All Brands
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The Layers of your Brand
Branding is a hot topic in marketing these days, but it's defined in different ways and looked at from different angles. There are many components that make up a brand, and we call each component a Brand Layer.
Here are our definitions of some of the most important Brand Layers:
Brand Foundation
The base from which all brand elements will be created and measured against for accuracy. This layer consists of the following elements:
- Brand Vision is your company's plan for itself-how your company wants to appear to the world, and how your company wants to grow and change in coming years.
- Brand Mission is what your company wants to create in the world, through its products or services.
- Brand Values are those ideas that your company brand stands for and that you believe in-and also what you don't want to and won't do. These values help your potential clients to decide whether you can help them, and they also help you decide who you will help and what you can't offer or deliver. Brand Values are largely an internal measure against which you can process incoming jobs, but they will also be communicated through all of your marketing materials.
Brand Basics
These components of your brand form your business's "face" to the public. Brand Basics shape and direct your customers' views of your business. Telling your customers how you want to be perceived is an essential piece of a Brand Strategy for any small business, and the easiest way for you to do this as a small business owner is through your:
- Brand Identity, the suite of visual elements that are used consistently in your marketing, including:
- Brand Names of your company and product or service lines
- Logo
- Visual Vocabulary
- Collateral system/stationery set (business card, letterhead, envelope, and so on)
- Marketing materials (brochure, postcard, flyer, and so on)
- Website
- Brand Content, the way you write and talk about your brand, including your:
- Marketing Copy
- Tagline
- 30-second Pitch or Elevator Speech
- Brand Marketing that integrates both visuals and text about your brand, and that gets your message out to your audience. This is made up of your:
- Advertising
- Trade shows
- Public Relations
- All other outreach/marketing programs
- Brand Offerings, the products or services that you present, along with the quality, warranties, and value that you include with your products and services.
- Brand Experience, the process of working with you as seen from the clients' perspective. But in order to create a positive experience, you have to have a strong foundation of systems, procedures, and processes built in to your business-this is a basic level of professionalism that's expected of every business. Things that factor in here include:
- Returning calls
- Availability
- Turnaround time
- Professional interaction and communication
- Process
These Brand Basics can also help to shape your Brand Personality, which is the persona that your business projects to the world. This is defined through the way that your brand expresses itself-the characteristics that give your business a life of its own, outside of your own personality.
Competitor Comparison
These components of your brand speak about your business's relation to the competition:
- Brand Positioning is basically how your brand compares with that of the competition. There are probably many businesses that provide the services or products that you provide: Brand Positioning determines where your business falls in the continuum of businesses in your field.
- Brand Differentiation is another, more specific piece of your Brand Positioning. Your Differentiators are those things that make your business stand out from your competition-the things that you do or offer that are unlike anything your competition offers.
You can control these Competitor Comparison factors through careful market research, market monitoring, and your definition of both your Brand Positioning and Brand Differentiation.
Internal Measures
These components of your brand are defined largely through your business's actions:
- Brand Environment is the atmosphere at and within your company.
- Brand Promise is the underlying guarantee or benefits that you offer as part of all of your services. These promises can be of quality, service, greatness, affordability, or speed of delivery; regardless, every business presents a Brand Promise to the public, promising what the experience of doing business with them will be like or what benefits the consumer/client will get from doing business with that company. While your Brand Promise is often initially shaped by promises made in your external communications, it must be fully realized through the internal execution of your services.
- Brand Values, which are an important part of your Brand Foundation, are also helpful in deciding
External Measures
These components of your brand are defined by the public's perception:
- Brand Awareness is the level of public awareness of your brand-who knows who you are and what you do. This is influenced by the strength and effective distribution of your Brand Basics, as well as by word-of-mouth.
- Brand Gap is the difference between your Brand Positioning and Differentiation and how your consumers and clients actually view these things.
So, what is a Brand?
Your brand is really the combination of all of the above Brand Layers. A brand is both your presentation and public's perception of your business. It's the way that people think about your business, and it is shaped through all of the layers described above.
Once you've established your brand and started putting your Brand Basics before the public eye, there are some other branding issues you should consider:
- Brand Alignment is the biggest challenge in building a brand comes from creating alignment across all of the Brand Layers described above, and in creating that same alignment between your audience and your message: making sure that the message that you're presenting is the same message that your customers and contacts are walking away with.
- Brand Management is the process of managing all of the Brand Layers and achieving or maintaining Brand Alignment. It is a constant process; you should check up on your Brand Layers and Brand Alignment from time to time.
When all of your Brand Layers are working together, you'll have a strong Brand that will help your business to grow and prosper.
About the Author
Erin Ferree is a brand identity designer who creates big visibility for small businesses. As the owner of elf design, Erin is passionate about helping her clients stand out in front of their competition and attract more clients.
