. (They do what they do.)
Use caution when basing rebranding strategies on focus group-type research. Unless you’re
physically in the customer ’s environment observing them using your product or service, you’re
not getting the full story. Actual observation, while not perfect, will get you a lot closer to the
right solution.
14. Getting strong-armed or intimidated by consultants.
It’s the client's responsibility to reel things in when necessary. You still know the most about
your brand and organization, the value of a non-immersed, fresh perspective notwithstanding.
15. Putting the wrong person in charge.
Assuming you’ve hired capable-to-outstanding branding consultants, the quality of the work
delivered depends on sound, knowledgeable project management. Make sure your internal
point person has the skills, time and resources to drive the agency to its most effective work
yet.
16. Strategy by committee.
Too many opinions delay the rebranding process and diffuse the focus needed to achieve
ROI. Keep those with critical approval authority to an efficient shortlist, and assemble the
smallest, most essential project team possible. Include a mix of levels – not just executive.
17. Rebranding without research.
There’s a lot of lip service about customers, but in brand strategy sessions they’re often forgotten.
Current and prospective customers should be front and center when creating solutions.
After all, the customer will be your ultimate test. Check sites like ReBrand.com for
informative case studies.
18. Basing a rebrand on advertising.
An ad campaign and a slogan do not equal brand positioning. Brand strategy should lead
advertising – not the other way around. Sometimes the most effective rebrands don’t include
traditional advertising.
19. Tunnel focus.
Focusing solely on your own industry can be limiting. When rebranding, cross-pollinate your
thinking with what leaders in other industries are doing in regard to customer experience, retail
experience and customer care. Pull in thinking from different industries and encourage your
agency to do so.
20. Believing you’re too small to rebrand.
Every brand needs refreshing to stay relevant as markets evolve. Smaller companies and
non-profits are not immune. Like larger brands, they too have brand positions that need to be
enhanced. Define your brand or be defined.Witold Zalewski edytował(a) ten post dnia 28.03.10 o godzinie 18:01

Temat: Logo i rebranding - rewitalizacja restauracji

W ramach szerszego zlecenia poproszona Nas o zaprojektowanie logotypu dla nowo powstającej sieci fast food. Jestem ciekawy, który logotyp Waszym zdaniem jest bardziej gastronomiczny. PO kilku wypowiedziach napiszę wam jaki był rozwój wypadków w tym zakresie współpracy z klientem.