One Stop Lead Systems

The Secrets to Branding-the myths and the realities

by admin on Mar.22, 2010, under Advertising

The advertising guru’s around the world are still trying to define the exact
definition of branding and why one brand scores better over others and why
others fail to generate customer confidence even though everything seems to be
going right.

Is it the logo?

Is it the color?

Is it the design of your ads, your brochures, the packaging of your
products/services, the look of your corporate office, etc?

Or could it be the promise that a particular product conveys as it pertains to
the promise, the quality and the credibility?

Even though it is a combination of all of these points is is primarily the
promise The promise is the reason that some products deliver a high recall and
loyalty for their brand.

Some products no matter how big the budget, fail to deliver the promise
effectively so that as a brand people keep coming back.

There are two vital things that must be in place to develop brand loyalty. The
proper mix must exist, the quality of your product and the proper marketing mix
to reach your customers.

Step One:
1. You must have a good quality product that delivers on performance. The
product must be coupled with warranties and the right kind of value for the
customers money. With this in place you have the ammunition you need to win the
marketing war.

It is not enough to have a slick looking logo or great color combination and
some hip ads splashed all over the media.

You must first know, what exactly is required to build up brand equity for your
product. As an Internet guru explains, a brand is like the cherry on top of an
ice-cream pie where it conveys the brand’s promise. In fact, how you brand your
corporate identity goes a long way in establishing your product/service in
customer conscience.

While the ice-cream scoops stand for your products and services, the apples
represent your corporate environment and crust in the pie is actually your
systems and how effectively they work and respond to customers.

How does a brand convey its promise?

That’s actually quite an interesting way to look at branding. This promise of
the brand is conveyed through quite a few factors:

1.The product’s reputation (the company’s own reputation also goes a long way
here),
2. Its experience (particularly if the product has been in the market for some
time
3. The product’s name a catchy, easy to remember name helps
4. Its logo though innocuous looking, a logo is a stamp of authority
5. Its positioning in the market and accordingly its pricing
6. News and reviews about it the web 2.0 world is all about sharing notes,
information and experiences through social networking sites and what is written
about has become vitally important
7. Advertising a good tag line or slogan can race into public memory
8. Marketing collateral depends upon your product/service and what media suits
it best such as flyers, sales letters, direct mailers, and so on)

Developing a promotional mix depends on the character or features of the
product/service.  For instance for some products/services may just need a direct
marketing campaign and not TVCs or print ads at all, such as home-based
businesses.

Or some such as debt management services may bank on a well done corporate video
production to create a brand presence in business fairs.

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