The Root

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Comprehensive Branding

Do you remember any jingles from when you were a kid? Depending on how long ago that was, you will immediately know that when you hear the word “Pokemon” that you “gotta catch ‘em all” or that the ingredients for a Big Mac are “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

Effective marketing is much more than buying a couple of ads. To grow your business, you need a comprehensive branding campaign. You have to identify your target audience and reach them BEFORE they are ready to buy. That way when they need your product, they will come to you first. After that, your winning customer service will keep them coming back.

Branding means creating an easily recognizable image. It might include your business name, logo and catch phrase. In my hometown there was an ad on the radio that started with the sound of breaking glass. Then a woman’s voice sang, “When you hear the crash …. think of Jones’ Paint and Glass.” To this day when I hear glass break, I still think of Jones’ Paint and Glass.

(Or course, sometimes a company will miss its target audience. That’s when market analysis become vital, you can read more on Bronies our last post.)

When you brand your company, you don’t want to be known as “a” whatever you want to be known as, rather, you should strive to be “the” whatever. The first choice in whatevers … the only choice. You want to be so closely identified with your service that you are obviously the place to call.

Related Article: How PR Impacts Your Business

Your message must be clear, focused and repeated in several different platforms. When you present yourself in social media, print and broadcast, each message reinforces each other. You build a cumulative effect that is greater than the sum of the parts. It sounds trite, but it’s true.

If your message is fractured and inconsistent potential customers might see you as two competing businesses rather than the clear leader in your field.

Let us help you make sure the message you’re sending says the right things and is being heard in the right places.



Read 2306 times Last modified on Thursday, 03 July 2014 22:11
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