Judith M. Guido, president of the consultancy Guido & Associates
, Moorpark, Calif., will lead a Brandscaping webinar for PLANET Feb. 10 at 2 p.m.
“Most people are confused, misled, or mistaken about branding, and there have been many myths created about the subject,” says Guido. “Branding does not come naturally, and successful brands grow out of superior strategies, driven by keen insights into the market, that are then communicated effectively and creatively throughout the organization and to all key stakeholders.
Guido lead a webinar in January to define and dispel the myths around branding, introduce the brand as a strategic asset and the equity it creates for a company, and introduce key brand stewards, along with sharing the key attributes and four phases of branding.
“Most people believe that branding is a logo, tagline, slogan, spokesperson, product/service, or a marketing campaign. This is akin to believing that landscaping is cutting grass and planting flowers,” Guido says. “While a logo is a brand-mark, and a tagline, slogan, and marketing campaign are key elements of brand communications, they do not define ‘branding.’ A brand is the product of thousands of experiences a company creates by your employees, suppliers, investors, community, media, customers, and competitors, and the emotional feelings these groups develop as a result. It is the ‘why-to-buy’ your company over your competitor.
“Your brand is one of your company’s greatest business assets, and branding is a disciplined business process that when positioned, executed, and managed properly yields tremendous economic results. Your brand affects the value of your company in either a positive or negative way (your stakeholders either build or lose equity via your brand).”
In the second installment of Brandscaping, attendees will learn how their company can increase its overall value, bottom-line profits and customer retention by using best practices in branding, as well as what customers demand in a brand and how to make them your company’s greatest brand stewards.
Attendees will also learn how to increase their familiarity and favorability – the two key drivers of master-brands – on a limited budget, as well as how to position their company and brand in the new economic landscape while reaping the opportunities it offers, and creating a sustainable competitive advantage.