|
|
Like this article? PLEASE +1 it! |  |
|
Is Branding Enough?
| Guest post by: Harvey Farr |
Article Overview: For the past decade, the premier marketing term has been "branding." Every company and organization believed that it had to "brand" itself to achieve successful marketing results. Branding has its place, but in today's rapidly changing world, where buying power is shifting to the consumer, is good branding enough? Further, does "branding" even mean today what it meant just a few years ago? Let's take a look.
 |
Free Download - Biggest Mistakes When Pitching a Story By Harvey Farr |
Is Branding Enough?
It's amazing how much time, money and energy corporations and non-profit organizations put into creating a new logo. When someone decides the organization needs a new logo, take cover. The process can consume and often cripple the entire enterprise until a finished new logo is finally introduced.
Logo creation is often considered the cornerstone of "branding." After all, if the definition of "branding" is a promise kept, then when people see your logo they should automatically come to expect a certain level of quality in your products and services. The way you convey that promise is to convey who you are. That is done via your organizational identity, or your logo.
But too many organizations stop there. They believe that a new, contemporary logo will automatically convey that the organization now delivers a better quality product or service than since the old logo was being used. Somehow a new or re-branding effort is thought of an end unto itself without regard to how the actual product or service has changed.
Anyone who owns a business or works in marketing knows (or should know) that in the past five years the marketing process has undergone changes more revolutionary and dramatic than we have seen since the invent of television. This is due to social media. Whereas marketing always assumed a one-way path -- from company to consumer -- today consumers talk to one another via social media and no longer rely on a company to tell them what they should buy, or more important, what they should NOT buy. This means a major power shift has taken place. The consumer now has the power to easily and quickly make buying decision using their own research that they consider much more credible than a company's advertising. What is that research? Asking their friends about their purchase decisions.
So where does this leave branding? How does a company brand itself to convey that potential customers can expect a quality product if they buy the company's product? How can a company tell a customer "believe us, not your friends." Well, they can't. Research has shown that one friend's recommendation (or warning) about a product is much more powerful than a half million dollar ad on the Super Bowl.
While this may make major corporations shutter, it is actually a good thing. The more buying decisions people have, and the more input they can receive from their friends and others who have made similar buying decisions, the more pressure is placed on corporations to produce better products and better customer service. Corporate America is getting the message and the result is a higher level of product quality and responsive customer service. Those who hang on to the old model of mediocrity masked by beautiful advertising will have to face the fact that sales will suffer unless they change along with the rest of the world.
Don't get me wrong. Branding has its place. But whereas branding was considered the objective, today branding is a place to start. Remember, a brand is only as good as the products and services behind it.
The definition of branding
Building A Better Brand in the New Year
Personal Branding Tip
Home Based Business Branding To Identify Your Opportunity
Strategic Branding Questions
How to Use Personal Branding for a Competitive Edge
Branding: 7 Important Questions and the Straight Answers
Mud Season. Not.
The Secret Behind Successful Branding (and No, It's Not About a Logo)
SO WHAT’S ALL THIS ABOUT BRANDING?
What Is Personal Branding And How Do you Do It?
Branding Yourself for Online Business Success
The Value of Branding
Brand Enhancer, Detractor or Adolescent: Which One Are You?
Is Personal Branding Really Effective?
Being a Leader is a Great Lead Generation Tecnique
Professional Presence
Personal Branding to Help You Standout From The Crowd and Boom Your Business
Branding Trends: Delivery Channels Take Forefront
Branding Goal – Internet Marketing Strategy
Article Tags: branding, los angeles marketing, los angeles public relations, marketing, pr, public relations, social media, social media marketing
|
About the Author: Harvey Farr RSS for Harvey's articles - Visit Harvey's website Click here to visit Harvey's website   How To Publicize A StartUp Business Going Viral What Should A PR Consultant Cost Cut Costs and Add Value to Your Marketing at the Same Time Is Social Media Marketing Overrated |
Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
New Small Business Topic
- Hello everyone,
I'm on the lookout for new topics to add to my site. We just launched a Franchising section and are planning Human Resources section. Do you have any thoughts for a new section?
Here's a list of what we currently have:
Angel Investors
Branding
Bank Loans
Business Coaching
Business Plan
Franchises (New)
Insurance
Legal
Marketing
Public Relations
Sales
Small Biz Loans
Venture Capital
Re: Direct Mail Postcards
- [quote="jvprosperity":2r71nzqq]Kevin, your situation is very common. Get's me wondering if advertisers are just being lazy and "blanket" areas with advertising hoping that some will stick and get people to respond.
mathew1 used the word "targeted" alot but I think that's what most advertisers are either not doing or not going deep enough in their targeting.
I disagree that direct mail is more important to small business. Yes, it get's done more often within small businesses but that's 'cos of a small budget and them being forced to utilize it to it's fullest. Big Business focus so much more on Branding and Image Management since they have larger budgets but they also do a fair bit of direct mail and other methods.[/quote:2r71nzqq]
Hi Andy,
I'd say "naive" is a better word. In fact, "blanketing" areas with unwanted solicitation/ads is costly and will only hurt small businesses in the eyes of consumers (who will resent it).
Re: Direct Mail Postcards
- [quote="Kevin":k7jhujz8]But how do you prevent people from just throwing out your direct mail as unwanted solicitation?
Anytime I get direct mail, I toss it out. I've noticed solicitors using cheap tricks like printing the message in "hand writing" to make the letter seem more personal. Who are they trying to fool?[/quote:k7jhujz8]
Kevin, your situation is very common. Get's me wondering if advertisers are just being lazy and "blanket" areas with advertising hoping that some will stick and get people to respond.
mathew1 used the word "targeted" alot but I think that's what most advertisers are either not doing or not going deep enough in their targeting.
I disagree that direct mail is more important to small business. Yes, it get's done more often within small businesses but that's 'cos of a small budget and them being forced to utilize it to it's fullest. Big Business focus so much more on Branding and Image Management since they have larger budgets but they also do a fair bit of direct mail and other methods.
Del Castienne - International Business and Project Brokers
- In addition to the above, Del Castienne is an international brokerage firm specializing in various entrepreneural services.
Del Castienne is more than just a brokerage, as we facilitate Private International Venture Capital for Business and Projects from Commodity Speculation Transactions, MBO, MBI, M&A, Bridging Finance, Patents, Branding, JV, Corporate Advisory Services, Business Plan Development, etc..
Del Castienne is linked to 1200 private international Venture Capital consortiums and Funding Syndicates with a funding capacity of $ 115 billion and 5000 international Investment Bankers and Business & Project Brokers. This in itself should provide you with a gateway to the best source of funding in the world.
Through Del Castienne any entrepreneur can have up to a potential success rate of 25% (conditions apply) with absolutely no up front costs.
Del Castienne charges a maximum of 5% commission which is far below the international standard of 10% - 12% on project value.
If you are tired of running back and forth with countless dissappointments, please give us an opportunity to assist you. Our minimum Venture Capital amount is $1 million and we a Commitment Letter can be provided with in 30 days after formalities are in place and your information was received.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Featured Article
by: 
How To Use Carbon Copy Pro As A Strategic Tool For Your Business
Best Automated Forex Trading Strategy
Build Your List with Joint Venture Giveaway Events
May 2012 Top 100 Social Media Experts to Follow on Twitter
What to measure to be phenomenally successful in business
Newsletter
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Popular Articles
Common Sense Stress Management
Pay Per Click Advertising
Tips to Take Control of Credit Card Debt
Common Sense Stress Management
Pay Per Click Advertising
Tips to Take Control of Credit Card Debt
Suggestions
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.