Quote on Brand as a Marketing Tool
Brand will become the most powerful strategic tool since the spreadsheet
Marty Neumeier, author “The Brand Gap”
WHO DESIGNS THE BRAND?
Designing the brand is a team effort – like making movies. Many people should be credited with the creation.
The design of a brand requires serious research and understanding of your customer and prospect needs, examination of what is being offered by your competitors and how those offers are being communicated. Business owners need to answer these questions and provide them in an executable brief to their designers. This is the job of your marketing people (in a small business it is the owner) or their marketing agency or consultant.
A brand is a collection of perceptions
in the mind of the consumer.
The sum total of each customer’s
experience with your organization.
The investment into the Perceptions
your consumers have about your
product or service.
Perception is Reality. Stark Reality.
People tend to stay away from empty restaurants while they regularly line up and wait in the freezing cold to “get into” a popular club, which in some cases may be empty inside, hence creating the perception of scarcity and popularity with their “artificial” queue.
Existing perceptions about Quality and Price are part of the scarcity perception:
- Quality is never cheap.
- You get what you pay for.
- If it is expensive it must be valuable.
As marketers we must work with the existing perceptions our audience holds about our products and services. Changing those perceptions takes a long time, great amounts of money and a very good idea communicated in a very creative way!
Who's involved with Brand Design?
Brand Design is a team effort – like making movies. Many people should be credited with the creation.
The design of a brand requires serious research and understanding of your customer and prospect needs, examination of what is being offered by your competitors and how those offers are being communicated. Business owners need to answer these questions and provide them in an executable brief to their designers.
This is the job of your marketing people (in a small business it is the owner) or their marketing agency or consultant.
A brand image is a collection of perceptions in the mind of the consumer.
A brand image is a collection of perceptions
in the mind of the consumer.
The sum total of each customer’s
experience with your organization.
The investment into the Perceptions
your consumers have about your
product or service.
Perception is Reality. Stark Reality.
People tend to stay away from empty restaurants while they regularly line up and wait in the freezing cold to “get into” a popular club, which in some cases may be empty inside, hence creating the perception of scarcity and popularity with their “artificial” queue.
Existing perceptions about Quality and Price are part of the scarcity perception:
- Quality is never cheap.
- You get what you pay for.
- If it is expensive it must be valuable.
As marketers we must work with the existing perceptions our audience holds about our products and services. Changing those perceptions takes a long time, great amounts of money and a very good idea communicated in a very creative way!
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