Building A Brand - CarsonPR Building A Brand - CarsonPR
May 162006

Branding is still the leader for name recognition

Creating a branding campaign is more than doing one ad, or placing a tagline onto your web site.
It is a constant image builder of your company’s name/tagline.

The ultimate goal is to have your brand recognized by your potential and existing customers. But it is important to make sure that the branding is a positive image.

What makes a Brand?
First, you need to identify what makes your company, service or products unique. With Avis, many years ago they positioned themselves as being the #2 car rental company. While everyone was fighting for the top spot, Avis figured out that no one is proud of being second, so they took that position and it worked. The "We Try Harder" campaign is still memorable.

Also a few years ago, 7-up bottling company played on the fact that their product was clean (clear) free of any added chemicals like caffeine, The healthier campaign help to position the "brand" as an alternative to the different and unhealthier colas. The UNCOLA brand made a strong hit.

Build the brand from within the company
Before you get the image to the consumer, or to your B2B clients, you need to start the brand awareness campaign inside the company. This includes the top management from the CEO and President of the company to the receptionist.

Branding includes a variety of things from slogans, to pictures on the walls, how you answer the phone, and the email signatures used in daily correspondence.

Finding that special brand for your company
Building a brand doesn’t happen by chance. And you should not borrow another company’s slogan, or idea to make that your branded image.

Find what separates your company from the industry. What is your USP (Unique Selling Proposition)? Find that one or two points to help create your branding. Don’t go overboard and use this branding campaign throughout the entire office…there is a point of over saturation. Be practical and be proactive when using the branding campaign. It can be your chance in becoming the next 7-up.

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