Posts Tagged ‘Branding’

Building your personal brand in 2014

Published by | Tuesday, January 14th, 2014

Build your personal brand in 2014

Branding is not just for organizations. For individuals, personal branding is about managing the way you want to be perceived. A personal brand is the sum of all experiences that people have when they engage with you. In today’s web-driven world, the personal brand experience goes well beyond live interactions.

Just like products and services need differentiation to help set them apart, people need to think about how to position their experience and expertise so they put their best professional foot forward.

In my Personal Branding Basics course, I cover three main components to managing a personal brand:

Naming your small business: Brand your new company for success in the future

Published by | Wednesday, May 8th, 2013

In the past, you could discover a brand just by searching through the Yellow Pages. Entrepreneurs started their companies’ names with “A” or “AA” just so they’d come first in each category. Today, a company name must do more than appear first alphabetically; it must convey a powerful and memorable image. Creating a fantastic business name is a crucial step toward building and growing your brand. A memorable name connects with customers and sticks with them.

Here’s the dilemma for small business owners: hiring a pricey business-naming firm or branding company isn’t realistic. We have to figure out the perfect name for our company without the help of a big-budget advertising agency. And even if you spend a mint to develop a company name, there’s no assurance that customers will embrace it. FedEx is a terrific example of crowd-sourced branding. Founded in 1973, the goal of this powerful and respected brand was to provide a service that was needed in the pre-fax business community: overnight document delivery. Originally named Federal Express, the company was not affiliated in any way with the government. Perhaps its original intent was to suggest that it was an arm of the post office and somehow “federally” associated. This may have been its first naming error. Customers eventually found it easier to simply call it “Fed Ex.” The name stuck. In 2000, the company bowed to its customers’ higher wisdom and made the nickname the new brand name. Smart move for FedEx, which did over $42 billion in 2012 and has 300,000 employees. It’s a true success story. Do you think it would have dominated the market with a name like “AAA Shippers”?

In my lynda.com course Sales Skills Fundamentals, I show how creating customer value—and embracing your customers’ values—will be the most powerful drivers to selling. But how do you prompt someone to stop by your store, call you up, send you an email, or fill out your website contact form? The company name you create influences whether or not customers connect with you.

Boosting business with smart branding strategies

Published by | Friday, September 28th, 2012

You have a brand—but are you in control of it? Organizations large and small, non-profits, products, and even individuals can harness the power of branding to boost business and connect with customers.

Branding is more than your logo. A brand is a name, term, design, symbol or other feature that identifies your brand as distinct in the marketplace. It’s about marketplace perception—how clients and customers perceive the personality of your organization—so it’s key to plan and manage this perception. For example, the design, logo, tagline, and messaging of your organization have to be consistent across all media channels to boost credibility and familiarity with your customer.

I just released a third lynda.com course, Brand Building Basics, that covers these topics and more. There are several free exercise files that you can use (great for web designers, marketing managers, business owners, students), plus, you can connect with me on Twitter or leave me questions in the comments area below.

 

Interested in more?
• All business courses on lynda.com
• All courses by Lorrie Thomas Ross

Suggested courses to watch next:
• Social Media Marketing with Facebook and Twitter
• Google+ for Business

• LinkedIn Essential Training
 SEO Fundamentals

Branding type on a texture in Photoshop: Deke’s Techniques

Published by | Tuesday, January 11th, 2011


It’s a blog post. It’s a podcast. It’s another quick step-by-step tutorial from lynda.com author Deke McClelland! However you think of it, we were thrilled with the positive feedback you provided for last week’s preview episode of Deke’s Techniques, Creating Ice Type. Today, Deke’s Techniques becomes a full-fledged course in the Online Training Library® where members can go to review all the episodes to date and find a new members-only entry to the course. Meanwhile, here on the blog, we’re happy to share another free episode with everyone.

This week’s technique features Deke showing you how to virtually brand your chosen type into any surface imaginable in Photoshop. The specific background (leather, cowhide, parchment, corrugated paper) doesn’t matter. (In fact, for Thanksgiving, Deke employed this technique on my hand. Totally painless, except for holding my hand in the right position to make the turkey’s eyes google correctly.) The key to this technique is turning your background (or your hand, as it were) into a displacement map, then applying some Burn tool action and a little Bevel and Emboss. Check it out, and we’ll see you next week for another quick technique!

And thanks for letting us know how these quick-burst tutorials fit into your training needs. Keep the feedback coming!