Branding is more than product recognition or a simple logo. It is the overall intellectual and emotional impression people have when they think of your company and its product. It is a strong and consistent message about the value of your business.

Aviran shows an image of the “Designed for Windows XP / Windows Vista Capable” logo that manufacturers will start slapping on new PCs to indicate customers should have little problem upgrading to the next version of Windows in nine months.

As IT specialists, a big way to differentiate yourself is to make sure that you’re branding your company. Focus on selling your company name with its new industry twist.

This made me laugh out loud… and then cry:

We’re almost to the end of the series on Maslow and Branding. I’ll wrap up the last three needs in Maslow’s hierarchy here, and then we’ll look at how they all interact in social networks.

OK, back to the series on Maslow and Branding. So far I’ve written about Security & Connection, Esteem and Control; these four have the most relevance to the widest audience.

Marketing is the egg.

The Communication Commons is up and running.

The Magazine DM News publishes a supplement called “Outlook” each year that collects interviews and articles from some of the leading direct marketers and their perspectives on the coming year in direct marketing.

Yesterday we looked at Security and Connection, the two most foundational needs (above basic survival) on Maslow’s Hierarchy.

Remember back in your Psych 101 class when you learned about Maslow’s Hierarchy of Needs? Bet you never expected to see it again in the business world, but… ta da!

There’s an excellent interview at iMediaConnection with Ron Belanger from Yahoo about the intersection of search marketing and branding.

Search engine marketing is known for increasing a company’s profile, establishing an online presence, increasing traffic, and ultimately growing the bottom line.

Are you trying to attract business with a no-name, no-differences-from-competitors company identity?

People often think of a brand as the symbol, name or logo associated with a product. In reality, branding involves far more.

At a conference in Dallas not long ago, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I looked at his logo, and he studied the name on my card.

Companies have been branding their collateral materials such as letterhead, envelopes, business cards, etc. for years.

Branding is very important to a business, whether it is an online or offline business. Your brand will be the first impression the public has of your business and could very well be the most important one.

Too often, small business advertising and marketing campaigns prioritize branding at the expense of direct response–i.e., actually getting leads and/or sales right now.

Any business with the minimum interest to be successful should concentrate on developing their corporate image and when I say “any business”, I mean it, absolutely any business-even if it’s a mom-n-pop shop.

You can have first-rate products and services, but if you can’t establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you’ll forever be selling up hill.