By Licda. Fanny D. Estrada
Branding Strategies for Your Small Business
Being heard amid the roar of your competitor’s voices is a daunting task in today’s crowded marketplace. We find this to be shockingly true each time we read a magazine, watch the television, or surf the web. As a result, businesses are now seeking new and more effective ways of increasing brand awareness and more importantly, create brand loyalty. One
fake oakleys cheap of the most important tasks involved in ensuring a brand’s success, is to develop an effective branding strategy.
To successfully position your brand above your competitor’s continuing fight for your customers, you must develop a brand proposition that when conveyed in marketing and advertising campaigns, will provide an attractive, unique, and relevant message to current and potential customers. In addition, this proposition must be realized and consistently echoed by senior executives, customer support, R teams, marketing staff, sales staff, and strategic partners.
The purpose of this article is to provide an overview of an effective brand development process and is not meant to be comprehensive or represent strategic brand development in its entirety.
Why is Successful Branding So Important Today?
Though brand development is by no means a new idea, today consumers have more access to information and more choices than ever before. The result is higher expectations, and the brand’s
fake oakleys cheap message must captivate the consumer immediately. Companies seeking to experience long term success will have to create the most compelling, relevant, and consistent brand experiences for their customers.
Remember: “You can’t escape your brand. Either you make the customer experience, or it gets made without you.” Prophet Corp.
In order to successfully develop the most effective branding strategy, a firm understanding of what a brand is must first be answered.
Read the article to Create Your Brand Brand Is Everything
Scott Bedbury is a leading branding consultant that has worked closely with companies like Nike and Starbucks, has written a book titled, “A Brand New World”, published by Viking Press. In it he gives excellent thorough definition of what a brand is.
“A brand is the sum of the good, the bad, the ugly, and the off strategy. If is defined by your best product as well as your worst product. It is defined by award winning advertising as well as by the god awful ads that have somehow slipped through the cracks, got approved, and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee the shining star in the company who can do no wrong as well as the mishaps of the worst hire that you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the
cheap oakleys Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can entirely control a brand. At best; you only guide and influence it.”
Read the article Build a Brand? Brand’s Creed
The development of a branding strategy must begin with identifying the brand’s (the business’) core values. These are qualities which an
oakley sunglasses discount organization deems most important. For instance, an organization or business may identify its core values to include: honesty, integrity, excellent communication, and client satisfaction.
Though these values are usually never revealed to the public, they are evident in every aspect of the organizations’ business routine, from customer service, to direct marketing, to website design, to teleconferences, to the treatment of its employees and strategic partners. This conveys a consistent perception to the target audience in every medium of communication that is used.
Consideration for these values should not be taken lightly for these values represent the “creed” for the business and become the cornerstone for developing
cheap fake oakley sunglasses the brand’s proposition. And though the brand’s proposition may change from time to time, the brand’s core values should never change.
Read the article a Brand Name for Your Company: The 5 W’s of Branding Strategy Begins with Great Research
Once the brand’s core values have been identified, the road towards effective brand proposition development begins. To ensure a successful outcome, comprehensive and objective research involving at the minimum, the brand’s strengths and weaknesses, the target audience, and the competition will be conducted. If the resources are available, research should also involve extensive observation into the brand’s industry, its history, the current market picture, and potential growth and direction.
The Target Audience Holds the Keys to Your Brand’s Success
If I had to choose only one area of research to focus my efforts on, it would be to identify first who the target
cheap oakleys audience is and second, what their needs and desires are. This information should be as comprehensive and exact as possible. Applicable factors such as; age, gender, income, and shopping habits (online and off) are good places to start. Of course if your target audience is another business, your research will involve different factors.
Truly understanding your target audience, in addition to having a realistic assessment of what your product offers, is invaluable in assisting you in the development
cheap wholesale oakleys of a successful brand proposition. This information will also provide insight into how to convey this message in an engaging, relevant, and consistent manner.
Some questions to consider during this process are: who is your target audience (be specific use more than one example if applicable), what does the target audience currently need and desire? What does your competitor currently offer? How does your products/services fulfill this need better? What needs or want may be fulfilled by your product or service that isn currently being offered to them? If your competitor offers a similar product/service, how is yours better? Do your advertising campaigns provide a more engaging, unique, and consistent message than those of your competitors?
Developing a Brand Statement (Brand Proposition)
From the research, development of the brand statement, often referred to as a brand proposition, commences. The brand statement is a promise. It states that if you use our services / products, we promise that this or that will occur, whether it is the satisfaction from wearing well designed clothing, to the comfort of choosing the services of particular financial planner.
The brand proposition must be clearly understood, engaging, presented in the right context for relevancy, and offer a solution to the target audience’s current wants and needs.
An example of effective brand propositioning can be found in a well known computer company’s line of television commercials. The commercials successfully convey the brand statement that goes something like this; if you buy our PC’s, we customize the computer to fit all your needs, you have access to our award winning customer service, you’ll have less hassle to worry about, and best of all, you be cool.
The brand’s promise is easy to understand, engaging, unique, relevant (to the target audience), and consistent.
Read the article to Improve Your Business Image Promise Is a Promise
Of course all of these promises are just that, promises. If the company’s products, services, and customer support didn support these promises, the initial surge of new customers would quickly come to a screeching halt and the brand would fade into obscurity along with the company.
Providing a Brand Proposition that is engaging, is easily understood, and offers an emotionally positive
cheap oakleys solution to needs and desires only serves to enhance the current customers’ perception of the brand and will get new customers to look your way. Following through with an excellent product/service and customer support will put an indelible mark in the memory of your existing customers; one that will create brand loyalty through good and bad times; a sure sign of a brand’s strength.Articles Connexes：