Recap: Small Business Member Meeting - Branding Your Company for the New Year - Jeff Rum, Spark Experience - December 18, 2013

Posted Date: 
December 18, 2013

December 18, 2013
Guest Speaker: Jeff Rum, President & Chief Creative Officer, Spark Experience

Clark Kendall, Co-Chair of the Small Business Committee, welcomed MCCC members to the meeting. Linda Houk, CEO, Information Systems Solutions and Board Member of the Montgomery County Chamber of Commerce, introduced the guest speaker, Jeff Rum, President and Chief Creative Officer at Spark Experience. Rum presented to MCCC members about how to create an effective brand for your business.

Branding is essential because consumers judge the value of a company and its products and services by the perceived value of its brand. The average person interacts with 16,000 brands every day, but only the most effective brands leave a lasting impression. An effective brand is:

  • Simple
  • Relevant
  • Distinctive
  • Memorable
  • Timeless
  • Works large and small

Spark Experience takes a research-based design approach to brand creation. Rum starts every project with a strategy meeting and research. He said quantitative and qualitative research generates crucial information about how the target audience perceives the brand. Understanding how the target audience perceives the company brand is beneficial, especially when developing new brand materials.

Rum suggests following these key steps when revamping or creating a new company brand:

  1. Review your products and services
  2. Understand your target audience
  3. Research your competition and the marketplace
  4. Create a 1-2 sentence summary of your brand
  5. Test your brand with friends, employees and loyal customers

Click here to view the full presentation.

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