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Do You Really Know How to Create a Brand?
Copyright © Marion Stearns All Rights Reserved
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Do You Really Know How to Create a Brand?
In order to separate yourself from the e-mob, you need to
understand exactly what a REAL brand is -- it's mindset. In
a vague way, branding is a whole lot deeper than just name
recognition. It's your business identity and it establishes
the foundation for everything you're trying to build. People
should "feel" brands.
SO......what's a "real" brand? It's a commercial company,
product or person, whose symbol or message communicates to
the consumer, in order to get a triggered emotional
response. Your brand can create intense customer loyalty
because people feel brands. Brands penetrate the mind.
Slogans are a great way to support brand image. Performance,
stability, quality and trustworthiness are very important
issues. The commercial entity could be a company like Oscar
Meyer. It could be a product like toilet paper. It could be
a person.....remember Elvis Presley? These are real brands.
Think about the emotions these brands trigger in us.
Outstanding marketers never just sell products. They always
trigger emotions. Toilet paper can't be as rough as sand
paper, right?
You invoke a branding message in several ways. Pictures,
words, sounds, touch.....all of these may be present when
you see a product display in a retail store. The product is
reinforced with a branding message, like "Gentle on baby
skin." You feel the words, don't you? Those 4 words create
brand loyalty and repeat sales. What's the image created?
You'll imagine a beautiful baby with very soft skin. How IS
this possible when it's ONLY a bar of soap? It's mindset
achieved through branding.
Smells can create a brand. Fragrances added to household
cleaning products evoke a sense of clean and fresh. That's
precisely what they are trying to do. They tempt you to buy
the smell -- not the actual product!
Tasting food products can trigger emotional responses. Food
samples in grocery stores sell products in this manner.
Jimmy Jr. eats the samples and YOU buy the pizza! You may
NOT even know the name of the pizza. ALL you see down the
aisle is Jimmy Jr. licking his lips and saying it's yummy!
You will then buy that brand of pizza every week. You're
loyal to that BRAND of pizza so you KEEP buying it.
The key to successful branding is to trigger a deep
emotional response which is often the primary benefit of
using the product. The marketer wants to program a response
into us. The emotional response may even have zero to do
with the product. The end result is that the desired emotion
gets LINKED to the product. Mindset is created and people
become very loyal to your brand.
Branding can create a very deep sense of customer loyalty
and bring you many repeat sales. How much time do you spend
on branding your products and services? Hop to it......It
works.
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Marion Stearns, The Flashy AdMistress teaches biz branding
for profit. She creates smiles, one ad at a time. The next
slogan smile could be yours! http://www.flashyads.com
This article may be reprinted in it's entirety with the
resource box in tact.
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