Published on Tuesday, 15 May 2012 07:05
The best marketing campaigns and programs are bound to fail if you are not consistent with a great brand image.
By: Kelly A. Fallucca
If you are looking to build a brand from scratch, or refresh a struggling brand, it is a good idea to go back at look at the basics – your core messaging and public image. In working with several different types of organizations, I found that many problems arise regarding the topic of branding. Following are the two questions I often get asked the most:
1. What does “branding” really mean in the simplest terms; without all the marketing speak?
2. “I am the brand” please explain?
What does “branding” really mean; without all the marketing speak?
From my perspective, branding is simply making a promise to your customers and prospective clients and delivering it consistently in your own personal and unique style.
Branding has many facets; however, the foundation of most brands usually includes the logo, website, social media, packaging and/or promotional materials. By defining your key messages and being consistent, you will gain brand
recognition. For example; when we look at some of the most popular brands, most of us can identity them by their key message instantly:
Can you hear me now? - Verizon
Plop, plop, fizz, fizz – Alka Seltzer
Zoom, zoom, zoom – Mazda
Yes, these are examples of large organizations; however, even the smallest organization can create a special and unique presence.
“I am the brand” please explain?
As busy entrepreneurs, we sometimes forget we are the first impression of our brand. Take some to reflect and ask yourself:
• Do I reflect the Company’s image?
Thought provoker: if you have a bold logo and bold colors and you attend networking events and business meetings projecting the opposite Image it will send a negative message.
• Do I speak my brand culture?
Thought provoker: your words have the power to send the wrong message. For example, if you are representing a nonprofit shelter for abused children, be careful not to not use words in your vocabulary that sound abusive or negative.
• Do vendors and/or employees understand and speak your brand consistently? The people affiliated with your organization are an extension of you and your brand.
Thought provoker: ask anyone affiliated with promoting your business if they know your core values and key messages. You may be shocked that some people might be telling a completely different story than you.
Start with the basics by doing a simple brand review and be consistent with your messages. There is always room for improvement when it comes to branding and marketing; however, I believe it all starts with telling a great story!
Make a promise - deliver a unique style with enthusiasm and success will be yours, my friends.
About the Author:
Founder and President of Kelly A. Fallucca Consulting, Kelly is a marketing and image specialist with over ten years of experience in servicing entrepreneurs, nonprofit organizations and small to medium-sized businesses. Her expertise is developing programs that increase company exposure, market share and revenue with a creative and innovative twist.