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
"Branding and direct response are integrally
related, but often they're sold against
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
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
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
One must understand that Brands Create