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Marketing 101 - Building Brands

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By Roy McClean, Principal
The Custom Fit Communications Group

Question:
Do ad agencies belong in the boardroom? (That is, should an ad agency have strong influence on a business' overall strategy?)

Answer:
Advertising agencies generally consider themselves 'brand builders'. Building brands involves a holistic approach to business. Building a brand is building a promise. In order to deliver on a promise, the company's culture needs to be aligned to delivering the brand. This involves developing enterprises' internal workings - operating systems, training, etc. It also involves communicating this promise to customers - external and internal - in concert with a company's culture and delivery system. If an agency has the skills and its clients trust to engage in this, then it deserves to be in the boardroom. But let the buyer beware: like any partner, know your agency's strengths and limitations.

Question:
What does a brand mean?

Answer:
We define a brand as a promise. Building a brand is much like developing a reputation. You make your promise to your clients, and they develop an expectation from you. When Mercedes - the German automobile manufacturer - builds a car, people expect a level of quality, status and engineering that meets the Mercedes brand. When Kia - a relatively new car manufacturer in North America - builds a car, people expect a low priced, accessible vehicle. There are two very separate sets of expectations for brands, two very different target markets, which are accompanied by two different marketing campaigns.

Question:
What are the advantages of a developing a brand?

Answer:
Here is one advantage: with so many products and services in the marketplace, people often look to brands for quick decisions, reassurance and help to cut through the "decision making clutter".

One aspect that "brand builders" focus on is recognition, and the expectations that this entails. If you are looking for a quick fast food meal, many North Americans seek out McDonald’s, Kentucky Fried Chicken or other major branded restaurant. Why? Because these restaurants have built their brands around promoting and delivering their products as convenient and easy to get. If you were looking for quick delivery, would you consider Bob’s Caesar Salad Palace - especially if you hadn’t heard of Bob’s before? Maybe, but many would choose the recognized brand like "Micky D's", because the brand’s expectations meet their needs. i.e. dealing with the "known" is perceived as being easier and safer than dealing with the "unknown".

Consumers know what to expect when they visit McDonalds. And a big advantage in developing a brand is having expectations of your company's delivery, status, and such already enhanced before and when consumers are ready to buy.

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We'll send you a FREE Estimate for Your Next Project. Fill out a Projects Estimate form and we will contact you within 48 hours. Roy McClean, FOCUS Business Intelligence; Vancouver & Whistler.