The Art of Branding
There are two Major schools of thought regarding Branding: The first holds that it’s an incomprehensible voodoo that marketers practice. I Belong to the second, which Contends that it’s a simple matter of the classic Ps of Marketing: Product, place, price and promotion.
To this List some people added another P: Prayer. They are not far off- but instead of Prayer, I prefer proselytization, which is the process of converting others to your belief, doctrine or cause. Proselytization or Evangelism, represents the core of branding for start-ups in Today’s Highly competitive world, in which information is free, ubiquitous and instantaneous.
The art of Branding requires creating something contagious that infects people with enthusiasm, making it easy for them to try it, asking them to try it, asking for their help in spreading the word, and building a community around it.
- CREATE A CONTAGION: Herein lies the secret to building a successful brand; Align with a product or service that is gold-or enhance it until it is Gold. Then Successful Branding is easy if not unavoidable. If you have a product that is Gold, you can make a lot of mistakes with it and still succeed. If you do not, you’ll have to do almost everything right.
- LOWER THE BARRIERS TO ADOPTION: Perhaps the cheapest form of marketing you could do is saturate the market with your product. Logic: People might buy because they are always seeing it on every stand. The more prevalent your product or service, the more likely you will build a great brand. Make it Simple to understand how to use. Make it affordable to your target market.
- RECRUIT EVANGELISTS: Evangelists believe in your product or service as much as you do; Evangelists could be among your clients/customer base; the difference between an evangelist and a marketer is the evangelist spread the word for the believe while a marketer does the same because of his pay check.
- TALK THE WALK: The Starting point for branding is inside your organization, so make sure that every employee can talk the walk and enthusiastically proselytize your organization.
To your success….