Subscribe by RSSMarketing Your Brand: Part 1
Published on December 7th, 2007
A brand is so much more than a logo. It includes everything that represents an organization and the opinions people form about it. Working closely with marketing professionals for the last five years and learning through my own trial and error, I have obtained some knowledge that you might find useful when marketing your own brand. In order to avoid a super long post, I have broken this down into a three part series.
Stand Out From the Crowd…in a Good Way
I recently attended a sold out concert. They packed us in like sardines. Even though I was in close proximity to many people, only a couple stand out in my mind. The first is the guy who towered over us all and had absolutely no problem seeing the stage. I envied him in a way…until he started dancing off rhythm and bumping into people. Several concert goers were extremely irritated with him and he did not care. The other was a girl behind me who was yelling profanities to show her love for the band. We saw her outside after the show stumbling down drunk. Both left an impression on me, but neither was positive.
Conversely, the friend who took me stood out in his own way. He helped me find a place where I could at least see a little, let me lean my weight on him even though he was likely getting tired of standing and even danced with me a little. Of course, what else would you expect from a friend? Precisely the same sort of things customers and clients expect from you…well maybe not the dancing.
To capture someone’s attention you do not have to yell your message on the radio or overwhelm people’s mailboxes. You do not need to bump them or push them to buy. Going this route, you might reach your audience, but people will likely view you as a nuisance. Instead, be clever. Be witty. Be memorable. Stand out from the rest. Put together an ad that people talk about and show your customers/clients you are there for them–that you understand their needs and can fulfill them.
Stay tuned for parts 2 and 3.
Interested in further reading? I just ran across this article: Your Logo is Not Your Brand