|
Author: Beth Brodovsky Article source: http://www.hotlib.com/. Used with author's permission.
Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Despite significant expenditure of time and money, marketing tactics may not produce the desired gains.
What is their problem? They are missing a crucial step in the marketing arsenal -- branding. The power of branding is that it is not just for your customers. When done correctly, it also creates a roadmap for you to follow internally, streamlining your planning and decision-making processes for years to come.
Outward Brand
This is what many people relate to when thinking of a "brand:" a logo, tagline, style of advertising, product packaging, etc. These are not the brand, but rather the brand elements. To be truly branded however, all of these elements are developed based on the core value of the company. The core value will stay the same, through product changes, service changes, and staff changes.
The value of this is in attraction. If you have spent the time identifying your ideal prospect [read: most profitable] and created an emotional reason to buy [read: comes back and brings their friends with them], then all your time and money is now focused on creating interesting tactics to engage a prospect you know will be profitable, rather than baiting the hook with whatever you have and hoping you're fishing in the right pond.
The investment in developing a set message to a clear audience is rewarded by recognition, recall and referral of your brand. You can change ad campaigns, update packaging, and replace staff and if all reflect your underlying message, the brand impact will be carried over to your audience no matter how or who delivers it.
Inward Brand
Developing brand clearly improves external communication. Impressively, it can increase your internal efficiency as well.
What often bogs down the marketing process is planning, and deciding on a case by case basis what actions should be taken. We have seen marketing efforts derailed and budgets drained by everything from an aggressive ad sales person to a company executive driving past a billboard and insisting the marketing department book it.
It is so easy to latch onto what sounds like a great idea or a sure thing or to give up on a plan when no immediate results are seen. However brand marketing is not direct response, it is viral, increasing in scope and intensity the more it is replicated.
With a brand built on focus features, key benefits and a core value, it is easy to plan strategy and tactics to capitalize on your goals. And the next time someone asks you to place and ad, sponsor an event, or recommends a billboard rental, you will know if that is on your brand path or an expensive joy ride to who knows where, what we call an "off-road vehicle."
The Reward
The effort of building and maintaining a brand must be constant. Your brand provides a roadmap but the destination is ultimately having customers so loyal they always choose your company and so zealous they bring their friends along. The value is in the opinion and the action customers are willing to take because of how they feel, and in the speed and accuracy of the decisions you can make to achieve your goals. About The Author
Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.
What It Takes To Become A Professional Model
Before you decide to become a model, ask yourself: "why?" Many individuals start modeling in order to make a jump into acting or singing, but make no mistake - ...
A Mediterranean Diet - How to Lose Weight Safely
An article preparing the reader for the much lauded Mediterranean Diet environent. Mainly suited to those who are wary of fad diets and need reassurance that th...
Computer-Virus Writers: A Few Bats In The Belfry?
"Male. Obsessed with computers. Lacking a girlfriend. Aged 14 to 34. Capable of creating chaos worldwide." The above description is the profile of the average ...
Thought Control of the Weather
Can the collective thought energy of a large group of people have an affect on the weather?
Dont Use Your Print Ad on Radio
Spend 20 minutes with local radio and you will
hear more phone numbers than in most Yellow
Pages.
How To Sell To Howard Stern... Oprah Winfrey... And Paul McCartney!
Do you know what Howard Stern... Oprah Winfrey... and Paul McCartney all have in common?
Develop A Strategy For Dealing With Premature Hair Loss
This article outlines the factors you need to consider in developing a strategy for hair regrowth.
Stop Credit Card Offers
Clear your mailbox of annoying credit card offers and protect your identity
What Does Faith Have To Do With Marketing?
No, this isn't going to be a sermon or anything … don't worry about that! I'm no preacher, so I wouldn't even think of trying; but what I do have is faith in my...
Looking For A Home Based Business? - 11 Factors For Choosing A Network Marketing Business
Looking For A Home Based Business?
What Is An Elliptical Trainer And How Can It Help Me?
Elliptical trainers are all the rage in gyms and homes around the nation. But what exactly are they and how can you benefit from them? Find out why an ellipti...
Search Engine Visibility - The Mantra of Corporate Profitability
Important aspect of designing a creative website is to be focused on its visibility to search engines, so that it can reach to maximum. This article explains th...
Life Is Not Always Fair
I once heard the story of a grown bear that lived in a cage and traveled with a circus ever since he was a small cub. The bear spent everyday of his life pacin...
Forgiveness: Why?
Forgiveness is not a magnanimous act--it is something you do for YOU. The refusal to forgive is simply a refusal to empower yourself!
Need To Repair Credit Scores? Get The Tips Here
Need to repair a credit score? There are lots of ways.
Fuji Digital Cameras
Fuji digital cameras entered the market in the late 90's. Started in Japan in 1934, Fuji has always tried to stay ahead of the pack. The history of this company...
Tips for Keeping Website Content Fresh
Up to date content for any webmaster is a priority. Here are a few tips and ideas on how to acheive daily fresh conent.
How to Gain Weight and Build More Muscle!
If you are thin and underweight, there are many reasons that may be preventing you from building muscle. Despite this, there are ways that you can build a stron...
Baking Perfect Breads, Cookies, and Desserts
We're all looking for that perfect pie, or cookies, or loaf of bread. It doesn't always happen. In our experience, there are four reasons that account for mos...
Ten Benefits of Having a Relationship Coach
As a Master Certified Relationship Coach, I work with singles to help them attract a great match and with couples to help put their relationships back on track....
Plans & Goal Setting - Kicking winning Goals
The research clearly shows that most businesses don't set goals - at all. The goal setting process can seem daunting if it's unfamiliar territory, or if you hav...
50 Ways To Generate More Money In Network Marketing (Practicing The Obvious)
If the art of Network Marketing is your "pin-point" passion, you may certainly want to take note and put into play these 50 "best practice" marketing techniques...
Are Outrageous Hiring Interviews the New Wave?
A look at cutting edge job interviews and are they becoming the norm in todays society?
Bodybuilding While Working Full Time
Many of us don`t have the luxury of being able to focus all of our attention on bodybuilding. Unless your getting paid by a sponsor or making some serious cash ...
|
Print this page