Unique Memorable Branding
If a tree falls in the woods and no one is around to hear it, does it make a sound? If you are marketing your product or services and no one can remember your message or brand, is it worth spending your marketing budget?
An effective marketing campaign starts with a clearly defined brand. The branding summarizes what the company stands for and the position the company has established. So what makes up a strong brand? The most important attribute comes from several sources. One is that the brand has benefits consumers consider important and of higher quality than other brands. Another may come from the view that the brand is a good value. A third might be the belief that the brand is superior to other brands because of its image. Consumers recommend brands to their families and friends because the brands own one or more of these attributes.
Ask yourself these four questions when developing a brand. What are the brand’s most compelling benefits? What emotions are elicited by the brand either during or after the purchase? What one word best describes the brand? What is important to consumers in the purchase of the brand? Once the answers to these questions are known, a company can begin to develop a stronger brand position.