Branding for ASQ Members
G U E S T A R T I C L E
WHAT IS BRANDING?
Branding is pervasive. It affects everyone since everyone expresses it.
Branding is how you project yourself and how others perceive you.
“The business of the advertiser or the seller, is not to create fundamentally new desires. That is not necessary and really cannot be accomplished. Man already has certain desires present at birth, which are part of his fundamental make-up. All that a seller can do is to direct these desires in certain directions, or stimulate them to action, or show by what new ways an old desire may be satisfied.”
– Daniel Starch, Principles of Advertising (1923)
Branding is about answering a few simple questions:
- Who are you? (Answer it in one sentence.)
- Why are you here?
- How are you unique?
- How can you make a dramatic difference?
- Why should anyone care?
- Who is your audience?
- What are the benefits?
THE 3 LAWS OF MARKETING
LAW #1: OVERT BENEFIT
What is the product or service’s “One Great Thing”?
When you get to three or more, you just confuse the consumer.
LAW #2: REAL REASON TO BELIEVE
Does the company really and consistently deliver that “One Great Thing”?
LAW #3: EMOTIONAL CONNECTION
Dramatic difference in a service makes a very dramatic difference in top- and bottom-line success. There must be an obvious emotional connection between your service and your customers.
THE MYTHS OF BRANDING
You Must Have a Unique Selling Proposition
Who owns Rolls-Royce? It’s Volkswagen.
Who owns Virgin Music? It’s Sony.
Products are too difficult to differentiate these days.
It is not the perceived differences that sell but the emotional differences.
THE MYTHS OF BRANDING
You Must Offer a Rational Benefit
Porsche claims to be too fast, doesn’t blend in and people will talk.
The VW Beetle stated that is was ugly but worked.
Stella Artois beer boasts that it is overpriced.
Yet all of these brands are successful because they use reverse psychology.
Who are you?
Identify the target market.
What do you want to say?
How do you say it? Be original.
Identify the benefits (differences). The message.
How do you convey it?
Identify the methods of communication.
What makes you really different?
HOW TO CONVEY YOUR MESSAGE
If you want a new logo, then create a new website.
Do an awareness campaign promoting how new you are.
Do not have luncheons or picnics unless patrons get something out of it. Have a group discussion about current affairs, gas prices, taxes, etc… Show you care about your investors.
If you want to advertise on Facebook and do social marketing, make sure you are different and unique in your approach. Relate your views on subjects that concern people, i.e. taxes, retirement, investment, mortgages, etc.
About the author:
Clive Branson is the Creative Director at The DenRich Group, Ottawa.
Copyright information: The article has been published with permission from the author. Title picture is copyright of ASQ Ottawa Valley Section and not associated with the original writing.