The Importance of Branding
The importance of branding cannot be underestimated. A distinctive brand strategy builds reputation and recognition, provides information, education and promotes differentiation. The same disciplined thoughts process as defined above needs to be applied to all marketing materials; the message must be clear and consistent. A documented marketing plan ensures consistency, as it forces you to define your message based on the benefits the company provides. Without such clarity, marketing tools can differ in the message and lose the advantage of repetition.
Effective marketing requires message repetitiveness, with some experts claiming it takes six to seven “touches” before a prospect will purchase. Independent of the exact number, you will need to invest in several methods of communication in order for your marketing efforts to be effective. Given the tight budgets inherent in a small company, it is extremely important that you invest your marketing dollars wisely.
For this reason it makes sense to own your surrounding market first, which can be achieved by focusing on a specific geography usually located within a defined area of the company location. Too often over zealous companies try to target a larger market than they can effectively reach given the marketing budget. Even if you are internet based, you still must gain marketing exposure in order to attract buyers. This cost money and may require the purchase of traditional marketing such as ads and billboards in addition to the internet presence.
Excerpt from the book, 60 Key Essentials for Business Success, which can be purchased as PDF format on www.BusinessSimplyPut.com or on Amazon for the Kindle at http://www.amazon.com/dp/B005C708OY
Categories: uncategorized
Tags: lori williams business consulting bu small business small business advice branding companies
Comments