April 16, 2012 at 6:00 AM
By James Glover
Once a Day Marketing
James Glover, That Branding Guy, provides the inspiration and ideas for you to market every day in his Once a Day Marketing video blog. Tune in daily to his short, entertaining and practical marketing and branding tips and watch your organization become more successful.
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. It’s Smart Monday where we increase your branding and marketing IQ. Today we’re going to discuss the fact that you can brand anything, and that means you can brand your business and products.
I’ve talked about branding on numerous occasions here at Once a Day Marketing. It’s imperative to develop a brand which creates an image that is #1 in the mind of your customer related to the benefits your product offers.
It’s important to have a brand that is perceived correctly so your customers seek it automatically when they are looking for that benefit. If you don’t have a strong brand, you are competing on price and that isn’t a good place to be because the only thing that you can typically do with price is lower it.
Let’s look at a few products that have been branded successfully. First consider Starbucks. They have taken coffee, added an experience and delivered the message that Starbucks is the place to go when you want to have a great time sipping a cup of coffee.
Next we have Google. There are numerous search engines available, but where do we go? We go to Google because we understand what Google provides and it’s always top of mind.
Now let’s take a look at some items that may be a bit more challenging to brand. Sugar for instance, it is a refined, granulated sweetener. Is one really different from another? C&H Sugar branded their sugar as “pure cane sugar from Hawaii.” So what did we do? We bought that sugar.
Charmin is a similar situation. Although it is toilet paper, they were able to create a brand, Mr. Whipple and squeezably soft. Virtually anything can be branded, that’s your goal when you are working with your company and products.
Brand your company or product so it is properly reflected in the minds of your customers. There is no better investment you can make than to develop the ideal brand for your company and products.
That concludes our Smart Monday. Be sure and stop by tomorrow for Strategic Tuesday. To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or email@example.com. I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.