Wednesday, May 23, 2007

Brand, Positioning & Promotion - A Discussion

Is Branding the Same as Advertising and Promotion?


No, branding is not the same as advertising and promotion.
Promotional messages contained in advertising are critical components to getting out the word about your company and its products and services. But advertising campaigns come and go, shifting according to the specific needs of your company over time.
Your brand is permanent. It consistently reinforces the appropriate messages to your key audiences. A brand is the core identity of your company. It is what appears on the bottom of your ad and represents the personality that goes to the heart of your positioning. Your brand is bigger than any advertising, public relations or direct mail campaign you will ever do. It is the one thing that doesn't change.


Differentiation through Branding


There are a growing number of products and services introduced to the market every month, and your company may not stand the test of time if it lacks a well-defined brand. Differentiation is key for any product or service. In the information age, impressions come to people so fast it's virtually impossible to retain all the messages with which we're bombarded. In order to make people stop, look, and listen, it is imperative that the brand you create cuts through the clutter. The name and logo — the "look and feel" of your communications — is the starting point for how people perceive you.
In order to lead in your category, you want your target audience to notice and to remember you. Because the core of your brand is your name and how that name is visually expressed, there is a terrific opportunity to make these elements work for you. Take your brand development seriously, and invest what is necessary achieve your goals. This may mean hiring an outside help.

Equally important, make sure that you think through and are able to communicate your company's position and core values. If you can't articulate what differentiates you to your branding consultant, chances are they won't be able to communicate it visually. They need clear direction in order to craft a memorable, differentiated brand.


source: allbusiness.com

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