Her "Define Your Difference Branding Workbook" will help you with your brand definition - the most important step in the logo design process. http://www.elf-design.com/products-define.html
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| | Panasonic Lithium CR123A 3V Lithium Battery $5.99 CR123A equivalent Panasonic's CR123A lithium batteries provide the power source most used in today's cameras and high power flashlights. Lightweight and durable these batteries perform well in extreme temperatures from -40 to 140 degress F.Panasonic makes many of the CR123A 'brands' you already know including Surefire, Streamlight and many others. Perhaps the best CR123A battery made, at any price.Battery Details (CR123A Lithium Battery) Battery TechnologyLithium (Single Use) Capacity1550.0mAh Current0.5000A Diameter17.0mm Height33.4mm Voltage3.00V Weight17.0g Packaging Details; sub-case 400 units, case 1200 units.Chemical SystemLithium / Manganese Dioxide Li/MnO2Replaces123, 123A, BR2/3A, CR123, CR123A, CR123R, CR17335, CR17345, DL123A, EL123AP, K123LA, L123A, SF123A, VL123A, 5018LC WarningCan Not Be Recharged!Technical SpecificationsVoltage:3VDimensionHeight x Diameter16 x 32 mmWeight0.56 Oz |
| | 2-6 Cell Lipo Pack Balancer $46.99 Untitled Document Ultra-Balancer is the simplest method of keeping your Lipo packs balanced.It can be used for packs up to 22.2 volts (6S). Works as a stand-alone balancer before charging or simultaneously with your charger doing it's balancing function at the same time that your pack is being charged.2.5mm spacing on pin connection allows over 90% of the packs in the market to be used without any adapter required.offer an adapter in the "Accessories" category to facilitate the balancing of Thunder Power packs.Connector has 0.100 in pin spacing with 0.025 square pins and fits Apogee and other brands. Pins should be in orderred, black, black and black with no gaps or missing pins in the sequence.Using Your New Balancer Low Voltage Check First connect the Balancer to the Lithium pack. Connect the most negative connection on the battery to the most negative pin on the balancer. If all cells are 3.2 volts or more all LED’s will turn on and remain lit for 5 seconds. If you have a three cell pack the first three LED will turn on. If one cell is low and has less than 3.2 volts that LED will not turn on. This means that your battery pack has been discharged too far. DO NOT CHARGE FAST!! Set your charge rate between 0.1 amps and 0.2 amps and wait until the LED’s begin to blink again. This indicates that at least one cell has reached 3.7 volts or more. Disconnect balancer and then reconnect for another Low Voltage Test. Repeat as needed until all LED’s turn on for 5 seconds indicating that all cells have at least 3.2 volts. Then you can proceed to charge normally. Balancing While Charging Connect the balancer and wait for the low voltage check.If all cells show 3.2 volts you can proceed with a normal charge sequence. The LED lamps will remain off until one cell reaches a voltage of 3.7 volts. Then balancing will begin. By the time the charge is complete the pack should be balanced. If the cells blink at random the pack is closely balanced. If a few LED’s remain on all the time these cells have a higher voltage then the other cells and more balancing is needed. When the charge is almost complete all the LED’s will turn on. Balancing After Charging Connect the Balancer to the pack. The balancer will begin discharging every cell that has more than 4.15 volts. When all cells are 4.15 volts or less then the balancer will begin balancing to the lowest cell. When all Led’s turn off or occasionally blink at random, then the pack is balanced |
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| | Card: Tenergy 4 Pcs RCR123A 3.0V 900mAh Rechargeable Li-Ion Protected Batteries w/ Smart Charger $49.99 Charger Features Higher capacity for longer running time in your devices.Worldwide usage. Auto AC power adjust from 100-240V.Smart, build-in microprocessor automatically switch off when batteries are fully charged.Safe, build-in IC provides various protection, Thermal protection, Overcharge protection, Short-circuit protection, mechanical. and electrical protection against reversal polarity, and auto defective battery identification.Convenient, 12V car cigarette lighter plug for on the road charging.Compact ( 2.5 x 4 x 1 inch ), Light weight ( 5 oz only ), include charger and all accessories.Charge 1 to 2 RCR123A from 1.5 hours to 3 hours. RCR123A Features Rechargeable CR123A Li-Ion Batteries with 3.0V working voltage. Fully protected against over-charge, over-discharge, over-current and short-circuit.Tenergy RCR123A can be recharged up to 1000 times. 