April 15, 2013 at 10:54 AM

Creating Brand Relevance and Resonance

Smart Monday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday, and we are going to discuss brand awareness.

Many companies feel that their product is for everyone and they should market to everyone. The reality is that awareness is not the main element in increasing brand strength; how relevant your product is in the minds of your customers and how your brand resonates with them is far more important.

In today’s environment, we are moving toward an increase in niche marketing and customization to create top of mind. For example, Nike enables customers to go online and customize running shoes. They can select color, style and even have their name embroidered on the shoe. Nike is moving more toward customization and creating, in that case, a market of one.

Increased customization is something to strive for in your business which leads to creating brand relevance and resonance. Consider how you can create niche or customized products that target a particular group, or even a market of one. If you are able to achieve greater customization, when you advertise it will be very relevant to your customers and resonate with them. As a result, customers will specifically seek out that product or service.

Watch our Once a Day Marketing™ video to learn more about: Brand Relevance and Resonance

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

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