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Branding: The Subtle Secret to Explosive Marketing

Posted on 13 June 2016 by cradmin

By Rich Levin

When I hear the word software, I think of Microsoft. The mention of a soft drink means Coke or Pepsi to me. Mention search engine, and Google pops into my mind. So how do you make your name pop into people’s minds when they hear the mention of countertops?

It’s Called Branding

Branding is the immediate association of a business name with its product type, and the right brands are worth hundreds of thousands of dollars and, sometimes, a whole lot more. Can you establish a brand that has such value? Yes, you can, and consistency is the key – consistency of your graphics and consistency of the experience your business provides.

It’s More Than a Name

To Xerox something means to make a copy of it. You also believe that you can depend on a Xerox machine. A Kleenex is a facial tissue. You expect Kleenex to be decent quality. When you Google, you are confident that you will find what you want. These brands are recognizable by both their name and their logo, and they are associated with dependable quality and service.

All of that, the name, the look and the quality of service, is all part of the brand. Any fabricator’s goal is to have the people in their market associate the mention of the company’s name or seeing its brand with a positive and successful countertop experience.

It takes more than a name, a slogan or a logo, however. A successful brand is also the promise of something verifiable by the consumer as they work with the company. And to distinguish the business, the promise must be above the minimum expectation of quality. For a countertop fabricator, that means more than a basic level of service, attentiveness and expertise. So, how do you create a recognizable brand and raise your quality of service above these basic levels?

Brand Graphics

Creating a successful look or visual brand is called brand graphics, and it is not as intimidating as it sounds. Think of the Coke or Pepsi logo. It is a combination of a design, font and colors. And the brand graphic does not change for years or even decades. A fabricator’s brand graphic is also a simple combination of design, consistent font, colors and use of an eye-catching image. It should always be kept simple yet memorable and impart a specific feelings, such as solidness, quality or quickness.

Brand Experience

Creating a successful brand experience is also easier than it sounds. Many fabricators have already done this and don’t realize it. Think of your favorite store, restaurant, hair stylist or website. The way they greet you, speak to you, interact with you or, in the case of a website, the navigation. There is consistency that you recognize and depend on. When you call a local fabricator in Kansas City, you’ll hear some variation of “And a grand good day to you?” or “Hello and a glorious good morning.”

The way you answer the phone, propose a project or give a presentation; the speed and frequency of communication, giving of gifts, progress reporting, use video and social media – all contribute to the experience a fabricator provides. Consistency of that experience establishes your brand experience.

Be careful. Any businessperson wants to choose the most positive experiences to construct their brand experience. The best way to discover which experiences to make consistent is to ask. Call your clients from the past year or two and ask the following questions.

In addition to learning the best experiences to build your brand around, you are making a strong professional impression and you will likely generate some referrals.

  • Ask what they had heard about the way you do business?
  • What do they remember most?
  • What did they like and appreciate?
  • If they were to refer you, what would they say are the best things about the way you do business?
  • Why did they choose to work with you?
  • What do they think would be important for you to keep on doing, do more of, do differently or stop doing?

Consistency is the Key

There is an important principle in marketing that says, “The time when you are getting bored with your brand is about the time when it is just beginning to work.” Remember how long Coke, Pepsi, Kodak, Godiva, Google and other extremely successful brands maintain their brand graphics and brand experience? It is measured in decades. Choose your brand characteristics and, unless there is a very compelling reason to change, keep your brand characteristics for at least two more years after you are feeling bored with them.

You Don’t Have to…

Finally, whenever I teach or coach marketing, I always ask attendees to write this down: “You don’t have to get it perfect. Just get it going. And keep improving it.”

The way you do that is to choose deadlines. By when will you have your web design chosen? By when will you have your postcard designed? By when will you choose the photo you will use? Then, stick to those deadlines and move on to the next decision. Keep it moving, and you will realize that getting it going and then improving it is a key to success in your marketing.

About the Author

Rich Levin is one of the most successful business coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning a real estate business.

Copyright ©2016, Rich Levin. All rights reserved. For information, contact FrogPond at [email protected].

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