Shattering the Branding Myths
Copyright 2004 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
