11 Crucial Criteria to Creating a Better Brand

Most business professionals have a working knowlege of marketing, but some are less sure about the ins & outs of branding.

I was lucky enough to learn the branding world during my 14 years in the toy industry by working on brands like G.I.Joe, Transformers, Playskool and Little Tikes. I even created the first stories for the back of the blister card packaging for the original My Little Pony toys back in 1983. (Talk about creative writing!!)

There were many many people working on those brands. Nothing happens as the result of just one person. As you can imagine, there is a lot of strategy that goes into creating a strong brand. You’ve got to have all your bases covered, or the result is a weak brand that doesn’t stand for anything.

So how does a smaller business apply the principles of big brands to their brand to achieve all the benefits of branding? I think one way to start is to identify the terms and key phrases of branding.

I was inspired this morning by another marketing consultant who cut his marketing teeth like me, in Fortune 500 companies.

Jay Lipe’s recent article at his blog Smart Marketing identifies the most important terms in branding.

* Value Proposition
* Brand Equity
* Differentiation
* Brand Attributes
* Key Messages
* Targeting
* Segmentation
* Core values
* Integrated Marketing Communications
* Metrics

There are only 10 terms here…Which branding term do you think is missing?

Jay’s criteria is:

1) must be a popular term used in everyday branding work and
2) it must be an important facet in the art of branding.

So, nothing too obscure or insignificant.

So what is missing from this list?

Added bonus: Jay’s company website, Emerge Marketing has a great glossary of marketing terms and lingo. This is a great resource for learning more about marketing as well as a great Search Engine Optimization technique for Jay’s consulting business.

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

3 thoughts on “11 Crucial Criteria to Creating a Better Brand”

  1. Rebecca:
    Relevancy is certainly important! If it doesn’t matter to the target market, no amount of clever messaging and strategic promotional delivery will help.
    Thanks for contributing to the conversation!
    Chris

  2. Relevancy is probably the missing keyword here. Like Rebecca said if it isn’t something the target can identifiy with as either a desire or a need they won’t pay attention.

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