This is a topic that can always be spoken about. Mainly because most pr clients, advertisers, and publicity agencies do not fully understand how to create a branding campaign, or build a brand product.
It starts with a plan. A Marketing Plan would be best. Inside the plan should be the different marketing strategies that outline in detail what your company goals are to be achieved and what will it take to attain those goals. So how does this relate to BRANDING? Glad you asked. It is just one small part of your pr marketing strategy.
When you or your advertising agency creates a campaign for your product, or company image, consider what it is you are trying to achieve. If it is to be memorable, or have humor, or be a serious campaign, then this is how the branding will start. Branding also starts from within a company. From the CEO, to the president, to the office receptionist. But that’s another area of branding that we can discuss later.
Let’s get back to your ad campaign, or publicity campaign. If the idea that is presented looks good, feels good, but you as the pr client just says “that could be our competitors ad if you take out our logo”. Well, consider this, are they using that campaign, or that slogan, or those images. If not, then maybe you are in the old school. Just as I read in Brandweek, an article called “The Doing of the Thing”, by Mike Wolfsohn, points out that this type of thinking can make you be left behind the competition, instead of being the competition. He uses several examples; one in particular is the MasterCard “Priceless” campaign. While the competition, Visa, is trying to position them as the card that is used everywhere, MasterCard takes the personal approach making it more emotional. Anyone of the other card companies could have used that as their idea, but MasterCard did it.
So don’t throw out an idea because you feel the campaign is too generic, make it your brand, make it become your slogan, or image. That is one way to start building a brand. To learn how to create a brand in more detail, give George Carson a call. He can get you noticed so that YOU become the competition. Call him at 949-477-9400.