Brand Development - The Best Strategy for Effective Brand-Based Marketing

One of the most common and challenging questions for businesses is, "how do we improve the effectiveness of our marketing?" The answer most select is a different creative approach, usually involving a new agency with fresh ideas for designs, headlines, etc. Sometimes this works, but all too often, there is no significant - or sustainable - improvement. Why? Because the creative approach is not the real problem. It's the underlying message that's lacking. That's where "Brand-Based Marketing" comes in.

Brand-Based Marketing is the most effective way to achieve your marketing goals. And "Brand Development" is the key to Brand-Based Marketing.

That's a bold statement, which requires further discussion. Consider these answers to five of the most frequently asked questions about this topic:

Why is "Brand-Based Marketing" the best approach?

Because it enables you to carve out your own unique niche in the market by offering customers something no one else has: your Brand. This is critical because it creates:

• Differentiation - so your customers have a clear understanding of why your offerings are the best - and only - choice.

• Value - research and experience have shown that a strong Brand creates a perception of higher value than competitors with weaker Brands. This gives customers a reason for choosing you, and it reduces the need to compete on price.

• Loyalty - industry research also shows that strong Brands create greater loyalty and commitment among customers and employees. The results are more repeat business, resistance to Brand jumping and greater stability.

• Positive Image - a desirable Brand creates a more positive image of your company, products and services, which can slant purchase decisions in your favor.

What is a "Brand?"

Put simply, your Brand is a claim of distinction. It is:

• The unique set of characteristics and benefits that only you possess.

• The combination of who you are, what you do, and the way you do it.

• The expression of your unique selling points.

• How you separate your company from the competitors.

• How you reach your customers with a focused, powerful message.

• The heart and focus of your marketing efforts.

Your Brand is NOT:

• A Product - far too often in the marketing world, the word Brand is used synonymously with product, service or company. Nike is not actually a Brand. It HAS a Brand, conveyed by the line, "Just Do It."

• A Tagline - a Branding line, graphic, etc., is the expression of your Brand, not the Brand itself. These monikers are meant to convey an image, idea, feeling that is consistent with the substance of your Brand. Taglines and monikers can be updated, even when your Brand remains unchanged.

• A Headline - a headline is designed to grab instant attention and motivate the viewer to read on. It must make an immediate, short-lived impact. A Brand has much more substance. It is designed to create a meaningful impression that builds in awareness and influence over time. The best Brand may not have the greatest immediate impact.

What is "Brand Development?"

It's the process of discovering your unique set of characteristics and benefits that sets you apart from the competition and makes you desirable to your customers. It is also the creation of a moniker, tagline, graphic, etc., that effectively conveys your Brand. The best way to do this is by looking inside your company. Only here can you find the things that make you truly different, better and more desirable than your competitors.
What is the difference between "Brand" & "Branding?"

• BRAND is the unique set of characteristics and benefits that separates you from your competition and makes you unique. It's often referred to as Brand Distinction.

• BRANDING is tactics. It is the use of color, type, graphics, sounds, people & other elements to consistently communicate your Brand Distinction. Branding can also be thought of as Brand Implementation.

How do we know if we need "Brand Development?"

If you answer no, maybe or don't know to any of these questions, it's likely your Brand is not as strong as it should be.

• Can you clearly state your Brand? Can your staff?

• Do your customers recognize your Brand (not your name) and what it means?

• Does your Brand accurately reflect your unique selling points?

• Do you have a lack of awareness in your market(s)?

• Do customers see you as different from the competition?

• Are you able to avoid price competition beyond what you think is appropriate?

• Is your Brand the basis for all of your marketing materials and efforts?

• re you happy with the effectiveness of your promotional efforts

• Are you achieving your marketing goals?

Build a stronger brand, create a more powerful message and achieve your marketing goals through brand development.