{"componentChunkName":"component---src-templates-insights-categories-js","path":"/insights/category/branding/5/","result":{"data":{"contentfulInsightsCategory":{"id":"3e4ef3c3-301d-535f-95c5-c9824dabd0cb","name":"Branding ","slug":"branding","seoTitle":"Creative Branding Agency: Brand Insights & Tips - PW","seoDescription":{"seoDescription":"ParkerWhite is a creative branding agency in San Diego that offers brand insights and tips for health-orientated industries."},"seoHelmet":{"seoHelmet":"<link rel=\"canonical\" href=\"https://www.parkerwhite.com/insights/category/branding/\" />"}},"allContentfulInsightsPage":{"edges":[{"node":{"id":"ad31c4b1-040f-59e8-9701-e10d39f2bd0b","title":"6 Ways For Brands To Show They Care","slug":"6-ways-brands-show-care","date":"2018-11-18T00:00-08:00","preview":"Brand cynicism is abundant in today’s society and brands must do everything they can to stay human and prove they truly care about their customers.","text":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Brand cynicism is abundant in today’s society and \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/14-components-of-a-brand-platform/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"brands\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" must do everything they can to stay human and prove they truly care about their customers. Here are 6 social responsibility-marketing suggestions for showing your brand is one that cares:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"nodeType\":\"text\",\"value\":\"1. Live Genuinely\",\"marks\":[]}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"nodeType\":\"text\",\"value\":\"You’re probably familiar with the phrase, “Actions speak louder than words,” and this is true for customer relationships, too. You can talk all you want about how great your company is, but you’ll be appreciated much more if you simply do it in the first place. Your customers will really value that you took the care to show good service in the first place without being reminded to do so.\",\"marks\":[]}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"nodeType\":\"text\",\"value\":\"2. Commit To Being A Peacemaker\",\"marks\":[]}],\"nodeType\":\"heading-2\"},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"Arguments cause problems with customer relationships just as they do in any other relationship. Deliberately choose to watch out for potential arguments and when you sense you are entering into an argument, just stop. Not every argument is worth engaging in and most probably aren’t worth the risk of harming the customer relationship. Take online conversations offline where they can cool off, and always try to see issues through the customer’s perspective. Rarely is an argument worth losing business over, and the little ones can contribute to gradual erosion.\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"3. Apologize Generously And Give Up The Need To Be Right\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"Many people have a hard time apologizing for something they don’t feel responsible for in the first place, but customer relationships are too valuable to lose over petty arguments or miscommunications. Is being “right” more important to you than your customer’s feelings? In the long run, your \",\"marks\":[]},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"customers\",\"marks\":[]}],\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/take-a-walk-on-the-wild-side-mapping-out-your-customer-journey/\"}},{\"nodeType\":\"text\",\"data\":{},\"value\":\" will be happier and you will feel better after an apology. It shows you care about them more than winning an argument. Obviously, this requires discretion, but the main idea here is to not let stubbornness get in the way of a happy customer relationship.\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"4. Do Something Unexpected\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"Most people love a surprise, especially when that surprise is something that helps them or makes their life a little bit easier, even if it is just for a minute. It could be as simple as a card to show appreciation “just because,” or offering a coupon or promotion to get something extra. Even simple actions can speak volumes, especially if the customer has had an especially difficult day. It’s a great expression of caring, even when it appears to be simple or obvious.\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"5. Give Freely\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"This doesn’t mean give away your time and talent in a way that lets others take advantage of you. It just means that people appreciate giving. Find a great shortcut that could save others time? Send a tweet or shoot over a quick \",\"marks\":[]},{\"nodeType\":\"hyperlink\",\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/email-marketing-rx-healthcare-marketers-need-effective-emails/\"},\"content\":[{\"nodeType\":\"text\",\"value\":\"email\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"text\",\"data\":{},\"value\":\". Come across an article you think would be particularly helpful for a client? Send it their way and let them know you were thinking of them. It’s easy to overlook simple acts of kindness but they can make a big difference.\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"data\":{},\"value\":\"6. Start Every Day With Customer Appreciation\",\"marks\":[]}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Being grateful for your customers is one of the simplest ways to achieve positive brand associations and better customer relationships. You don’t have to do anything over the top. Simple actions like saying, “thanks” or acknowledging the customer as an integral role in your success may be all that’s needed. Often we may find that working with a customer a day in and day out can lead to a feeling of familiarity. Be mindful of this and make sure you treat them with the same level of quality and respect you would show a new client or even a prospect.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Showing your customers you care\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/feed-your-audience-not-content-beast/\"}},{\"nodeType\":\"text\",\"value\":\" on a regular basis is less challenging than it sounds. While it may be easy to overlook the little things in daily or weekly customer relationships, it’s often the little things that make a difference and create customer loyalty. It simply takes a conscious effort and may even require formal processes to ensure customer relationships are never sacrificed and always nurtured.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"\\nEditor’s Note: This post was originally published in November 2014 and has been updated for accuracy and comprehensiveness.