Sunday, August 5, 2012

How Your Business Can Make the Most Out of Branding

By Lin Dannecker

The reason branding is so powerful and effective is because you're conditioning the market. You want to deliver a message that sticks in people's minds so they think of your company often. That important connection is not always made even if you have a brand for your business. There are all kinds of brand names out there that hardly anyone has heard of because they aren't appealing or relevant in a noticeable way. So avoid assuming that brand creation can be done without solid knowledge of your market audience. Your brand should have at least one outstanding quality that distinguishes it from other products or services in your field.

Large companies have huge budgets devoted to branding, so they certainly consider it to be an essential task. In order to remain successful, these companies know they have to keep their brand in the spotlight, in a positive way of course. The same hold true for you, even if you're operating on a much smaller scale. You don't need a huge budget to do effective branding, so work with what you have. Look into inexpensive and even free ways to brand yourself. Just because a technique doesn't cost a lot doesn't mean it can bring you impressive results. Yet you have to be consistent about using these low cost methods if you want to succeed with them.

Brand management has a lot to do with keeping track of your brand's popularity and what's being said about it. If anyone is saying critical or untrue things about your brand, you have to be ready to respond. You must monitor the web for any mention of your brand, and you can do that with Google Alerts. But you want to be sure, just in case, so avoid relying solely on Google. Since it doesn't cost anything to receive alerts, you may as well receive them from a few different services. If you have people working for you, you may want to assign this task to one person in particular. It wouldn't hurt to do this every single day, so you can immediately find out if something undesirable shows up.

When you have a brand, you always want to know what comments, reviews or criticism is being said regarding it. You may have to respond to comments or correct any mistaken comments that are being spread about your brand. If you use Google Alerts, you won't miss it if someone posts a comment about your brand anywhere online. It's also a good idea to use tools other than this as a backup. Use a few different alert services, which isn't hard to do as they are mostly free. Part of your preparation should include a designated person or office to perform frequent reviews of web intelligence. The more often searches are performed, the faster you'll find out about any unwanted comments that appear online.

Not every branding concept is going to work, which is why testing your ideas is so crucial. Create three or four brand ideas you like and get feedback from your market audience. You can use online survey services who will conduct them in your market. You can also present your ideas to people you meet in person. Remember, when it comes to branding, what's most important is what your customers think.

About the Author:

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1 comment:

Vinay Singh said...

Nice post.You must monitor the web for any mention of your brand, and you can do that with Google Alerts.
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