Wednesday, September 16, 2009
The brand happens when you describe what you do in terms that build you into the partnership with your client - either based on what they tell you they want, or things you see happening that they haven't yet identified.
How to Create Brand Identity - The goal of branding is to create in the mind of the end user the belief, or curiosity, that something special exists that didn't exist before. The brand happens when you describe what you do in terms that build you into the partnership with your client - either based on what they tell you they want, or things you see happening that they haven't yet identified.
Three ways to brand your business :
Personal Brand - Your brand is created by you and the people at your company. You emphasize the image of your company and de-emphasize the product. If you ask your end users, they will easily be able to identify your "people brand." The most notable example of this is IBM. You can't help but picture blue suits, white shirts and red ties. You can make a conscious decision to change your personal brand if it isn't what you would like it to be.
Product or Service Brand - Brand is simply by virtue of the product or service being differentiable. The implication is that the service aligns with something the consumer wants - either by fulfilling a need, or solving a problem. Revlon is an example. They sell beauty, not cosmetics.
Market Brand - You brand by virtue of the target market that you take the product or service to. Your expertise and your specialty need to reinforce your target market. You won't find a Rolex advertisement in Fishing or Popular Mechanics, but you will in Skiing and Fortune.
Your brand will only have power if it is constantly reiterated and reinforced in the marketplace by everything you do - advertising, promotions, word-of-mouth, PR, etc. (Touch Points)
The goal of continually positioning your brand is to situate your product or service permanently in the mind of the consumer. The realities of your product or service have no bearing on the decision to use your brand. The only decision-making criteria that counts is what your customers believe.
So what Ever you do.......Don't be Generic!
If you do not create brand identity for your product or service, you are selling something generic. Positioning your product or service to be "brand identifiable" is measurable in the eyes of the customer.
For this to happen, your customers must:
1. Understand what makes you different
2. Articulate it to others
3. Value your brand and be willing to pay more for it
4. Embrace it and defend it when it comes under attack
If the customer can not differentiate your product or service on these criteria, then you will fall into a large gray, amorphous category - generic.
The goal of branding is to create in the mind of the end user the belief, or curiosity, that something special exists that didn't exist before.
If your Brand is ..... not working!!!!
Contact us today and start Marketing and Branding your Business!!
FloodLight Consulting - 250-768-9415
Saturday, September 12, 2009
At FloodLight Consulting, we know that if you build your website with a marketing strategy in mind as a first step, this will lead to a better strategically designed website, leading to better website construction, design and Internet Implementation.
A website, built with a positive marketing strategy and message, will speak to your clients, generate a response, and greatly assist with its appeal to search engines and visitors alike.
A website that speaks to your clients’ challenges, with content that offers solutions to their issues, including testimonials about your services, will engage them to contact or purchase your product and/or services.
The importance of your website cannot be overstated, as 80% of buyers visit a website before contacting a business; this is due in part to the web’s influence in buying patterns since2005.
Your potential clients make decisions quickly as to whether they call you or ultimately buy from you.
Think of your website as the hub for your Marketing and Branding activities. No matter what marketing style you are using—direct mail, email, referral generation, PR, cold calling, etc.—this style is driving buyers to your website. Your website is the portal by which clients and prospects are using to learn more about you and your services.
They are searching for information to validate you as a professional in your field.
Your potential clients have a need for your service and your website must offer a solution to their problems. You must be able to speak to the challenges that your clients are facing.
If they find what they are looking for, they will take action. They go to your website to form an impression of you and interact with your brand.
FloodLight Consulting -Grow Your Business - 250-768-9415
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