|
Click Here
for more Articles
|
|
|
|
Branding
– It’s More Than Just Your USP
|
|
by:
Karon Thackston
|
by
Karon Thackston © 2002
http://www.ktamarketing.com
When you mention the word “branding” most people automatically think of
USP (unique selling proposition). The overall – and incorrect –
perception of a brand is that it simply consists of the statement you
use to define what you do. Slap your USP on every advertising piece
that goes out the door and – tah dah – you’re branded! Not even close.
Your brand is created from every single thing you do within your
business. Your brand is the all-encompassing collection of business
principles, business strategy, sales, customer relations, appearance,
attitude, products, services, advertising, copywriting, Web site
design, brochures… your entire company.
In order to create a brand that has “staying power”, it must go several
levels deep. Consider the Walt Disney Company for a moment. What comes
to mind when you think of Walt Disney? Most likely Mickey is first,
maybe animated movies, then family-oriented, wholesome, quality, etc.
Is all of that just a USP? Definitely not!
When you phone the Walt Disney Company you are greeted by a
professional, friendly, helpful person. When you visit one of the Walt
Disney World locations, the staff is helpful, the facility is clean,
the environment is family-oriented and the accommodations are first
class.
What is the end result of all this work? Trust. Your customers learn
that they’ll get what they expect every time. They trust what you
offer. They have faith in it. They depend on it.
How would Disney be portrayed if all their advertising lead you to
believe that they were a highly-focused, quality, family-oriented
organization but – when you visited their theme parks – you found rude
staff members, rides that didn’t work, food that was inedible and
costumed characters that treated your children horribly?
The image of Disney would have fallen to the wayside long ago if they
didn’t understand the concept of branding. The brand just wouldn’t have
held up. This company knows that your brand must go deep inside your
company and radiate through every level. It isn’t just about what you
tell your target customers in your ads.
When you consider your brand, ponder these questions:
1. What do we want to be known for?
2. What do we want others to say about us?
3. What is the essence of our organization?
4. Is every department aware of our brand and the image we want to
portray?
5. Does everything we do reinforce our brand? (Our staff, physical
location, packaging, Web site, advertising, products and services.)
6. When you say the name of our business, what words do others respond
with?
Once your brand has been determined - once you have every aspect of
your company following in line with the brand – you can focus on your
promotional efforts. Without your brand being clearly defined, your
marketing plan will most likely come up lacking. However, if you
concentrate on perception and reception of your business by your target
customers first, your advertising will be more effective and the
results will be astounding.
About the Author
Most buying decisions are emotional. Your ad copy
should be, too! Karon is Owner and President of KT & Associates
who offers targeted copywriting, copy editing & ezine article
services. Subscribe to KT & Associates' Ezine "Business
Essentials" at
BusinessEssentials-Subscribe@topica.com or visit her site at
http://www.ktamarketing.com
|
|
