Branding is an important part of a client’s purchasing decision. When you create a brand, you want to tell a story about your firm and demonstrate how you are different from your competition. Below are a few tips for branding.
- Don’t make a product or service for everyone.
- Tell a story to your audience. Your story should make the product/service better.
- Every interaction is important: web site, phone, meeting, email.
- Your story is being told, you can participate or not. What is your story?
No Differentiation – Don’t Brand Your Company as These
- Vague: Quality, Customer Satisfaction, Creativity
- Services: Easily imitated services/programs, breadth of line (“We do it all”)
- Money: Discounts, Price, or Promotions
- Being 1st
- Attribute Ownership
- Market Specialty
- How Made
Tell a Story
- Story must be True
- Make a Promise
- First Impression
- Don’t Contradict
- Align with values
- Size, Price, Sex, Speed
- Don’t Be Everybody
- Be 1st…or be against the leader, don’t go head-on, focus on leader’s negatives
- Social Success
- Safety or Fear
- Fun & Pleasure
- It’s all about our experience.
Types of People
- Intuitive – Next best thing.
- Thinkers – No feelings, just logic
- Feeler – Endorsements
- Sensors – Facts
Trying to Brand a Commodity
- Identify and Personify
- Create or Reposition the Category
- Worldview – Share your view of the world
- Frame - Aware, listen, believe
- Worth Noticing – Subtle, palatable, or care about
- Live the Story – Authentic, don’t compromise
- Shortcuts to tell the story
- Change product to make natural, easy to tell.
- Permission – Follow-up with clients
- Snap judgments. Humans make decisions on almost no data. What does your website say?
- You need to be authentic to back up your claim.
- People resist change once a decision has been made.
- Don’t be generic, be different
- Don’t dilute, contract product lines
- Build on publicity
- Are first and consistent
- Own a word
- Code word for prestige
- Authentic, leaders and credentialed
- Raise prices
- Narrow until you are a category
- Two products for two markets = two brands
- Second brand should be distinct
- Logos: Horizontal, Luxury = Typeface, Masc. vs. Fem. And Old vs. New
- White = Purity
- Black = Luxury
- Blue = Leadership
- Purple = Royalty
- Green = Health, Nature
How to Beat Price Wars
- Do something special
- Cause Confusion
- Shift the Argument (Ongoing Costs, Reliability, Longevity)