Branding is a business topic that is getting a lot of attention

lately. I asked Google: What is branding? There were

152,000,000 results. I believe branding is connecting a busi-

ness message/promise with their actions over a long period of

time.

These are the steps to develop a brand. It is suggested that

process is done as a collaborative effort among the people

that will deliver the promise; everyone who will take an ac-

tion.

1. What does your business offer that is most valuable to

your clients? Value, quality, variety, great customer

service, price, a combination of these? The answer to

this question will form the basis for your stand, what your

company will promise to deliver.

2. What do you need to do to stand behind your promise?

Is your cost structure able to offer the pricing your cus-

tomer wants while staying profitable? Are you and your

employees willing, ready, and able to deliver great cus-

tomer service? Do you have the financial resources to

keep enough inventory? Are you and your employees

committed to deliver over the long-run? Long-term com-

mitment to deliver is critical since this is where great

brands are built i.e., walking the talk over days, months,

years, and years.

3. How are you going to communicate your stand? Con-

sistency is important once brand message is established.

Entrepreneurs often times get tired of their message and

look for changes. “We try harder” is one of the legendary

branding messages that turned into a tag line and a mani-

festo. Ms. Paula Green, copywriter, developed it in 1962

and it is still being used today. Actually, Avis has set a

website: www.wetryharder.com to continue the promise

they made 53 years ago.

Your business is unique and so will be your branding strategy.

Call us at (520)515-5478 or e-mail Mrs. Rachel Norton at nor-

tonr@cochise.edu to set-up an appointment to develop strat-

egies to maximize your profits.

Branding

Connecting your message to your actions—Walking the talk

April’15

Marketing Tip