Do You Brand?
Times Square is the “perfect storm” of advertising. If you were to stand in the middle of Times Square, you would be surrounded by more than 200 messages. Out of those you might notice half but remember only a handful. That’s because we only see what speaks to us, connects with our wants and desires or aligns with our values.
Cutting through the noise is hard.
We are being messaged at the rate of roughly 12,000 messages per day which translates to more than 4 million every year. Standing out is no longer a question of if, but how. Building a strong brand and providing clear, consistent messaging over time, helps your customers remember you. Could your brand get noticed in Times Square?
Do you know your brands?
There are two types of brands: a branded house or a house of brands. Method Cleaning products is a branded house. Their brand promise is to provide consumers with cleaning products that are environmentally friendly. All of their products are for cleaning and house maintenance. The name is prominently displayed on every product they sell. You always know you are buying a Method product.
A house of brands is exactly that. Procter and Gamble sells thousands of products from diapers to cosmetics. If you didn’t look closely, you would never know that P&G owned brands as diverse as IAMS dog food and Oil of Olay. A house of brands allows the company to provide a wide range of consumer products in many markets.
Which type of brand is best for a startup?
In the early days of a startup, a branded house is best. Jumping in too quickly to add new products with multiple names makes it hard for your prospects to get clear on who you are and what you offer. Remember that brand awareness is the number one goal for every startup. After all, if I can’t find you, I can’t buy you. Method built awareness quickly in part because there’s no confusion about what they do and who they serve. Until your company is big enough to support several target markets and product lines, identify your brand promise and focus your marketing efforts there.
What’s your brand promise?
*Photo by James Ting for Unsplash