brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark.

Your brand’s identity is the perception of a brand in the minds of persons; a mirror reflection (perhaps inaccurate) of the brand personality or product being. It is what people believe, think, and feel about or expect from a brand.  When a person feels positively about your brand, and makes a conscious decision to purchase your particular brand, and makes that same decision repeatedly over time, you’ve achieved brand loyalty.

If you are looking at this webpage, you may be asking yourself, “What is the value of our brand?” or “What is our brand’s potential value?”  From your customer’s perspective, brand value, or equity, is based on his or her mind-set about your brand’s attributes and the consequences of its use.  In other word’s, “What’s in it for me?”

Johnson Direct’s proprietary Direct Branding(sm) approach is designed specifically to guide organizations through a “brand discovery” that takes into consideration your brand promise, products and services, corporate values and methods to determine where it’s been, where it is today and where it should be in the months, and years, to come.

The first outcome of the Direct Branding(sm) process is a clear understanding of what it is your customers expect from your brand.  What is your unique selling proposition and what does this mean to your audiences?  What key messages do they want to hear/see throughout your marketing communications?  What offers are most meaningful to your audiences?  What is their preferred method of contact/response?

Johnson Direct then takes this fact-based knowledge and develops a comprehensive plan to define the exact marketing strategies that make the most of your budget and short-term and long-term timelines.  The end result leaves you with a complete understanding of your brand’s value, its potential and how you will compete effectively to win over your audiences and gain more market share.

Take a closer look at our Direct Branding(sm) approach.

Brand Development Services:

• Audience Analysis
• Competitive Research
• Logo/Identity Design
• Market Analysis
• Positioning Statement
• Research
• Strategic Planning
• Tagline Development
• Theme Development
• Value Proposition

Definitions by American Marketing Association.