Branding – What’s the point?

by Laura Lowell on October 1, 2009

whats the point brandingWe’re all bombarded with thousands of messages each day – personally and professionally. Maybe it’s because of new media like Twitter, LinkedIn or FaceBook. Maybe it’s the internet in general.  Whatever the cause, the effect is the same. The volume of marketing messages is overwhelming to most Americans. In fact, 60 percent have signed up for the do-not-call registry; 33 percent have installed Web pop-up blockers, and nine percent have signed on to a do-not-e-mail list (and 40 percent may want to). So the question is: “How do you break through in this environment?”  One answer: Branding.

Everyone has a different definition of branding – everything from your logo, your message, to your visions and personality.  Each of these is correct in a way.  My definition (just so we’re clear) is that a brand is a promise; a promise of authenticity and value and sets our expectations about the product or service we associate with the brand.

That’s all well and good, but here’s the real question:  What’s the point of having a catchy slogan if it doesn’t strengthen or support your business? Why invest in PR if it doesn’t translate into increased awareness and recognition? Why go to trade shows if they don’t produce high-quality leads? Branding, or a promise to your customers, is a way to differentiate yourself in a crowded market so your company can sell more stuff.  Short and simple.

Independently, without a coherent brand strategy, these tactics do little to attract customers and drive revenue. However, as part of an integrated brand and marketing strategy, these and other tactics are the foundation that will deliver results for your business. Sounds simple, right? Well, often the simplest things are the hardest to do.

Here are three things you can do today to make sure your brand is doing it’s job – helping your company sell more stuff.

  1. Look at your website: Is your brand consistently applied on your website?  Do you use the same logo, or do you have multiple logos scattered about the place?  What about your messaging, are you delivering similar yet different messages and confusing your customers?
  2. Ask 10 people what they think: You want to know what they think your brand stands for.  Hopefully you get similar responses, and hopefully they are right on target.  If not, well, you have more work to do.
  3. Step out of the box: Life doesn’t happen in a vacuum.  Step outside your company and look at what’s going on around you.  Is your brand relevant in today’s market?  Are you linking with current events and trends?

Marketing should get people’s attention, and convince them to consider your company’s products or services over the competition. An integrated brand including strategy, messages, visual identity, and other marketing tactics extends the impact of your marketing investments. You can more efficiently and effectively improve awareness, produce leads and ultimately drive revenue. After all, isn’t that the point?


Laura Lowell PicThis article is contributed by Laura Lowell, Author of the Amazon bestseller ’42 Rules of Marketing’ and the upcoming ‘42 Rules to Build Your Brand and Your Business’. You can follow her on twitter at @42_rules.
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