1 RCR123A Li-ion = 1000 CR123A Primary CellsReplace the most of non-rechargeable CR123A primary Lithium battery for a digital cameras and flashlightModified Voltage to achieve 3.2v at full voltage; once loaded, cell voltage drops to 3.0v.Internal over-charge and over-discharge protection to prevent battery over use. The current will be shut off when the battery voltage drops below 2.5V. Capacity Nominal600mAhMaximum:900 mAh Internal Voltage Regulators.Dimension16 D x 34 H mm. (The height 34mm includes the button top).Weight17 g or 0.6 Oz.Tenergy Li-Ion RCR123A 900mah batteries reach more than 3.0v at full charge. These cells should only be used in high quality CREE LED flashlights. Do not use in incandescent bulb flashlights! * NOT COMPATIBLE WITH SUREFIRE FLASHLIGHTS. Can replace the disposable (one-time use) version of CR123A Lithium Primary Batteries. CR123A Also Known As:123, 123A, 123-SANYO, 5018LC, 6205, BR2/3A, CR123, CR123-2, CR123-A, CR123A, CR123A-2, CR123R, CR-123, CR17335, CR17345, DL123, DL123A, DL123A2, DL123AB, DL-123, DL-123AB, DLCR123, EL123, EL123A, EL123AP, EL123-AP, EL123AP2, EL123AP-2, K123, K123A, K123LA, K123LA-1, L123A, PL123, PR123-1, PR123-2, PRCR123-1, PRCR123-2, RL123A, RL123A-1, RL123A-2, SF123, SF123A, SF123A1, ULCR123R, VL123, VL123A Compatible Camera Equipment:AnscoCanonEdixaGraflexJazzKonicaMaxellPrakticaSamsungVartaArgusCarenaEternacellHakingJenoptikKonica MinoltaMinoltaPremierSigmaVivitarBell & HowellChinonExaktaHanimexKalimarLEDPanasonicRadio ShackSmyangVoigtlanderBootsConcordFujifilmHorsemanKinonLeicaPlatonRicohSoligorYashicaBraunContaxGokoHyundaiKodakLenmarPolaroidRolleiToshibaOther Compatible Devices LED Flashlights (such as Olight, ITP, etc)Electronic CigarettesDog CollarsLasersNot compatible with Surefire and other brands of incandescent(halogen, krypton, xenon, etc) flashlights. |
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| | Universal Smart TLP-2000 Charger for Li-Ion/Polymer battery Pack (3.7V - 14.8V 1-4 cells) with Lipo Pack Balancer $99.99 Smart universal charger for Li-Ion and polymer Li-ion battery packwith capacity > 500mAh 4 Voltage selections at 3.6V, 7.2V, 10.8V and 14.4V Charges pack made of 1 to 4 cellsUniversal 100V - 240V AC input for worldwide powerusage 500 mA constant charging current.Automatic charging stop when battery packis fully charged ,or when each cell 's voltage reaches 4.2V peakLED indicationRedmeans " In Charging " and Greenmeans " Full " or "open circuits "With Tamiya Conncetor Weight4.5 ozDimension1.5" x 1" x 4"Operation Select right voltage level for your pack. For 3.6/3.7V 1-cell pack, set switch button 4.2 position on the chargerFor 7.2/7.4V 2-cell pack, set switch button 8.4 position on the chargerFor 10.8/11.1V 3-cell pack, set switch button 12.6 position on the chargerFor 14.4/14.8V 4-cell pack, set switch button 16.8 position on the chargerWarningUse special caution when working with Li-ion / Li-polymer cells and packs, they are very sensitive to charging characteristics and may explode if mishandled. Make sure user has enough knowledge on Li-Ion rechargeable batteries in charging, discharging and assembly before use. Put the batteries in fire-proofenvironment in chargingNever leave batteries unattended when chargingDo not put batteries on wood surface or carpet when chargingWe are not responsible for any damage caused by misusing or mishandling of Li-Ion / Li-Polymer batteries in charging We are not responsible for damage caused by other Li-ion batteries not supplied from us Do not make any changes to the charger, charger accessories or connectors, as this might cause electrical shortage, fire or over-heating during charging. We are not liable for the product if any changes are made to the charger, accessories or connectors. Ultra-Balancer is the simplest method of keeping your Lipo packs balanced.It can be used for packs up to 14.8 volts (4S). Works as a stand-alone balancer before charging or simultaneously with your charger doing it's balancing function at the same time that your pack is being charged.2.5mm spacing on pin connection allows over 90% of the packs in the market to be used without any adapter required.offer an adapter in the "Accessories" category to facilitate the balancing of Thunder Power packs.Connector has 0.100 in pin spacing with 0.025 square pins and fits Apogee and other brands. Pins should be in orderred, black, black and black with no gaps or missing pins in the sequence.Using Your New Balancer Low Voltage Check First connect the Balancer to the Li-ion/Li-Polymer pack. Connect the most negative connection on the battery to the most negative pin on the balancer. If all cells are 3.2 volts or more all LEDs will turn on and remain lit for 5 seconds. If you have a three cell pack the first three LED will turn on. If one cell is low and has less than 3.2 volts that LED will not turn on. This means that your battery pack has been discharged too far. DO NOT CHARGE FAST!! Set your charge rate between 0.1 amps and 0.2 amps a |
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