The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”.
Therefore, it makes sense to understand that branding is not about getting your target market to choose you over the competition, rather its about getting your prospects to see you as the only one that provides a solution to their problem.
A quick review of the three points to branding:
1. The objectives that a good brand will achieve include:
Delivering the message clearly
Confirming your credibility
Connecting your target prospects emotionally
Motivating the buyer
Solidifying user loyalty
2. To succeed in branding you must understand the needs and wants of your customers and prospects. As Dan Walker would ask, “do you REALLY understand the Voice of the Customer?” You do this by integrating your brand strategies through your company at every point of public contact. Here are a couple of examples to consider:
When is the last time you have asked your customers what they want?
Has your view of the customer evolved with the rapid pace of change occurring in our information based economy and lifestyle?
3. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences, perceptions and interactions with you and your business! Here are a few examples of where you can influence the customer:
Your Internet presence…does you website, blogs, video and online advertising represent who you are and what you do? Can your customer find you online outside of your city?
If you are a brick and mortar business does your business represent who you are by the signage, cleanliness, color, location and clothing!
Do your promotional products (shirts, pens, coffee cups, etc.) represent who you are?
A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without!
Implement these three points and your customers will not only be thinking about you more often but buying from you as well!
If someone is searching for your product or service on-line, are they finding you or your competitor? We take the guesswork out of online advertising and branding for less than the cost of a cup of coffee a day. We help give your business the prominent position on all of the major search engines including: Google, Yahoo, Mapquest, or Facebook and over a 1000 other websites!
Andrew L. Anderson is a marketing and promotions consultant located in Mid-Michigan. To learn more about building a dominate brand for yourself or your business, call or email Andrew at 989-751-6588 or andrew@propelpromos.com
