{"id":6166,"date":"2014-10-03T13:05:00","date_gmt":"2014-10-03T13:05:00","guid":{"rendered":"https:\/\/websitedemonow.com\/profitpro\/big-problems-solved-be-better-at-powerful-branding\/"},"modified":"2022-06-08T11:57:18","modified_gmt":"2022-06-08T11:57:18","slug":"big-problems-solved-be-better-at-powerful-branding","status":"publish","type":"post","link":"https:\/\/websitedemonow.com\/profitpro\/big-problems-solved-be-better-at-powerful-branding\/","title":{"rendered":"Big Problems Solved: Be Better at Powerful Branding"},"content":{"rendered":"
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This is our third blog in our series Big Problems Solved… to read the first two, you can read blog #1 here: Big Problems Solved: Be Better at Brand Awareness Strategy<\/span><\/a> or blog # 2 here: Big Problems Solved: Be Better at Marketing Your Business<\/span><\/a><\/span>
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The definition of branding is discovering \u201cthe big idea.\u201d<\/h3>\n

\u2022 What do you do for your customer that is uniquely different from your competition?<\/strong><\/span><\/p>\n

\u2022 What is your compelling message and visions that clearly communicate your brand?<\/strong><\/span><\/p>\n

\"\"You start by discovering what needs of your niche potential customers you can fulfill. You then develop or modify services and products that fill those needs in better ways. You begin by making a promise on-time, every time; that becomes your brand. A great logo and tag line based on research, becomes the key image that identifies who you are.<\/p>\n

Your website, social media, direct mail and people are responsible to deliver your message to the clients that need what you\u2019re selling, have the ability to pay and agree with your brand. As the markets change, you optimize and innovate your brand to keep growing no matter what happens.<\/p>\n

The big difference between large company branding and small company branding is the people. The attitude, knowledge, and wisdom of a company\u2019s people are 70% of the brand. Ten years ago, I wrote a book called the Synergy Factor<\/em>, People + Process + Profit = a Successful Business<\/em>. Branding is your synergy factor. The question is: have you done it? Have you budgeted in the new normal marketing and branding?<\/p>\n

You can spend no money on marketing and branding and you will not incur any cost. You can spend everything on marketing and maybe lose most of it through waste. I have found the best way is to invest in branding is strategically. Spend money over time based on trial and error, to learn what increases market share, what message works better than another or what communication channel works better than another.<\/p>\n

Extending your brand<\/b><\/span>
\nAs competition increases, we have learned that brand is very effective method to reach new markets, create new services and find new strategic relationships.<\/p>\n

The Myth of Advertising<\/b><\/span>
\nAdvertising has been sold by the amount of awareness it generates. This is misleading because it has nothing to do with branding; secondly, there is no guarantee that awareness sells and that a huge amount of coverage equals profits.<\/p>\n

Increasing the value of your brand consists of measuring a variety of customer attitudes and behaviors. For example, market research is used to find the importance of service levels or convenience and how these attitudes drive behaviors like referrals and price. These will differ by market segments and by product.<\/p>\n

The next step is to connect this to financial indicators like sales and cost of generating a sale. Analysis of future cash flow leads to increase in business valuation and profit over the next 3-5 years. This is the only way to justify investment in branding and marketing. You invest money in marketing to create a continuous flow of revenue that continues for years.<\/p>\n

Great Marketing Starts and Ends with Smart Research<\/b><\/h2>\n