Branding 101: Why Its Critical to Business Success and How to Do It Right

What's Your Brand?

A brand is a product/company personality that helps distinguish it from the competition. It evolves out of the product essence. So, what's yours? Quality? Service? Price? Whatever it is it's something your marketing must reinforce across all communication channels, from business card to TV spot. Even your office space. You can't brand yourself as a cutting-edge ad agency if your office looks like a law firm. It also shouldn't try to be all things to all people. "The best, cheapest, easiest, most fun" is not a clear brand. Above all, your brand must be truthful.

What's in a Name?

For a start-up or a new product, don't underestimate the value of a good name. Because once you decide, you don't want to change it. A good name should be more than something personal or catchy. It's a key part of your brand identity that must help define your business for a lifetime.

A name should trigger an emotion with your prospects. And not just any emotion, but the right emotion. Huge companies like P&G know this and each year invest millions on testing to attract consumers and build their brands. Knowing this, I'm surprised how many smaller businesses treat naming so casually.

I was once asked about a name that a business owner was considering for his natural gas company. The name sounded like something from the mind of a child. After offering my tempered opinion I asked about the name's genesis. "My 10-year old kid came up with it. I kinda like it," he replied proudly.

Similarly, a European entrepreneur asked me about his product's name: "MiaManna". Any guesses what it is? Something Italian or Spanish perhaps? A bread, maybe? MiaManna is a dried-fruit snack, from Germany. It's actually a terrific, healthy product that deserves a great name. When I suggested he rethink the name, at least for the US market, it was as if I'd insulted his wife. I haven't heard from him since.

One of the catchier names I've seen is "Guzzle". Cool name, right? Well, that would depend on what you're guzzling. Instead of a sports drink, a juice, or beer, Guzzle is ketchup. That's right,ketchup. Clearly, the owner thinks his ketchup is good enough to guzzle.

If it's not obvious, the problem is that it's difficult for business owners to be objective, even for something as seemingly simple as naming their own product. No doubt most day-to-day management decisions aren't fun, so it's not surprising why they get jazzed at the chance to be creative. Unfortunately, you see what can happen. So, if you're a business owner and you really need to name something, name your kid, your dog and your yacht. But when it comes to your business, get the help of an expert.

Follis Fact #1
Anyone crazy enough to be running a businessshould seek professional help.

Knowing your business or product doesn't mean knowing how to market it. As just described, it's disturbing how otherwise savvy business owners can sabotage their marketing effort. Successful owners realize they're not marketing experts. The problem is, they often aren't sure who is. Often because they have an existing relationship with a design firm or PR agency, it's easy to assume (or be convinced) that those same folks can handle advertising and marketing. I've seen it happen too often. If your business needs legal help, hire a lawyer. If it needs financial help, hire an accountant. If it needs office cleaning, hire a cleaning service. So, when it needs marketing help, do yourself a favor and hire some.

Taglines

"Just do it." "We try harder." "The Ultimate Driving Machine." "Be all that you can be." Taglines are one of the best ways of branding a product, service, company, or organization for years. Like these:

Please don't squeeze the Charmin. (since 1964)

A diamond is forever. (since 1948)

All the news that's fit to print. (since 1896)

Another classic case is Avis. When Avis (the # 2 car rental behind Hertz) incorporated the tagline, "We try harder", they not only turned being #2 into a positive, they also gave their company a likeable, underdog personality. To support that company personality, every ad that Avis created evolved from that simple, brilliant, three-word tag about better service. Now, over fifty years later, Avis still uses it. Another example is, "You're in good hands with Allstate." Being "in good hands" conveys a caring, protective personality. Another example is "Think different" for Apple Computer. The line gives Apple the personality of being innovative and above the rest.

So, what else makes a good tagline? A general rule is: The shorter the better. However, if you blindly follow that logic you'll be asking for trouble. You don't want to compromise a great line for brevity. And shorter doesn't always mean more memorable. One of the most famous taglines of all time is 10 words:

With a name like Smucker's, it has to be good.

So, as much as you may try to break creativity down to a formula, you really can't. A great tagline involves the perfect mix of right-brain creativity and left-brain strategic thinking. Both are critical. After all, it doesn't matter how clever it is if it's the wrong message, and it won't matter how strategically smart it is if it's dull.

Like a name, a tagline is something you'll want to live with forever. So, if you decide on getting a tagline, be sure it's great. Because just as a tagline can help your business, a bad one can do the opposite.

(For more Follis branding facts, see booklet info below.)

© 2005 John Follis. All rights reserved.

John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. He may be reached at john@follisinc.com

For John's booklet: How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results, visit: http://www.follisinc.com/booklet.htm

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm

For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm

---

Corporate Internet Branding ? Branding Your Business Online

Let me tell you a story about Pete and a... Read More

Differentiate and Dominate

Quite often small business owners will ask me to reveal... Read More

Setting the Right Price

One of the ways people get to know you is... Read More

How To Create A Brand That Sticks

Most people, when they hear the word branding, think logos... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands -... Read More

The Secrets of Starting Business Successfully

Starting Business Secrets will help you to start your own... Read More

Brand Your Consulting Brilliance

Today's competitive marketplace for consulting services is no longer responsive... Read More

How A Crazy Branding Stunt Can Bring Results For Years

As a beginner, you would be forgiven for thinking that... Read More

How a Great Tagline can Help your Business

"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More

Branded Email: Email Branding is the Next Generation of Email

All You Need is Branded Email Or Always Branded Email... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More

Branding: You are the Brand

What's in a brand name? Everything! Think of these brands:... Read More

Effective Public Relations Essential for Personal Branding

Move over pop star "Posh Spice" Adams and English soccer... Read More

No Logo? Launching A Business Without a Logo Can Sabotage You

Initial lack of customers and cash flow often causes a... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More

Brand Name Identity in the Oil Business

I submit to you that Brand Name Identity in the... Read More

Not So Stationary Stationery

The elements and functionality of the basic stationery system is... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red... Read More

Trademark Issues in the Mobil Auto Business

There have always been trademark issues and lawsuits in the... Read More

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Positioning and Branding - Brand Identity Guru

Where is your brand positioned in the marketplace? How is... Read More

Extreme Makeover ? Small Business Edition

Have you ever watched one of those home makeover shows?... Read More

Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

The seventh in a continuing series of twice-yearly surveys by... Read More

Co-Branding in Automotive Service Businesses

In a world of co-branding, point of destination strategies and... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More

Play it Again Sam

The marketing director for one of my longtime clients used... Read More

Top Eight Mistakes to Avoid When Naming Your Business

Naming a business is like laying the cornerstone of a... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

Quality and Service - Yeah, Right!

One of the critical drivers of business success is having... Read More

Branding: All My Exs Live In...

...my senses. I know, you were thinking 'Texas'. Well, if... Read More

Acquire, Then Rebrand

Acquiring another corporation usually means that the acquiring company's name... Read More

Personal Branding: Characteristics of a Strong Personal Brand

How many times have you been at a networking function... Read More