Click
Here
for more articles |
|
|
Shattering
the Branding Myths |
by:
Diane
Hughes |
If you've
been online long, you're sure to have seen
many "gurus" give their ideas about branding.
However, much of what you read simply isn't
true. Over the years, many myths about branding
have taken hold in the online world and
spread like wildfire. The fact is: They
are doing you more harm than good.
Branding is not one aspect of your marketing
campaign. It is the combination of everything
your business stands for. Branding is not
created with a single, stand-alone event
-- rather it is created over time through
a series of strategically thought-out actions.
Let's take a few minutes to shatter a few
common myths about branding and to introduce
constructive, proactive branding principles
that you can build on.
Branding Myth #1 - Your USP Is Your Brand
Absolutely not. While your USP (Unique Selling
Position) might be used to help convey your
brand, it is not - in and of itself - your
complete branding strategy.
Branding Principle #1 - Your Brand Is All
Encompassing
Your brand is built, and conveyed, with
every action you take, with every product/service
you offer, with every piece of communication
you send, and with every contact you make
with your customers.
Branding Myth #2 - To Be Remembered, You
Must Have A Logo
Also not true. Look at companies like Marlboro
(cigarettes), Puffs (tissue), and Ziploc
(plastic bags). They simply use a specialized
font with the product name. No swirls, no
images, no "logo." While logos certainly
are not "bad," they are also not mandatory.
Branding Principle #2 - Customers Remember
You Primarily By How They Are Treated
The most innovative logo, the most attractive
colors, and the world's best logo designer
will do you no good if you don't offer excellent
service. Customers remember you and your
company by the way they are treated. Was
their shopping experience good? Were all
their questions answered? Were their problems
solved to their satisfaction? These things
go way further to help customers remember
you than any logo could ever hope to.
Branding Myth #3 - Once Your Branding Strategy
Is In Place, You Need Do Nothing More
This is probably the biggest myth of them
all! So many online businesses are led to
believe that once they have an amazing USP,
and a snappy logo they have accomplished
everything in the realm of branding.
However, just the opposite is true. Your
branding strategy is an ongoing process,
not a one-time event. Defining your strategy
is just one part of that process.
Here are some basic tips to help you define
and implement your brand.
1. Decide how you want to be perceived by
your customers. Do you want to portray an
image of trust? Loyalty? Dependability?
Innovation? Wide selection? Speedy service
& delivery?
2. What makes YOU perceive other companies
that way when you shop? Is it their selection?
Customer service? Pricing? All of the above?
3. Make a list of the qualities you and
your employees must display to customers
in order to portray your desired brand.
4. Share the list with everyone in your
organization and ask them to develop specific
ways they can support the brand.
5. Compile a final branding strategy and
share it with everyone in your organization.
Successful brands are those who are well
defined and that have the support of the
entire organization. Brands based on myths
are those that simply have a spiffy logo,
a "killer" USP, and the hope that the customer
will "get it."
Would you rather base your brand on sound
principles or myths? That's what I thought!
About the Author
Diane C. Hughes * ProBizTips.com
FREE Report: Amazingly Simple (Yet Super
Powerful)
Ways To Skyrocket Your Sales And Build
Your Business
Into A Tower of Profits! ==>> http://madmarketer.com/diane |
|
