Market branding comes in different ways like logos, slogans, and packaging. The purpose of branding your company, service, or product is so people can quickly recognize it. Let’s look at a couple different ways.
Packaging: If you see a transparent green 20 oz bottle with a white cap and the label torn off, what kind of drink is it? Most would say either Mountain Dew or Surge Energy Drink. You would never confuse it with a Pepsi or Fanta Orange. That’s branding done with packaging. Why is this done? Well if you see three 20 oz bottles sitting on the table and they all have their labels ripped off (which is what America does when they are bored or talking on the phone), how do you know what they were drinking. Now if you were in the same scenario and saw three transparent green bottles sitting next to each other, you know have an idea of what people are drinking. Why do they want you to know what others are drinking? Because if they are drinking it and if you never had it before, chances are you will go and buy one to drink it too. They want everyone to be able to recognize their beverage because the more you notice it being drunk around you the more you’ll want to drink it too.
Slogans: Slogans can be a fun thing to play around with. But if you are an emerging company, don’t do it. Stick with one slogan that’s going to identify your company and use it in everything. If you don’t, it will take longer for people to identify you. Don’t think that you have to change the slogan just because the big companies are doing it. Not every big company is doing it. RadioShack is now switching from, “You got questions, we got answers, ” to “Do Stuff.” But there are other companies that have stuck with the same slogan for years and because of it they have profited more.
De Beers is a diamond mining company. We all know their slogan, “A diamond is forever.” Did you know they started that marketing campaign in 1946? That’s over 60 years with the same slogan. They have never changed it and it has served them greatly.
Logos: A logo is something that associates an image with your company. Take Staples for example. Right now they are using a picture of a red button that they are calling the ‘Easy Button.’ I’ve seen kids that were walking around a store with their parents and have said, “Look mom, its the easy button.” That should tell you just how effective their strategy is.
These are just a couple of ways to brand your company. You need one of these in order to make your company stand out from others. If you don’t make your company stand out from the others then how are customers ever going to know you exist.
We’d love to hear about some of the ways you have thought about branding your products or company. Leave a comment or visit us online at www.icanbesuccessful.com.
D.G. Landolfi is the author of The Woman’s Blueprint to Business Success. D.G. has a passion for empowering women and showing them how they can be successful.
