Developing Your Brand
Branding has long been thought of as a marketing strategy that only the largest of companies needs to employ. Although the majority of large companies do, in fact, work to establish and maintain brands, the process and benefits are not exclusive to the mega-corps. Even moderate and small companies can -- and should ... no, must -- create brands that give them the competitive edge over their competitors.
The branding process is indeed an intricate one. This is the reason why many smaller companies decide not to go through it. But if these companies knew how much of an advantage branding provides them, they would definitely reconsider. Branding is not only an aspect of marketing, it is the very foundation for it. Virtually all marketing efforts are more effective and more profitable when based on a well-researched and well-implemented brand.
Following is an overview of the branding process. Although it varies from company to company, the overall system is the same. It is designed to determine what a company has to offer that is unique in its industry or at least among its direct competitors. It looks at the selling products and services based on what potential customers need and how the company can fulfill those needs. This is in direct contrast to the way most small and medium sized companies work, i.e. here's our product/service, now we have to find customers who want them.
Brand Research
The first step is for the branding firm to explore the basis for a company's brand. This includes analyzing the internal factors that have created the company's existing brand (every company has one), such as its internal communications, work flow, and leadership style to name a few. This step of the process consists of questions that are generally answered by upper management, though employees of all levels are often interviewed. Along with this, close observation of the company's workflow offers many clues as to how they affect its brand. Once this step has been completed, the firm can move on to the next part of the procedure.
Brand Strategy
The direct result of research is the brand strategy. Not to be confused with tactics, which are actions, the strategy is an overall plan. Here the branding firm uses its knowledge and experience to create a unique position for its client within the client's industry. This is often referred to as a unique selling proposition, but I think it is better referred to as a unique value proposition because it is value that customers buy. And if you take nothing else away from this article, take this ... value is seldom based on price!
Internal Cultures and Systems
No company can successfully build a long-lasting brand without the aid its employees, both as individuals and as an aggregate. The reason for this is that each and every employee -- in his or her own way -- has the option to either support or weaken the brand. Some accomplish one or the other by the way they interact with customers and prospects. Others, knowingly or otherwise, use their influence to bolster or undermine the efforts of their co-workers. This ultimately reaches outside the confines of the company's walls. The best way to get the most out of employees -- the enthusiastic as well as the not-so-enthused -- is to make them part of the branding process. Later, the reasons for the new brand and what it means to the employees and their jobs must be reviewed with them. Subsequently, it should be re-iterated on a consistent basis.
Marketing Strategies
The next step is to determine the marketing strategies ... how the brand will be presented to the public, especially customers and prospects. Again strategies are the overall plans. It's here where the branding firm determines -- along with the input of the client -- which ideas to implement and when. These may include a new logo, larger signage, advertising (radio, television, periodicals, billboards, etc.), collateral (pamphlets, catalogs, etc.), stationery systems, public relations, promotions, trade shows, signs/images on vehicles, or anything else deemed to promote the brand and increase profit margins.
The Creative Process
This is where the creatives -- as they are often referred to -- are called in to complement what the branding firm has developed. A graphic design may create a new logo or collateral. A public relations expert may fashion a PR campaign. An advertising agency may produce ads. A trade booth may be constructed; signage may be installed. What is determined to be needed the most is done right away. What is not immediately necessary or cannot be afforded at the time is deferred until the time is right.
Marketing Tactics
This is where the rubber meets the road. At predetermined times, the marketing strategies are implemented. Perhaps an ad campaign begins and coincides with a PR push. A direct mail program might be implemented to support the ads and PR. Perhaps the only tactic to be put into action at the time would be to wrap a fleet of trucks with eye-catching graphics. Maybe a series of client appreciation events are scheduled and the first is put into motion. No matter which specific tactics were earlier determined to be beneficial, this is where everything begins to come to fruition
Brand Management
A brand is a living entity. Being such, it is able to evolve and change as its environment does so. But it can't do it on its own ... at least not effectively. Likewise, if care is not taken to track the brand, it can alter over time -- either from neglect or by the company instituting marketing strategies that are not consistent with the brand. This is why brand management is necessary. The branding firm keeps track of everything discussed above in order to maintain and advance the brand. When things need to be tweaked, they are. If circumstances require additional strategies or tactics, they are administered. If conditions change so drastically that the process needs to be repeated, the firm has a head start.
As I said at the beginning of this article, the branding process is designed to set a company apart from its competition. But that separation is useless if it is perceived only by the company. It must be perceived by the customers and prospects, and then that perception must evolve into reality. That is where a brand shines. That is what increases sales opportunities. That is what fosters greater profit margins -- the holy grail of business statistics.
