Posts

Keeping It Simple to Stand Out

Branding is more important for big corporate business right?

Wrong.

Branding is even more vital for small business, where there is usually limited time and budget available for promotion and you can’t afford to waste it on marketing that doesn’t work.

Without a brand. most businesses end up with WOFTAM marketing – a waste of flipping time and money, because they lack the simplistic yet clear message that a brand provides.

A brand is like a compass for your marketing, keeping you in the right direction, ensuring your message is on-brand and that you consistently stand out and engage with the right target audience.

And standing out is crucial when competition is fierce.

Without a strong brand a small business disappears amongst others in the industry, leaving you competing on price alone and that’s a race to the bottom. That’s especially important for service providers where you are exchanging your time for money.

Without a clear brand direction you tend to get a bit lost, you waffle and flounder when it comes to explaining why someone should choose you.

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Personality Branding – The Third Brand Your Business Needs.

There are three layers of branding your business needs to consider:

Product – The brands we associate to a product or service we can buy e.g.: “iPod”
Company – The brands we associate to a company we can buy from e.g.: “Apple”
Personality – The brands we associate to people who represent companies and products e.g.: “Steve Jobs”

The original conversation around branding started with “product branding”.

We saw the earliest brands like “Coke-a-Cola”, “Hoover” and “Marlboro” – Product brands that were so strong they built multinational companies around them. These companies shared the same name and brand identity as their product.

The second layer to come along was when the separation of “product brands” and “company brands” emerged.

McDonald’s was known as the company that sold products like Big Macs and McHappy Meals. Ford adapted and became a company that had many cars rather than just a Model T. General Electric, 3M and LG started producing many product ranges and had both strong product brands as well as company brands.

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