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When Your Brand is a Brand

Submitted by Mitch Seigel on Tues, 9/18/2012

Imagine a cowhand coming across a lost calf out on the range. After chasing it down and steering it toward a pen, takes a look at its brand, and says, “Who’s brand is that.” I don’t know if that would be more hurtful to the ranch with the unknown brand, or the calf that went through the pain of having it permanently tattooed into its hide.

Before a brand is a brand, work needs to be done to make sure you are taking the correct path toward establishing something that people will retain and recognize for years to come. Extensive research on whether or not your branding idea has already been attempted and possibly failed. Test marketing several names with slogans to make sure what you are trying to get across in your message is understood and not misinterpreted.

Once you have done the research and attempted several tests, now is the time to start thinking about the strategic plan on how to roll out the brand. What look will fit the company and/or product to best represent the brand? What will the packaging of the product look like and where should the office be to best represent the long term sustenance of the brand?

What advertising would be best for this brand and in which markets would it fit best? Should I be thinking of other products and services as brand extensions, as I’m developing the original brand? And of course, what price do I need to pay to establish and maintain this brand?

These and many more questions should be asked before you get started. Don’t wait until it’s too late and a cowhand in your field runs across one of your products and doesn’t recognize the brand.

What are your challenges when it comes to branding? I look forward to hearing your comments. Until next time…