Not everyone wants the world. Some just want a town or ten.

You don't have to be a corporate giant to make "branding" your secret weapon. While big companies have Brand Managers to pilot messages to target audiences, small businesses can use the same techniques.

Today, the foundations for marketing success are centered on human psychology. They demand that you understand people: How they think, what they want and need, how they express themselves, how they feel and most importantly, how they make decisions.

The principles are the same, whether you market consumer products, legal advice, or operate a local diner.

What is Branding Really?

Branding helps answer the question: "Why should I do business with you?" From the moment a customer holds your business card, walks into your store, looks at your web site or sees an advertisement or holds your product, that customer begins to form an opinion about your brand and its value. Is it realiable? Is it effective? Is it up to date? Is it innovative? Will it last? Is it better than others? Is it worth the price? 



In a world where customers have less time to consider options, branding helps them make a decision that often occurs in a split second. Consequently, branding is not about aesthetics. It's about effectively communicating your value and difference to create preference. And it means telling the truth in the most interesting and memorable way possible.

What Branding is NOT! Branding is not a fancy word for manipulation. In fact, there are many that consider advertising and marketing in general a form of "manipulation." Let's say --for argument-- this is true. If marketing is about "manipulation", "exaggeration" or "disguise," then doesn't it make sense that marketing and advertising (and branding) would be the surest ways to "kill" a lousy product? Of course..

Go try it. Develop a cheap, lousy product and advertise the heck out of it. I assure you, the death will be quick, short and financially painful.

So, with that fallacy put to rest (except for the big telecom, cable TV and credit card companies who practice "bait and switch" everyday), let's state the facts about branding: Branding can 1. strengthen credibility; 2. evoke quality; 3. create emotional appeal; 4. establish identity (who you are, what you do etc.); 5. differentiate products and services; 6. simplify communications; and 7. generate marketshare.

The Promise. A clear and compelling brand promise consistently communicated to all points of touch is the foundation of any successful brand. However, another benefit can be its effect on an organization. A branding program forces a company's leaders to spend time thinking about strategic issues: the company's vision, goals, values and commitment to customers and employees.

A corporate branding program allows strategic conflicts and differences of opinion to be revealed, discussed and reconciled. Thus it can help refocus and unify an organization. Done well, it can act like a rallying flag.