| This may come as a surprise... to you, but Branding is | | | | cash sales.Not understanding the value, but clearly |
| more than just Logo and Business or Product Name | | | | understanding the cost of Branding, some marketers |
| recognition.Branding is "The total emotional and | | | | decide to get round this problem by competing solely |
| intellectual involvement your prospects and | | | | on price.This is a short sighted tactic because it |
| customers have with your business and | | | | invites "price wars", and if you get involved in a "price |
| products."This article addresses 5 basic problems and | | | | war" against an opponent with deeper pockets you |
| questions about Branding:How Are Brands Created | | | | are bound to loose.A better strategy is to compete |
| ?=> Branding by "Personal Experience"This creates | | | | on high product value and build quality Brand |
| the strongest bond between your customers and | | | | recognition over time.Brands Are Not EternalBrand |
| your business and products.Your customer service, | | | | building is an ongoing Business strategy.The emotional |
| front and back end offers must be of high quality, in | | | | and intellectual associations and recognition that |
| order to create exceptional "Personal Experience". | | | | together make up Brand loyalty wear off if not |
| This starts a virtuous cycle.Exceptional "Personal | | | | re-energised frequently.Brands are subject to fashion, |
| Experiences" lead to general public and market | | | | fads and change, and understand recognition is not |
| acclaim spread by word of mouth and other publicity. | | | | the same as popularity.Your market may recognise |
| In turn, this feeds into a still stronger Brand, starting | | | | your Brand, but that may not translate into sales if |
| the cycle all over again.However, always remember it | | | | the association is unfashionable.The temptation, in |
| is easier to create a negative Brand than it is to | | | | such circumstances, is to spend less on Branding, cut |
| create a positive one, by offering low or poor quality | | | | prices, or , drop the business line altogether.These |
| and value products, services and customer | | | | are knee jerk reactions to uncontrollable events |
| support.=> Branding by "Indirect Experience"For many | | | | when taken in the short term. A measured initial |
| direct marketers, "Personal Experience" Branding is | | | | response is to re-invent the Brand, freshen it up and |
| difficult and not easily achieved because sales that | | | | market it to a new generation of consumers.Many |
| lead to "Personal Experience" are not easily made | | | | businesses re-invent, and re-brand themselves and go |
| !The "Indirect Experience" strategy relies on creating | | | | on to achieve new consumer acclaim.Strategies For |
| a consistent, repeating association to the product in | | | | Brand BuildingHere are a few short to medium term |
| your prospects mind.Marketers use a variety of | | | | tactical measures you can start using today to kick |
| tactics to achieve this aim.* Jingles in audio visual | | | | start your Brand building program.* Get a professional |
| media* Using Slogans* Advertising through classifieds, | | | | web site with customised headers, footers and logos |
| display, press releases, and give away products and | | | | - Make your "visitor experiences" happy ones.* |
| information.* Sponsorship of media, cultural, sporting | | | | Advertise regularly using paid channels where you |
| and other eventsBrand Building On The Internet - | | | | can. If money is a problem, use f'ree advertising, but |
| The IssuesThe Internet has re-defined Branding | | | | advertise regularly !* Write useful articles and publish |
| models of the past because it has levelled the playing | | | | regularly. Invite visits to your site through your |
| field, for both consumers and businesses.Prospects | | | | resource box.* Syndicate your articles and build |
| and customers are more involved with businesses | | | | personal name recognition using a tool such as Name |
| and products than they were in the past.Research of | | | | Branding Syndicator available from to see how you |
| products and services, before purchase is | | | | can get this tool for F'ree as part of a product |
| easier.Consumers have so much choice now they are | | | | bundle.* Brand your business by associating and |
| no longer easily "taught" loyalty to a particular | | | | complimenting other succesful products - Develop a |
| Brand.Consumers are less willing to form bonds or | | | | quality reciprocal link and partnership strategy.Try |
| create "loyal" associations with products and | | | | products like Zeus ( and Arelis ( for this tactic.* Use a |
| businesses.On the other side of the coin, businesses | | | | good autoresponder service and communicate |
| have much more competition and must be more | | | | frequently with your customers and prospects giving |
| customer focussed than ever before.Companies that | | | | useful, and personal information.There are many good |
| thrive and stay in business recognise building lasting | | | | tools for this tactic, but try Getresponse ( or |
| relationships with existing customers is more | | | | Aweber ( for a start.* Use Zip Brander available from |
| profitable, than always trying to find new | | | | Russell Brunson of to put your products, affiliate |
| customers.A World of stronger consumers who | | | | programs and other offers in front of your |
| by-pass your direct and indirect experiences with a | | | | purchasers easily and frequently.Branding your |
| click of the mouse, is difficult for Brand builders.On | | | | business and products is a key part of your success |
| the Internet those that succeed make profits, the | | | | strategy.You want people to associate your business |
| rest fail.The Cost And Value Of A Brand.Brand building | | | | name and products with high quality, and high |
| has a cost in time, money and effort.The cost of | | | | value.Successful Brands make money - just ask |
| Brand building is easily quantified in Dollar terms.The | | | | Microsoft, Levi, Ford, Coke.Start Branding your |
| value of a Brand is harder to establish because it | | | | business and products today, and generate maximum |
| involves measuring emotional and intellectual | | | | lifetime customer values. |
| associations that might not necessarily translate into | | | | |