Building Your Brand Through Relationships, Reality And Results
Written by Nicole Mckinney
Branding is most commonly used to differentiate a product or service in the eyes of the consumer from a similar product or service offered by the competition. As a result companies use mass media campaigns, product identity (corporate logos) and graphic design to promote their product or service to potential customers. However, a brand is more than the sum of these individual efforts, it also encompasses the emotional and psychological consumer associations that branding evokes. These associations allow the consumer to feel comfortable with and relate to a specific brand. This is why the core objective for any branding strategy is the generation of trust otherwise known as brand loyalty. Obviously the product or service still needs to deliver brand name value to the consumer, as failure to do so is the quickest way to lose customers.
With the launch of its Lean 101 On-Line course in November of 2007, OEM has begun to communicate their brand value via consumer based online initiatives. These initiatives include the publication of the 2nd edition of the OEM newsletter as well as regular announcements and notification of upcoming promotions. OEM is committed to featuring articles written by their consultants, each of which specialize and work within the various areas of teaching and implementing Lean Thinking. This allows for an easy transference of knowledge as the essence of Lean Thinking principles and practices is presented in a compact form to students of the Lean 101 On-Line course.
Additionally an invaluable free resource available to students enrolled in the Lean 101 On-Line course is the Sharepoint Lean Thinking Community. This community site allows all course participants to communicate interactively with each other, access a resource library of articles, view presentations and videos as well as share their implementation stories. OEM is using these innovative online initiatives to form long lasting relationships with their consumers. In this manner they are continuing to earn their customers trust and promote the adaptation of Lean Thinking principles throughout a variety of business sectors.
The goal of all websites is to help guide customers in finding the services and products that they need. OEM has by implementing the Sharepoint Lean Thinking Community website met this goal because the interactive and intuitive interface fosters the building of long term relationships within their target market.
Article author
About the Author
bcad Group's marketing and communications specializes in unique solutions dedicated to building and creating brands. We believe business strategy is marketing strategy. Our job as a marketing group is to connect. We want to work with our partners to build marketing and branding practices around ideas that drive business opportunitites. By working with our business partners sharing risk and reward, we strive to bring cultural insights, communication processes and products together with an entrepreneurial vision while manufacturing expertise, distribution might and R&D skills to develop a business idea. Ultimately we are building upon ideas and creating the channels, the strategy and the pathways to fortify relationships with each and every person in a way that is meaningful and mindful of how they live their lives.
Nicole’s PR, marketing and communications experience and expertise is focused around brand development. She produces memorable (WOW! Comment from satisfied clients.) projects that assist in growing a brand.
Her passion is rooted in brand strategy development, communications, and marketing program development, competitive analysis, sponsorships, publicity, web-site development and production, events and product launches.
Her flair is in strategy and execution to transform products and services into a powerful brand, to create cohesive objectives to reach target markets and to strategically position the brand in the competitive market place. nnn
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