Over the course of the past year, we have tackled a number of very interesting topics during our networking activities! As such, in keeping with our theme of learning, sharing and networking on issues of common interest, we look forward to exploring a subject that can have considerable impact on the products or services we provide. We invite you to mark your November calendars and join us for a very interactive workshop designed to explore the concept of Branding and Brand Clarity!
Branding has been around in some shape or form for literally thousands of years… It can be traced back to 1300 BC with marks on pottery - such as wine casks, as an example - to ensure authenticity by the producer… From a personal perspective as a Farmer's daughter, the term branding immediately conjures up the image of the age-old cowboy tradition of marking cattle to note ownership from one breeder to another as they grazed on common pastures or traversed in herds across the country… in fact, branding cattle has been around much longer than we generally appreciate and can be traced back even further as far as 2000 BC! There are many examples of branding activity over the years and it is definitely safe to say that it has indeed been part of our culture for a very long time!
As the world advanced in its abilities to mass produce products and the element of media such as newspapers, radio, television and the internet were introduced and developed - consumer awareness subsequently grew - and the need to learn more about the products and services businesses provide has also grown almost "exponentially" so. Our trading is international and our customers may exist anywhere! Branding allows companies to differentiate products from the competition, to develop credibility and reliability - all in an effort to motivate buyers to become loyal to that particular product or service they may provide - making branding a rather important component of our business activities.
Interestingly enough, from those very early pottery marks to present day means - via internet web pages, and social media tools such as Twitter and Facebook - the concept of branding essentially remains the same - allowing us to create a "mark" of some type that identifies a product or service as part of a particular company or association - conveying a message of ownership, identification, reliability and trustworthiness to our customers, our suppliers, and our companies.
"All About Branding" defines the word "Brand" as follows:
"A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service."
- All About Branding, http://allaboutbranding.com/index.lasso?page=11,54,0&skip=0
Together with Rhonda Page, of Know Your Difference, in our Special Food and Beverage Networking Event, "Getting Clear on Branding - Knowing Your Difference", we are going to be looking specifically at "Branding" and working through the "Six Steps to Brand Clarity". As Rhonda's company is so aptly titled - it is an opportunity for all participants to network and to learn to "Know Your Difference" - get clear on your vision, your competition, your ideal audience, explore how to get customer insight, develop your own "difference" and finally bring your brand to life!
Whether an organization is large or small, this is a topic that should provoke some interesting perspectives, experiences and proffer some opportunity to gain feedback and insight on the impact branding can have on your business. One of my favourite quotes comes from Diane Chiasson from an article posted in the Bakers Journal in which she said:
"Good branding is more than just a catchy slogan or memorable logo. It's about your entire business and culture."
- Diane Chiasson, "Where Everybody Knows Your Name", Bakers Journal, July 2010, p. 10.
Keeping that thought in mind, if you wish, take a moment to contemplate what "branding" means to you, your company, your customers and suppliers, etc. What is - or what could be your role - in establishing it as part of your "business and culture" ultimately building up that "connection or relationship" if you will, that creates a message of quality, consistency, trust and brand loyalty in your products and services:
* What is your brand's vision?
* What are the good attributes, practical benefits of your brand?
* What emotions are associated with customer purchases of your products/services?
* How is your brand positioned against the competition? Locally, Nationally and Internationally?
* Do all elements of your branding strategy integrate with one another? Is it part of your business plan?
On behalf of EMC Canada, our Guest Speaker, Rhonda Page of Know Your Difference, OMAFRA and our Community Partners, we hope that you will join us for a fun-filled, hands-on workshop that stimulates your perspectives on branding and brand clarity and provides you with an opportunity to network with others on what is working well for them!
GETTING CLEAR ON BRANDING - KNOWING YOUR DIFFERENCE
November 9, 2010 - 9:00 am - 12:00 Noon
Quinte Sports Complex, Wally Dever Arena Mezzanine, 2nd Floor, 265 Cannifton Road, Belleville, ON
November 11, 2010 - 8:00 am - 10:30 am
Tourism Brantford, 399 Wayne Gretzky Parkway, Brantford, ON
Please RSVP to Bren via email to email@example.com if you are able to join us!
All the best!