Brand Your Business
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Brand Your Business
Understanding Branding and Positioning
Branding is a concept often mentioned in marketing, yet its definition might seem elusive to some. To grasp it fully, it helps to compare it with another marketing concept: positioning.
What is Positioning?
Positioning involves placing a product or service in the minds of potential clients by highlighting its distinct qualities compared to something familiar. This concept was popularized by Al Ries and Jack Trout in the 1970s.
For example, consider Avis car rentals. Hertz had already established itself as the market leader. Avis, rather than attempting to claim the top spot, positioned itself as the best second choice with the tagline, "We try harder."
How Branding Differs
While positioning can adapt over time and across markets, branding is more fixed. It involves creating a lasting image in people's minds. A good example is the Target logo?"a red bullseye that's instantly recognizable.
Target is positioned as a stylish discount chain, even earning the nickname “Targé” for its perceived elegance. However, everyone knows it offers competitive pricing like Walmart. This is an example of effective positioning.
The Rules of Branding
Consistency is crucial in branding. If your brand frequently changes its appearance, it becomes unrecognizable. Consider how you'd be remembered if your appearance changed drastically every day.
When marketing, you need a consistent look and feel across all materials. This includes colors, logos, and fonts. A study by General Electric revealed that just 22% of their logo is enough for recognition.
Creating Emotional Connections
Branding is also about the emotions associated with your business. Chevrolet’s past slogan, "baseball, hotdogs, apple pie, and Chevrolet," invoked a sense of Americanism. Today's "like a rock" emphasizes durability. Both slogans aim to create specific feelings about the brand.
A technology company needs modern, sleek branding. PostcardMania, for instance, uses bold colors and fonts that convey happiness and energy. This consistency reinforces the brand's identity.
Practical Branding Strategies
Every aspect of your marketing?"postcards, packaging, even hangers?"should carry your brand’s logo, colors, and fonts. This familiarity encourages consumers to engage with your offers because they recognize and trust your brand.
Like a family crest or a nation's flag, branding establishes identity and evokes emotions. Historical figures, even Stalin, understood this and used consistent imagery for the desired perception.
Branding at PostcardMania
At PostcardMania, our bright colors and bold fonts showcase our marketing expertise. "Postcard Marketing Experts" is our positioning, while our overall brand aims to convey expertise, friendliness, and approachability. This clarity helps customers connect with who we are.
Crafting Your Brand Message
Determine the message you want to share. What perception of your company do you wish to establish? This is your brand. Consistent branding helps customers become familiar with your business.
Remember when Pepsi launched clear Pepsi? Its failure taught us that customers expect consistency. It didn’t align with what they were used to, so it felt unfamiliar.
The Importance of Repetition
Branding only works if it’s consistent and repetitive. A one-off campaign won’t build brand recognition. Repeatedly exposing your audience to your brand strengthens their association with your products or services.
For more on how repetition drives marketing success, check out "What the Heck is a Campaign and Why Do I Need One" by Joy Gendusa at www.postcardmania.com.
You can find the original non-AI version of this article here: Brand Your Business.
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