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What Do You Do to Establish Your Brand?
What is Branding?
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.”
Branding is about getting potential customers to see you as the only choice for your product or service. Branding is not just about making sure that they choose you over the competition. Think about the Golden Arches™. How many small kiddos know when they see that big yellow sign start salivating for the yummiest French fries in town? They don’t even have to know the name of the company, although most of them do. And how many people ask for Advil™ when what they need is ibuprofen for their headache? What about Kleenex? We don’t ask for “tissues”, we ask for a Kleenex™. These are all great examples of what branding can do for your business.
Does your company branding invoke this kind of imagery? Or does your company even have a brand image?
Your brand should deliver a clear message to your prospective customers, while connecting with them emotionally. It should also motivate customers, keep your business on their mind, and create loyalty.
A good brand and image takes research, planning, and an understanding of what your potential customers want and need. And it should be integrated into every point of contact with your customers and potential customers. Everything from your letterhead to your invoices to your advertising to your people reflects your brand and what image you want to reflect.
With a well-thought out branding strategy that is implemented into all of your potential points of contact with your customers, your business will become the choice for your product or service.
What do you do to define your brand? What things have you done to keep your brand at the forefront of potential customers' minds?
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.”
Branding is about getting potential customers to see you as the only choice for your product or service. Branding is not just about making sure that they choose you over the competition. Think about the Golden Arches™. How many small kiddos know when they see that big yellow sign start salivating for the yummiest French fries in town? They don’t even have to know the name of the company, although most of them do. And how many people ask for Advil™ when what they need is ibuprofen for their headache? What about Kleenex? We don’t ask for “tissues”, we ask for a Kleenex™. These are all great examples of what branding can do for your business.
Does your company branding invoke this kind of imagery? Or does your company even have a brand image?
Your brand should deliver a clear message to your prospective customers, while connecting with them emotionally. It should also motivate customers, keep your business on their mind, and create loyalty.
A good brand and image takes research, planning, and an understanding of what your potential customers want and need. And it should be integrated into every point of contact with your customers and potential customers. Everything from your letterhead to your invoices to your advertising to your people reflects your brand and what image you want to reflect.
With a well-thought out branding strategy that is implemented into all of your potential points of contact with your customers, your business will become the choice for your product or service.
What do you do to define your brand? What things have you done to keep your brand at the forefront of potential customers' minds?
Replies to This Discussion
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Permalink Reply by Debbie Kessler on
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HI Dana, wow, great question. My brand is a star. Why? I want my small business associates to look up. A star is heavenly. A southern Star is most beautiful. It brings light and is comforting. As an accounting professional, I realize the need for there to be clarity and transparency. My business has to be stars above others. I see Southern Star Accounting Service as the company that will shine on you even at your darkest times. Debbie Kessler
www.southernstaraccounting.com
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Permalink Reply by Dana Kramarenko on -
Debbie, what a great meaning behind your logo! And southern stars, you're right, have a special brightness...being a Texas girl transplanted to Las Vegas, I do know about the southern stars!
Thanks!
Dana
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Dana, you are a southern star in Las Vegas! I am so glad that you are a part of this site. Let's stay connected!
Debbie
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Permalink Reply by Jeffrey Dietsche on -
Dana,
Great post! Very informative as well, thanks.
Jeff
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Permalink Reply by Larry Brauner on
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Dana,
You are getting much deserved attention and appreciation.
Larry
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Permalink Reply by susie hawes on -
Larry Brauner said:Dana,
You are getting much deserved attention and appreciation.
Larry
I review books and post interviews and guest appearances on http://ghostposts.blogspot.com/
Today it's J A Konrath
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Permalink Reply by Lauren Kennedy on
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Great article. I have heard of branding but no one has ever explained it the way that you did. It gives me a better understanding and a real sense of what it is. Now that I have a better sense of branding, I can better apply it to my own business.
Lauren Kennedy
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