Branding has become a huge “buzzword” in the small business realm today. As well it should. This concept was started many years ago when cattle ranchers first put “brands” on their livestock to differentiate their cattle from others at the stockyards. Many companies and business people still believe that branding is just a logo and text written about the company to differentiate their brand from others and entice consumers to buy.
This, however true, is only a mere fraction of what the total concept of branding is.
Branding can be a company's conscious operational effort to build an image, personality and message to portray to the public that will elicit a certain feeling or attitude that parallels that of the company with which will be memorable and position itself in a certain way.
80/20 rule of branding:
Twenty percent of branding is the idea and message that a company wants to portray to the public. This 20 percent is the personality or characteristics to convey to the minds of stakeholders when they think of your product or service.
Eighty percent of branding is operational. This means the main concept to understand about branding is that each company's day-to-day operations elicit 80 percent of what the customer remembers and uses to position your company. Sure, the customer sees marketing pieces or reads slogans, but that is just the beginning of the selling and retention processes. Your employees and your processes need to grow and enhance this message in the consumer's mind once you have their attention. The 20 percent will intrigue the consumer mind, the 80 percent will hit home that the message is actually true through actions and service which positions your company effectively in the mind.
Tips to build effective operational branding:
1) Find the personality of the company. To begin, look at the founder or culture and then look deeper into the organization and values for better understanding. Try defining your company and character in a few words.
2) It takes 21 days to change a habit. Build a program that ingrains the brand concept in your employees to ensure understanding and effectiveness of the message, image and personality that is being portrayed.
3) Allow the operations and customer service to portray the same message as your brand idea. Any time an employee makes contact with the customer, the branding message needs to be communicated.
4) To ensure effectiveness, scream louder than your competitors. If everyone is screaming the same message, no one will be able to stop you gaining the correct position in the customer's mind.
For more information regarding branding or marketing, contact Paul Miser of Miser Advertising and Marketing at www.MiserAd.com.
This, however true, is only a mere fraction of what the total concept of branding is.
Branding can be a company's conscious operational effort to build an image, personality and message to portray to the public that will elicit a certain feeling or attitude that parallels that of the company with which will be memorable and position itself in a certain way.
80/20 rule of branding:
Twenty percent of branding is the idea and message that a company wants to portray to the public. This 20 percent is the personality or characteristics to convey to the minds of stakeholders when they think of your product or service.
Eighty percent of branding is operational. This means the main concept to understand about branding is that each company's day-to-day operations elicit 80 percent of what the customer remembers and uses to position your company. Sure, the customer sees marketing pieces or reads slogans, but that is just the beginning of the selling and retention processes. Your employees and your processes need to grow and enhance this message in the consumer's mind once you have their attention. The 20 percent will intrigue the consumer mind, the 80 percent will hit home that the message is actually true through actions and service which positions your company effectively in the mind.
Tips to build effective operational branding:
1) Find the personality of the company. To begin, look at the founder or culture and then look deeper into the organization and values for better understanding. Try defining your company and character in a few words.
2) It takes 21 days to change a habit. Build a program that ingrains the brand concept in your employees to ensure understanding and effectiveness of the message, image and personality that is being portrayed.
3) Allow the operations and customer service to portray the same message as your brand idea. Any time an employee makes contact with the customer, the branding message needs to be communicated.
4) To ensure effectiveness, scream louder than your competitors. If everyone is screaming the same message, no one will be able to stop you gaining the correct position in the customer's mind.
For more information regarding branding or marketing, contact Paul Miser of Miser Advertising and Marketing at www.MiserAd.com.