|
|
| P
is for profits |
| Follow
the Six P's of Branding for Better ROI
|
Vol.
2. No. 2
|
 Product
What are you selling? Whether it’s merchandise, a
service or your expertise, the product is the end game,
the entity that you supply to your customers and the ultimate
purpose of branding.
Promise
This is branding in its most basic form—the pledge
you make to your customers about who you are and what you
can do for them. When customers see your logo, hear your
slogan or see your product, their mind should focus on
your brand promise.
Positioning
The critical factor here isn’t where you are in the
marketplace—it’s where you want to be. Positioning
lets you set the terms for your brand. With your advertising,
design elements, distribution and online presence, you
can depict your brand as fun or sophisticated, upscale
or economical, power-driven or eco-friendly or just about
anywhere
in-between.
Personality
Tear away the trappings of marketing and you’re left
with a feeling. That intangible element is the personality
of your brand. What is the gut-level response that consumers
have to your logo, your advertising or the mention of your
brand name? Is it likable? Respected? Avoided? Remember,
if you don’t like your brand personality (and your
customers don’t either), you CAN change it.
Packaging
How your product is shipped, mailed or presented says a
lot about your brand. A classic black box can indicate
high-end contents, while bright colors appeal to kids.
In a larger sense, tamper-proof packaging can show a commitment
to the safety of your consumers, and protective packing
materials indicate the high-value you place on
the contents.
People
Every person in your organization—from the receptionist
to the dock worker to the CEO—is a reflection of
your brand. Each member of the team should be well-schooled
on your messaging and present themselves in a manner that
reinforces the brand (coming across as friendly, professional,
organized, etc.) A good example is the Ritz-Carlton where
each employee is taught to smile, show poise and memorize
certain phrases that can be used when interacting with
customers. |
Marketing
Link is written, produced and designed by Bells International,
Inc.
Bells International has been helping businesses build
brand awareness for fifty years and counting.
Call us
for a free consultation. 888.440.4649 x258
|
|
