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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

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:

Know your audience


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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

Would you buy a "luxury" tractor from this guy?


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:

Make sure you


can deliver
what you
promise.
The last time I saw him, he was wearing a
sheepskin coat.

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Web site designed and built by Jean Wilcox

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

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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
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:

Monitor your brand Consistent Branding ...


implementati
on on an These cows are obviously from the same ranch!
ongoing basis
to make sure
that your
branding
stays
consistent.

He must be from a different flock...

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Web site designed and built by Jean Wilcox

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
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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

If you don't incorporate good branding practices into all your


is for business process, you can get branded from the outside ...

Downloadable which hurts and leaves a scar ...

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 If you align you business process with your brand values from the
department. start, your brand grows with you, naturally.
COW TIP:

Have you made


everyone in
your
company
aware or
your brand
guidelines?

They just clone me...

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Web site designed and built by Jean Wilcox

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
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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

Definition of Satisfaction: ACTUAL exceeds EXPECTATION


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.

Ask yourself do you deliver


what you promise?
Better yet, ... ask your
customers.

They told me she had a great personality...

COW TIP:

Give your
employees
the
leeway to
provide
exceptional
service.

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Web site designed and built by Jean Wilcox

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

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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

Why aren't there any cows on his ranch?


is for
They all died during the branding process...
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: I don't think anyone will


believe that YOU are the
Beware the brand contented cow...
image that is
really
beautiful on a
monitor
screen but Learn more about how to make it FEASIBLE to market your company on a "shoestring" ... Click
can’t be here.
reproduced
on paper, and
vice versa.

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Web site designed and built by Jean Wilcox

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

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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 Good
Will

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.

I bought a used tractor


from that guy down at the
"No Bull" lot

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.

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Web site designed and built by Jean Wilcox

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

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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

Cold Calling
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 Bear Markets Foul weather
and difficult to implement.

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!

Hurry Granny! It's


getting cold outside!

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Web site designed and built by Jean Wilcox

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

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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
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 I resent that remark!

COW TIP:

A compelling
message can
be
missed if the
audience is
distracted by
the wrong
kind of
image.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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
Just Enough

Less is often better. Simple


stands out.

Use JUST ENOUGH elements


to portray your image.

Just enough elements in


your logo and brand image;

Just enough colors, fonts,


and styles in your documents;

Just enough words to get


the key messages across;

Just enough technology on


your web site.

Have you figured our


how it works yet?

No. I'm still trying to figure out


what it's supposed to do ...
COW TIP:

Just because you can


do it ...
scrolling
blinking
icons, many
fonts on a
page, a
rainbow of
colors, daily
e-mails,
frequent
telemarketin
g calls ...
doesn't mean
you should!

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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
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.

Yeah. I know about it, but it doesn’t go well with


COW TIP: nachos.

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!

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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 Brand Match Game


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.

Answers: 1-C, 2-D, 3-B, 4-A


Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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 Brand Match Game


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.

Answers: 1-C, 2-D, 3-B, 4-A


Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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

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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
Memorable
(and Moo)

Of course your brand should


be MEMORABLE.
You want people to remember
your company, your products,

and your services. Aim to


become a MEME ...
something so simple,
everyone can remember it.
(Think NikeR)

COW TIP: Does that stuff work on


"Just been sheared"
itchiness?
Make sure that you
are
memorable in
a GOOD way!

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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: I just can't let him go anywhere.

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, ...

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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
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

Web site designed and built by Jean Wilcox

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

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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
Presentable

There are two meanings 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.

The second is that it must be


capable of being presented in
any
number of formats by any
number of projection devices.

COW TIP:

Consider all
possible
interpretation
s
of your
brand
images.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us


Web site designed and built by Jean Wilcox

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

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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
Quality

Everything you publish,


present, say, and do
reflects on the perceived
QUALITY of your brand.
Always strive to represent
your brand in the best
possible manner.

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.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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
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 Research your market
brand and
become
brand
champions.
How many stomachs
do you have?

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Web site designed and built by Jean Wilcox

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
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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
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:

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.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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
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.

Build your brand on themes


that can endure.

COW TIP:

Things that are Don't I look like Uncle Ramses?


published
(especially on
the Internet)
can stay
around for a
VERY long
time ... this
can come
back and bite
you.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us


Web site designed and built by Jean Wilcox

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

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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
Unique

Your brand should be


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.

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!

Seth Godin, Purple Cow, 2002

COW TIP: Which one is different?

Look at what people Make sure YOU


are doing in stand out in a
other crowd!
industries
and
ask yourself,
“How can I
adapt that to
my
business?”

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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
9:54 AM, Headquarters Office
is for
Communications Manager cited for BWI
Value (Branding with Indifference)

A strong brand adds real


VALUE to a company.
It captures customer mind
share and builds repeat
business. It can have real
financial 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)

COW TIP:

Real brand value is a


result of Wouldn't want to be caught in his hooves!

consistently
delivering on
your Brand
Promise.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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

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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

What does the word "Duck" mean to you?


