| The growing popularity of branding |
Greetings!
Seems like everyone is talking about "branding." Branding has gone beyond companies, products and services. Today, political parties have brands. Politicians have brands. Even the stimulous package has a brand.
That's because branding works. It is a shorthand for your reputation. It telegraphs what you stand for, and what you promise your patrons.
You establish your reputation through your appearance, your use of language, and by your behavior. Each is critical. And consistency over time holds it all together.
Understanding the image you project is the first step in establishing a consistent brand. Is it the right image? Does it reflect the core of your unique value? Does it need to change or evolve?
We'll explore these issues in this and future issue of the Avow Communications newsletter. And we'll keep it short. We know you're busy.
Bill Carlos
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Why brands matter to businesses of every size |
Brands are not just for big companies. They make a huge difference in terms of recognition, trial, familiarity and loyalty. Brands do not just happen, they are planned. They result from an accumulation of consistent messages and materials, the words, the look, the feel, the experience.
People want to know who they're dealing with. They make choices based on trust. They want to know who stands behind a product or service. And they often want to know what you represent.
Good brands inform them. They communicate a promise. The brand may promise consistent delivery of an experience, a service or a product. As long as this brand promise is fulfilled, the customer is loyal and will even promote the brand. When a company fails to live up to its promise, the customer loses trust and may spread the word about their negative experience.
Everyone has a brand promise, even if it is unintended. Chances are, your customers know it whether you do or not. Take some time to evaluate whether you are projecting the core message that conveys who you are and what you represent. Is it is the message you want to convey, or does it needs to change? Then begin to change it.
Build your brand around the unique value you provide. Ask yourself, "what is it about my business that is different and better than what is available through competitors?" The answers provide your starting point for building your brand.
In our next issue we'll provide how to take these answers and weave them into your marketing and communications materials, and your interactions with your customers. |
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Our latest launch is on behalf of Wayne-based Advanced Cardiology Practice.
With a target audience of 50-plus, ACP emphasizes the positive aspect of cardiovascular health -- being there for those you love.
The site is laid out simply and makes it easy to find a wealth of information about cardiovascular conditions, diagnostics, treatments, office information and more. Flash animation is used tastefully in the opening banner and on page headlines.
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