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You're having the gang over on Sunday to watch the football game
on TV. Which pizza parlor do you call?
Your child needs braces. Which orthodontist does everyone in
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You want to sell your house. Which Realtor do you call?
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brand. Branding is important because it makes sales easier!
Realtors, dentists and restaurants all have brands. So does
every small business in the world. Sure, we think that only
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If you're involved in marketing in any way, shape of form,
you've heard the term "branding" but you probably couldn't
define it. And if Regis asked you "Is that your final answer?"
you'd probably take your money and run rather than risk losing
your cash.
That's because if you asked 50 marketers to define "branding,"
you'd get 50 different answers. Very few people agree on what
branding is, but they do agree that is important in building
sales and profits.
So what are brands and why are they important to you?
Brands make selling easier!
Plain and simple.
To understand branding, we need to understand what [url=http://www.muvilav.it]woolrich outlet[/url] branding
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From my studies and research that includes hundreds of
interviews with top marketing managers at large and small
companies, I've come away with several conclusions:
1. A brand is not a logo, slogan, catchy saying, mission
statement or publicity campaign.
2. A brand is about trust. You select a company because you
trust them and the companies have credibility. These are two
issues that are important to every company of every size.
When you travel along the highway and need a quick meal, do you
stop at the local diner for a meal featuring the local cuisine-
or do you pull in to McDonald's because you know the fries are
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In my seminars at Stanford and Berkeley, I always ask if people
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Good companies create good brands by creating trust.
Do you need a lot of money to create trust?
No way!
Yet hundreds of companies have blown through more than a billion
dollars on TV ads during the Super Bowl and other major events
trying to build a brand image.
I attended a top-level seminar on branding and a venture
capitalist on the panel said a consumer company must spend $50
million dollars to build a brand identity today.
However, in my seminar on branding at Stanford, I asked the
participants - all brand managers at major companies, to name 10
search engines, 10 consumer web sites, 3 pet supplies sites and
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No one could!
And these are the very people who are in the industry, and are
exposed to the millions of dollars of advertising to create
brands!
What does this mean?
Buying your way to brand awareness does not work!
The net is littered with those failures: Dr. Koop, Priceline's
grocery service and Boo.com stand out as highly publicized
failures.
So, as a small company, you don't have to worry about not have a
treasure chest full of cash to buy a reputation - because it
doesn't work!
How do you create a great brand? That's where brand assets come
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