Is There Merit In Branding?


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Is There Merit In Branding?
By: Bruce J. Felber, MAS, Felber & Felber Marketing
Issue: 2006mar

Branding. Is it just another buzz word or an overused marketing term? The answer is YES and more. To the sophisticated advertising or public relations agencies, branding is the basis for the entire "pitch to clients." But are these agencies really branding clients' products or services or just using this term to elevate themselves in their eyes?

For many agencies and marketing types, words such as market share, reach, frequency and branding serve to divide and conquer clients. And we, the promotional consultants, have also fallen into this trap. So is it wrong to use these popular terms or, more importantly, should we?

WHAT IS BRANDING?
The term branding dates back to Egypt around 2000 BC as a way of identifying livestock, and this practice was introduced to North America in the 16th century. Unique symbols or marks helped protect the ownership of livestock, and governments passed laws to register these symbols--or brands. One can see the similarity between those early brands on livestock and today's concept of registering trademarks (logos, taglines and images).

Branding in our modern society is how we distinguish our businesses from others to help drive sales. Typically, when people think of a brand, their brains will focus on the imagery of the product package, color and logo. Then other factors--taste, smell and memory--fall into place. Yes, memory is the most important part of the process. We must create the impression not only of the product but also of its features and benefits--sorry, more buzz words.

In the promotional products industry, we are no strangers to brands and the importance they play in our product choices. Many products have actually been very successful in the retail arena, while others are exclusive to our industry and are marketed as such. Sure, it is always easier to recommend a product that has brand awareness, but the process is deeper than just the selection of the product.

How you analyze your clients' challenges and goals and offer solutions separates you from the competition. Understanding why their brands stand out from the competition is the first step to becoming a marketing partner. Promotional products offer a variety of tools to assist in the overall plan because of:
1. The vast array of products
2. The wide range of price points
3. Promotional consultants' unique knowledge and experience

Promotional products work in so many ways--from immediate impact to long-term campaigns--that selecting the correct product can enhance the overall branding strategy in almost every budget.

TRUE BRAND AWARENESS
About 15 years ago, I was waiting in the hotel lounge for a client we had flown in from Chicago. The bartender asked me what I would like to drink. I had just noticed a key fob, imprinted with the Michelob Dry logo, sticking out of the lock on the cash register.

I had recently seen the ad on television for this brand new beer, and this key tag was a strong reminder of those recent ads¡Xso I decided to try the product. The key fob alone would not have aided in my choice, but the continued connection with the brand did.

Promotional products are most often used to enhance the brand or image of a company. And with so many choices and budgets, our industry is perfectly positioned to enhance any marketing situation.

BRANDING FOR YOUR CLIENTS
To help your clients, look beyond the initial request for a product and determine why they need promotional products. Most often, what they really need is help in calling awareness to their company, product or service. You are really assisting them with the penetration of their brand¡Xand this can be a product or even a process. With your expertise, you should be able to find the right products to fit within their marketing budgets.

If the request is from the purchasing department, chances are someone in marketing has pre-selected the product based on how it will help them. All products, no matter the price, must provide a return on investment and enhance the brand. Go a step beyond your competition by asking if you can collaborate with the marketing decision maker. This will illustrate how much more effective you can be to the company.

PRACTICING WHAT YOU PREACH
Before you can assist your clients, you must practice what you preach by solving your own branding issues. Your company image has value, so you must always be in front of your clients and prospects.

Ask yourself:

How am I perceived by clients and prospects?

Does my image fit in with our company goals?

Do I project a professional image?

Would I buy from myself?

You cannot expect your clients to believe you if you are not projecting professionalism in everything you do. People buy from people they know, like and trust for their marketing challenges.

Is branding just another buzz word? Does it have merit? What are you doing to assist your clients and yourself? Take another look at your business and your clients' businesses. The answers should be right in front of you and may be imprinted on your brain. PPB

Bruce J. Felber, MAS, is the creative director of Twinsburg, Ohio-based Felber & Felber Marketing. He currently serves as chair of the PPAI Public Relations Committee. He can be reached at 330-963-3664 or brucefelber@felberandfelber.com.

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