\",\"marks\":[{\"type\":\"italic\"}],\"data\":{}}],\"data\":{}}],\"nodeType\":\"document\"}"},"image":{"localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/jpeg;base64,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"},"images":{"fallback":{"src":"/static/b973f10d6fc242cece56670cc517db34/36977/22._Naked_Brands.jpg","srcSet":"/static/b973f10d6fc242cece56670cc517db34/69ad5/22._Naked_Brands.jpg 170w,\n/static/b973f10d6fc242cece56670cc517db34/a570c/22._Naked_Brands.jpg 339w,\n/static/b973f10d6fc242cece56670cc517db34/36977/22._Naked_Brands.jpg 678w,\n/static/b973f10d6fc242cece56670cc517db34/189b6/22._Naked_Brands.jpg 1356w","sizes":"(min-width: 678px) 678px, 100vw"},"sources":[{"srcSet":"/static/b973f10d6fc242cece56670cc517db34/7fd06/22._Naked_Brands.webp 170w,\n/static/b973f10d6fc242cece56670cc517db34/abcd1/22._Naked_Brands.webp 339w,\n/static/b973f10d6fc242cece56670cc517db34/673d9/22._Naked_Brands.webp 678w,\n/static/b973f10d6fc242cece56670cc517db34/36d5d/22._Naked_Brands.webp 1356w","type":"image/webp","sizes":"(min-width: 678px) 678px, 100vw"}]},"width":678,"height":452}}}},"category":{"slug":"branding","name":"Branding "}}},{"node":{"id":"9432d568-fe9b-529c-8106-5f7f2cd97961","title":"Wellness Within: The Importance of Internal Branding vs. External Branding","slug":"internal-branding","date":"2018-11-12T00:00-08:00","preview":"If you want consumers to love your brand, first your own employees must fall in love with it.","text":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Internal Branding Is About Your Employees\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"If you want \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.parkerwhite.com/4-ways-awaken-brand-passion-customer-relationships/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"consumers to love your brand\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", first your own employees must fall in love with it. If your employees aren’t convinced, how can you expect anyone else to be? Your employees are closest to the brand and have the opportunity to shape your brand regularly. \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.parkerwhite.com/healthy-brand-take-brand-good-great/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The Healthy Brand\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" cultivates a company culture where employees live and breathe the brand to bring it to life for their customers. Thus, the importance of your internal branding strategy is just as critical as your external branding.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Employees Are Closely Tied to Brand Touch Points\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.parkerwhite.com/4-ways-awaken-brand-passion-customer-relationships/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"brand experience\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" is the collection of every single brand touch point. Think about how many brand touchpoints involve employees. From customer service to the sales force to the distribution team driving your trucks, ALL of your employees should be capable of communicating the brand value proposition. Your employees play a critical role in the brand experience because of their involvement in brand touch points, where they are responsible for actively \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/brand-promise-stake-every-touch-point/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"delivering on the brand promise\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\".\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Consumers Trust Employees\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.marketingcharts.com/brand-related/csr-106708\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Marketing Charts\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", when customers were asked what attracts them to buy from certain brands (excluding factors of price and quality), 66% responded: “The company has a great culture — it does what it says it will do and delivers on its promise.” The same percentage of respondents also stated they were attracted to a company that “is transparent — with where it sources its materials, how it treats its employees fairly, etc.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A Weak Internal Brand Is A Sign of Dissonance\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A strong internal brand usually reveals alignment between the brand promise and the actual brand experience. If there is a lack of internal cooperation or clearness about the brand, this may indicate a dissonance between what is being promised and what is delivered. This should trigger further analysis of your brand.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Evaluate the Health of Your Internal/External Brand Alignment\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"So, what is internal branding and why is it important? So, what is internal branding and why is it important? To find out if your internal branding & external branding strategy is in alignment, ask yourself these questions:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Is your current \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/services/brand-and-strategy/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"messaging strategy\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" effective? \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is the actual \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.forbes.com/sites/martinzwilling/2013/11/08/customer-relationships-now-drive-brand-perceptions/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"customer \",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"perception of your brand vs. what you think it is?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Are you being objective when evaluating brand performance?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Are customers dissatisfied?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Do employees laugh or scoff at any of the company’s marketing?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Other symptoms of misalignment of internal and external branding to look for:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your brand is accused of not providing what you promised.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Customers are always asking for discounts.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your team keeps blaming the customers for not fully understanding your product value.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There’s a gap between what you communicate and what research shows customers want.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"People are initially excited about your product but disappointed once they purchase.