Strategic Marketing and Brand Building

Strategic Marketing and Brand Building

The Importance of Branding

The creation of a brand for your product or service can dramatically increase your market share, increase your revenue stream. and add a high degree of value to your bottom line.

What is Branding?

In Designing Brand Identity (ISBN 978-1-118-41617-4) the author describes branding this way, “Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.”

Remembering the Past

Years ago, shoppers looked for brands with which they were familiar such as Maxwell House Coffee, Kraft Macaroni and Cheese, Kellogg’s Corn Flakes, and so on.

Today this is still partly true to a lesser extent because

a) competition is stronger,

b) competition is more sophisticated,

c) brands are being continuously being impacted.

Factors impacting Brands

Some contributing factors impacting brands are:

  • private labeling
  • companies competing with themselves producing the same products under different labels
  • offering one’s own brands at discounted prices
  • creating a difference from competitors only to see competitors
  • develop similar claims until the differentiation has all but disappeared
  • the producing company’s philosophy, e.g. “going green”
  • a company supporting worthy causes on a regular basis

Brands are Built with Publicity and maintained with Advertising

A branding program should be designed to differentiate your products from all other products. A successful branding program is based on the concept of singularity. It creates in the mind of the consumer the perception that no other product on the market is quite like your product.

FH Cooper’s Role

We will help you develop an effective brand program that includes the name, tagline, graphics, all of which will gain a high degree of visibility for your product or service. We will create a public relations campaign to introduce the product or service, develop case histories to illustrate the benefits, and create an ongoing advertising program to sustain it resulting in a positive purchasing behavior.