Five Branding Rules that Deliver Results

By Lisa Martin

Today many companies are wondering if investing in branding is still a smart business decision. With the economy in its current state, companies are faced with making cutbacks in "soft" areas such as marketing and branding. We're no longer in an economy where anything goes, and many feel it's time to get back to basics.

So how does this tie into branding? It's simple. In today's marketplace, branding is a basic—it is one of your biggest competitive advantages. Strong branding and strong marketing will differentiate you from your competition. And today, that's the edge that can keep your company alive and thriving.

Branding Defined
As Al and Laura Ries say in their book, The 22 Immutable Laws of Branding, a brand is "a singular idea or concept that you own inside the mind of a prospect." And branding is the journey that takes you there—to the point where you own that idea. FedEx owns "overnight." Volvo owns "safety."

Your brand is the promise you make to your customers and it is communicated through every aspect of your identity. Your company name, logo, brochures, Web site, direct mail, e-mails, press releases, commercials—even the way your receptionist answers the phone—are all part of your brand.

Why Brand?
You may have the best product or service in your industry. But let's face it, there is probably someone out there who is almost as good. And they will compete with you head to head—and get ahead—if they have a stronger brand. A strong brand can:

• Give you a competitive advantage
• Bring you "top-of-mind" awareness (How many times have you not been considered for a dream account because the client didn't know you existed?)
• Increase your product's perceived value
• Build on your company's vision and mission

When Shouldn't You Brand?
If you answer, "when you have no competitors," you are right. But if you have no competitors, this means you either a) are a monopoly, b) have not done your research, or c) have no market and your days are numbered.

If your objective is to survive and grow, you must plant your "branding seeds" now. If you do—and they are given proper time and attention—they'll ensure your survival. In a time when customers have so many viable choices in every product category (including yours), growing a strong brand can be the deciding factor in getting their business.

What Branding Can't Do
Branding can't make up for a poor product, poor customer service, or poor management. You can't begin to brand in order to save a failing company, although you may be able to save a company with a strong, existing brand (witness Harley Davidson's turn-around).

Before You Begin
Develop a clear vision of what you want your brand to stand for. What feelings and thoughts do you want to evoke in your customer's mind? The problem that some companies face is they haven't yet articulated their promise internally—they haven't decided what they want to stand for—so they can't communicate their value to customers. If you know what you want your brand to mean and present your promise in a clear and compelling way, your customers will respond.

Rules For Branding
Should you choose to brand or rebrand your company, here are some rules to follow:

Rule #1 - Get internal buy-in first.
Branding only works if you get your staff involved in the process. Develop a clear vision of what you want your brand to be. This needs to be accepted and communicated by your entire company.

Rule #2 - Develop your brand position.
Your brand must represent your mission and values. LeapFrog Solutions uses a "bull's-eye" approach to take clients through the journey of determining what their company stands for and what should come to mind when prospective clients think of them.

Rule #3 - Be consistent and promote your brand.
Your communications and marketing plans should detail strategies for consistently promoting your brand. They should cover all your customer "touch points"—every place people come into contact with you. Typically, someone needs to see your brand and message six to eight times before it registers. If there are inconsistencies, it lessens the chance of them making the connection. And connecting is what brand awareness is all about.

Rule #4 - Find a "brand keeper."
This is often the VP of Marketing or Communications. This person, or people, must uphold a consistent look, feel and set of messages for your company. They are your "brand police." Nothing should go out that might misrepresent your brand.

Rule #5 - Use a qualified agency.
Stick to your core competencies. Learning how to develop a brand when your core competency is developing a product or service is not an effective use of your time. You are also so close to your company and product that you might overlook what is most important to your customers.

Remember, branding takes time. Just like sowing a seed, care, consistency and persistence will nurture your brand and allow you to harvest long-term profits. Stay focused on the value that your company offers customers and reap the benefits!

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