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"You don’t have very many repeat customers.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Ensuring that internal branding aligns with external branding is critical for brand managers. Measuring customer experience, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.inc.com/guides/2010/08/how-to-get-feedback-from-employees.html\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"soliciting feedback from employees\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", and objectively looking at brand perception can help you identify areas where your brand needs work.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How To Improve Internal Branding\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"1. Have a Clear, Well Defined Brand Platform\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Getting everyone to understand and love your brand both internally and externally first requires defining the brand. For more information about the brand platform and what is needed, read, ‘\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/14-components-of-a-brand-platform/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The 14 Components of a Brand Platform\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"‘\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"2. Hire People Who Possess The Key Traits Of Your Brand\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"When you hire employees, who embody your company’s mission, you are more likely to attract similar, like-minded employees. This makes it easier to deliver on your brand promise.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"3. Hire People Who Love the Work\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"When people are doing what they love to do, they’re more likely to get the job done and do it well. When you’re working with a genuine passion for what you do, the work becomes more meaningful.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"4. Give Your Employees a Higher Purpose\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A powerful internal brand is part of a company’s DNA. It’s in the way you work. Chances are, your employees are willing and able to be a part of something bigger. You just need to rally them together.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"5. Display Your Culture Inside the Office \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"At ParkerWhite, our core values are on our office walls as a daily reminder of how we do work.\\n– Intelligent listening\\n– Proactive forward thinking\\n– Creative excellence\\n– Dedication to perfection\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"6. Live Your Culture Outside of the Office\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Team bonding outside of the office is another extremely important aspect of internal branding. You want to actively partake in your company’s core values until it becomes a part of who you are. We get together and do what we love – being active and living healthy lifestyles.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"With a strong internal brand, your company will be better prepared to attract new customers and keep them longer.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"Editor’s Note: This post was originally published in February 2014 and has been updated for accuracy and comprehensiveness.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"image":{"localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/jpeg;base64,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"},"images":{"fallback":{"src":"/static/69e7459d7c7e23367ca359751e3f60a9/d60cd/33._Internal_Branding.jpg","srcSet":"/static/69e7459d7c7e23367ca359751e3f60a9/32fdd/33._Internal_Branding.jpg 170w,\n/static/69e7459d7c7e23367ca359751e3f60a9/0532e/33._Internal_Branding.jpg 339w,\n/static/69e7459d7c7e23367ca359751e3f60a9/d60cd/33._Internal_Branding.jpg 678w,\n/static/69e7459d7c7e23367ca359751e3f60a9/74998/33._Internal_Branding.jpg 1356w","sizes":"(min-width: 678px) 678px, 100vw"},"sources":[{"srcSet":"/static/69e7459d7c7e23367ca359751e3f60a9/6a44b/33._Internal_Branding.webp 170w,\n/static/69e7459d7c7e23367ca359751e3f60a9/48e07/33._Internal_Branding.webp 339w,\n/static/69e7459d7c7e23367ca359751e3f60a9/fd03c/33._Internal_Branding.webp 678w,\n/static/69e7459d7c7e23367ca359751e3f60a9/370bf/33._Internal_Branding.webp 1356w","type":"image/webp","sizes":"(min-width: 678px) 678px, 100vw"}]},"width":678,"height":462}}}},"category":{"slug":"branding","name":"Branding "}}},{"node":{"id":"54f1a5b0-48ac-5978-979f-8c4a9aed3a28","title":"3 Types of Brand Communication to Master","slug":"brand-identity-3-forms-basic-brand-communication-master","date":"2018-10-23T00:00-08:00","preview":"Your brand is a powerful asset for your company. Branding is about more than just stringing together beautiful words; it’s about the high-level brand strategy needed to make your company recognizable, memorable, and easy to understand. ","text":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your brand is a powerful asset for your company. \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.parkerwhite.com/insights/branding-mean/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Branding is about\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" more than just stringing together beautiful words; it’s about the high-level \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/services/brand-and-strategy/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"brand strategy\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" needed to make your company recognizable, memorable, and easy to understand. A strong brand identity gives consumers a reason to buy beyond price and features.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are many reasons \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/brand-strategy-for-success/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"why you need a brand strategy\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" from a business perspective. The most basic forms of brand communication are necessary for presenting your company in a variety of situations and should be a priority from the very beginning. Think of it this way: your branding and communication strategy is your way of identifying the “forest,” and once you have done this, then you can start talking about the trees. To talk about one tree without understanding its place in the forest would be foolish.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"But what is brand communication? Here, we will provide you with three different types of brand communication that will help you to be able to articulate your brand effectively, whether you are speaking with a potential prospect, investor, employee, or even a family member at Thanksgiving.