Marketing and Advertising Basics
As new companies come out, competition increases and creates a near infinite amount of choices. Companies need to look for ways to connect to customers to create lifelong relationships; connect emotionally and become irreplaceable…
Case in point… I don’t need Starbucks… but I love it (don’t tell the wife)… Although I have my questions if they love me back .
In any case, a strong brand will stand out in the densely crowded marketplace. People fall in love with brands (Starbucks), trust them and truly believe in their superiority to their competitors.
A brand is a person’s gut feeling about a product, service or company and illuminates answers to the following fundamental questions:
- who you are?
- who needs to know?
- how they will find out?
- why should they care?
To sum it up, a brand should help consumers choose from the infinite amount of choices and should reassure the consumer that they’ve made the right choice through communication on the intrinsic quality of the item they purchased. Also, a brand should use distinctive imagery, emotional associations and language that encourage customers to identify with their brand.
Honestly, there’s a lot more to this basic branding, but I think your getting the picture. Choose your audience. Communicate with them often and with consistency. Calibrate your message to entice your demographic to identify with you. Simple words… sometimes hard to do.
“It’s never to late to be what you could have been.”
– George Eliot