In this age
of fast and easy information, the world is at people’s fingertips. With so many
marketing messages bombarding us everyday, we tune out everything that doesn’t
directly appeal to us. It is very important to stand out in the crowd in this
competitive age. An effective branding
can cut through that clutter and grab our attention. When that brand promises
us the experience we’re looking for, we take notice. Good brand marketing can attract new business, residents and visitors,
helping to diversify economy and enhance the quality of day-to-day life.
Now is the
age of specialization - being known for something specific. The process of branding sets you apart from your
competitors; it is people’s perception when they think of your brand.
Here are the things
you need to know about branding:
Ø Brands are perceptions Logos and
slogans are NOT brands. Your brand is what people think of you or their
perceptions about your company. It is what people expect they will see and
experience when they buy your product or service - good and bad. Logos,
slogans, graphics and advertisements are just marketing messages used to
support and promote the brand.
Ø Brands are built on product or
service you offer A brand makes
a promise, and that promise is built on product. Therefore it is important that you must have
the activities, amenities and ambiance that fulfill or deliver your brand promise.
You have to BE what you say you are.
Ø Brands are earned You never just
“roll-out” a brand. Brand is earned and built over time. Since a brand makes a
promise, it’s essential that the promise is fully realized, practical, and
pervasive. What you promise you need to deliver that no matter what because
that will create a trust for your brand. There will be times when the business
will need to focus on repositioning or rebranding
it in order to change the perception of the consumers, which can be an
arduous and time-consuming process.
Ø Brands are developed through PR
and word of mouth
“Branding is what people say
about you when you are not in the room”- Jef Bezos, Founder of Amazon.
Public
relations help to build a strong brand and are one of the important brand marketing tools; advertising is
used to maintain your position, once you own the brand. Remember, brands are
perceptions - what people think of you and advertising is what you think of
yourself. Therefore you need to bridge the gap that a third-party endorsement
that effectively provide. Start with the web - blogs, YouTube, reviews, etc.
Ø Brands must be experiential Your brand
MUST be experiential or activity-driven, not just based on something to look at
or a warm and fuzzy feeling. These days, people are looking for experiences,
things to do activities. Static attractions where there are simply things are
boring and do not work anymore. You have to be flexible enough to follow the
trend and be updated.
Ø Branding is the art of
differentiation Remember your
brand is what sets you apart from your competitors. When someone mentions your
company’s name, what is the first thing that comes to mind and to what they
associate your brand to? The name must become synonymous with the brand.
Ø Find your niche, your specialty You must confine your brand marketing to your target market. Make sure you know your customer well and
the message you are sending is effective enough. The more you dilute your
message, the harder it will be to remember and less important it will sound.
It takes a
village to build and own a brand - everyone working in the organization must be
on the same page and pulling in the same direction, be it the external
environment or the internal factors. You really need to work hard and smart to
get things in favor of your brand.
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