MIAMISBURG, Ohio - In order to market your company successfully, you must "burn" your company’s image into the minds of your customers. This is a little like the branding done by cattle ranchers, whereby a unique shape (sometimes derived from the rancher’s initials) is burned onto the rumps of that rancher’s cattle. This "brand," as it was called, identified to whom a cow belonged.
Branding in terms of marketing is a lot less painful and a lot more powerful. Branding can make the difference between a good company and a great company - between satisfied customers and total customer loyalty. If executed correctly, branding can ensure a strong client base, the foundation for a company’s longevity.
If you have created a brand, your company name and logo are instantly recognized by everyone in your market, and should be considered synonymous with the quality, service, creativity, economy and other characteristics that define your products and/or services in your market. At the least, your brand should be synonymous with whatever product or service you provide. So, if your company is Joe’s Landscaping, when people see or hear your name, they instantly think of landscaping, and more importantly, when they think of landscaping, they think of your company.
The most successful brands have attached value. In other words, the company name or logo gives the product or service added value that it wouldn’t have without the brand name. For example, Nike’s success has been attributed to successful branding. Is there a big difference between a plain t-shirt and one that has a Nike swoosh printed on it? No, but the difference in price is substantial, and people will pay more for the value they perceive Nike’s logo to add to the shirt.
THREE STEPS TO BRANDING YOUR COMPANY
- Choose A Unique Shape
You must have a logo, preferably one designed to reflect your desired company image. I suggest hiring a professional graphic designer and discussing how you would like your company to be perceived and what type of customers you are trying to reach. A good designer can translate this information into a simple but effective logo for your company. - Be Consistent
No matter how strong your company logo, or visual identity, if it is not constantly and consistently in front of customers and prospects, you will not create a brand name. Consistency is a real issue here. So many of our clients have more than one company name, sometimes they use one logo, sometimes they use another, and sometimes they use nothing at all. If you want instant recognition and you want value attached to your brand, make sure it always looks the same. - Perpetuate Your Image
Whatever tools you use to advertise or market your services, make sure that they reflect the impeccable image you’ve worked so hard to create. In other words, if you choose to run an ad in your local newspaper, make sure it has a professional layout, conveys a clear, compelling message and upholds your company’s visual identity. Everything - from trucks, to newspaper ads, to uniforms, to business cards - must uphold your image and thus, your brand name.
The final thing to keep in mind as you employ the "brand marketing" tactic is patience. Think of the most recognized, successful brands: Coca-Cola, Maytag, Nike and FedEx, to name a few. These companies were not able to build such powerful brand names overnight, and you will not be able to do this either. Successful marketing is a process, built brick-by-brick. If successfully deployed, brand marketing is one of the best strategies for long-term growth.
The author is director of marketing for The Winner’s Circle, which offers marketing, management and motivation services. For more information about The Winner’s Circle call 937/847-9944 or visit the company’s web site at www.grunderswinnerscircle.com.