Your Business with Strong Brands -
not a Mountain of Cash"
By Daniel Janal
You're having the gang over on Sunday to watch the football game
on TV. Which pizza parlor do you call?
Your child needs braces. Which orthodontist does everyone in
town go to?
You want to sell your house. Which Realtor do you call?
The answer is the same in each case: the one that has the best
brand. Branding is important because it makes sales easier!
Realtors, dentists and restaurants all have brands. So does every
small business in the world. Sure, we think that only Fortune
500 companies, like Coca Cola and Procter and Gamble have brands.
But that's not true. Every company has a brand image. Whether
the brand image is good or bad, or if it is well known or invisible
is up to you.
If you're involved in marketing in any way, shape of form, you've
heard the term "branding" but you probably couldn't
define it. And if Regis asked you "Is that your final answer?"
you'd probably take your money and run rather than risk losing
That's because if you asked 50 marketers to define "branding,"
you'd get 50 different answers. Very few people agree on what
branding is, but they do agree that is important in building sales
So what are brands and why are they important to you?
Brands make selling easier!
Plain and simple.
To understand branding, we need to understand what branding isn't.
From my studies and research that includes hundreds of interviews
with top marketing managers at large and small companies, I've
come away with several conclusions:
- A brand is not a logo, slogan, catchy saying, mission statement
or publicity campaign.
- A brand is about trust. You select a company because you
trust them and the companies have credibility. These are two
issues that are important to every company of every size.
When you travel along the highway and need a quick meal, do you
stop at the local diner for a meal featuring the local cuisine-
or do you pull in to McDonald's because you know the fries are
always going to be the same?
People trust McDonalds. They will give up the chance for an innovative
meal in favor of the trusted resource every time!
That's because people buy on emotion and justify with logic.
"Gee the local diner might be good, but it might take a
long time and we're in a rush."
Is it any wonder why McDonald's is a multibillion-dollar enterprise?
Look at the best brands on the Internet: Yahoo, eBay and Amazon.
What do they all have in common? People trust them!
In my seminars at Stanford and Berkeley, I always ask if people
have bought books from Amazon. Most people raise their hands.
I then ask if anyone has ever had a problem with Amazon. In one
out of three seminars, one person out of hundreds will raise a
hand. But they quickly say that Amazon resolved the problem in
their favor, quickly and courteously.
I then ask if people have telephones. Everyone raises their hands.
I ask if people have ever had a problem with their phone company.
Most people keep their hands up! You probably have the same experience.
Phone companies have bad reputations for customer service.
Good companies create good brands by creating trust.
Do you need a lot of money to create trust?
Yet hundreds of companies have blown through more than a billion
dollars on TV ads during the Super Bowl and other major events
trying to build a brand image.
I attended a top-level seminar on branding and a venture capitalist
on the panel said a consumer company must spend $50 million dollars
to build a brand identity today.
However, in my seminar on branding at Stanford, I asked the participants
- all brand managers at major companies, to name 10 search engines,
10 consumer web sites, 3 pet supplies sites and 10 business-to-business
No one could!
And these are the very people who are in the industry, and are
exposed to the millions of dollars of advertising to create brands!
What does this mean?
Buying your way to brand awareness does not work!
The net is littered with those failures: Dr. Koop, Priceline's
grocery service and Boo.com stand out as highly publicized failures.
So, as a small company, you don't have to worry about not have
a treasure chest full of cash to buy a reputation - because it
How do you create a great brand? That's where brand assets come
in to play. Brand assets are your slogans, advertising, publicity,
promotions, characters, spokes people, as well as your customer
service and sales people! These tools help create a meaningful
identity that creates an emotional bond with your audience that
compels them to take action - and provides the logic that justifies
The Internet has a treasure chest of tools to create brand awareness,
brand identity and brand loyalty including your e-mail address,
website name, signature file. You also need to transmit your own
personality and identity to create trust.
When you build trust, you build a great brand. If you can do
that, then you will build sales and create customers for life!
is an internationally-recognized speaker, Internet marketer and
best-selling author of "Branding
on the Internet."
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