Let’s start by defining “Content Marketing.” It’s creating or sharing content – information that has value to your audience; and also subtly markets your business – pushing your brand out to the world through a blog, an email, a status update, a forum post and any other of a multitude of ways.
Topics: Content Marketing
Branding isn’t just for retail, business-to-consumer companies. In today’s competitive world, branding will help all types of businesses increase sales while also protecting and extending the uniqueness of your service or product. Whether you manufacture screws or superconductors, branding is essential for your business.
I bet you think your product is the best in its category. Right? And you’re telling that story in advertising, social media and so on. It's the best.
There’s a problem though.
Chances are, if I asked your competitors about their products, they’d say the same thing. “We’re the best.” Ooops.
Here’s a question you should be able to answer quickly. What’s your brand?
If the answer doesn’t pop right up, here’s a tip that will help.
Your brand is what people think and feel about your product. In a few words, what do they say about it? Simple as that.
For example, when people think about Apple, the first thing that comes to mind isn’t how the processor processes. What people say about Apple is that its products are cool and easy to use. Boom. That’s the brand.
Good branding can differentiate your company/product from the competition, form an emotional bond with consumers, and remove the need to compete on price. Good stuff.
But great branding does more than that. A lot more.
And just having a logo and tag line doesn't make a brand.
Sure, your logo might be handsome and fit your company perfectly. Kind of like a hat.
But just as a Stetson never wrestled a steer to the ground, caught the bad guy, or tamed the west — a logo alone never created a buzz, connected with a customer, or helped land a big piece of business. But brands do.
It takes time and money to develop an engaging brand strategy and spread the word. Is it worth it? How do you know when your branding is working?
Consider this. Salt is salt is salt. No secret ingredients. No family recipe. Just salt. Yet Morton’s sells more than anybody.
Is your branding living up to expectations? A strong brand builds an emotional bond with consumers that engages, intrigues, and connects on a level beyond product features and price.
There still seems to be a misconception that if you have a logo you have a brand. I appreciate a good logo as much as the next guy. It’s a symbol that can be used just about everywhere to say, “here’s who we are.” But it’s not the brand. No way.