BRANDING YOUR PRODUCT

IT'S NOT ONLY FOR THE BIG BOYS

     My last blog about the Hellman's "Eat Real Eat Local" Internet campaign is a perfect case of a Branding exercise designed to create increased consumer awareness and connection by tying Hellmans's Real Mayonnaise(as opposed to their main competitor Miracle Whip) to the rapidly growing Local Food Movement.  And it was most probably designed and produced by a high priced advertising agency that most smaller manufacturers could never afford.  But that's no reason to despair.  Once branding becomes a unified, core purpose of your marketing strategy it can be done either by some of your creative in-house people(See my Broil King Blog entitled Selling the Sizzle) or by smaller, more affordable, but highly creative local advertising and communication agencies.  But first it is has to become a priority. 

     Why you ask?  Well read what Amy Vandenberg and Karl Allen-Muncey of CuteGecko say about Branding in a recent article written for the K.W. Chamber's Advocate magazine.

               SO WHAT IS BRANDING

             "Brands can be defined in two ways.  Firstly, a brand is the identification that differentiates one business from another(generally through a name or logo).  Secondly, it symbolizes how people think about your business.  Building a brand helps customers make decisions, creating a perceived knowledge of their purchase.

               THE BENEFITS OF CREATING A BRAND

               Many potential clients prefer buying products or services that they are familiar with.  Since branding helps create perceptions and recognition among your target audience, it can be said that it goes a long way in determining customer buying behaviour.  Brand name recognition and loyalty can increase your profits by ten to twenty percent.  Also, loyal customers are less sensitive to price changes of their favourite brands.

                SIZE MATTERS..WELL...NOT REALLY

                 Your business may be small, but your brand doesn't have to be.  Branding ensures that no matter what size your operation, your audience will remember you, talk about you and recommend you.  More valuable than the hardest-working team of sales representatives, your brand gives your company instant validity and can even strike an emotional chord in your target market.(My note:  Hellman's campaign is creates this emotional connection)  A powerful brand doesn't just say you're the best choice- it says you're the only choice.

                 CREATING A BRAND NAME

                  If you're looking to start a business, or even if you are an established company, a solid corporate identity is a very strong asset.  An unmistakable logo and consistent branding speaks volumes about your professional business approach.  Successful branding is also about promoting your strengths.  Start by thinking about what you're good at and what you believe in as a business.

                  MANAGING THE BRAND

                  Your brand is an employee and ambassador of your company and it needs to be managed as one!  Appointing someone in charge of the brand(an employee or design agency) assures for the continuity and reinforcement of your brand values.  This is a very important step in the ongoing development of your brand.......Your brand's development is never finished, so remember to approach each and every project, product launch and advertisement with the same care as you did in the initial stages.  If you're unsure of the next step to take with your brand, call a respected graphic designer or agency who can guide you in the right direction."

Examples abound of local K.W. companies large and small that have managed to build successful national/international brands. They include Dare Cookies, Bauer Skates, Kodiak Boots, Broil King Barbecues, Ingo Sweaters, Elmira Wood Stove, KR3 Baseball Bats, Natura Comfort Socks,  and more recent tech examples like Dalsa cameras and the Research in Motion's Blackberry Smart Phones.  So why not add yourself to this list by effectively banding your product with your target audience. I continue the brand story in my next blog with some real life local examples.