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Brand Your Consulting Brilliance
Today's competitive marketplace for consulting services is no longer responsive to the marketing strategies that worked in the past. The services you provide should speak volumes about your consulting business. Think about what happens when you...
Branding – It’s More Than Just Your USP
by Karon Thackston © 2002 http://www.ktamarketing.com When you mention the word “branding” most people automatically think of USP (unique selling proposition). The overall – and incorrect – perception of a brand is that it simply consists of the...
Branding: You are the Brand
Copyright 2005 Daniel Sitter What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you notice that brands can be things,...
Getting To Know the Search Engine Superstar
Having greatly benefited from my relationship with Google within the past several years, I thought I would take the opportunity to dedicate this article to the search engine superstar.
I have to be brutally honest and relay that our...
How The Brain Learns
Do you remember when you moved the furniture in your room? Do you remember how you kinda bumped into everything a couple of times and then figured it out. The funny thing is that it took you two to three turns of bumping into things in the dark,...
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On Branding
Situation: Your window of advantage over your competitors closes
more quickly than ever and price vs. price competition is really
heating up. What can you do about it? Brand. If you think
branding is just for large companies, think again - you may be
overlooking the most important component of a successful
business strategy. Branding is not just your logo or tagline or
the "look" and "feel" of your marketing communications. Branding
is the sum total of your client's experiences and perceptions of
your products, services, and employees. In addition, brand
strategy influences company culture by setting the tone for
employee interaction both internally and externally with
suppliers and clients alike. In essence: your brand is what
everyone else thinks it is - it's what people say about your
company behind your back.
A branding strategy is the genesis of all customer contact
activities. At first, it should be the core of all investor and
public relations, sales, customer service, and initial
advertising. When the budget allows, the branding strategy can
become the foundation for larger marketing communications such
as multi-media advertising, direct mail, trade shows, and
expanded public relations.
The task of branding may seem daunting; however there is strong
evidence that branding is worth the effort. Here are some
benefits of a strong brand.
1. Branding is what gives your company value and separates you
from your
competitors. 2. Enhanced perceived value allows for
premium pricing (for example: Ralph Lauren, Perrier water) and
shelters you from price competition. 3. Branding will provide
protection in times of negative press. 4. A strong brand enables
you to launch new products and services more quickly and cost
effectively.
Your brand will happen with or without your input. Branding and
managing a brand is tough work. Here are some practical tips on
how to get started.
1. To succeed, you'll need to get everyone onboard from top
management on down. 2. Research the successful competitors.
Study their communications and how they position themselves. 3.
Learn what brand values are most important to customers. Develop
a questionnaire and interview key customers and prospects. 4.
Develop a strategy from the information you gathered. It must be
achievable and differentiating. 5. Leverage brand strategy by
integrating marketing communications. Check for consistency of
all communications from every department. Sending a unified
message will build brand equity. 6. Evaluate and measure
performance. Make changes as needed but be patient.
About the author:
Avery Manko is the owner of The Manko Company, a marketing firm
in West Chester, PA. His firm develops and implements marketing
programs for small and medium sized businesses. Contact him at
610-725-9844 or avery@mankocompany.com. For more about The Manko
Company, go to www.mankocompany.com.
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