The Art of Successful Branding

Branding: it's a term that carries great weight in the world of advertising. Successful branding is best illustrated by the world's most prominent corporations, but it's no less important to the small business owner. Your Brand is your identity; it's every single puzzle piece, fitted into the big picture of your company. From your name and logo to your business philosophy and corporate mission; from your advertising campaign message to your design elements; from your products and services; all that is owned, produced, stated, sold and marketed by your company falls under the broad heading of your Brand.

What exactly is a "brand?" The term probably originated at a time when when ours was a strictly agricultural society. Ranchers take a branding iron to their cattle, as a way to signify they OWN those cows. Likewise, modern corporations choose a logo to brand their name into the mind of the consumer. Every time you label an ad or website with your company logo; every time you take a political stance on behalf of your corporation, you're putting your brand into effect. And if a brand indicates ownership, then it should be your ultimate mission to dominate, or own, your niche. Brand your company. Own the cow.

How do you determine your style of branding? Analyze your audience. Zero in on the group you're trying to reach. Are they male, female, or both? What's the age group and economical level? What are their spending habits, their values? How do they TALK? What are they concerned about? What do they think they NEED? Where will their focus be in six months? And most importantly, how does your marketable product fit into the scheme? If you never really get to know your audience, you can read all the marketing how-to strategies in the world, and it isn't going to mean diddly-squat for your business. It isn't going to help you build your brand.

What's the next step? Always, always, always put yourself in their shoes. Jump right into their heads, if you can. Think of your audience during the business-plan conception process. How do they communicate? What do they find visually appealing? Are you marketing to senior citizens? Use bigger fonts, a nostalgic tone, and a morally forthright attitude. Is it the filthy, stinking rich whom you're trying to attract? Save the Crazy Eddie shtick, because money is no object here. Every bit of energy used to promote your brand should be focused toward winning over your key customer.

There will be a time when you completely lose sight of who you're trying to attract. This, in turn, dilutes the power of your brand. You'll be in the middle of writing an ad, when suddenly your head is racing with potential buyer types. This happened to me once during my writing stint with a digital media company who sold Santa Claus greetings. In my sales letter, which went on for pages and pages, there was no limit to what Santa could do! He could praise tiny tots for using the potty. He could play matchmaker to a couple of young lovers. He could patch up an argument you had with Aunt Freida in Topeka. All of this was great, but it was really convoluting Who We Were as a company, and our Santa was becoming a Jack Frost of all trades. It was no good! So we went back to square one. And through simple words and a more narrow focus on our original audience of children, we finally captured the Magic of Christmas that we had originally intended to be Our Brand.

Reflect your brand in everything you do; from your website design, to your public relations, to how you go about selling your product. Once you've done this, the next step is to create Brand Awareness. This is achieved through consistency. You can dream up the most brilliant ad campaign on the planet, but if you're not consistent about putting it in place, you'll never establish brand recognizability.

If the tone of your company is "fun, light and noncontroversial", steer clear of anti-war demonstrations. If Arial is your font of choice, then don't go switching it up mid-campaign and putting out affiliate program materials using Tahoma. If tongue-in-cheek humor is how you attract attention, don't line your website borders with super-mushy personal ads. Ask yourself: will this resonate with my key customer? And use your logo and company tagline wherever possible-in your email correspondence, on your website, as your letterhead, on your business cards, in your advertising and on your product packaging. Remind people of who you are. Burn your brand into their minds.

To some extent, branding is following the herd... emulating respected companies that capture what you'd like to be known for. Still, a wise entrepreneur must never forget that today's success story is tomorrow's dot-com that went under. "What sold" for someone else may not work for your company. Just because Joe Baloney made millions selling with a bilingual circus clown doesn't mean that will work for you... or that anyone's even going to find it remotely interesting in six months. The market changes like the tide, depending on what direction society is going in. Where they were before, which way they're headed, and wherever it's likely they'll end up... socially, economically, ethically, politically, culturally, intellectually, psychologically, philosophically.

How will you know that you've branded successfully? When people start listening to you. Not just hearing what you say, but letting you call the shots. You'll know it when people start imitating you, too. You'll start seeing knock-offs of your products and your company image. This may flatter you or it may annoy you, but when it happens, it's your cue to lead the pack in a new direction. That's how to stay on top of the Branding Game.

The day that you find yourself functioning as a real, live spokesman for a group of individuals, is the day you've achieved Brand Recognition. The day that you make the front page news headlines is the day you've become a household name. But a word to the wise: once your brand achieves true power, someone will try and take you down. Remind them that you own this cow.

Copyright 2005 Dina Giolitto. Use with permission.

Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.

