Know-How Exchange : Branding

A slogan may not be the most important thing for your company. Presently, you have a company name that is relatively meaningless to your customers and you are trying to make up for it with a few clever words. Actually, what you need is a marketing strategy and plan. A marketing strategy starts with understanding the market and customers:

First, you need to understand your market:

Market and Customers

• Who are the customers?


• How can you group them according to their needs (rank these “segments” from largest to smallest)?


• What are their needs?


• What are their influencers and motivators?


• To which media do they subscribe?


• What messages and forms of messages are they prone to be drawn to? (this is critical because it helps you to decide how to form “tag lines,” what to say concerning their expectations, needs, and impression of the “competition” - so they will say, “Yes, that’s how I feel!”

Competition

• Who are the competitors?


• What are they strengths and weaknesses?


• How well do they satisfy the customers’ needs (by segment)?

Your Company

• What are the company’s strengths, weaknesses, opportunities, and threats (SWOT)?


• What are the core competencies of the company? i.e. What can the firm do best?

Service Strategy

• How can the company use its core competencies to:
  
  • take advantage of its strengths to exploit the competitions’ weaknesses
  
  
  • make its weaknesses into strengths
  
  
  • take advantage of opportunities
  
  
  • avoid threats
  
  
• How can the firm leverage theses core competencies to satisfy the needs of the customers?


• What are the features and benefits of the services?


• What is the value proposition you are offering your customers with the services?

Branding

• Create a position statement. The position statement is a part of the strategy and communicates to those inside the company the any and all of the following:
  • Placement within a market segment
  • Placement of the products/services relative to other service categories
  • Placement versus competitors' products/services
  • Placement of the products/services in terms of features and benefits
  
  The position statement is critical to have in place before the marketing "production" work is completed because it ties everything together.


• Complete the branding plan (taking into account the position statement and the influencers and motivators, as well as what messages to which they respond)
  • Name
  
  
  • Logo
  
  
  • Product characteristics - colors, features, quality
  
  
  • packaging and packaging characteristics (colors, font styling, logo and logo placement)
  
  
  • tag lines

With all of this in place, you will be in a position to guide your company into the future in the face of stiff competition and discriminating customers instead of just going forward with "AEE - We keep an eye on everyone!"

I hope this helps.

Best regards,

Wayde

Vincent,
Wayde always puts things in focus (play on camera business)

You can't describe your USP in a slogan, but you can tell people what you do.

AEE: Excellence in Security Monitoring.

Not flashy, but tells people what you do.

Thanks to everyone, I understood your ideas and suggestion.

However, I need a slogan for product not for AEE Company concepts, the slogan should be catchy and interesting for people who need secutiry and surveillance in the world.

atreidesone,

I have read yours, and I have an puzzle about "one step ahead", what is the concept of this ?
could you give me more details ?

To all,

I have got suggestion from a friend, he said "Free & Secure ", the "free" means Wireless, "secure" means Sureillance.

I also think it is a better Slogan for my products, do you think so ?

the slogan maybe:

"technology is your security"

"technology behind security"