Do you have suggestions on branding?

April 12 2006 - Syracuse Post Standard

Tracy:
If you are holding a Dunkin’ Donuts coffee, noticed a Fed Ex truck on the highway or are eating lunch at McDonald’s, it is because these corporate giants have done a great job at branding. Any business can brand. Essentially branding is about being consistent with your corporate look and message so consumers become familiar with and remember your company next time they need your product.
I believe branding means having an excellent corporate logo and tagline that identifies your business. Once you’ve developed the logo and tagline, you need to use it consistently and frequently. Make sure you use the same look and message on all print materials, on your website, on promotional materials, on billboards, and in advertising. Remember you are building a visual identity for your company. You want someone to see your logo and company name and remember what you sell and what you stand for so they decide to buy from you.

Ann Marie:
When someone thinks a talent agency in Upstate NY I want them to think AMS Models-period. That takes repetition, time, consistency and more repetition. Unfortunately for me there is a large national chain of modeling schools that has done an exceptional job of branding. During my first few years in business, people would say: “Oh are you like B_ _ _?” I would say no and repeat MY Company name and explain what I do. Fast forward several years, ads, mass mailings, networking events, articles and public appearances…. Now when I say AMS Models I often hear: “Oh, I have heard of your company”. (Cue the halleluiah chorus). That’s when I knew I had done something right. Your goal is to make your company the first one that comes to mind when a customer needs your type of business. If your competition already has great brand recognition it will take longer, but it can be done. Wendy’s wasn’t the first franchise making burgers, but they seem to be doing okay.

Julie:
Before you can think about branding your business, you'll need to decide what your position is in the marketplace. What do you want people to think of when they see or hear your company name? Are you selling a high-end product, or are you known as the bargain basement retailer? Are you a large, well-established business, or a new company with cutting edge technology? Look at Wal-Mart and Target. They carry similar product lines, but have very different images, or brands. Target has positioned itself as being more fashion forward through it's partnership with well-known designers and eye-catching TV commercials. Wal-Mart is aimed squarely at middle-America, very no-nonsense and cost conscious.
What image do you want to project? You'll need to decide on your niche and be very clear about who you are trying to reach before you can begin branding your new venture.