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Articles  
WHY build a BRAND?
 
 

A strong brand is the most valuable asset of many successful companies. Brands are assets because, when properly managed, they provide a secure stream of income for the business. But what about your own brand, is it delivering its full value?

As you work to unlock the potential of your own brand you are facing a wide range of brand management issues. You are probably asking questions such as:
o What are we trying to achieve?o Who should be involved?o How do we manage this?o What are the tools and techniques to use?o How do we know we're making progress?

People do business with companies they know and trust. If a customer knows and trusts you, he / she's more likely to do business with you.

"Branding and direct response are integrally related, but often they're sold against each other,"
Traditional advertisers know they must brand before they offer. "I think that smart marketers will realize that if they have to have four impressions with a target audience member to ensure the greatest success. If they do brand, brand, offer, they'll have greater success than if they simply make offer after offer."

Branding occurs every time your brand is placed in the path of prospective customers, preferably when they're somewhere along the buying cycle.

"You cannot expect a lot of people to come to buy your product just like that. "You have to sell to them around the periphery of life." By using various vehicles of Communication on both Mass and Specific Media.

Ever notice how the number of people who query your brand name increases immediately after you send direct e-mail? How many more people in a locality walk up to the nearest store to look for your product just after you have put up a few Banners, educating them about the product or after the Road show that you have just finished.
Evidence of brand lift? Definitely.

If a prospective customer hasn't heard of you until he / she's ready to make a purchase, you're not perceived as very different from your competitor. You're probably already losing.

If you can increase brand awareness, recognition, favorability, and favorable brand associations,
It's done in a variety of ways: participating in trade-shows, print ads, banner campaigns, outdoor, PR, even direct mail. Reach your audience several times. Allow them to get to know you before you present an offer.

I'm not suggesting a search-centric strategy is a mistake (that would be pretty insane, given the business). Rather, your search ad campaign will improve as you increase your brand's awareness and favorability.

Marketers running out of new converting keywords are well advised to measure brand awareness and favorability. Then, work to improve these metrics to reach the next level.

One must understand that Brands Create Value!





Top

Organizing yourself for success

· Understanding your business planning context
· Identifying the scope of your brand management work
· Establishing the brand management team
· Setting initial objectives and timelines

Discovering your current brand

· Agreeing the structure of your 'brand statement'
· Identifying and prioritizing your brand stakeholders
· Gathering and interpreting the required information
· Reaching a consensus and defining your current brand

Defining your desired brand

· Defining and analyzing your brand's market
· Identifying and analyzing your brand's competitors
· Understanding your brand's consumers: their wants and needs
· Analyzing your brand's strengths and weaknesses
· Defining your desired brand

Delivering the branded experience

· Delivering your brand through the 'extended product'
· Delivering your brand through company culture
· Delivering your brand through employee / customer contacts
· Delivering your brand through company / customer communications

Keeping on track over time

· Preparing for the future
· Understanding your current brand (over time)
· Monitoring your marketplace
· Ongoing brand management research
· The annual brand management review

 

 
 

 

 
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