STYLE QUARTERLY MAGAZINE | SNEAK PEEK

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At a symposium in Dallas recently, a graphic artist
out of Kentucky and I sat down at a table where
many people were exchanging business cards. I
looked at his logo, and he studied the name on my
card.
“I know that mark. We’ve been in touch in the past,” I stated.
“That’s right. I recognize your name,” he pointed out.
Despite the fact that weweren’t able to pinpoint when or whywe‘d
exchanged cards in the past, we guessed it had been at least five
years back. Neither one of us has an extraordinary recollection.
Instead, he had developed a distinctive visual identity for his
design services, and I had dedicated effort to connecting my
name with innovative marketing and Corporate Identification.
For at least five years his look and
my reputation had lurked in the
other’s memory banks, while many
thousands or hundreds of thousands
of other business identities had
come and gone without leaving
behind a significant trace. Why?
Memorability. It emphasizes a key
element of effective branding.
What is Branding?
Branding is the process of creating distinctive and resilient
viewpoints in the minds of consumers. A brand is a consistent,
unique business identity intertwined with associations of
character, quality, origin, liking and more.
Although most people associate brands with large organizations,
the smallest of companies can use branding techniques with
exceptional rewards. Whenever a home-based craftsperson tie-in
a nicely designed tag on all her goods telling the story of who she
is and where her designs come from, she’s branding her work.
When the local market bundles groceries in bags bearing its logo
as opposed to generic “Thank you!” or plain bags, it’s branding.
Whereas we associate brands with national names like Crest,
Huggies or Healthy Choice, branding doesn’t consequently
require the budgetary resources of Procter & Gamble. Branding
doesn’t even mandate a product or a tangible delivery system.
Techniques of branding include association of a company with
logos, unique colors, slogans, musical sounds or melodies,
unusual qualities, mascots, product packaging, a remarkable
name, behavioral hallmarks and a lot more.
Why Branding Pays Off
Time, money and effort spent on branding comes back many
times over when the process plays out intelligently.
Here’s why:
1. Memorability. It’s much easier to remember the branded
company than the “what’s its name?” one.
2. Loyalty. When people have a positive encounter with a
memorable brand, they’re most likely to buy that product or
service again than competing brands.
3. Familiarity. Psychologists have shown that familiarity induces
liking, and this makes even non-customers more likely to highly
recommend a brand they know.
4. Premium image, premium
price. Branding can lift what you
sell out of the realm of a product,
with consumers willing to pay
more for the well-branded product
or service.
5. Extensions. With a well-
established brand, you can spread
the recognition you’ve earned to a
similar new product, service or location more effortlessly.
6. Significantly greater company equity. Making your business
into a brand typically means that you can get much more money
for the company when you make a decision to sell it.
7. Lower marketing expenses. Despite the fact you should invest
money to create a brand, once it’s created you get a bigger bang
for every marketing dollar using it.
8. For customers, less risk. Individuals have the tendency to
choose the brand-name supplier over the no-name one when
afraid of the consequences of a mess up.
For those factors and even more, branding builds up your bottom
line.
BRANDINGTHEPROCESSOFCREATING
DISTINCTIVEANDRESILIENTVIEWPOINTS
Why Bother Developing A Brand?
A Good Read To Help Marketers Succeed
MARKETING INSIGHT FOR ENTREPRENEURS
BY DON MARTIN - FOUNDER & PUBLISHER
Don Martin is the owner of Don Martin Studios, a boutique Marketing
company specializing in Brand Development for Small Businesses. For More
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