The Mystery of Branding

The POWER of Brand Identity…Still the Most Important Thing!

Running a business 15 years ago was difficult enough.  With the advent of a New Media World, it became even more difficult and more competitive. First, it was the internet disrupting the Yellow Pages and print mediums.  Then Google overtaking Yahoo, Twitter yielded to Facebook, and now Facebook is taking a backseat to Instagram and Snapchat.  Mobile phones, blogs, podcasts, smart TV’s, Roku, Netflix, Amazon, and on and on and on it goes, where it’ll stop nobody knows! 

Do you realize that the what is currently the largest Social Media Network, wasn’t even open to the public 15 years ago?  September 2006, is when Facebook went from a student only social network to one that anyone 13 and older with a valid email address could join.

No wonder so many business owners are wondering what is next and how do they survive?  The old idea of building a name for yourself and promoting it seems to be forgotten.

Or is it?

This is the so-called Mystery of Branding that we’re going to talk about.

When it comes to running a business, a few things remain steadfast.  The businesses that run a clean business inside and out, offer an exemplary level of service, and are well known to the general public will not only survive, but they will thrive. 

The world’s largest advertisers, Proctor and Gamble, did the research for you.  Several years ago, they jumped into the digital/social world with both feet.  It didn’t take them long to learn they were losing “Brand Identity”.  Understanding that their “Brand” (e.g.  Tide, Crest, Bounty) was everything, caused them to re-think their marketing strategy, and as recently as last year, moved back to the traditional electronic media and in one year grew their sales and grew their brand awareness.  Without Brand Identity or Top of Mind Awareness, you have nothing!

Strategically, most online and mobile marketing kicks in after consumers have identified a need for your products and have begun to search for, or accept ads for, what you sell. Only 10% of adults will click on a paid internet ad and only 26% of the population even has Snapchat, compared to over 90% of adults being influenced by radio every week.

To hedge your bet as you stick your toes into new digital waters, you’ll want to build a strong awareness and preference for your brand BEFORE consumers begin their search or BEFORE they have a need and begin accepting your mobile or online ads.

While the internet has disrupted all media, the intrusive power of audio media and the emotional power of music and the human voice on radio remains the strong backbone of any successful digital campaign today.

Do you have Top of Mind Awareness?

Over the weekend, I saw a message from a friend who needed a plumber, asking for a recommendation. 

Now a plumber is not usually on your mind as you go through out your everyday activities, however when you need one, you really need one that you trust and that is why my friend was looking for recommendations.

I happen to have a client who does Heating and Plumbing so they were top of mind with me and got my recommendation.

This company advertises daily on my radio station, WOWO radio in Fort Wayne, Indiana and had branded themselves so that when I was asked, they came to mind without hesitation.  (My friend is also a WOWO listener, but in his frustration with his kitchen sink, not only was his drain clogged, his mind was clogged too!)

After I told him who to contact, he then went online to get their number.  That’s how the combination of branding on WOWO Radio and the convenience of the internet can work hand in hand.

If you would like to visit about how a strategic mix of broadcast to inspire and internet to inform can help grow your business, contact me.

Email Scott@ WOWO.com and we’ll set up a time to discuss how to take the mystery out of branding your business.

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