Last modified February 11, 2008

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Be The Brand
Creating a proper branding statement is essential for effective marketing in every type of business. Branding is what sets you apart from the competition. Successful branding needs to be based on something more than your company’s features and benefits; it must make your company stand out from your competition. Your company’s brand is the essence of your company’s marketing and public relations planning.

Resist the temptation to follow your competition’s branding. It is imperative your company’s branding make a clear statement that sets you apart.

Make your brand SPEAK to your target market based on what they want. Create expectations and follow through on all brand efforts so your customers are never disappointed or confused when they come into contact with your company product, service or communications.

There are incredible successes that we all look to as setting the bar for branding. Consider the following: Nike, Apple, or Wheaties. Did you get a mental image of each brand? Are there expectations of quality established for each brand? Most likely either one or all of the brands mentioned generated a mental image in your mind of either a logo, color or actual product identity.

Think of the “Wheaties” brand…their branding has built them into “The Breakfast of Champions!” Wheaties are associated with health and success. Athletic success is reinforced with premiere and admired athletes featured on every box. The orange box has been a part of the cereal’s “Be a Winner” branding. Over the years of consistent branding efforts, consumers connect with the brand and know what to expect from the product.

Every marketing strategy and tactic must reinforce your company branding – question everything you do to make sure it fits. Visual branding and image branding efforts must work together to compete for your target market’s attention. Repetition and consistency are imperative for every unique branding strategy.