Another blog from the group called BrandingWire. This post is one of about ten by this “posse of pundits” on the subject of branding an IT services business. Here at The Branding Blog I’ve asked this firm to focus, niche and then focus some more.

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A brand fashioned for referral business relies on others to spread the word. So you must make it easy for them to remember and repeat your brand story. They want to look good in the eyes of those they are referring you to. So help them look good by living up to your word and keeping your story simple.

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In response to a challenge to 12 branding bloggers, we are all blogging about how to brand a regional coffee shop that wants to go National. My approach is to find a way not to compete head-on with Starbucks. Instead, find a position in a new category by combining the company’s coffee making with a social component that’s at least equal to the coffee as a drawing card. I’d begin by defining what a good meeting place should consist of.

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New, and especially hi-tech, products need to establish a frame of reference for customers so they can related to and appreciate the new technology.

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In this entry I address two functions of the name other than identity: expressing the brand’s personality and positioning.

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Adding “and more” to your name: will that provide differentiation or confusion? I believe it’s confusion.

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If you create branding elements that become memes, you’ve probably got a winner, but be careful of adopting an existing meme as a brand element.

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In Doug Hall’s book, Jump Start Your Business Brain, he provides three critical elements for successful product development. These elements are also great branding differentiators.

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