Branding For Dummies

Submitted by: Jake Athey

Thirty years ago a title such as ‘Branding for Dummies’ would have offended half the population simply through the implication that potential readers were dumb. The other half may have been excited to find literature on how to brand their livestock without all the fuss of the stench of burning skin and howling cattle. Now, in this age of Web 2.0 and OpenMedia the words ‘Branding’ and ‘Dummies’ can have very different meanings. So, what changed? Among other things, branding evolved with technology and Dan Gookin had an idea. He saw the rapid growth of technology and wanted to create an alternative to the Greek-like computer manuals. Through his publication of DOS For Dummies in 1991, Gookin had an instantly recognizable brand. His branding campaign was so successful that he took a word with negative connotations and applied it in a positive and endearing way, with so much success that he changed how the word ‘dummies’ was perceived. Let us take a brief look at how to brand as successfully as Dan Gookin.

Whatever your product or service is, brand it in a positive way. No matter what the mechanics are of the product, you want it marketed as something that is good for the world and that will make your customer happy. Even if your whole purpose of doing business is to hurt the competition, do not establish your brand based on it. A positive message will win every time, not one based on ego and one-up-man-ship. If you happen to draw market-share away from your competitor at the same time, fabulous, but keeping those clients lies in a positive representation of your brand.

The whole point of successful branding is to make your customer feel included, understood and at ease with your company and product. Dan Gookin knew that. In fact his whole business was created for the purpose of easing his customer’s experience with technology. He took a complicated computer language such as DOS and translated its use into plain English. When you are creating your brand, your mission statement and your vision statement – do what Gookin did and use plain English. Leave the industry related jargon for the experts and invite your potential customers to feel at ease with your brand. Techno-jargon will only serve to alienate potential customers.

The K.I.S.S. acronym is a common lesson in cooking schools, and it can be aptly applied to your brand message as well: Keep It Simple Stupid. In a commercial kitchen things can go haywire very very quickly if a cowboy cook tries to get fancy with the grill or cleaver. Many good meals (and sets of eyebrows) have been sacrificed to the Gods of Fire by those who get too expressive with their frying. The same can happen with a good business idea that has too many brand messages the product gets lost. If you and your team come up with a few that you think will win, try out one at a time at certain intervals. Even that is a risk, as customers could get used to your first brand and become confused by changes. It is more efficient to pick the best one and stick with it.

According to Fortune magazine Avon had $9.9 billion in sales worldwide in 2007, yet when was the last time you saw a media advertisement for the company? Sure, their 125 year history helps with the sales but name one other company with the same longevity that has not used digital or printed media on a regular basis. So why has the brand been so successful without overt marketing? Simple: word of mouth and reputation. Yes their independent sales representatives give word of mouth a huge push, but it has worked for 125 years.

When you have a solid brand and a clear message, don’t budget all your money on advertising campaigns and media blitzes. They only work in the long run with bottomless marketing budgets and in conjunction with other expensive methods of public relations. Use technology and social media to get the word out about your product. Facebook, Twitter and YouTube are great ways to get people talking and to show your brand. Filming a dynamic piece of video that gets people thinking about your brand and your message will cause more interest than a single (expensive) television commercial. That little video clip can be shared over and over again, and each time someone watches it they will generate more chatter about your brand. Word of mouth spreads lightning fast, more so with today’s social media outlets.

Another reason television media does not work as well as it used to, could be our desensitization to media images. Gone are the days of flashy graphics designed to catch the average viewer’s attention; the general public no longer trust claims made on television, so-called sales promotions and ‘rock bottom prices’. The average consumer demands more proof of savings and trusts only what they (or someone they know) experience themselves. Here is where word of mouth becomes absolutely vital with branding. If you have a good product with a good brand and a positive message, people will talk.

There is a delicate balance associated with branding. Having a brand and a message that fits well with your product and your target market is a great start. Enhance your brand through trusted avenues of communication, places that allow you to foster your company image. One wrong choice could upset the balance and vault your brand into obscurity.

About the Author: Having an easy to use, dynamic online presence is important for every business.

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