Branding Help

Branding is a buzz word that you’ll hear thrown around by marketing salespeople. They use it to refer to everything from your color scheme to your logo to the content of your website.  The truth is that most people don’t even know what branding really means.

Branding can be defined as the combination of three specific elements: consistency, frequency, and a hook.  Consistency refers to your message, what some would call your elevator pitch.  The short and sweet yet totally comprehensive answer to the question, “What does your company do?”  Consequently, we specialize in helping you determine what that message is, because until you develop a compelling message all the marketing in the world won’t help you a bit.  However, once you create that compelling message, consistency is the first key element of branding it.  Branding starts by using the same message whether it’s printed, spoken, sung, or shouted the same way every time.  The same words.  The same fonts.  The same colors.  The same images.  The same music.  Every single time.

Once you have a compelling message and a consistent means of delivering it, you need to focus on frequency.  The average person wades through thousands of advertising messages every day, so the number of times they hear yours is critical.  You need to focus on getting your consistent and compelling message heard by the same people as often as you can afford.  Keep in mind that sleep erases some of what we see and hear every day, so it’s better to spread your frequency out over a period of days that to sue it up all at once.

Finally, when your compelling message is being presented consistently and frequently, you need a hook.  A hook is something connected to your message that connects with your audience on an emotional level.  If you win their hearts, their brains and bodies will follow.  Your hook can be an image, a song, a specific spokesperson, or a story.  Your hook is the glue that holds your audience to your message.

Well, there it is.  Branding.  That wasn’t so hard was it?  Now contact us today to find out how we can help you successfully brand your business for success.

Share This