Why Build a Brand, Just Buy It!
How To Make Your Brand
Stand Out in the Crowd!
March 09, 2016
Welcome to Alphabet Domains Live Online Marketing Class for Wednesday, March 09, 2016 … How To Make Your Brand Stand Out in the Crowd!
When it comes to branding, there’s no easy recipe for success. Branding is an imperfect science that boils down to constant change — based on where you are, where you want to be and, most importantly, what the market is doing.
When it comes to branding, there’s no easy recipe for success. It’s ever changing…
This is an imperfect science that boils down to constant change and it is location based …
The market changes constantly and the approach to branding must adjust to these changes.
One week the branding process may focus on one area and without notice change to an entirely different direction.
Then there are the other brands trying to connect with the same market your branding may be trying to connect with.
Competition from competing brands may make for some very unfriendly metrics.
Then there are the imitators … brands that want you to believe they are the originals … therefore confusing the already unstable marketing metrics.
To stand out in this clouded brand marketing requires a clear understanding that branding is a “feeling” being conveyed to the consumer.
Once the team members or employees clearly see branding as a “feeling” then they can pass this “feeling” on to the customer..
The customer then begins to “feel” the connection to the brand and make the decision to buy the product or service.
Brands are in the mind and not in the physical world … Branding is not push, but pull!
Once the customer feels this pull, they will make the decision to buy now and continue to buy the product or service.
That is why we say marketing is tactical and branding is strategic … branding requires a strategy to make this connection with customers.
What is your strategy to “pull” the customer to the point of sale?
With a marketing strategy there is a powerful connection in the mind of the consumer to a particular product or service.
Look at gasoline purchases … some prefer one brand over another and are very loyal to the brand.
They heard this “run smoother” in a commercial and believe it to be true without any scientific facts to back this up.
They “feel” the claim to be true. The branding worked!
When asked, “how can you tell if it makes your car run smoother, when it’s a brand new car?”
The answer we heard was, “That’s what they (the gasoline company) said.”
The marketing convinced them to buy and the branding pulled them to the pump and convinced them to continue buying…
Now, to this customer, this is the “best gasoline” on the market. They will drive out of their way to the station selling the brand.
The company marketing convinced them and the branding pulled them to the pump.
Regardless of where this customer may travel, they want this one gasoline…they’re sold on this product from now on.
The branding is embedded into the mind and one would be hard pressed to change this perception … it’s “branded” into the mind!
Branding has created a “feeling” that is most likely not to ever change.
This happens with shoes, clothes, cars, trucks, airlines, hotels, restaurants, food, and even domains.
Ask someone, anyone, where they buy their shoes and listen carefully to the answer.
Then ask what “brand” and listen to the answer. Then ask, “why that brand?” and listen to the answer …
What reason(s) did they give?
Listen carefully and you may hear the marketing promotion for the company … branding and marketing works.
Even young children will repeat the company commercial or even sing it without realizing it is just marketing.
Lesson: To stand out in the crowd, a company must have a message that will connect with the “mind” of the target market.
In addition to a domain name … one must have a message that connects.
Sometimes this called a tagline. Taglines can be used in marketing materials and advertising.
The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone and premise of an audio/visual product.
Taglines reinforce and strengthen the audience’s memory of a literal product. Consulting companies which specialize in creating taglines may be hired to create a tagline for a brand or product.
A tagline embeds the message about the product into the “audience’s memory” … so that the product or service stands out in the crowd!
This helps to explain why the one brand of gasoline is embedded into the mind of the person mentioned earlier.
When asked about the brand, they repeated the tagline … “It make your car run smoother”.
Taglines work and are an essential part of making the brand stand out in the crowd.
One week the branding process may focus on one area and without notice change to an entirely different direction … Taglines can help when making this shift.
Create a tagline or have a tagline created that will reinforce and strengthen the audience’s memory of your product or service.
Seek professional help if needed …
Taglines makes for a powerful tool in one’s branding toolbox. However, taglines are called by different names in other countries.
Notice this: Tagline, tag line, and tag are American terms.
In the U.K. they are called end lines, endlines, or straplines.
In Belgium they are called baselines.
In France they are signatures.
In Germany they are claims.
In the Netherlands and Italy, they are pay offs or pay-offs.
Where ever you are and by whatever they are called … taglines will drive “home” your message or embed the message into the mind … creating brand loyalty.
Taglines create a “feeling” that becomes part of the customer. Helping to “pull” the person to the point of sale … mission accomplished!
How To Make Your Brand Stand Out in the Crowd … use taglines!
The tagline can have a jingle to it or a matching phrase … as evidenced by people wanting their favorite food, shoes or clothes after the tagline is embedded into their mind.
Use taglines that will be embedded into the mind, creating a positive feeling about your product or service, resulting in brand loyalty!
Test it, try it, share it and then use it in the marketing plan … taglines work, you’ll see!
Thanks everyone for coming … How To Make Your Brand Stand Out in the Crowd, has been a wonderful program … now we can put this to work!
It’s Wednesday evening or Thursday, March 10, 2016 (GMT+11) Time in Sydney NSW, Australia … Have a Wonderful Day!
Happy branding with taglines and domains and have a Wonderful evening and thanks for coming.