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.
I don't care what you say ...
In my country THIS is what we call
FOOTBALL

COW TIP:

Key WORDS: Use


familiar It's not what you say, it's what people hear that matters. Click here to read about how people's
PERCEPTIONS matter in all forms of communications.
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.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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
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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

Xerographic

Remember that your logo and


documents will be copied, and
printed, and used in a
XEROGRAPHIC process.

Will your logo turn into a big


black spot?
...or lots of little dots?
...or will parts of it disappear?

What is it? ... A bag of chips?


a butterfly?
COW TIP:
sexy ewe?

Test your
concepts in a
variety of
these
processes
before
you commit.

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Web site designed and built by Jean Wilcox

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

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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

The Brand Management Tango


is for
Yin-Yang Now ... I want this
project done RIGHT!

In brand management, one is


always dealing with the
YIN-YANG principle. Brand
management requires finding
a balance between ‘opposing
factors’ - for example, the
time, cost, and controls to do
things “right” versus the need
But I need it done
of individuals to do things
quickly and economically at RIGHT NOW!
their desktop.
My implementation
is close...
COW TIP:

Decide what kind of


trade-offs are
acceptable
for your
brand. Yes, but not close enough!

For example: Volvo


never
compromises
the image of
safety.

Find out how this impacts


your Leadership Style.
Click here to read "The I not sure we can I prefer the BAAAA-sa nova
Leadership Tango". afford to do this.

We can't afford
NOT to do this!

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us


Web site designed and built by Jean Wilcox

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

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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

The Non-Compliance Round-Up


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.

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.

Home -- AbuLLard's ABCs -- About Us -- Interviews -- Seminars -- Contact Us

Web site designed and built by Jean Wilcox

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:

Make sure you


can deliver
what you
promise.
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:

Know your audience

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:

Make sure you


can deliver
what you
promise.

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:

Monitor your brand implementation on an ongoin basis to make sure that


your branding stays consistent.

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.

Ask yourself do you deliver what you promise?


Better yet, ... ask your customers.

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.

is for Good Will

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.

Use JUST ENOUGH elements to portray your image.

Just enough elements in your logo and brand image;

Just enough colors, fonts, and styles in your documents;

Just enough words to get the key messages across;

Just enough technology on your web site.

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:

Make sure you


can deliver
what you
promise.
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:

Know your audience

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:

Monitor your brand implementation on an ongoin basis to make sure that


your branding stays consistent.

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.

Ask yourself do you deliver what you promise?


Better yet, ... ask your customers.

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.

is for Good Will

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.

Use JUST ENOUGH elements to portray your image.


Just enough elements in your logo and brand image;

Just enough colors, fonts, and styles in your documents;

Just enough words to get the key messages across;

Just enough technology on your web site.

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:

Make sure you


can deliver
what you
promise.

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:

Know your audience


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:

Monitor your brand implementation on an ongoin basis to make sure that


your branding stays consistent.

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.

Ask yourself do you deliver what you promise?


Better yet, ... ask your customers.

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.

is for Good Will

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.

Use JUST ENOUGH elements to portray your image.

Just enough elements in your logo and brand image;

Just enough colors, fonts, and styles in your documents;

Just enough words to get the key messages across;

Just enough technology on your web site.

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:

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, ...

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

There are two meanings 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.

The second is that it must be capable of being presented in any


number of formats by any number of projection devices.

COW TIP:

Consider all
possible
interpretations
of your
brand images.

is for
Quality

Everything you publish, present, say, and do


reflects on the perceived QUALITY of your brand.
Always strive to represent your brand in the best possible manner.

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:

An articulated brand vision and guidelines makes it easy to bring a new


employee up to speed on your brand value.

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.

Build your brand on themes that can endure.

COW TIP:

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

Your brand should be 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.

COW TIP:

Look at what people


are doing in other
industries and
ask yourself,
“How can I adapt that to my business?”

is for
Value

A strong brand adds real VALUE to a company.


It captures customer mind share and builds repeat business. It can have real financial 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)
COW TIP:

Real brand value is a result of consistently delivering on your Brand


Promise.

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.

COW TIP:

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.

Will your logo turn into a big black spot?


...or lots of little dots?
...or will parts of it disappear?

COW TIP:

Test your
concepts in a
variety of these
processes before
you commit.

is for
Yin-Yang

In brand management, one is always dealing with the


YIN-YANG principle. Brand management requires finding a balance between ‘opposing
factors’ - for example, the time, cost, and controls to do things “right” versus the need of
individuals to do things quickly and economically at their desktop.

COW TIP:

Decide what kind of trade-offs are acceptable for your brand.


For example: Volvo never compromises the image of safety.

Find out how this impacts your Leadership Style.


Click here to read "The Leadership Tango".

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.

COW TIP

Real brand value


is a result of
consistently
delivering on your
Brand Promise.

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:

Make sure you


can deliver
what you
promise.

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:

Make sure you


can deliver
what you
promise.

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