The Brand Must Be the Image

Vessenes, Peter M.
April 2004
Journal of Financial Planning;Apr2004, Vol. 17 Issue 4, p36
Academic Journal
The article discusses several factors involved in establishing a brand and its image. There are seven factors that establish a brand. First is the practice's name. Second is the owner of the practice's differentiation: price, value, service or speed. Third is advertising, collateral materials and other media. Fourth is public relations. Fifth is historical performance. Sixth is consistency. And seventh is the details. It is important for a practice owner to define the brand before he establishes the brand and its image in the minds and hearts of his market. He should take time to define himself based on three criteria: clients, products or services offered, and uniqueness of the products or services offered. The image which a practice owner wants his market to associate with the brand must have consistency and the details. Consistency means treating all clients with the same respect, process and discipline. Consistency also means that the image matches the experience. The details are very important. They must all match with the practice owner's image statement. The practice owner can build the entire brand and image identification through advertising, public relations and testimonials he wants.


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