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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 Z
is for
Appropriate
COW TIP:
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 Z
COW TIP:
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
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 Z
is for
Consistency
Inconsistent Branding ...
These are fundamental
requirements for a successful If you saw these cows wandering around the range, would you recognize that they are all from
brand strategy. You must be the same herd?
CONSISTENT in how you
present your brand, whatever
the media, and you must
CLEARLY articulate your
brand promise in every
corporate communication.
COW TIP:
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
Home About Contact
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 Z
Distributed
DNA
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
Home About Contact
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 Z
COW TIP:
Give your
employees
the
leeway to
provide
exceptional
service.
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
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 Z
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
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 Z
is for Good
Will
COW TIP:
Everything you do
is part of
your Brand
Image. A
pretty logo
doesn’t make
up for
a rude help
desk or poor
products.
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
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 Z
Cold Calling
is for
Hardy
COW TIP:
Up to your you-know-what in alligators
Social impact is
becoming an
issue even for
the biggest
brands.
Things that
happen in
foreign
And JUST when you think you can relax ...
countries can
lead to
devaluation Things go nuts!
of your
brand.
I'm knitting as
fast as I can!
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
Image
COW TIP:
A compelling
message can
be
missed if the
audience is
distracted by
the wrong
kind of
image.
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
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 Z
is for
Just Enough
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
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 Z
is for
Known
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
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 Z
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.
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
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 Z
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.
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
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 Z
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 Z
is for
Memorable
(and Moo)
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
Networking
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,
sing your
elevator
speech, ...
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
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 Z
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 employees
accountable for proper brand I don't know what it is, but
management. those CattLeLogos people
make me wear it every
Protect OWNERSHIP of your where I go.
Brand Assets with legal copyright
and trademark.
Learn more about how to protect your Brand Elements. To read about Trademarks, Copyright,
Patents and Imagery protection, Click Here.
COW TIP:
A single case of
Brand
Vandalism
can
negatively
impact your
Brand Image.
Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us
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
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 Z
is for
Presentable
COW TIP:
Consider all
possible
interpretation
s
of your
brand
images.
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
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 Z
is for
Quality
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
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 Z
is for
Relevant
COW TIP:
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
Home About Contact
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 Z
is for
Systematic
COW TIP:
An articulated brand
vision and
guidelines
makes it easy
to bring a
Looks like too much work to me.
new
employee up
to speed on
your brand
value.
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
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 Z
is for
Timeless
COW TIP:
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
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 Z
is for
Unique
Cows, after you’ve seen them for a while, are boring. They may be
perfect cows, attractive cows, cows with great personailities,
cows lit by beautiful light, but they’re still boring.
A PURPLE Cow, though, now THAT would be Interesting ... for a while!
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
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 Z
9:54 AM, Headquarters Office
is for
Communications Manager cited for BWI
Value (Branding with Indifference)
COW TIP:
consistently
delivering on
your Brand
Promise.
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
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 Z
COW TIP:
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
Home About Contact
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 Z
is for
Xerographic
Test your
concepts in a
variety of
these
processes
before
you commit.
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
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 Z
We can't afford
NOT to do this!
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
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 Z
COW TIP
What do you mean, we didn't
project the right image?
Real brand value
is a result of
consistently
delivering on
your
Brand
Promise.
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 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:
All aspects of your “brand” must be APPROPRIATE for your business. Your message can fall
flat if you don’t 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:
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:
is for Consistency
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:
is for Downloadable
Distributed
DNA
In today’s 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
COW TIP:
Give your
employees the
leeway to provide
exceptional service.
is for Feasible
Make sure it is FEASIBLE for you to create the brand impression you want in people’s minds.
Do you have the resources required? Are the brand attributes you are striving for availalbe or
are they already linked to someone else’s 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
can’t be reproduced on paper, and vice versa.
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 doesn’t make up for
a rude help desk or poor products.
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:
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? It’s 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
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, it’s 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:
You may have the best product in the world, but if people don’t know what
it is or where to find it, they can’t buy it!
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:
All aspects of your “brand” must be APPROPRIATE for your business. Your message can fall
flat if you don’t 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:
Home
About
Contact
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
Z
is for Consistency
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:
is for Downloadable
Distributed
DNA
In today’s 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
Your brand is determined by how well you meet customer EXPECTATIONS.
