Creative Carrot Studios is the subject matter expert on Branding and Websites at the Prosperity Expo event in Fort Lauderdale, Florida, October 23-24. Below is some insight into branding:

To really understand the power of a brand, you only need to think about Nike. Nike wanted its logo, message, persona, and public image to mean SUPERSTAR.  Its advertising became celebrity focused and still is today.  Nike signed on celebrities that personified that superstar message – Michael Jordan (yes – a Chicago example, I am sure one of many to come – you can take the girl out of the city, but you can’t…) – Anyway, the Bulls’ star equals basketball -  and Nike! (and Haynes now, but the majority of the population with buying power still think of NIKE.)

Nike is continuing to put out a consistent image of “Superstar” with today’s Tiger Woods & LeBron James, as well as deals for celebrities wearing NIKE shoes to be spotted by the paparazzi. SO- where does the Brand Power come in? The Power is that NIKE makes shoes, yet they don’t need to talk about comfort or fit or price or product longevity or quality, or anything else that you would be asking if you were purchasing anything but Nike Shoes.

Think about how successful your business would be if all you had to do was say your company name, and have people flocking to purchase your products and services.  Even if you are not a NIKE fan, you cannot help but admire the power their brand has.

To get the biggest bang for your buck, we recommend that you follow a strategy of consistency.  If you have a high status product with high price tag, then your brand image, message, and corporate persona all need to personify high status.  Yes, every person you have working for you that comes into contact with customers, needs to exude high status.  A consistent message in all of your communications, logo, website, blogs, corporate collateral, and personnel, is the KEY to building a powerful brand.