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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Branding for Marketing Impact

What Is Your Core Brand?

Consumers connect with a personality--what is yours?

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Scale and Core Brand = Business Strategy

It's all about "Do you have enough scale?", says Immeld of GE.

And scale is about maximizing your core brand. "Core brand" is about perception from the consumer's side of the exchange. Give them what they can verbalize about you. What you're known for. And hopefully, that's a positive among your key customers!

Core Brand Examples

Focusing on Revlon's core brand "should have always been the centerpiece of our strategy," says David Kennedy, CEO of Revlon. They launched Vital Radiance with a series of marketing missteps that disrespected their core brand.
  • They didn't use the well-know Revlon brand name
  • They hired unrecognizable spokeswomen
  • They priced it too high for their customers
  • They underplayed their image of glamor
  • Innovation with new products
  • Availability on the shelf
Toyota's core brand is made up of:
  • Sensible Camrys and Corollas.
  • Customer-driven culture of continuous improvement
  • Methodical expansion in the U.S.

Core Branding for Green Marketing

Applying "core brand" philosophy to green products and services can be tricky. Do you go "all green"...or offer sensible green options. Do you dish up glamorous green luxury, or save money for everyday expenditures? What do you want to be known for. Are you everywhere, or exclusive. Choose only ONE. Or a couple -- but only if you have the money to back up separate market niches.

Brand is reinforced by product design, packaging design, distribution channels, marcom, advertising, public relations and promotion, Website conversation and social media, and especially by word of mouth.

The Branding Face of Certification

Certification is an important part of green branding. Which certification do you wear: platinum, gold or silver? (That's LEED). Energy Star or EPEAT?

The company you keep is important. Just as Revlon benefits from a recognizable face, a green product benefits from its certification's stamp of well-recognized approval.

Consumers in both the workplace and at home face enormous overloads of choices -- and they look for shortcuts to reassure them they are making reliable, great choices. Your SIMPLE message helps. Your spokes-authority helps. Your professional packaging and corporate image matter.

Your Branded Personality

Brand is about the personality you put out there, and a company's personality is more than the humans involved because most consumers NEVER meet a human representative of their supply company. They meet your marcom. Your website. Your packaging. Your product results. These representatives hold your brand in their vision and execution.

That's why people say "design is king" today. We've replaced human interaction with "designed representation" in print, electronics, television, packaging and function.

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PROBLEM: Overwhelming overload of choices

SOLUTION: Brand your green image consistently with recognizable credentials that fit your customer base like a super-soft kid glove! Brand gives you scale.

Edited by Carolyn Allen, owner/editor of California Green Solutions
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