They’re everywhere. No longer a flourish seen only on the fringes of society, tattoos are showing up in unexpected places — on unexpected people. These anatomical imprints, says strategic brand management expert Karen Post, are a lot like successful brands, which she characterizes as brain tattoos. Brands are mental imprints embedded in the mind of the market and, like tattoos, they’re ubiquitous and compete with each other for attention.

Post allocates almost all the solid information in her book Brain Tattoos to developing and strengthening effective mental imprints and includes an eye-opening definition of brand that sweeps from products and services to destinations and clubs, and even individuals.

Her wide-ranging discussion of the many components of successful brand building includes a valuable look at the essence of a brain tattoo: the brand name. Creating a brand identity, says Post, is both crucially important and fraught with pitfalls, which she helps readers avoid with tips on picking names that will work — really work — over the long term.

While most of the book is practical how-to advice for creating brain tattoos, Post also includes caveats for avoiding brand fade. Here are five “Tattoo Taboos”:

1. Don’t assume that your brand difference is your product or your people. Buyers hear that from everyone.

2. Don’t cut brand-building costs when budgets are tight, and don’t skimp on communications talent. Investing in a terrific brand management program pays off.

3. Don’t think that branding is just a marketing thing. A brand communication strategy touches every part of your business and every contact with the market.

4. Don’t err on the safe side. No risk, no brand, says Post — people respond to creativity in every business.

5. Don’t leave brand positioning to mass advertising. Every point of market contact is equally important.

Permalink: http://www.fuelnet.com/?p=171