Your Branding Strategy: Perception is Reality
How your
marketing message is perceived
is the most critical part of your branding strategy
What is your plan to
influence the perception of your brand?
Here is the
most important point to remember when creating a brand strategy for
your small business: you cannot control your brand, you can
only influence it.
Your brand
only exists in the opinion and perceptions that the market has of your
company; not in the design of your logo, brochure, or website.
Ultimately, your prospects, clients, and customers control where your
brand stands – positively and negatively.
Ultimately,
your marketing materials can only persuade them to like your brand and
leave a strong impression that builds awareness, knowledge, and trust.
The
primary goal of your branding strategy should always be to create a
marketing message that communicates your offer clearly,
effectively, and positively. This
communication is more attitude than style. It’s a
conversation that you partake in with the consumer through all of your
chosen media channels. And like all marketing communications, your
brand activities must have a defined goal and purpose – get
the prospect to act upon your offer.
The
perception of your message is the most critical aspect of your brand
marketing. If your product offering does not live up to the
claims and promises of your marketing message, your brand will leave a
negative impression in the consumer’s mind.
A bad
experience with your brand almost always leads to a loss of trust. Without
trust you are perceived as a risky and a less than desirable solution
to fulfilling their need. The prospect will pass you by and choose the
next offer that they believe meets their search criteria.
On the other
hand, if
your product offering exceeds their expectations, your brand will be
selected over and over again. You will continue
to make the sale because you are perceived as the most trusted source.
Look at
the way McDonald's uses the perception of it's brand to be the leader
in the fast food industry. McDonald's will never be perceived as a
restaurant for a fine dining experience. They have created a brand that
is known for affordable food delivered instantly --- no frills food
when you demand it. They have mastered the process to deliver on this
message and have created a brand strategy which strongly influences
this perception.
Successful
branding is about carefully guiding the perceptions of the market into
the positive side of the decision process. This positive nudge is not
manipulation, but rather a clear message and a commitment to
delivering what you promise with your marketing. Like
McDonald's, you must deliver the value that your brand communicates.
This can only
be accomplished by focusing on communicating the benefits of you
product or service in a manner that your prospects and clients prefer.
Without this communication, your brand runs the risk of becoming a
commodity that commands little attention and results in weak sales.
Remember, your brand is always
driven by the perception of the market. Your brand marketing efforts
should always look to influence not control their opinions.
| The Four Most Critical Marketing
Basics |
|
1. What's your Branding Strategy
A branding strategy is
the most overlooked part of a small business. Without a strategy, you
allow your competitors to dictate the character of your brand in the
market!
(more)
2. Branding Strategy:
Perception is Reality
You cannot control your brand you can only
influence it. Ultimately,
your prospects, clients, and customers control the
success of your branding.
(more)
3.
The Branding Process
Successful small businesses approach their brand marketing as a
critical process. What have you done to brand your business today?
(more)
4.
Elements of Your Brand
Your brand
identity consists of several key elements that define your offering.
It’s important to use these elements in combination to appeal
to your target market.
(more)
5. Critical Branding Questions
Not
sure where to start when creating your brand? Answer these important
questions to help with your brand strategy. (more)
6. Brand Marketing Resources
Find
brand marketing resources that will help you create you create brand
strategies to help your small business marketing succeed.
(more)
|
Coach
Ron's Recommended Resources:
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