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Our STANCE on Value

Our STANCE on Value

We have taken a solid stance on the word value.

 

Strive not to be a success, but rather to be of value. –Albert Einstein

 

Value is a word that is thrown around nowadays. When something is overused, you tend to forget the actual meaning. For example, the word asylum comes from the Greek word asylon which means sanctuary. Synonyms for this word are shelter, haven and retreat. Unfortunately, this isn’t what comes to mind when we hear the word asylum. We have negative thoughts- where “crazy” people are sent-and that may have to do with our tendency to put the word insane in front of it. Either way, as we use language throughout time and in different contexts, the social standard for the word changes. This is what is happening to the word value.

Value is used in numerous ways, mainly in monetary examples. You saved money at the grocery store, “Oh what a great value!” or as an assigned worth, “This vase is very valuable.” But if you think about it, we have it all wrong.

shareholder-value

Einstein clearly separated value from success. When you go to the grocery store and save money, we think of it as a success. When we are auctioning off a painting for charity, we want the greatest amount of money because it will be successful to sell it for a larger amount. We forget what value really is and the actual value the word has.

Value should be defined socially as the merit, the worth, the importance of. Sure, its the first definition that pops up in Google, but its not the first one that pops up in our minds.

Value is different from success because you can hold importance and merit without being successful. Being successful means you are wealthy, you have a high position, or numerous honors, but it doesn’t mean you actually hold any value!

When Einstein tells us to strive to be valuable, it means we need to hold a merit, to be important, to serve a purpose. Success isn’t mandatory and if you really were a person of value, success wouldn’t even be necessary because with value comes being humble.  This word[inlinetweet prefix=”” tweeter=”amd5555″ suffix=”#takeastanceonvalue”] “value” is skewed in our minds because we tie it with success and as our culture has determined, the only people who are worth value, are those who are successful.[/inlinetweet]

This is false.

[inlinetweet prefix=”” tweeter=”amd5555″ suffix=”#takeastanceonvalue”]The people who are truly valuable don’t need to be successful because they are content with serving their purpose and guiding others.[/inlinetweet]

 

This is what value truly stands for.

Brand with a Purpose – theCream

Brand with a Purpose – theCream

Ladies and Gentlemen, we have found a Meaningful Skincare Brand with a Purpose!

In a world full of beauty and the next best thing, we are constantly bombarded with products promising to elevate your life. Unfortunately, the majority of these products are false hopes- filled with unnatural preservatives, short lasting effects, and watered down active ingredients. Fortunately, there is hope and I’m spreading the wonderful news!

theCream

 theCream

I recently was introduced to theCream-a moisturizer that is 100% natural and made with Colostrum. For those of you who might not know what Colostrum is, it is a protein filled form of milk produced in mammals to be given to their babies right after birth. When used as a moisturizer, it aids the growth of cells and the reproduction of skin cells. theCream gets its Colostrum from natural grass fed cows in New Zealand, a place known for its knowledge in dairy sciences. If mammals produce this to give life to their babies, it will give life to our skin.

thecream-natural-skincare

My meaningful experience with theCream:

After one application of theCream, my skin felt remarkable. I have naturally dry skin, with excess oil in my t-zone. I didn’t have that problem when I used theCream. I felt refreshed and moist. My skin wasn’t tight nor oily. The effects lasted the whole day and I was able to wear my normal makeup over it. After only three days of use, my skin felt new! I didn’t have dry, flakey skin and I didn’t need as much powder throughout the day. It really felt like layers of bad skin had been removed and replaced with soft, moist, and fresh looking skin. It’s great to see a product like this available for everyone. theCream is a genuine product that isn’t watered down and doesn’t have any ingredients you can’t pronounce.

[inlinetweet prefix=”theCream is a brand with a purpose.” tweeter=”@stancebranding” suffix=”#brandwithapurpose”]theCream is a brand with a purpose.[/inlinetweet]

They want what’s best for not only their customers, but for the world. They don’t want us to put unnatural and harmful ingredients on our skin. theCream  moisturizes our skin even better than all of the other moisturizers and will do it without harming our bodies. It gives me hope to see a brand in a world of false promises actually prove to be beneficial to our health.   Check out their video below. It’s definitely an eye opener.

 

 

Please share some brands you have also found to have a meaningful purpose. It’s always nice to elevate the lives of those around us.

Branch into Brand Architecture

Branch into Brand Architecture

Think of a family tree.

Regardless of how far it goes back, you see many branches-grandma, grandpa, mom, dad, children etc.
Family trees structure a family and determine how each is tied together.

Now,  let’s think of a family name.

The father usually carries the name and then the children he produces carry on his name. 
This name links a family together, loses other members in the process, but depending on what same may call fate, the name is carried on through the birth of new children.


 

Family trees behave similarly to brand architecture. A company has a whole lineage of brands: parent brands (grandparents), subbrands (parents) , and then endorsed brands (children). Brand architecture links all of the brands together, but also differentiates them based on their purpose.

Parent Brands

Parent brands are extensions of a brand into many different product categories. Examples include companies like Apple or Microsoft that have many different products, but the products are associated with their name.

Subbrands

Subbrands are new brands that are still tied to the parent brand, but have created an identity for themselves. They are more relevant to a new target or to a different product category. For example, Apple’s introduction of their iPhones created a subbrand for their company.

Endorsed Brands

Endorsed brands are the brands people are most familiar with and are household names. They are given credibility by the subbrand and the parent brand, but are their own identity in the customer’s eyes. An example of an endorsed brand would be the specific iPhone 5 or the iPhone 5c. They are specific products working under both the iPhone and the Apple name.

Family names are just more examples of how the branding and sub branding works. Defined with brand architecture, the “family name” of your brand will be determined, and then the following “children” will be linked to it. These sub-brands still have their own identity -they’re still people anyway!

[inlinetweet prefix=”” tweeter=”StanceBranding” suffix=””]Brand architecture narrows the focus of a company and determines the levels of the brand and how they relate to each other[/inlinetweet], if they do. Grandma may not be related to Cousin. Furthermore, it also determines which brands need the main focus and if there is any that are parasites to your company and success.

Family trees are important. They determine our identity and explain our history. Without them, we would have no idea who we are and the who are the greatest influencers in our lives. Family names allow us to know our direct identity, the people we share our immediate relevance with. These determine our own brand architecture. They help us know our levels and how all of our levels complete us as a whole.

What is A Brand?

What is A Brand?

 

You either stand for something, or brand for nothing.

It’s true strong brands stand for something. Brands that commit to a meaningful STANCE —and those who experience them—win. But what is a brand? Is it a clean logo design? A stylish and functional website? Quite a bit of confusion, right? I think the word “brand” is one of those words that is widely used but unevenly understood.

Dictionary’s definition of the term brand

The first dictionary definition of the word “Brand” is, “A type of product manufactured by a particular company under a particular name.” Used in this sense the term Brand could very well be replaced by the term product or trademark. Here at STANCE we feel a brand is about much more than simply the product or service the company is offering.

A brand is really the relationship between the consumer and the company. It’s important to add that sense of humanity into a business if you want to create a good and lasting relationship with your customers. A brand needs to have life to it. A brand must also be purpose driven; having a purpose is a key factor in building a strong and meaningful brand.It helps show your customers what you do and why you’re doing it, and this leads to a much deeper connection.

On a base level you could say it’s about community, tradition, and values. Now were not saying it’s easy getting these ideals across to the public or consumer. It’s a purposeful task that utilizes disciplined, strategic thinking and creativity.

The result is a brand strategy, story and experience that are elegantly simple and ultimately an asset that drives your business ahead.