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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Build Your Brand, Build Your Business: Use Your Company's Image to Catapult Profits
By: Peter Koeppel
Published: 09/06 - CSP Network |
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Entrepreneurs and business executives always strive to gain a competitive advantage in
the marketplace. They want to outsell the competition, be known as a solutions provider to customers, and have
those in their field perceive them as the market leader. Those are certainly lofty and admirable goals, but are
they achievable? Yes! The secret is to create a brand for your company that gives you "top of mind awareness" to
all who think about your industry, product or service.
The fact is that to be successful, you want to be the first name or brand people think of when they need the
particular product or service you offer. The best way to ensure consumers think of your product or service for
their needs first is through strategic and effective branding initiative.
What exactly is branding? Many definitions exist. In its simplest form, branding is a process you can use to
differentiate your business from competitors. This is important, because unless customers view you or your
company as somehow different than competitors, you will become nothing more than a commodity. And we all know
that commodities rarely stand out in people's minds.
Building a brand is not always easy, nor is it an exact science. In fact, what works for one company many not
work for another. However, following are some strategies that will enable you to begin creating a brand that
stands apart from the competition. That's when you'll experience the rewards of increased name recognition and
higher profits.
1. Start Branding Your Company Today
Many people mistakenly think they can only brand their business after it reaches a certain dollar revenue or
length of time in the marketplace. Nothing could be further from the truth. If your company is in the startup
phase, you may not have the funds to invest in branding, but you still must do it. Start the branding process
from day one, even if you have to start small. The earlier you start, the better your results will be.
2. Be Different
Obviously, one of the best ways to create a brand for your business is to invent a new product or service that
nobody else offers. However, this is not always an easy task. The fact is that many companies offer very similar
products or services. To stand apart from the competition, you may need to create a new category for your
product or service, or you may need to focus on what's unique about the way you do business. So think
"outside the box" and get creative. What can you offer that no one else can? What makes your widget different
from the other guy's? Is it your commitment to service? Your speed of delivery? Your product selection?
Whatever it is, identify it and use it in your branding. Narrow the focus of what you do so people think of
you first when looking for a particular product or service.
3. Keep Your Marketing Materials Focused
You want customers to quickly and easily recognize you, so you need to keep your marketing materials
simple, focused and consistent. If you don't have design talent, work with a graphic designer to help you
create a recognizable identity that is a unique representation of your business. The logo you and your designer
create must depict your company's image without the need for lengthy explanation. Also work with your marketing
department or a professional writer to create a catchy tagline that encapsulates the brand you want your company
to have. Use both the logo and tagline on all of your marketing materials, letterhead, business cards and web
site.
4. Develop an Ongoing Advertising Campaign with a Consistent Message
Don't run a TV ad one day where you call your company the "low-price leader," and then do a radio ad where
you call your company the "solution for the discerning customer." Those are two completely different brands
and images, and you'll only end up confusing your prospects. Realize that no brand is born overnight. It
takes lots of repeated messages to get the brand into people's minds. So be consistent with your advertising
messages. Additionally, advertise on a continuous basis. That's the only way people will become familiar with
you, thus increasing your name and brand recognition.
5. Use Public Relations to Get Your Name Out There
Along with advertising, you need to do some public relations to make your name known. One great way is to write
and publish articles about your business and industry. You can also be a featured guest on radio and TV
programs. A good PR firm can help get you in the media's limelight. Without a doubt, public relations is a
great and easy way to increase your name recognition.
6. View Branding as an Ongoing Business Strategy
Branding is not something you do for a few days and then forget about. Branding must be a constant in your
company's business strategy. Brand loyalty and brand recognition can decline unless you revitalize your brand
on an ongoing basis. Many businesses reinvent or rebrand themselves every few years to achieve a higher level
of consumer recognition or because of problems or negative stigma associated with their current brand.
Regardless of your product or brand, or how long you've successfully had it, to remain competitive, you must
adapt your brand based on changing trends in the marketplace.
Branding for Success
Remember that branding takes time. That's why you must integrate all these strategies over the long-term to
build a brand. No matter when you start your branding efforts, branding your business is an important part
of any successful marketing strategy. You want your customers to think of high value and quality when they
think of your product or service. By branding your business, you make that happen. A strong brand also makes
your company more valuable. When you successfully follow these strategies for branding your business, you can
enjoy the name recognition and increased profits that come from having a great brand that everyone knows and
loves.
About the Author
Peter Koeppel is founder and president of Koeppel Direct, a leader in direct response television media buying,
marketing, campaign management and creative strategies. With more than 20 years of marketing and advertising
experience, Koeppel has helped Fortune 500 companies, small businesses and entrepreneurs develop marketing
campaigns to increase profits. Koeppel is a Wharton MBA, and improved the media buying strategies and
advertising for clients such as The Hair Club for Men, Berkeley Premium Nutraceuticals, Ben Hogan Golf, H.J.
Heinz and DIRECTV.
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