3 Ideas to Improve Your Branding Success
More Cities are Turning to Branding for Tourism Dollars. If the Government Sector is Finally Getting Branding, Why Not Your Company?
Austin, Texas: I read an interesting article in the Austin Statesman about how Austin and two of its suburbs are increasing their branding efforts to create their own identities in order to capture increased tourism business.
I thought it funny that even the government sector has caught on to branding to set themselves apart from other towns, cities and suburbs… yet many businesses still do not understand the need for branding.
My favorite definition of branding comes from marketing guru Seth Godin. He defines branding as: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
Here are three things to consider when you start thinking about branding your business.
1) Do customers view your businesses offerings as a commodity – or are they willing to pay extra for the opportunity to do business with you?
2) What makes your business memorable, unique or better than your competition?
3) What elements do you bring to the table that solves a customer’s need better, faster or cheaper than anywhere else?
It takes more than just a pretty logo and cool promotional swag to create your brand.
Robert Piller, president of Geek Tech Branding says, “Branding sets the tone for the entire customer relationship … and your interactions will be judged based on those expectations.”
How do you want your branding to convey your image and expectations to your prospects?
Think about this before spending another penny from your marketing budget.
