Let's start with the basics. . . what the heck is a brand, anyway? A brand is the enduring emotional association one has with a particular company or product - in other words, its lasting impression.
Aside from the obvious competition in the marketplace, as marketers, we have to contend with consumers who TiVo through commercials, listen to advertisement-free satellite radio, and block ads with their browsers. If you are lucky enough to garner a few precious moments of visibility, you better make them count. What can you do to get consumers to remember you?
The Solution: Burn Your Brand Into Their Consciousness
When you talk about branding, it is important to look at some of the “big guys" to illustrate how to do it well. For instance, when you think of cotton swabs, do you mistakenly refer to all brands as “Q-tips?" If so, you aren't alone. Wouldn't it be great to enjoy that level of brand recognition? It won't happen overnight, but it is possible. The key is to create a cohesive image. . . one that employs a consistent theme, color palette, logo, tagline and image.
Remember, a consumer must be presented with your advertising message on the average of seven times before making a purchasing decision. Don't dilute the value of your brand by being inconsistent. Instead, reinforce your image with every contact. Consistency pays dividends.
Traci Hayner Vanover, aka The Promo Diva, is the owner of The Creative Concept, http://www.TheCreativeConcept.com , a freelance firm specializing in the unique writing, publicity, and marketing needs of small businesses. She is also the publisher of Create the Dream! Magazine, a bi-monthly digital magazine for small businesses. To request a free sample issue and two other promotional gifts, visit the website, located at http://www.CreateTheDream.com