Saturday, February 24, 2007

Hiring a Branding Professional

I'm not a Branding expert. Jack Trout is. Rob Frankel is. When you advertise, you are building a brand. So you better have an idea what that brand is. And your brand should be consistent - same colors everywhere (website, collateral, print, biz cards, etc.); same font; same colors; same music; same, same, same. Because your brand has to be static - it can't keep changing. To be easy to remember and easy to recognize it needs to be repeated over and over. That's brand management (and you don't need a branding pro for that, your marketing team should be able to do that).

Jack Trout coined the term Positioning. "Positioning is something (perception) that happens in the minds of the target market." Positioning is the 1K of data that any consumer would give your service at a maximum. (Evangelists, Buzz Agents are another story). Consumers don't give you much room in their head. They are bombarded by 15,000+ marketing messages per day. Your message - your brand - has to stick out and repeat itself. Your USP - Unique Selling Proposition - is part of your positioning. [see article here and here.]

If you need a Branding Expert, has an article on hiring one. I can help you with the marketing and sales. Who is YOUR Chief Revenue Officer? Your Chief Customer Care Officer?

No comments: