To define branding, Kristine Kirby Webster, President of The Canterbury Group, Ltd. wrote:
Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty.
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"Golden Arches", "Ba da Ba ba ba, I'm lovin' it", "Two all beef patties, special sauce, lettuce, cheese..."
Chances are, if you're able to read this, you know who I'm referring to. And without even mentioning a company name, you know who they are, what they sell, and you already have an opinion of them. Now that's branding.
While it's true that most businesses do not have the marketing budget of the above-mentioned company , every business should - and can - work on building its brand at every opportunity.
In order to brand your business effectively, everything that comes in contact with your prospects must clearly define your company's message. That means your business card and letterhead, advertisements, marketing collateral, website, even how your phone is answered should support your brand. And while one piece on its own may not build brand recognition, maintaining consistency and repetition will.
So, let's get down to the "why" of branding.
Let's say you run a financial institution that has been around for 75 years. The original location has a great reputation, both for it's customer service and for being a great place of employment. This year, you decide to expand, opening two new facilities in areas unfamiliar with your business. Now, you're faced with the task of acquainting people in the new areas with your business, and then converting those prospects into customers.
While this process can be a bit daunting, the best way to let potential customers know about your business, your history, and your reputation, is through branding.
Does your logo say "stable", "around for 75 years" and "superior customer service"? Does your marketing collateral clearly display your logo and include verbiage about the company's history and reputation? Do your current customers and prospects feel good about your company?
If you've answered "yes" to all of the above questions, congratulations! You have been successfully "branded." However, if you've answered "no" or "I'm not sure" to one or more of the questions, TAMAR Graphics can help. Successful branding is not just for the "Big Macs" anymore!
TAMAR Graphics opened in 1999 as a one-woman graphic design practice. Originally located in Austin, TX, Tamar Wallace developed a loyal client base in Austin before relocating to Boston, MA in April 2005.
Since its debut, TAMAR Graphics has expanded its range of services while retaining a personalized approach to each client. With access to a strong team of creative professionals, including PR, marketing talent, and media researchers, TAMAR Graphics can handle projects large and small, anywhere in the nation.
» left by Joe from Texas (2 years 286 days ago.)
Interesting stuff. Makes me think. Respond to this comment
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Article added to SearchWarp.com on Saturday, February 18, 2006 View other articles written by Tamar Wallace(10)
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