We can all agree the most successful business organizations have at least one thing in common; they all have a well known brand. Their is an old saying "one of the best routes to being big, is looking big". All consumers make purchases based upon what I like to call their bank of awareness. If you want to increase the quantity of phone calls to your business or foot traffic to your door, be sure to saturate the minds of your potential market with your brand and purpose.
Your branding strategy should be consistent in both message and distribution. It is better to repeat the same message to the same audience over a long period of time. The more you cater your message to the people most likely to need your service, the stronger your sales will be in the future.
Consistent and effective marketing is much like auto maintenance. You may not feel the benefits of an oil change or 30,000 mile maintenance immediately, however as your car ages your investments will be much smaller than that of frequent and costly emergency repairs. Well known brands endure in down economic times, while weaker brands struggle to survive. Successful brands reap greater profits in good market conditions, while weaker brands strive to catch up. Of course both of these thoughts assume the well built brand is backed by organized management. I hope you find this message helpful and causes you to ponder about your brand strength.
Martin A. Briggs, KMBriggs LLC, writer
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