The Big-Pay Off -- Brand Value

Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Despite significant expenditure of time and money, marketing tactics may not produce the desired gains.

What is their problem? They are missing a crucial step in the marketing arsenal -- branding. The power of branding is that it is not just for your customers. When done correctly, it also creates a roadmap for you to follow internally, streamlining your planning and decision-making processes for years to come.

Outward Brand

This is what many people relate to when thinking of a "brand:" a logo, tagline, style of advertising, product packaging, etc. These are not the brand, but rather the brand elements. To be truly branded however, all of these elements are developed based on the core value of the company. The core value will stay the same, through product changes, service changes, and staff changes.

The value of this is in attraction. If you have spent the time identifying your ideal prospect [read: most profitable] and created an emotional reason to buy [read: comes back and brings their friends with them], then all your time and money is now focused on creating interesting tactics to engage a prospect you know will be profitable, rather than baiting the hook with whatever you have and hoping you're fishing in the right pond.

The investment in developing a set message to a clear audience is rewarded by recognition, recall and referral of your brand. You can change ad campaigns, update packaging, and replace staff and if all reflect your underlying message, the brand impact will be carried over to your audience no matter how or who delivers it.

Inward Brand

Developing brand clearly improves external communication. Impressively, it can increase your internal efficiency as well.

What often bogs down the marketing process is planning, and deciding on a case by case basis what actions should be taken. We have seen marketing efforts derailed and budgets drained by everything from an aggressive ad sales person to a company executive driving past a billboard and insisting the marketing department book it.

It is so easy to latch onto what sounds like a great idea or a sure thing or to give up on a plan when no immediate results are seen. However brand marketing is not direct response, it is viral, increasing in scope and intensity the more it is replicated.

With a brand built on focus features, key benefits and a core value, it is easy to plan strategy and tactics to capitalize on your goals. And the next time someone asks you to place and ad, sponsor an event, or recommends a billboard rental, you will know if that is on your brand path or an expensive joy ride to who knows where, what we call an "off-road vehicle."

The Reward

The effort of building and maintaining a brand must be constant. Your brand provides a roadmap but the destination is ultimately having customers so loyal they always choose your company and so zealous they bring their friends along. The value is in the opinion and the action customers are willing to take because of how they feel, and in the speed and accuracy of the decisions you can make to achieve your goals.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

---

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the... Read More

Logo Design - Corporate Identity Branding - Brand Identity Guru

Like it or not it's who you are. Your corporate... Read More

Build Customer Loyalty by Promoting Your Customers

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

Fast Forwarding Your Business

If you think only big corporate names need to think... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

Mascots ? The Killer Promotional Concept

Mascots are the unique dolls or puppets that help identify... Read More

Brand Positioning - Brand Image

That cross-trainer you're wearing -- one look at the distinctive... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while... 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

12 Ways to Reduce Postage

1. Never send a letter that weighs less than 30... Read More

Are You Brand Worthy?

Branding is one hot topic, although it is wildly misunderstood.... 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

Choosing the Right Color Palette

Color is a highly personal experience ? everyone has favorite... Read More

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which... Read More

Branding Guru - Brand Identity Guru

Branding TodayHave you ever had a good brand experience? How... Read More

Brand Name Identity in the Oil Business

I submit to you that Brand Name Identity in the... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate... Read More

Types of Logos

There are three basic types of logos: text, symbol, and... Read More

How Will Your Visitors Remember You And Your Business? Brand Yourself From The Crowd...

Big and Yellow 'M' reminds you McDonalds... 'DELL' with oblique... Read More

Creative Branding Increases Sales Through Company Recognition

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

Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)

Make A Bold Promise Then Back It Up With An... Read More

Create a Niche: Stoke Your Market With Affiliate Branding

Propose success, demand performance, and brand your market with appeal.... Read More

Branding Advertising Agency

Branding used to be a fancy business word, but it... Read More

Power Your Word for Profit

Discovering and owning a powerful word that reflects you and... Read More

Tips for Creating Brilliant Business Names

Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was... Read More