You know what a cattle brand is – don’t you? It’s what a rancher uses to distinguish his cattle from all others by using a hot iron to burn his brand into the cattle’s hide. So, to brand your company: first you’ll need a hot iron, then you’ll need all of your employees to line up. They may object at first, but this process is important!
Okay, okay – so branding your employees isn’t really an option, and it’s not all that effective. So what do we mean when we talk about branding your company? The name “branding” stuck in business because it’s the same concept – when you brand your company, you help customers easily identify your company from all others. Your brand is your company’s identity, and all things that affect your company’s identity are incorporated into your brand – from your logo, products, and services, right down to your philosophies.
The journey to brand your company must start within you and, as with all of our advice, should focus on your customer. It might seem like common sense at first – such as, you wouldn’t want to display a steak and potato in the logo for your company that sells vegetarian products. It goes much deeper than the obvious. You must think about why you chose to create a company that sells vegetarian products, who are your customers, why would they want your products, what do they like, what do they dislike, what are their values, what moves them emotionally, what makes you so special in a world of people selling vegetarian products? All of a sudden, I’m hungry – for steak.
Brand marketing is the process of solidifying your company’s image and presenting it in just the right way to just the right people. You might have the best steak in the business (yes, I’m on steak now instead of vegetarian products – yummy!), but unless people believe you have the best you’re just another person selling steak. Brand marketing is the process of creating and presenting the best image for your company to the best choice of people to receive that image in the best way and at the best time. Then, and only then, will you be the best! Wow, how many times can I use the word “best” in a paragraph?
At Provaro Marketing, we can help you find the right target market and conduct research on that target market to identify their wants, needs, and motivations. We can help you design a brand that fits you, your company, and your customers. We can help you present your brand in the right way to the right people at the right time to maximize your impact and impression. We want people to have a memorable experience with your brand so they will always remember you and look to you to fulfill their needs.
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