“Pull the string, and it will follow wherever you wish. Push it, and it will go nowhere at all. ”
- Dwight D Eisenhower
From top business executives, to people striving everyday in their communities. From traditional corporations, to the internet, “branding” has become one of the most significant marketing practices to date. We have all become accustomed to the fact that our favorite brand will consistently offer a certain level of quality.
We are so bombarded by product brands that we are barely conscious of them much of the time, but most of us have at least some level of brand awareness. We can repeat their ad slogans. Dude, you’re gettin’ a Dell! or Energizer, it just keeps going and going and going… But most important for the companies that make brand-name products, is the fact that we look for them when we shop.
The business world has long recognized the value of creating a recognizable and clearly defined “brand”. When you are looking for clothes, don’t you seek out brand names like Nike, Donna Karan or Gucci? At the grocery store, do you purchase generic lemon cake or Betty Crocker? Odds are that you’ve developed a preference for one brand or another in almost every type of consumer good you purchase.
The companies behind all of those brand-name products and the millions of other goods and services being pitched to you everyday, believe that a strong brand creates a bond with consumers by giving them something of value and by consistently delivering on their promise of doing it. Companies with powerful brands have learned that we will keep coming back to their products and services, and sometimes pay a premium price for them, if they consistently deliver on their “promise” of giving us what we want or need.
Think for a moment about the people you value most in life. Aren’t they people who deliver something you value? They have skills, knowledge, or personal characteristics that add to the quality of your life. Their “brands” or reputations carry a promise.
The individuals who are most successful in the world today, are those who offer the greatest value to the most people – just as those products and services with the strongest brands are the ones that offer us the greatest value.
Today’s marketing experts attribute the development of brand images for products and services to the advertising world. David Ogilvy, one of the masterminds of advertising in the 1960’s, popularized the idea of creating a lasting brand image for products in order to create long term customer loyalty. Ogilvy believed in selling not just the product but also the physical or psychological benefits that are “promised” in the products advertising and marketing.
Marketing scientists who study consumer buying habits say that brands can become so powerful that people will actually incorporate them into their everyday lives. One example of this phenomenon is the Eddie Bauer brand, which you will see not only on rugged clothing but also on home furnishings, bedding, baby furniture, rugs, lamps and garden accessories, not to mention the special edition Ford Explorer.
Successful companies like Eddie Bauer and others such as Circuit City, Best Buy, Apple Computer, Montgomery Ward, Sears and the like, spend millions and millions of dollars creating, advertising and building their brand names so that you and I will ask for their products. These giant companies understand the long-term benefits of building a brand that stands out from the crowd, and so should you!
One up and coming internet marketer by the name of Anik Singal, has created a very powerful brand-name in a relatively short period of time. If you don’t know about him yet, you should get to know him soon, as he is an excellent person to model after in terms of building your own brand-name recognition. Anik recently launched a training program called Affiliate Classroom that was already highly anticipated in the internet marketing community before it even launched, and has since grown to over 28,000 loyal followers. In fact, Top Internet Marketers are saying about the Affiliate Classroom that, “There’s so much valuable information in here that’s absolutely gold!”
Anik, and his pet project, Affiliate Classroom, have built a powerful brand-name. It was done by simply offering something of great value, in this case, affiliate marketing training and guidance of extremely high quality, and by consistently delivering on that “promise” of giving others what they want and need.
Until next time, I wish you much success.
This article was written by Rodney Brooks Rodney Brooks is CEO of Brooks Global eBusiness Solutions Brooks Global eBusiness Solutions is located in Bridgeton, NJ Rodney can be contacted by email at: firstname.lastname@example.org
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