When you mention the word 'branding' most people automatically
think of USP (unique selling proposition). The overall and incorrect
perception of a brand is that it simply consists of the statement you
use to define what you do. Slap your USP on every advertising piece
that goes out the door and tah dah you're branded! Not even close.
Your
brand is created from every single thing you do within your business.
Your brand is the all-encompassing collection of business principles,
business strategy, sales, customer relations, appearance, attitude,
products, services, advertising, copywriting, Web site design,
brochures for your entire company.
In order to create a brand
that has staying power, it must go several levels deep. Consider the
Walt Disney Company for a moment. What comes to mind when you think of
Walt Disney? Most likely Mickey is first, maybe animated movies, then
family-oriented, wholesome, quality, etc. Is all of that just a USP?
Definitely not!
When you phone the Walt Disney Company you are
greeted by a professional, friendly, helpful person. When you visit one
of the Walt Disney World locations, the staff is helpful, the facility
is clean, the environment is family-oriented and the accommodations are
first class.
What is the end result of all this work? Trust.
Your customers learn that they'll get what they expect every time. They
trust what you offer. They have faith in it. They depend on it.
How
would Disney be portrayed if all their advertising lead you to believe
that they were a highly-focused, quality, family-oriented organization
but when you visited their theme parks you found rude staff members,
rides that didn't work, food that was inedible and costumed characters
that treated your children horribly?
The image of Disney would
have fallen to the wayside long ago if they didn't understand the
concept of branding. The brand just wouldn't have held up. This company
knows that your brand must go deep inside your company and radiate
through every level. It isn't just about what you tell your target
customers in your ads.
When you consider your brand, ponder these questions:
1. What do we want to be known for?
2. What is the essence of our organization?
3. What do we want others to say about us?
4. Is every department aware of our brand and the image we want to portray?
5. When you say the name of our business, what words do others respond with?
6. Does everything we do reinforce our brand? (Our staff, physical
location, packaging, Web site, advertising, products and services.)
Once
your brand has been determined - once you have every aspect of your
company following in line with the brand you can focus on your
promotional efforts. Without your brand being clearly defined, your
marketing plan will most likely come up lacking. However, if you
concentrate on perception and reception of your business by your target
customers first, your advertising will be more effective and the
results will be astounding.
Remember: Most buying decisions are emotional. Your ad copy should be, too!
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