Although the concept of Branding is simple, effective execution is neither easy nor inexpensive. Too many business execs today talk about Branding as though you can buy it by the pound at your local supermarket.
To develop an effective Branding program you first have to determine:
- What markets & market segments can most benefit from the product or service you offer?
- What are your prospects’ major wants and needs, and how well you can satisfy them?
- Can you satisfy any of them better than your competitors?
- If so, are the ones you better satisfy as important as the ones your competitors excel at?
- What concise message best conveys your ability to satisfy those wants & needs?
- How will you effectively convey your message to those prospects?
- How much will it cost, and can you afford to do it as often as needed to make it register?
- Can you do it over an extended period of time?
Branding is hard. Branding is costly. Branding is forever.
Branding must be a total company commitment to giving customers & prospects everything they expect from a superior, committed organization.
Branding is every public thing you do, not just the obvious like:
- Ads & PR
- The media that carry your message
- Websites, Brochures & Newsletters
But also the not-so-obvious like:
- Product Quality & Packaging
- User Manuals (appearance, ease of use, etc)
- Your Supply Chain, including your sales staff, service people, dealers, distributors, etc.
- Speedy, on-time delivery
- Competent, courteous Installation & Set up
- Customer Service in all its forms – with special emphasis on “Prompt Response to Needs & Requests”
- Your website and letterhead
- Sales Presentations & Sales Materials
- Your Receptionist & the way you answer the phone
- Your office, your furniture, their cleanliness & condition
- How fast you pay your bills and how you deal with suppliers
These are just the basics, but hopefully that’s enough to get you started!
