By Kim Brooks, Guest Expert Kim Brooks is founder of Bardo-Brooks Internet Marketing, a consulting firm that designs and implements online marketing campaigns. Last month we talked about why branding is important and explained how the process of messaging forms a brand over the long haul.
Every brand is different.
The point of branding is to distinguish you from the competition. Just about every good brand meets the following criteria. Look at these criteria as you develop a brand from the ground up, or test your existing brand against them. Targeted Your brand must start by being appropriate to your market and product. Microsoft is a great brand, but if you were marketing to kids and mothers, you wouldn't want to emulate Microsoft.