By Daniel Janal
You’re having the gang over on Sunday to watch the football game on TV.
Which pizza parlor do you call?
Your child needs braces. Which orthodontist does everyone in town go to?
You want to sell your house. Which Realtor do you call?
The answer is the same in each case: the one that has the best brand. Branding
is important because it makes sales easier!
Realtors, dentists and restaurants all have brands. So does every small
business in the world. Sure, we think that only Fortune 500 companies, like Coca
Cola and Procter and Gamble have brands. But that’s not true. Every
company has a brand image. Whether the brand image is good or bad, or if
it is well known or invisible is up to you.
If you’re involved in marketing in any way, shape of form, you’ve heard the
term “branding” but you probably couldn’t define it. And if Regis
asked you “Is that your final answer?” you’d probably take your money and
run rather than risk losing your cash.
That’s because if you asked 50 marketers to define “branding,” you’d get
50 different answers. Very few people agree on what branding is, but they do
agree that is important in building sales and profits.
So what are brands and why are they important to you?
Brands make selling easier!
Plain and simple.
To understand branding, we need to understand what branding isn’t.
From my studies and research that includes hundreds of interviews with top
marketing managers at large and small companies, I’ve come away with several
A brand is not a logo,
slogan, catchy saying, mission statement or publicity campaign.
A brand is about trust. You select a company because you
trust them and the companies have credibility. These are two issues that are
important to every company of every size.
When you travel along the highway
and need a quick meal, do you stop at the local diner for a meal
featuring the local cuisine – or do you pull in to McDonald’s because you
know the fries are always going to be the same?
People trust McDonalds. They will give up the chance for an innovative meal in
favor of the trusted resource every time!
That’s because people buy on emotion and justify with logic.
“Gee the local diner might be good, but it might take a long time and we’re
in a rush.”
Is it any wonder why McDonald’s is a multibillion-dollar enterprise?
Look at the best brands on the Internet: Yahoo, eBay and Amazon. What do they
all have in common? People trust them!
In my seminars at Stanford and Berkeley, I always ask if people have bought
books from Amazon. Most people raise their hands. I then ask if
anyone has ever had a problem with Amazon. In one out of three seminars,
one person out of hundreds will raise a hand. But they quickly say that
Amazon resolved the problem in their favor, quickly and courteously.
I then ask if people have telephones. Everyone raises their hands. I
ask if people have ever had a problem with their phone company. Most
people keep their hands up! You probably have the same experience. Phone
companies have bad reputations for customer service.
Good companies create good brands by creating trust.
Do you need a lot of money to create trust?
Yet hundreds of companies have blown through more than a billion dollars on TV
ads during the Super Bowl and other major events trying to build a brand image.
I attended a top-level seminar on branding and a venture capitalist on the panel
said a consumer company must spend $50 million dollars to build a brand identity
However, in my seminar on branding at Stanford, I asked the participants
– all brand managers at major companies, to name 10 search engines, 10
consumer web sites, 3 pet supplies sites and 10 business-to-business web sites.
No one could!
And these are the very people who are in the industry, and are exposed to the
millions of dollars of advertising to create brands!
What does this mean?
Buying your way to brand awareness does not work!
The net is littered with those failures: Dr. Koop, Priceline’s
grocery service and Boo.com stand out as highly publicized failures.
So, as a small company, you don’t have to worry about not have a treasure
chest full of cash to buy a reputation – because it doesn’t work!
How do you create a great brand? That’s where brand assets come in to
play. Brand assets are your slogans, advertising, publicity, promotions,
characters, spokes people, as well as your customer service and sales people!
These tools help create a meaningful identity that creates an emotional bond
with your audience that compels them to take action – and provides the logic
that justifies their choices.
The Internet has a treasure chest of tools to create brand awareness, brand
identity and brand loyalty including your e-mail address, website name,
signature file. You also need to transmit your own personality and identity to
When you build trust, you build a great brand. If you can do that, then you will
build sales and create customers for life.
Be Unique and Build a Brand
The essence of a brand is the mental imprint we plant on the minds of our market.
A brand creates feelings, emotions and an affinity to our products, services and companies.
Pets.com: Branding Goes to the Dogs
You can only win if you add real value that customers can't get
That's the essence of building a good brand on the Internet. The clever logo,
the sassy character, the cute slogan are merely brand assets that help to build
the brand. But so are the business plan, the competition and the realities of
Brand Big--Deliver a Great Experience
Your brand or any brand for that matter is the sum of all you do. It’s something you earn over time by how you behave and treat your market or customers. Your brand is the mental imprint that you plant in your market’s head.
Brand Smart---It's about the Relationship not the Transaction
The more you understand about how your buyers and prospects tick, the more likely you are to plant the desired brand in their minds and create a lasting loyalty.