Branding to Build Your Business

branding logo coca-cola

EST-GO.COM – What is branding? Branding in short is the practice of using your business name and logo in marketing communications allowing for the consumer to better recognize you for what products you offer in the market place.

Branding does more than create recognition however, branding builds trust and loyalty among the consumer market allowing you to penetrate future markets with new product offerings more successfully. Successful branding campaigns can expect more sustained customer relationships and sales over longer periods of time than companies not implementing branding strategies.

branding logo coca-cola
brand logo coca-cola, image by trinitimarketing.com

The largest and most successful companies in the world all have used branding in their marketing communications building their brand equities into billions of dollars. Tide, Coca-Cola, Pepsi, Nestle, Ford, Boeing, Kellogs, and many more have all successfully built their brand to the point where consumers know them by heart and trust their products enough to purchase them without debate to the safety or quality of the product.

Branding is a long term strategy for any business but should be strategized and implemented into marketing communications from the very beginning. If your a small brick and mortar business in a small town or city you should still follow branding strategies just the same as if you were a national franchise or corporation. There is no excuse to not use a branding strategy for your business and that includes small e-commerce websites. If you own a business, you need to brand.

Starting a branding strategy does not entail a giant budget or advertising campaign if your low on company funds. You can start small in various different ways, some ways you may have already started using.

1. Voice mail Every business has a voice mail for when there is nobody there to answer.

Make sure you use your company name in the voice mail twice. Once in the introduction and secondly in the end.

An example might be

Hello, you have reached

Company Z. We’re sorry but we are unable to answer your call at this time, please leave us your name and number and we’ll get back to you as soon as possible. Thank you for calling
Company Z. Have a great day.

This reinforces your company name building recognition helping condition consumers and customers to remember your name from all the other names out there and that is what you want to do in ALL communications.

2. Mail Communication This section will apply to email as well.

Use your company name and logo at the top of all letter heads including email. Reinforce your company name in the signature area after your messages as well. Example:

Sincerely,
Bob Smith

Company Z, Inc.
www.companyz.com

Constant reinforcing of your brand is crucial to the life of your business and once again you see the use of the company name used twice. Once in the Letterhead and once after the signature. Beginning and end.

3. Phone Numbers Local or national, a custom number can help do wonders when it comes to sales call centers or retail locations.

While finding a custom vanity toll free number can prove to be somewhat costly, you can still use local vanity numbers for your location even if your a national business. You won’t always have a short business name but by using industry words mixed with abbreviations for your company you can help reinforce brand image just the same. Be creative and you may find some easy and fun ways to implement your company name or niche into an easily recognizable phone number.

4. Advertising In all advertising focus on how to include your company name and logo.

Audio advertisements use your name twice. Once in the beginning and once at the end minimally. Display and television ads always make sure you company name or logo is always present and visible. Display ads will include online banner advertising as well. Contextual advertising always use your company home page in the visible URL section to simplify the viewing of your company name. The extension of the URL should not be present as it will distract the eyes from the home page name.

There are many other ways to add branding strategies into your marketing communications, just remember that every mention of your company name is another way to reinforce company image to the consumer bringing recognition for your industry equaling into future sales. Anything that involves your company communication to consumers, businesses, employees, press, peers, etc. should always be branded. You will find that a good branding strategy can carry your business a long way and strengthen your company for future markets and endeavors.

The Benefits of Branding You Should Know

benefits of branding

EST-GO.COM – Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more. Heres why the effort to brand your company or yourself pays off.

benefits of branding
branding, image by northplains.com

1. Memorability

A brand serves as a convenient container for a reputation and good will. It’s hard for customers to go back to “that whatsitsname store” or to refer business to “the plumber from the Yellow Pages.” In addition to an effective company name, it helps when people have material reminders reinforcing the identity of companies they will want to do repeat business with: refrigerator magnets, tote bags, datebooks, coasters, key rings, first aid kits, etc.

Memorability can come from using and sticking with an unusual color combination (FedEx’s purple and orange), distinctive behavior (the gas station whose attendants literally run to clean your windshield), or with an individual, even a style of clothing (Author Tom Wolfe’s white suits). Develop your own identifiers and nail them to your company name in the minds of your public.

2. Loyalty

When people have a positive experience with a memorable brand, they’re more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitor’s price cut. The brand identity helps to create and to anchor such loyalty.

Consider the legions of car owners who travel up to 2,000 miles at their own expense to attend a Saturn celebration at the company’s plant in Spring Hill, Tennessee. That’s loyalty. And supposedly, more people have the motorcycle brand “Harley-Davidson” tattooed on their body than any other brand name. That’s out-of-this-world loyalty.

3. Familiarity

Familiarity Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered your company identity sufficient times may become willing to recommend you even when they have no personal knowledge of your products or services. Seeing your ads on local buses, having your pen on their desk, reading about you in the Hometown News, they spread the word for you when a friend or colleague asks if they know a ____ and that’s what you do.

4. Premium Image, Premium Price

Branding can lift what you sell out of the realm of a commodity, so that instead of dealing with price-shoppers you have buyers eager to pay more for your goods than for those of competitors. Think of some people’s willingness to buy the currently “in” brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.

The distinctive value inherent in a brand can even lead people to dismiss evidence they would normally use to make buying decisions. I once saw one middle-aged Cambridge, Massachusetts, intellectual argue to several colleagues that Dunkin’ Donuts’ coffee tastes better than Starbucks’. So contradictory was this claim to the two companies’ reputations for this demographic group that the colleagues refused to put the matter to a taste test.

5. Extensions

With a well-established brand, you can spread the respect you’ve earned to a related new product, service or location and more easily win acceptance of the newcomer. For instance, when a winery with a good reputation starts up regional winery tours, then adds foreign ones, each business introduction benefits from the positive perceptions already in place.

6. Greater Company Equity

Making your company into a brand usually means that you can get more money for the company when you decide to sell it. A Coca-Cola executive once said that if all the company’s facilities and inventory vanished all around the world, he could walk into any bank and take out a loan based only on the right to the Coca-Cola name and formula.

7. Lower Marketing Expenses

Although you must invest money to create a brand, once it’s created you can maintain it without having to tell the whole story about the brand every time you market it. For instance, a jingle people in your area have heard a zillion times continues to promote the company when it’s played without any words.

8. For Consumers, Less Risk

When someone feels under pressure to make a wise decision, he or she tends to choose the brand-name supplier over the no-name one. As the saying goes, “You’ll never be fired for buying IBM.” By building a brand, you fatten your bottom line.