When I say “Volvo” what type of car do you think of? Safe, right? That’s no accident (pardon the pun). Volvo has built a powerful brand for decades by owning the word “safe” in consumers’ minds.
Verizon is building a brand by owning a phrase we all use all the time: “Can you hear me now? Good!”
And I can help you do the same—even if you’re a small business with a small budget. In fact, the smaller you are, the more important it is for you to build a brand that will make you look bigger.
I can help you get your marketing message crystallized into a single powerful idea that you can own in the minds of your target audience—an idea that builds your reputation, and creates wider awareness of and preference for your brand.
From Madison Avenue to Main Street, I’ve created powerful
branding programs for dozens of businesses, large and small. I’ve
helped MCI, General Foods, and Citibank and others build their
brands. But I’ve also helped a plumbing company, a local
construction company, and a music festival company do the same.
And I’ve seen what a huge difference branding can make.
Here’s one example. The Dale Carnegie Institute was trying to promote their executive development seminars in New York City, but enrollment for their seminars was steadily declining.
After interviewing a number of New York executives we found the problem. Executives felt that Dale Carnegie—with its “How To Win Friends and Influence People” brand image—was out of date. Their feeling was that Dale Carnegie Seminars would not help them meet the tough challenges of today’s business world.
So I created a new brand image and new ad campaign. The branding line I created for them was “The Right Training for the Real World.” In ads and mailers, we talked about the ways that Dale Carnegie training helps prepare executives to face the very difficult challenges of the business world.
This campaign generated 10 times the result of the previous campaign, and seminar enrollments began to rise again.
The Benefits of Branding for Your Business
The branding program I create for you will deliver a number of
important business-building benefits:
- A brand puts customers in the comfort zone with you:
as your brand becomes more familiar, people feel more safe doing
business with you.
- A brand acts like a guarantee that people won’t
need the guarantee.
- A brand short-cuts the decision process for busy consumers:
many people who don’t have time to research a purchase decision
decide to just go with a brand they know.
- Over time, branding reduces the cost of marketing. When
people buy your product because they recognize your brand, you
won’t have to work as hard to sell them.
- Branding stimulates word-of-mouth and referrals (free
advertising!); the more people recognize your brand, the more
they will “talk you up.”
- Branding helps build customer loyalty and repeat business
by making your business more of a “household name”.
- Branding actually makes your company more valuable—which will be important if you ever decide to sell your business.
Want to explore branding possibilities with me? Just send me an e-mail, and I’ll get back to you. The first consultation is free—no pressure and no obligation.
Geoffery Moore