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Article category: Branding

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Branding Information

Branding Basics


by: Les Goss

Branding is the process by which you try to become the 1st business a person thinks of once they consider purchase goods or services in your category. If you can "own" a word in the public's mind, you have a brobdingnagian competitive advantage.
Disapproval is the process by which you attempt to differentiate your business from your competitors. Simply as a brand wish allow your horse to be recognized among the rest of the herd, so too must your business’s brand set you apart. Tho' your name and trademark are important features of your brand, there’s a lot much to it than that.

You Must “Own” Your Category in the Minds of Your Customers

The absolute better way to create a brand is to invent a new product or service. Being 1st to market is a brobdingnagian advantage. Coca-Cola has turned its “secret formula” into a 70% market share of cola drinks worldwide.

However, most of us run businesses in categories filled with competitors. What’s the better way for us to create a strong brand?

The private secret lies in narrowing the focus of your business until you’ve created a new category you can be 1st in.

From Ford to BMW

Consider the automobile industry. Henry Ford didn’t invent the automobile, but he was the 1st to combine it with an assembly line. That reduced his cost enough so that millions could afford a car. Being 1st with an cheap car allowed Ford to dominate the category, even as tho' there were virtually hundreds of car companies in the U.S. by 1910. That’s a powerful brand!

So how did different automobile manufacturers develop eminent brands? By creating new categories in the mind of the purchase public. If you’re in the market for a “safe” car, Volvo is probably the 1st brand to pop into your mind. If you’re looking for the “ultimate drive machine,” BMW owns that category. Buyers purchasing for a high-priced luxury car think Mercedes Benz.

Notice that none of these companies is trying to be all things to all people. They narrowed their focus until they had a new category they could be 1st in. Even as tho' different car companies could do claims simply about the security of their cars, it’s unlikely they’re going to come after Volvo in the public’s mind. Volvo “owns” the safe car category.

Two Fast Food Examples

Once Tom Monaghan in hand a small dish building near a college campus, he started asking his customers what changes they would-be like to see in his business. Did they want a higher quality pizza? No, the quality was fine. Did they want a cheaper pizza? No, the cost was fair. What they actually wanted was a dish that came to them. Thus, Domino’s Dish created the new category of dish delivery, and even as tho' others offer the same service, being 1st allows Domino’s to enjoy a dominant share of the market.

Little Caesars saw another opportunity. If they focused on take-out pizza, they could save money on delivery and a large restaurant. That would-be allow them to do money even as if they sold-out two pizzas for the cost of one. Pizza. Pizza. Brilliant.

Apply These Ideas to Your Business

If you’re trying to grow your business, it power seem logical to expand your offerings, but that’s unlikely to be eminent in the long run. As these few examples have shown, it’s often better to narrow your focus until you’ve created a new category you can be 1st in. If you’re a specialist, folk wish regard you as much of an expert in your field than a generalist.

Let’s say you’re a photographer. If you live in a town or city of any size, you no doubt have lots of competition. Look about for the opportunities to separate yourself from the herd. Mayhap you could become best-known as the only one in town to call for action shots during kids’ athletic games. Or mayhap you specialize in soft-focus sepia-toned photos of parent and child. Fly fishermen. Bailiwick details. Even as tho' you’ve narrowed your pool of prospects, you’ve as well eliminated most of your competition.

Our artist could expand her business patch maintaining focus by business a book, printing acknowledgement cards and calendars, or teaching lessons, all in her specialized area.

She’ll cognize she’s created a powerful brand once her name is the 1st one to pop onto a parent’s head once they want a “hero shot” of their young football player.

Content First, Advertising Later

One of the great benefits of being 1st in a new category is that you become newsworthy. Newspapers and magazines, TV and radio are always looking for “something new under the sun.”

Remember Pet Rocks? This small outfit gained international coverage, all of it free, for their unique idea. Millions of Pet Rocks were sold-out with virtually no advertising costs.

Advertising alone is seldom enough to create a new brand, tho' lots of businesses try that route. Remember the Super Bowl of a few years ago once the media was filled with stories simply about the millions that were spent on 30-second ads? This was supposed to be the launching of several new dot com businesses and the figure of money spent to launch these brands was incredible. In spite of all that money and the creative efforts of Madison Avenue’s finest minds, those businesses unsuccessful quickly and are all forgotten today.

