16 Articles on Defining Brand Strategy and Business Branding Topics

Written by Mike Brown | Mar 29, 2012 9:50:38 AM

Business branding (and by business branding we mean the entire brand promise and experience, not just a name and a logo) is an undercurrent throughout Brainzooming blog content. Brand strategy is central to our treatment of social media, marketing, communications, business innovation, and competitive strategy.

Since business branding is not a part of Brainzooming blog’s standard content line (strategy, creativity, innovation, and social media) though, it can feel as if brand strategy gets short shrift here. In fact, a blog visitor asking about our coverage of business branding prompted today’s compilation post of selected brand strategy content.

These sixteen articles on brand strategy provide an overview of our business branding thinking on various topics.

Defining Brand Strategy

A Strategy Challenge – Figuring Out What Matters – Questions to identify and focus on the most vital business and brand strategy issues.
If Not Time, Then What Else Matters? – Don’t allow long-term and short-term thinking to cloud the important brand strategy issues you need to address.
Defining What Your Brand Isn’t – If you’re stuck trying to make your brand extend too far, start with what it isn’t.
Brand Expectations and Brand Experience: A Chicken Case Study – From the customer’s perspective, not yours, do you know the core elements defining your brand?
Create a Category – While originally written from a personal branding perspective, the strategic thinking challenge it poses applies to business branding also.
Customer Brand Expectations & 7 Steps to Service Failure Recovery - 7 keys to incorporating customer expectations into brand promise, service experience, and service recovery strategies.

Adjusting Your Brand Strategy

Bad Strategy and Economies of Scale – It can seem like the right move to remove small elements of the brand experience when you have a scale-driven cost savings opportunity, but what’s the brand loyalty impact when customers notice?
Creative Thinking for Brand Extension Ideas – Brand extensions can be tricky, but this simple strategic thinking exercise can help in thinking through how other brands’ extension strategies can prompt new directions for your brand.
Untangling Your Brand Attributes for Greater Value – Over time, brand attributes can become too bundled and undermine customer value perceptions. When that happens, it is time to rethink ways to deliver branding benefits and value.
Strategy in a Full House of Brands – When you have acquired a whole array of brands through M&A activity, making them all fit into one house of brands can become crowded.

Addressing Brand Challenges

Is Your Brand Headed for Trouble? 5 Strategic Warning Signs – Based on the experience of a company sliding backward, these five warning signs are early indicators problems are on the way.
Domino’s, Conan, and 3 Fundamentals for Communicating Big Brand Change – When modifying your brand experience, it is simply not smart to sell against what you were doing as recently as yesterday

Incorporating Lessons from Others

Brand Transparency in a Connected, Socially Networked World – Advertising leader Matt Anthony addresses what a 24/7 connected world means for the customer experience.
10 Marketing Challenges on Branding, Customers & Content Marketing – Challenges in brand experience, targeting, and content marketing your brand should consider.
Customer Segmentation and Branding Impacts – Case studies from The Food Network and Bliss Spas demonstrate how strong segmentation leads to strong branding impacts.
The Good and Bad of Restaurant Marketing – When you plan marketing promotions, think through ways to maximize the strategic advantages you enjoy.

What Other Branding Topics Are of Interest to You?

Are there branding topics you're interested in learning more about here on the Brainzooming blog? Let us know, and based on the broad branding experience on our team, we'll tackle your questions! - Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

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