Brand Loyalty is created when a customer’s actual experience with your
company goes above and beyond what they expect.
COW TIP:
Give your
employees the
leeway to provide
exceptional service.
is for Feasible
Make sure it is FEASIBLE for you to create the brand impression you want in people’s minds.
Do you have the resources required? Are the brand attributes you are striving for availalbe or
are they already linked to someone else’s 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
can’t be reproduced on paper, and vice versa.
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 doesn’t make up for
a rude help desk or poor products.
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:
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? It’s 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
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, it’s 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:
You may have the best product in the world, but if people don’t know what
it is or where to find it, they can’t buy it!
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:
is for Appropriate
All aspects of your “brand” must be APPROPRIATE for your business. Your message can fall
flat if you don’t 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:
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:
is for Downloadable
Distributed
DNA
In today’s 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
COW TIP:
Give your
employees the
leeway to provide
exceptional service.
is for Feasible
Make sure it is FEASIBLE for you to create the brand impression you want in people’s minds.
Do you have the resources required? Are the brand attributes you are striving for availalbe or
are they already linked to someone else’s 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
can’t be reproduced on paper, and vice versa.
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 doesn’t make up for
a rude help desk or poor products.
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:
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? It’s 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
Less is often better. Simple stands out.
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, it’s 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:
You may have the best product in the world, but if people don’t know what
it is or where to find it, they can’t buy it!
is for
Logical
People are overwhelmed by information and images today. It’s hard to differentiate your
products and services. Make sure there is a LOGICAL connection between your brand image
and your message. This will make it easier for you to capture mind share of your customers.
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.
is for
Networking
For small businesses in particular, NETWORKING is a large part of marketing ... whether at
conferences, professional associations,
workshops, or social events.
How are you or your employees representing your brand at these types of functions?
COW TIP:
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 employees
accountable for proper brand management.
Protect OWNERSHIP of your Brand Assets with legal copyright and trademark.
COW TIP:
A single case of
Brand Vandalism
can negatively
impact your
Brand Image.
is for
Presentable
The first is that your brand should be “fit for introduction to others.”
It shouldn’t embarrass you in front of any audience.
COW TIP:
Consider all
possible
interpretations
of your
brand images.
is for
Quality
Make sure your business process delivers what your brand promises.
COW TIP:
Make sure that the people with the most frequent contact with your
customers deliver quality servive.
is for
Relevant
Your brand image should be RELEVANT to your business and appeal to your target market.
There should be a clear relationship between your brand concept (corporate image, strategy,
and goals) and the values of your potential customers.
Make it easy for people to relate to your brand and they will be more likely to remember it.
COW TIP:
Make sure that your own personnel relate to your brand and become brand
champions.
is for
Systematic
Your brand management needs to be SYSTEMATIC.
Lack of a system leads to chaos in your image and confusion in the minds of your customers.
It should include easy-to-use templates and graphic libraries so it’s hard not to project a clear,
consistent image.
COW TIP:
is for
Timeless
If you are successful and your company stays around for a long time, your brand needs to be
TIMELESS.
Do not build your Brand Image or your Brand Promise on what is “Hot” today.
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Things that are published (especially on the Internet) can stay around for a
VERY long time ... this can come back and bite you.
is for
Unique
It should stand out from your competitors -- not just visually, but through your manner of
product delivery and customer service.
It should capture the special qualities of your company and
your products and services.
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is for
Value
“51% of the value of the Coca-Cola Corporation resides in its Coca-Cola® brand which is
worth more than US$70 billion.”(1)
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is for Words
Choose the WORDS that you use in any media very carefully -- print, web, presentation,
press releases to name a few.
Make sure you are using language that your target audience can relate to. Words, like jokes,
that have to be explained lose their impact. And remember, a particular word can mean
different things to different people.
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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.
is for
Xerographic
Remember that your logo and documents will be copied, and printed, and used in a
XEROGRAPHIC process.
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Test your
concepts in a
variety of these
processes before
you commit.
is for
Yin-Yang
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is for Zealous
Everyone in your company should be ZEALOUS about protecting your brand image, using it
correctly,
and delivering on the brand promise in all their interactions.
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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 attribute associated with your brand?
COW TIP:
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: