The brand of success

by James Feldman

Savvy business owners know that “brand image” is an essential element in the execution of any sale. That is, for an organization to be successful, all the company’s marketing materials must work together to convert an interested prospect into a cash-paying customer. 

Your marketing materials serve two essential purposes:
1) to educate your prospective clients, and 
2) to convince prospective clients that your product or service satisfies their needs.

The goal, of course, is that they make a purchase. This holds true whether a client is primarily interested in the benefits of the economy or convenience that you provide, or some specific service or product. 

Before you create or design any promotional materials for your business, consider the guidelines below. They can help you develop new marketing materials that promote your brand effectively, as well as enable you to revamp your current materials so your brand message is accurate.

Be consistent
All sales literature and other promotional devices are commonly referred to as collateral material, which can include letterhead, business cards, or items such as videos, audios and CDs. Your first priority is to coordinate your collateral material so it is presented in a uniform manner.

The letterhead, business cards and sales literature should all be printed on the same paper, using the same ink, typeface and graphics. Your Web site, newsletter, special event brochures, and other communication materials will also feature the same logo and ink color, and therefore be easy to recognize as your unique corporate identity.

Branding of the collateral material and all other printed or Internet items must be consistent, because consistent use of your logo is the first step to create a synergy you can use to effectively promote your business.

The main idea behind having a brand is name recognition. However, the daily demands of the workplace can leave corporate clients with little time to consider and absorb a message. Therefore, a clear image on everything you present to the public could be the deciding factor in whether a client chooses to do business with you.

Simple ideas, used consistently, have resulted in great branding. For example, the CBS eye is one of the most recognized logos in the world and has not been changed since its inception. McDonald’s has also steadfastly retained its trademark logo of a large yellow “M,” using the same typeface in all its marketing materials. Over the years the company has streamlined the look but the basic concept and colors have remained the same. 

Conversely, if a great idea is not executed well, the purpose of the effort – which is to communicate effectively – can be compromised. For instance, NBC’s peacock logo has changed colors, feathers, and even gender over the years. With such an inconsistent presentation, it is no wonder the NBC logo is not as well recognized as CBS.

Be persuasive
When clients decide to do business with your organization, their greatest concern is usually the costs they will incur and the quality and quantity of information your business can provide. Yet in many cases, clients quickly forget these concerns once the full impact of your marketing materials sways them to do business with you. That’s why your collateral material needs to illustrate how your product or service fulfills a driving need your clients have. 

To be persuasive, focus on the benefits clients will get from your product or service rather than the specific features you offer. For example, suppose you offer a product that is able to screen and eliminate telemarketing calls before the person’s phone rings. A feature would be that your product has a particular technology that can detect such incoming phone signals. The benefit to clients would be no more interrupted family dinners. Clients don’t care about features; they want to know the benefits – how your product or service will impact their lives. You’ll know when your collateral material has successfully presented the benefits when it is so compelling that your organization wins the engagement even though someone else might have been more cost effective or qualified.

Be realistic
Your brand and your collateral materials need to stimulate a positive response through imagery and transform that concept into reality to grab the reader’s attention. Effective collateral accomplishes this through a logical and realistic presentation of facts that dispels apprehension, builds confidenc, and ultimately generates a purchase.

If the collateral and the branding are not clear and persuasive, the sales pitch cannot overcome the confusion that results.

Before you begin a branding campaign, you will need to devise a realistic production schedule and analyze the marketing environment. Then you can formulate a succinct selling strategy.

You may wish to implement a style sheet to ensure conformity for every collateral piece, every format, every communication and every event. In addition, you will have to plan creatively so that pictures, copy and the message you want to convey all come together. 

Avoid vague references that may equally describe all your products, such as “the pause that refreshes.” Could that be a soft drink or shower? Could it be air conditioning or a nice cigar? Your approach should elicit an immediate positive response and instant recognition. 

Branding works
Once you have developed a compelling brand name or graphic image, protect it with a U.S. Trademark Registration. Your brand is your intellectual property, and you need to protect it as any appreciating asset.

Promoting your brand image need not be a difficult process, yet few companies consciously market their brand consistently. If you want to create your own brand then you need to provide an identifiable, persuasive and unique brand image on every Web page, in every brochure, in every flyer and in every communication you send out.

You must also include it on your business cards, letterhead, thank you notes, etc. By consistently repeating your brand image, customers will think of you and your product or service and remember to buy from you when they are deciding on whether to buy from you or your competitor.

Remember, branding your products or services is a prerequisite for success.

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