Tips for Clicks - Branding (McCann & Cambrian E-Media Services)





*Branding*


		How to Successfully Brand! To create successful branding you must tie your identity to an emotional anchor which is already known to elicit the desired response. Make such an association with consistency and frequency. - Advertising and marketing guru, Roy H. Williams Whether branding your product or service on the web, in person, over traditional media like radio or television, and newspaper, the common objectives are to establish and maintain familiarity and confidence. A successful branding of a product or service is achieved when the mere mention of your company's name or product consciously and subconsciously conjures up thoughts and feelings of confidence and of desire and familiarity as results achieved through the satisfaction of the delivery and performance of the respective product or service. A product that performs as promised, delivered on time and provided or distributed by a company known for its integrity can achieve successful branding. Some companies and brands have established what is considered to be the ultimate in achieving established branding. They have established what is known as a genericized trademark, also known as generic trade mark, or generic descriptor. For example, we often refer to facial tissue as Kleenex, but Kleenex is simply the brand name and not actually the descriptor for the product. The owners of brands and trademarks can take great comfort when these become synonymous with the formal term for a product or service. What's in Brand Name? A brand name should be short and simple and yet capable of generating a descent, effective descriptive label. When deciding on a name consider something that is visionary. It must be something that can easily be remember, something that gets the consumer's attention. What's a Target Market? A Target Market, your Target Market, is a section of the consumer population that is most likely to rent or purchase your product or service. Your company image and branding can be developed by focusing on the following objectives: About the Consumer • Determine or identify who will want or need your products and services • How old are they • What are their buying habits • What is the market willing to bear (price paid) • What resources including employment, disposable income, allowance, spending power, spending decisions and frequency of need • Identify their lifestyle and where they live About your Product or Service • What features of your product or service are likely to attract customers • What are the benefits and advantages that will favour your customers • What competitive edge can my product, service and delivery offer • What are my competitors doing to attract business Determining these factors will help put you on the road to identifying who and where your customers are and then allow you to proceed with a developing a strategic plan to reach this market. Words Are Cheap? If the consumer is going to gain confidence in you, your product, or service, you must be credible, trustworthy and sincere. The practice of making broad and general claims has become rampant in all forms of media over the decades. It is both easy and tempting to make such claims like, “We are number one in town”, “We deliver”, “You’ll be glad you shopped here”, or “You won’t be disappointed”. They all have some very unattractive common denominators. Each statement serves only to brag in a fashion that today’s educated consumer is likely to react with a general ‘we’ve-heard-it-all-before’ kind of response. Each of these makes a claim which is literally unfounded. Although the claim may be intended to be harmless, it is delivered with no imagination, is non-original and really is unsubstantiated. Your web site visitor surely wants a promise which is more focused, believable, credible and most importantly will directly fulfill a personal need. So turn a boast into a promise or commitment by making alternative statements like, ““We’ll work hard to prove we’re number one with you”, “Count on satisfactory service, or your money back” and “Enjoy your shopping experience”. While focusing on something more promising and reassuring to your potential customer, you will probably find that this process will invoke a positive reaction, or call to act or respond to your company. Branding & Marketing Marketing is the process to reach the consumer while successful Branding will keep the consumer coming back. Tips For Clicks is geared to focus on the Marketing.