Marketing 103: Branding
Marketing 103: Branding
"Branding" is providing a consistent message to your customers. It's rooted in the combination of your core values and your strategic plan for your company (think of it as your "business persona"). Every time you have an interaction with your (prospective) customers you want to reinforce your brand (by phone, in person, via email, on website, or print). You're sending a consistent message of why someone would choose to do business with you.
Here are key points I focus on when I create (or review) marketing materials. Each of the points has implications in crafting the branding message.
What are your core values? Your core values identify you to the world, and include: collaboration, cost-sensitivity, diversity, education, efficiency, excellence, flexibility, fun, holistic, innovative, preventive, service, social responsibility, sustainability, and teamwork). There are no right or wrong values - but they must "fit" your business.
What makes you different? Knowing your competition is important to make sure you don't fall into a "me-too" message. Your materials need to make you stand out.
What's your plan for 2+ years? Are you planning to focus on one aspect of your business? Planning to change direction or grow? Your marketing materials can help you make the transition smoothly.
Who will be getting this document? Different audiences have different informational needs. The benefit to your services would be different for a potential customer than an investor.
How will the document be delivered? If you're mailing the material, besides optimizing its size / weight (to save mailing costs), you'll want to design it so it will be read (and not deemed "junk mail"). If you're emailing it, you'll want to likewise ensure it's not labelled "spam" as well as making it easy for people to read it (plain text, a downloadable PDF, a link to a web page, etc.).
What's the purpose of the document? Besides Marketing 101 information, you need a "call to action" - a reason for someone to contact you NOW. How you convey your benefits depends on the main purpose of the document: educating (about a problem they didn't know about), convincing (why you're the best), enumerating (all the different things you can do), or swaying (from a preconceived notion). Often people try to make one marketing piece "do it all" (very tempting, especially when you're spending a lot of money on a project).
What other materials do you provide? Your materials should have a consistent look (except during a business makeover) and tone (that reflect your core values).
What are the demographics of your customers? Older people have an easier time reading bigger fonts. Younger people might prefer something "hip". Men and women process text differently. Different cultures have certain color / graphic taboos.
Will you be excerpting any of this material for use in another format? If so, you'll want to ensure that your graphics and fonts can work across the formats (for example, you want high-quality graphics for print, but lower-quality graphics for quick-loading web pages).
Have you "tested" the material (or previous materials)? Remember you're trying to create a dialogue with your customers - you need to listen to what people think to make sure what you're saying is what they are hearing. You want to attract the right customers.
How will you measure the effectiveness? You need to determine your "ROI" (return on investment).
How often will the same people be receiving it? Will you be rotating a message / offer or sending the same message?
Marketing 103 Branding - To learn more about this author, visit Jay Hamilton-Roth's Website.
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(Prerequisite: Marketing 102: Co-marketing and Cross-marketing)
"Branding" is providing a consistent message to your customers. It's rooted in the combination of your core values and your strategic plan for your company (think of it as your "business persona"). Every time you have an interaction with your (prospective) customers you want to reinforce your brand (by phone, in person, via email, on website, or print). You're sending a consistent message of why someone would choose to do business with you.
Here are key points I focus on when I create (or review) marketing materials. Each of the points has implications in crafting the branding message.
What are your core values? Your core values identify you to the world, and include: collaboration, cost-sensitivity, diversity, education, efficiency, excellence, flexibility, fun, holistic, innovative, preventive, service, social responsibility, sustainability, and teamwork). There are no right or wrong values - but they must "fit" your business.
What makes you different? Knowing your competition is important to make sure you don't fall into a "me-too" message. Your materials need to make you stand out.
What's your plan for 2+ years? Are you planning to focus on one aspect of your business? Planning to change direction or grow? Your marketing materials can help you make the transition smoothly.
Who will be getting this document? Different audiences have different informational needs. The benefit to your services would be different for a potential customer than an investor.
How will the document be delivered? If you're mailing the material, besides optimizing its size / weight (to save mailing costs), you'll want to design it so it will be read (and not deemed "junk mail"). If you're emailing it, you'll want to likewise ensure it's not labelled "spam" as well as making it easy for people to read it (plain text, a downloadable PDF, a link to a web page, etc.).
What's the purpose of the document? Besides Marketing 101 information, you need a "call to action" - a reason for someone to contact you NOW. How you convey your benefits depends on the main purpose of the document: educating (about a problem they didn't know about), convincing (why you're the best), enumerating (all the different things you can do), or swaying (from a preconceived notion). Often people try to make one marketing piece "do it all" (very tempting, especially when you're spending a lot of money on a project).
What other materials do you provide? Your materials should have a consistent look (except during a business makeover) and tone (that reflect your core values).
What are the demographics of your customers? Older people have an easier time reading bigger fonts. Younger people might prefer something "hip". Men and women process text differently. Different cultures have certain color / graphic taboos.
Will you be excerpting any of this material for use in another format? If so, you'll want to ensure that your graphics and fonts can work across the formats (for example, you want high-quality graphics for print, but lower-quality graphics for quick-loading web pages).
Have you "tested" the material (or previous materials)? Remember you're trying to create a dialogue with your customers - you need to listen to what people think to make sure what you're saying is what they are hearing. You want to attract the right customers.
How will you measure the effectiveness? You need to determine your "ROI" (return on investment).
How often will the same people be receiving it? Will you be rotating a message / offer or sending the same message?
Marketing 103 Branding - To learn more about this author, visit Jay Hamilton-Roth's Website.
Like this article? Share it with your friends
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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