A better path is the one followed by Google, the world’s most popular search engine. Google wasn’t the 1st search engine, but they created a new way to rating web sites that garnered them brobdingnagian amounts of free publicity. I’ve ne'er seen an ad for Google, and yet simply just about everyone who has surfed the web has detected of it. Simply this morning our local paper ran a large article simply about Google’s decision not to sell shares of stock in the institution yet. Much free publicity, which wish further boost the strength of their brand.

Conclusion

Focusing your business until you’ve created your own category is simply one step to disapproval your business. An fantabulous resource for learning much route to create a strong brand is the book, The 22 Changeless Laws of Disapproval (http://www.zmoon.com/cgi-bin/pl.pl?branding22) by Al and Laura Ries. Next time I’ll have several specific ideas on how to brand yourself through your web site. Until then, stay focused!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Please forward this to a friend!

For all your web design needs, or to join our mailing list, visit ZebraMoon Web Design (http://www.zmoon.com/).

To catch up on the articles you may have missed, please move to our article archives (http://www.zmoon.com/webdesigntips.html).

About the Author

Les Goss is President of ZebraMoon Design, Inc. To see a partial list of high-ranking web sites we've created for our clients, please visit our web site at http://www.zmoon.com. Sign up for our free account at http://www.zmoon.com/webdesigntips.html. You'll obtain two issues a month on topics that should help you stay a step ahead of your competition.

 


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Articles category: Branding

book description

Branding

1 Winning With Branding.htm
2 ARE YOU BRANDING YOURSELF .htm
3 About Branding.htm
4 Articles And Internet Branding 5 Steps To Success.htm
5 Branding Basics.htm
6 Branding Concepts.htm
7 Branding Do You Stand Out From The Crowd .htm
8 Branding Fiasco Better Be Who You Say You Are .htm
9 Branding Focus.htm
10 Branding It S More Than Just Your USP.htm
11 Branding It S More Than A Logo.htm
12 Branding More Than Just A Statement A Memory Scar.htm
13 Branding Sloganizing And Search Engine Marketing.htm
14 Branding Versus SEO.htm
15 Branding Versus Search Engine Optimization.htm
16 Branding You Are The Brand.htm
17 Branding Your Business.htm
18 Branding Yourself To Increased Profitability .htm
19 Branding And Internal Communication.htm
20 Branding Control And Results Submit Articles In Your Own.htm
21 Branding For Profits.htm
22 Branding In Printing.htm
23 Branding On The Web Is Like Mining For Fools Gold.htm
24 Branding That Sells.htm
25 Branding Vs Direct Response In Small Business Marketing And.htm
26 Branding.htm
27 Britney Spears Branding.htm
28 CAFTA Drives Manufacturing PR Branding Messages.htm
29 Co Branding For More Traffic.htm
30 Community Branding Tip For Your MLM Business.htm
31 Corporate Branding Don T Forget Your CDs .htm
32 Corporate Branding And Professional Logo Design.htm
33 Domain Branding More Important Than New Trend Shows Domain B.htm
34 Ebook Rebranding The New Ebook Marketing Power .htm
35 Experience Branding How To Survive As An Online Retailer.htm
36 Immere Branding Guide VOL 1.htm
37 Immere Branding Guide VOL 2.htm
38 Importance Of Branding What S In A Name .htm
39 Industry Pro Interview 58 Branding Turning Your Custome.htm
40 Industry Pro Interview Branding Turning Your Customers I.htm
41 Industry Pro Interview Branding Turning Your Customers In.htm
42 Internet Branding.htm
43 Internet Business Branding Co Branded .htm
44 Internet Marketing And Keyword Search Why Branding Should.htm
45 Keywords A Waste Branding Comes First .htm
46 Magnetic Branding How To Attract Vs Acquire Customers.htm
47 Nation Branding And Place Marketing The Place.htm
48 POSITIVE COMPANY BRANDING.htm
49 Personal Branding Techniques For Real Estate Agents And Brok.htm
50 Pharmaceutical Branding.htm
51 Shattering The Branding Myths.htm
52 Side Step The Big Business Branding Techniques That Ll.htm
53 Small Business And Branding Why And How .htm
54 Small Business Marketing And Advertising Branding Vs Direc.htm
55 Stop Branding Your Products And Start Branding Yourself .htm
56 Tales Of The Touareg And Other Adventures In Branding.htm
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59 Think Beyond Today And Start Branding Your Future.htm
60 Use Your E Mail Address As A Branding Tool.htm
61 What Is Branding And Why Do I Need It .htm
62 What Is Branding And Why Do You Want It .htm
63 Why Branding Is Vital For Your Home Business Success.htm
64 Why Branding Is More Than A Pretty Logo.htm
65 The 4C S Of Branding.htm
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