Free Website Content
Branding
Branding is much more complex than one
might first imagine. It can even be considered both
an art and a science. The objective of effective branding
is to evoke in consumers a certain emotion when they
see a name brand or an image associated with that brand.
To establish consistently the desired implicit associations
in consumers regarding one's brand, one must take control
of the shaping of their brand's reputation and go about
branding mindfully. To execute this, consider these
tips for successful branding.
1. Know Your Target Audience
Branding should be targeted marketing.
Being cognizant of one's intended audience allows one
to create a brand that will appeal to them and therefore
be more successful, as different brands appeal to different
demographics. For instance, the types of brands that
appeal to a teenage audience rarely appeal to their
grandparents.
2. Be Consistent
It is important that all branding efforts
are consistent throughout the company and product line.
The image that represents the brand, as well as the
general aesthetic of the brand, should remain the same
on its website, uniforms, business cards, etc. Without
establishing a consistent image, a brand cannot establish
itself to and build a reputation among consumers.
3. Do Not Pretend to Be Something You
Are Not
It is important for a brand to be true
to itself. Marketers often attempt to associate their
brand with things that will result in customers' having
positive feelings about the brand. For example, L.L.
Bean strives to provide exceptional customer service
and a no-questions asked return policy, a major strength
of the brand. It would be foolish to associate customer
service with a company that lacks an adequate return
policy. Instead of doing this, L.L. Bean remains true
to its principles and image while promoting the brand.
4. Make Your Message Clear
While the reputation of a brand relies
on the opinions of consumers, marketers can influence
the way their brand is perceived by providing clear
brand messaging. Marketers can often include messaging
that will impact the way a brand is perceived through
a tag-line or slogan; this power can be used to a brand's
avail if marketers put forth clear slogans and content
that is consistent with their brand and its overarching
message.
5. Constantly Promote Your Brand
Branding is not a one-time effort; rather,
successful branding requires constant promotion. Each
time a consumer sees any sort of media referencing a
brand, that brand's image is reinforced. To take hold
and become recognizable, newer and smaller brands must
repeatedly assert themselves and the image of themselves
that they wish to perpetuate to consumers.
6. Make It Personal
Brands are more likely to receive a positive
response from consumers if they project an image that
feels "human" and to which consumers can relate. If
a brand has no personal elements, it may seem cold and
impersonal, which can be disagreeable to consumers and
affect a growing brand adversely. To avoid this, marketers
should seek to personalize their brands through advertisements,
networking, or other media they may use to promote their
brand.
Building an effective and recognized brand
takes time and sustained effort. To execute successful
branding, one must not only market shrewdly, but be
patient. While one cannot establish your brand overnight,
one certainly do so through consistency, messaging,
and clarity over time.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds
and podcasts. In addition Sharon manages marketing for
RecordForAll http://www.recordforall.com
audio recording and editing software.
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