The Business Of Branding: Bringing It All Together (Part 7 of 7)

Over the past week and a half, we have been discussing one of the most important terms in marketing and advertising: branding. But branding is only as useful as you make it. Let’s review the key attributes of successful branding.

Part 2: Differentiation
The first key attribute we discussed was differentiation. In a world of competitive marketing, it is important to define your brand as unique and inherently better than your competition’s brand. Our discussion compared insurance companies and how they use different key phrases, promises and commercial themes to set themselves apart from one another. Consider your own brand and what distinct point(s) of differentiation you can use to stand out in the marketplace.

Part 3: Audience
The second key attribute we discussed was the audience. A brand won’t be successful if it doesn’t speak to your audience. You must make it relevant to your target and build your branding efforts around that group. Being too broad and all-inclusive is a pitfall in audience selection. Our discussion compared Gillette for women to Gillette for men. We observed the difference in color scheme, message, website design and overall package presented to the consumer based on their gender. Who is your brand’s target audience?

Part 4: Consistency
The third key attribute we discussed was the consistency of the brand. Does the brand portray itself consistently at the office headquarters? In its employees? In advertisements? This attribute not only gives consumers a clear message of what the brand is and stands for, but repeats it to them over and over, making it memorable. We looked at McDonald’s and how it consistently sticks with it’s golden arches and “I’m Lovin’ It” theme. Even now, McDonald’s restaurants are attempting to make their stores resemble one another. Think about your brand’s consistency. Does it translate over mediums, employees and appearance?

Part 5: Frequency
The fourth key attribute we discussed was how frequently the brand was expressed. As with consistency, repetition leads to memorability. We talked about Geico and Geico’s “rhetorical questions” ad campaign. Geico came up with several of these that all resemble each other, however have a different rhetorical question that tries to humorously answer itself. In the beginning of each ad, we hear “Can Geico really save you 15% or more on car insurance?” Consider your brand and how frequently it is reaching its target consumer.

Part 6: Call-To-Action
The fifth and final key attribute we discussed was the call-to-action. This is critical. A call-to-action gets people to do something. Sure, they’ve seen your ad, heard your brand message and even thought about how it could benefit them, but what will get them to go and do something about it? Our final example looked at the Sarah McLachlan video ads for animal cruelty. Not only did the animals themselves stare into viewers eyes, but Sarah McLachlan urged people to call (the phone number listed on the screen). Every call-to-action will be unique to the brand and how you want people to respond to your brand. Do you want them to buy it? Donate to it? Ask for it as a Christmas gift? The list is endless. Think about what you want your end result to be and what your call-to-action for that result is.

By considering each of these five key attributes of successful branding, your brand can take steps above your competition and make a lasting impact in the marketplace of consumers.

Calculus is so nice.

You don’t just differentiate.

You differentiate with respect to a variable.

Respect dat variable.