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Build Business Brand Proactively

In Branding, Marketing, Marketing Communications on August 25, 2011 at 1:20 pm

Every business has a brand. Some businesses build their brand proactively and create a strong, positive brand. Others ignore  brand development and end up with a negative brand that dooms the business.Your brand is too important to your business success to ignore it. Instead, build it proactively.

Simply put, your brand is your promise to your customers regarding your products and services and the overall sales experience you provide. Your actions define your brand while your marketing materials support it. Adopt these strategies to grow a strong, consistent brand that will serve your company well.

  • Build your brand on action. Some companies fail to see the connection between their actions and their brand. They believe that if they develop a slick marketing campaign promising quality products and services and excellent customer care, this will become their brand even if they fail to deliver on their promise. Wrong! This is like building a home with sturdy walls and a flimsy foundation. The structure just won’t stand. You must deliver what you promise.
  • Reflect your brand in your marketing materials. On the flip side, some business owners believe that as long as they sell quality products and services and treat their customers well, the quality of their marketing materials doesn’t matter. Wrong again. You need to let customers know what makes you different from your competition. Otherwise, your competitor with a strong marketing program but only average products and services will far outsell you.
  • Develop a message that speaks to your audience. I once attended a networking event during which everyone had the opportunity to give a 30-second commercial about his or her company. There were several banks represented. One by one, each bank representative offered the lowest home mortgage rate and nothing more. I was left with the impression that every bank was the same. What’s the solution? Develop a strong marketing message that quickly defines the customer pain points your products and services address, your solution to these pain points or needs and what makes your solution better than that offered by your competition. Otherwise, you will compete solely on price.
  • Build your brand by design. Many businesses start out with a logo, business cards and letterhead and then develop the rest of their marketing tools in a reactive mode — when some event forces them to do so. The end result often is a different message and design for each marketing tool. If you want to build a strong brand, incorporate your message and unique image into every marketing tool.
  • Stay the course. Customers and prospects need to hear your message consistently at least six or seven times before it begins to make an impact. If you did your homework and carefully developed your marketing message, design and strategy, stay the course. Give your marketing strategy time to succeed.
  • Change if you must. While consistency is important, even the most carefully made plan sometimes needs to be tweaked. Evaluate your results on a regular basis and adjust your marketing as needed for even stronger brand growth.

Copyright 2011. Joan B. Marcus

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