"When you look at a strong brand, you see a promise." – Jim Mullen, Founder, Mullen Advertising “THINK FRESH. EAT FRESH”
Upon attending a seminar last week, I discovered that Subway surpassed McDonald’s in the race to become the top restaurant chain (way back) in 2010. Though I was shocked, I was very pleased to hear the news. Beyond giving me my first employment opportunity at the age of sixteen, Subway has given me several reasons to believe in their brand. I think Subway offers great benefits to consumers, employees, and franchise owners. Not only are the subs made fresh, Subway delivers on fresh business ideas that have helped them to dominate within their industry. According to CNNMoney, “Subway has 34,218 locations globally -- all of which are owned by franchisees. Subway now has more than 1,000 locations in Asia, and it just opened its first store in Vietnam. Other high-growth nations include Brazil, Mexico, India, China, Russia and France.” FLEXIBILITY Company spokeswoman, Les Winograd stated, "A lot of our growth has been in non-traditional spaces that our competitors might not touch. We have really unique ones, like on a riverboat in Germany, a church in Buffalo, car dealers, bowling alleys and casinos. We're not just in strip malls" (CNNMoney, 2011). I think Subway is a great example of a company that not only offers a great product, but also works to find the best ways to serve that product to consumers. They are not confined by traditional business locations, which allows them to reach more people and increase profits by accommodating the needs of the consumer. This is beneficial to consumers and very attractive to those seeking franchise opportunities. INNOVATION One thing I love: Subway is always changing and expanding its brand. From Five Dollar Footlongs to the new breakfast menu, Subway consistently finds new ways to stay connected to consumers. This should be the goal of every company regardless of your particular industry. Continuously research different techniques and strategies that will enable your brand to become stronger. This will allow you to not only outshine your competitors, but it helps you to build a brand that will stand the test of time. So, "think fresh" and look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand! Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #008
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“Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...” - Howard Schultz BLUNDER BUST
There are many things that can be done to help build your brand, however there are also several common mistakes that can be made that will ultimately demolish your brand. Avoid these five, common brand blunders that could potentially sabotage your brand. 1. Lack of Planning Great branding does not happen by chance. It takes time and effort. If you do not plan for success, you cannot expect it. Constructing a thorough marketing plan is essential when building a brand. It becomes much easier to prevent common branding errors when you create a comprehensible plan for your brand. 2. Lack of Brand Identity Brand identity is imperative when establishing your company. Your brand allows the public to clearly identify your company. There should be basic brand identity guidelines for your company that help to maintain a consistent message to your target audience. Mission statements, visions, logos, corporate colors, and brand values are all brand identity components that help to build a strong brand. 3. Lack of Consistency It is critical that your messaging remain clear and consistent. Sending mix messages to your consumers will prevent you from establishing trust and brand loyalty. After establishing your brand identity and developing a marketing plan, be sure to make marketing decisions in accordance with those guidelines. After all, what is the point of creating a plan if you don’t use it? Stick to the plan! 4. Lack of Commitment The reputation of your brand is very important and can be severely damaged if your company does not deliver on its commitment to consumers. The brand promise needs clearly communicated both externally and internally. Everyone within the company should be trained to deliver on the brand’s promise, which will allow the company to establish lasting relationships with consumers. 5. Lack of Innovation Be sure not to become the clone of another brand. Stir clear of mimicking the advertising efforts of other brands. Use your own creativity to create your own unique, marketing plan. It may be difficult at first, but it will pay off in the end. Look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand! Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #007 
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“Personal branding is about managing your name — even if you don’t own a business — in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going to a job interview? Ditto.” - Tim Ferriss, Author of the 4-Hour Work Week THE BOTTOM LINE
Personal branding is IMPORTANT. How do you present yourself? What are your values? What is your mission in life? Being able to answer these questions with confidence is key to shaping your personal brand identity and managing a reputation that precedes your name. Much like corporate branding, personal branding may require an investment of time and resources. By definition, “personal branding is the practice of people marketing themselves and their careers as brands.” How you market yourself can strongly affect your career and possibly increase or limit potential opportunities. Exploring your various skill sets will allow you to highlight your strengths and clearly define ways in which you can help those around you. Although it may take some concerted effort, building a personal brand can be quite advantageous. THE BUILDING BLOCKS If you would like to build a personal brand or strengthen your current brand, the following suggestions may be helpful: 1. Define your brand (Who are you? What do you have to offer? What are your values?) 2. Identify your target audience (Who would be interested in your skill set?) 3. Create goals for yourself (What can you do to expose your brand?) 4. Start a website or blog that includes a small bio and other articles of information that enhance your brand 5. Keep your brand fresh by adding new elements to your social media/website/blog on a regular basis THE BENEFITS Developing a strong personal brand can be beneficial on a variety of different levels. By creating a personal brand, you are able to: 1. Separate yourself from the competition 2. Build confidence 3. Strengthen your networking skills 4. Increase your credibility 5. Build trust with your target audience 6. Be more authentic 7. Manage your life better 8. Make the most of your skills and talents 9. Create a niche for yourself 10. Leave a lasting impression You must believe in your brand before you can expect anyone else to do the same. Spend some time with yourself and identify all the things that make you one of a kind. Take all of those things and begin building your brand. Look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand! Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #006 
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JENNIFER T. GRAHAM
This is a visual blog of all the things I love: design, food, travel, work, family & life. Enjoy!
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