---

Google News Updated : Wed, 08 Oct 2008 02:50:04 GMT Nashville Knockout: What To Watch For - Washington Post Vancouver Sun Nashville Knockout: What To Watch For Washington Post - 4 hours ago Riggers lift scaffolding into place in front of the Curb Events event site at Belmont University in Nashville, Tenn., Monday, Oct. 6, 2008, as preparations continue for Tuesday's presidential debate. WRAPUP 5-Obama, McCain battle over taxes, economy Reuters Presidential debate: minute by minute Los Angeles Times The Associated Press - New York Times - Newsweek - Newsday all 1,781 news articles Publ.Date : Tue, 07 Oct 2008 22:08:13 GMT Uneasy calm in Bangkok after day of deadly riots - Reuters The Age Uneasy calm in Bangkok after day of deadly riots Reuters - 1 hour ago BANGKOK, Oct 8 (Reuters) - An uneasy calm settled over the Thai capital on Wednesday after the worst street violence in 16 years the day before, when two people died and nearly 400 were injured in clashes between police and anti-government protesters. Video: Raw Video: Tear Gas Fired at Thai Protestors AssociatedPress Two dead as Thai troops battle protesters guardian.co.uk Xinhua - Sin Chew Jit Poh - Washington Post - Radio Australia all 1,463 news articles Publ.Date : Wed, 08 Oct 2008 01:18:31 GMT With Outlook Dim, Bernanke Says Fed May Act on Rates - New York Times Boston Globe With Outlook Dim, Bernanke Says Fed May Act on Rates New York Times - 2 hours ago By DAVID STOUT and EDMUND L. ANDREWS WASHINGTON - The Federal Reserve chairman, Ben S. Bernanke, said on Tuesday that the turmoil in the financial markets had increased the risk to overall growth and that federal regulators would have to be vigilant to ... Video: Bernanke signals possible rate cut ReutersVideo Bernanke hints at possible interest rate cut MarketWatch Bloomberg - TheStreet.com - Forex Market all 1,140 news articles Publ.Date : Wed, 08 Oct 2008 00:40:38 GMT Study Shows Weak Circumcision/HIV Benefit for Gay/Bisexual Men - WebMD AFP Study Shows Weak Circumcision/HIV Benefit for Gay/Bisexual Men WebMD - 1 hour ago By Daniel J. DeNoon Oct. 7, 2008 -- Circumcision offers little HIV protection to gay/bisexual men -- overall. But it might cut HIV risk in predominantly insertive partners. Circumcision HIV impact doubted BBC News AIDS Benefits of Circumcision Are Limited, Study Finds New York Times U.S. News & World Report - Bloomberg - TIME - MedPage Today all 45 news articles Publ.Date : Wed, 08 Oct 2008 01:24:47 GMT ACORN office in Vegas raided in voter-fraud probe - The Associated Press ABC News ACORN office in Vegas raided in voter-fraud probe The Associated Press - 2 hours ago LAS VEGAS (AP) - Nevada authorities seized records Tuesday from a group they accused of submitting fraudulent voter-registration forms - including for the starting lineup of the Dallas Cowboys. Non-Profit Raided In Voter Fraud Probe CBS News ACORN Nevada Office Raided Washington Post MarketWatch - CNN Political Ticker - USA Today - Cleveland Leader all 197 news articles Publ.Date : Wed, 08 Oct 2008 00:01:25 GMT McCain, Obama discuss possible Treasury secretary picks - Reuters Wall Street Journal Blogs McCain, Obama discuss possible Treasury secretary picks Reuters - 43 minutes ago NASHVILLE, Oct 7 (Reuters) - US presidential candidates John McCain and Barack Obama both mentioned investor Warren Buffett as a possible pick for Treasury secretary on Tuesday but both spoke in only general terms about the qualities they would seek ... McCain, Obama agree that Buffett could lead US treasury (Extra) Monsters and Critics.com A Strong eBay, A Strong Government Forbes Wall Street Journal Blogs - CNN Political Ticker - Boston Herald - Bloomberg all 24 news articles Publ.Date : Wed, 08 Oct 2008 02:06:13 GMT Tehran confirms seizure of aircraft - Financial Times AFP Tehran confirms seizure of aircraft Financial Times - 42 minutes ago By Thomas Escritt in Budapest and Najmeh Bozorgmehr in,Tehran Iran yesterday revealed that it had forced a Hungarian-crewed transport aircraft to land after it strayed into the Islamic republic's airspace at the end of last month. Iran Withdraws Claim on US Plane New York Times US Military: Tense Encounters With Iran Occur Almost Daily FOXNews CNN International - AHN - United Press International - The Associated Press all 684 news articles Publ.Date : Wed, 08 Oct 2008 02:08:03 GMT Clickbank Data Feeds Legitimate Work From Home Jobs

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Putting You and Your Company in Position to Own Your Market

Americans have always liked their coffee hot. But then Starbucks... Read More

Brand Value - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Brand Equity Building - Measuring Brand Value

Measuring brand equity allows a company to establish a baseline... Read More

Brand to Sell Well

Branding is an application of appropriate marketing techniques in the... Read More

All About Branding

In this article i will explain how you can make... Read More

Business Branding - How Character Affects Customers and Your Business Image

The public buys far more than just your products, services... Read More

Build Brand Identity Through Product Branding

Building a product into a brand leader is not easy,... Read More

Your Brand is Your Promise! (So What Are You Promising?)

When people mention the word "brand" they usually mean a... Read More

The Positioning of Success

Many businesses of today are often driven to compete... Read More

Introduction to A Branded World: Adventures in Public Relations and the Creation Of Superbrands

You'd have to labor to shield yourself from the power... Read More

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several... Read More

A Successful Failure

A successfully positioned business sometimes doesn't win a new client.... Read More

When Search Engine Marketing and Trademarks Collide

In the world of marketing, branding issues are always an... Read More

Creative Branding Increases Sales Through Company Recognition

The one thing that everyone has in common is that... Read More

Brand Identity and the CEO

This week I spent a few hours with a highly... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red... Read More

Top Eight Mistakes to Avoid When Naming Your Business

Naming a business is like laying the cornerstone of a... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

What the Heck is Branding and Why Should I Care?

There's been a lot of buzz lately about branding. But... Read More

Brand Identity Company ? Brand Identity Guru

Hiring a brand identity company is very important. In every... Read More

Time To Revamp Your Visual Identity?

Look at your company logo. Does it fade into the... Read More