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"The 3 basic forms of brand communication to master:\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Vision\\n\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"What is your vision? Describe what you want your company to be in one or two sentences. Your vision is aspirational – it communicates what you hope to achieve as a company and paints a picture of what company success will look like. It should be inspirational – something that drives the team forward and gets everyone excited. Your vision should be different from your mission, says strategist and industry analyst, Daniel W. Rasmus, author of \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"Listening to the Future\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\". “Many organizations confuse mission and vision,\\\" \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.fastcompany.com/1821021/defining-your-companys-vision\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Rasmus wrote in an article for Fast Company\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". “A mission is about who you are. Missions rarely change. Visions should be dynamic and drive constant learning and innovation.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Elevator Pitch\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"This is a very important skill for executives, especially those involved in sales. You should be able to present your company quickly and succinctly at any moment. You never know when you’ll have the opportunity to get face time with someone important.The elevator pitch should describe what makes your product or service unique. It’s crafted in a way that is easy-to-understand but also gets a person excited about your idea. The elevator pitch is short – it gets its name from the idea that it doesn’t last longer than an elevator ride. What is important is that it leaves people with a solid understanding of what your company provides and leaves them hungry for more.Like the vision statement, the elevator pitch is dynamic and must evolve. Never let an elevator pitch get stale. It should be flexible enough so that you can tailor it to whom you’re speaking to.For more ideas about how to write the perfect elevator pitch, check out “\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://readwrite.com/2010/04/16/the-art-of-the-elevator-pitch-10-great-tips#awesm=~ol6R99NWnDHwYo\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The Art of the Elevator Pitch: 10 Great Tips\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"” from readwrite.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"10-Minute Presentation\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"You can do a lot with a 10-minute presentation. It is said that in 10 minutes, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.forbes.com/sites/carminegallo/2013/04/29/presentation-skills-the-10-minute-steve-jobs-performance-that-revolutionized-the-music-industry/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Steve Jobs reinvented the music industry\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". If you were given 10 minutes to present your company, how would you do it?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"},{\"type\":\"bold\"}],\"value\":\"What We Do:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In no more than one paragraph, explain what it is that your company does. Identify the problem you are solving and describe your solution.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"},{\"type\":\"bold\"}],\"value\":\"Why We Are Different:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"With a couple of sentences, explain what sets you apart from your competitors. This isn’t the place to pull out flowery, embellished language. People are tired of hearing your marketing garble. Just be clear and to the point about what makes you different.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"},{\"type\":\"bold\"}],\"value\":\"How We Do It:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"This is your chance to showcase your work and the process you use to get to the final product. Don’t go too far in-depth, because you only have 10 minutes for your presentation.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Steve Jobs is famous for his presentation skills even though he wasn’t necessarily a natural presenter. Jobs cultivated his skills with practice – preparing hours beforehand. Giving a good presentation requires your ability to perform and also to tell a good story.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"It’s a good idea to avoid long, detailed slide presentations. It’s practically a lullaby for your audience members. Keep your slides light on text to keep your audience engaged. If your presentation consists of you reading everything off the slides, you’re giving your audience no reason to listen to you. They can read all the information on their own terms and tune you out.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"To find out more about types of brand communication, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/contact/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"get in touch\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\".\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"Editor’s Note: This post was originally published in October 2013 and has been updated for accuracy and comprehensiveness.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"image":{"localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/jpeg;base64,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"},"images":{"fallback":{"src":"/static/eaf58bf0bc97960386eccbba7abe3160/36977/14._content_beast_.jpg","srcSet":"/static/eaf58bf0bc97960386eccbba7abe3160/69ad5/14._content_beast_.jpg 170w,\n/static/eaf58bf0bc97960386eccbba7abe3160/a570c/14._content_beast_.jpg 339w,\n/static/eaf58bf0bc97960386eccbba7abe3160/36977/14._content_beast_.jpg 678w,\n/static/eaf58bf0bc97960386eccbba7abe3160/3b7f0/14._content_beast_.jpg 1356w","sizes":"(min-width: 678px) 678px, 100vw"},"sources":[{"srcSet":"/static/eaf58bf0bc97960386eccbba7abe3160/7fd06/14._content_beast_.webp 170w,\n/static/eaf58bf0bc97960386eccbba7abe3160/abcd1/14._content_beast_.webp 339w,\n/static/eaf58bf0bc97960386eccbba7abe3160/673d9/14._content_beast_.webp 678w,\n/static/eaf58bf0bc97960386eccbba7abe3160/5ffec/14._content_beast_.webp 1356w","type":"image/webp","sizes":"(min-width: 678px) 678px, 100vw"}]},"width":678,"height":452}}}},"category":{"slug":"branding","name":"Branding "}}}]}},"pageContext":{"limit":3,"skip":12,"slug":"branding","numPages":7,"currentPage":5,"paginationBasePath":"insights/category/branding"}},"staticQueryHashes":["2269431855","2546882472","3277384236","3501110239","814954254","832828524","929085246","983614420"]}