Comments on: Branding for web professionals: The anatomy of a brand

By: Tim Danyo

Tim Danyo — Fri, 21 Aug 2009 17:44:20 +0000

Thanks for the valuable and concise article! It’s like in any relationship. When you hang out with your best friend you have emotions running in a very positive way. It’s a great feeling to spend time with someone you trust and love. On the flip side, you meet the guy who lied to you, well, you’ve got negative vibes.

Social Media and online marketing really opens up more opportunities to connect with clients and establish trusting partnerships or relationships. I would say the key is in actual connection though. Real smiles, real voice and face to face interactions, handshakes, hand written letters, or personal connections make the difference. No one wants to feel like they are just a name on a list. I think internet marketers especially fall into that trap because they can efficiently disseminate information ad communications, but where is the love in all of that? This is all associated with a collective brand experience.

By: Nokadota

Nokadota — Sun, 26 Jul 2009 22:21:13 +0000

The article and the comments have been very helpful. It is true that a logo is just a pretty picture by itself and needs words and feeling to supplement it. I didn’t know this was second in a series of articles so I’ll read the first as well.

I look forward to reading the next post.

By: Nate Riggs

Nate Riggs — Thu, 09 Jul 2009 21:46:53 +0000

This is great stuff and a good model to follow. Customers will only continue to reshape how brands are spread through the marketplace. Interaction and the experience can result in ownership. The only question is how will the customer experience your brand.

Nice Brian.

By: Freelancer Office

Freelancer Office — Thu, 09 Jul 2009 02:11:32 +0000

What’s your brand “really” about? For me, a helpful explanation of theme (emotion) vs. topic (linguistic) came from this book: Guide to Writing Magazine Nonfiction.

By: Brian Cray

Brian Cray — Wed, 08 Jul 2009 20:24:01 +0000

Thanks everyone for your comments so far!

Jon: absolutely each of these could be discussed “into the night.”

Jason: branding your own business is so much harder, you’re right!

Mike: The stair approach is designed to show how it stems from emotions into language and visual communications, and that the customer receives and experiences what we communicate in their own way.

By: Mike Mirkil

Mike Mirkil — Wed, 08 Jul 2009 17:47:22 +0000

Sounds a bit like a stair-stepped approach in which you focus only on one piece at a time. In truth, all of these are interrelated and stem from the development of a strong brand meaning. There’s a different process for creating strong brand meaning, and we refer to that as Brand Culture. You can read our whitepaper on the subject at http://www.idbranding.com.

By: Jason

Jason — Wed, 08 Jul 2009 16:46:25 +0000

Good Post Brian. I’ve been wrestling w/ this for my own business, and find that while I can do this for others very easily – to work on my own brand is like running in water (try so hard, make little progress)!

Good summaries like this are fantastic for keeping on track during the process. Thanks for sharing. I’m looking forward to the follow up detailed posts.

By: Jon

Jon — Wed, 08 Jul 2009 13:35:40 +0000

I agree with this 100%. Given of course the length it is a shortened summarythat I believe captures the essence of the big picture. Each one of these could be described for hours in practice.