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Creating a Unique Brand

What images come to mind when potential customers think of your company’s products? Are they positive, negative, or is your company lacking an entrenched impression in the consumer’s mind?

Branding is the process of sending clear, authentic, and consistent messages repeatedly to consumers. A strong positive brand builds imagery in everyone’s mind, and often sublimely points consumers toward your products when they need them.

The first requirement for effective branding is a simple and unique message . . . Campbell’s Soup – “Mmm, Mmm, Good”; State Farm Insurance – “Like a Good Neighbor, State Farm is There”; and Nike – “Just Do It”. How simple are these messages? Are they unique? They cut through the “noise” of our lives and repetition has ingrained their messages into our memory.

Here are a few questions that will help build your unique brand message:

  • What features and benefits make your products unique? Quality, cheaper price, new technology, charitable contributions within the community, etc.
  • What are your competitive advantages? Several locations, easy access, reputation, community goodwill, etc.
  • What are the habits of your customers? Think of a typical day for them, and then identify how your products fit into those daily activities.
  • What qualities do you want them to associate with your company?

Once you have answered these questions, write a succinct and meaningful statement that captures the essence of your brand. You should consistently use your new brand statement throughout your store and in all your marketing. A strong brand statement should also be understood by all employees, your marketing representatives, and especially your customers. Branding should also be a part of how the receptionist answers the phone, to uniforms, signage and every aspect of your business. TRCreative is a UK branding agency that can help you make your company stand out from your competition, and turn your business into a brand.

Shopping focus groups demonstrate that on average shoppers take only a few seconds to locate a certain product, commonly at a distance of from three-to-six feet. Therefore, your brand logo needs to be prominent and visible to visitors. Also remember that there are an estimated 40 million baby boomers between the ages of 45 and 65. As we age, our eyesight typically diminishes and product visibility, logo size and on-shelf access become very important to the baby boomer generation. According to the U.S. Census Department, the “baby boomers” represent 50% of all retail sales in America. Ignoring them as customers really isn’t an option for most businesses.

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