2 different customers came up to me a couple of weeks ago at different times. One is of Fillipino background and the other is Chinese. Both told me this "My friends said they have heard about Shine Music School." My reply to both was "Did you tell them about us" and the answer was no. That really got me thinking...
Our branding has worked after years of marketing and advertising. These components constitute at least 30% of our expenses. It is good to know that we are known all over Western Sydney and people actually recognise our brand.
I believe that good branding starts from the most basic:
Our branding has worked after years of marketing and advertising. These components constitute at least 30% of our expenses. It is good to know that we are known all over Western Sydney and people actually recognise our brand.
I believe that good branding starts from the most basic:
- Chosen colour/s of the logo
- Simplicity of the logo
- Relevance of the logo
- Most importantly, sticking your logo all over the place! Be loud and BE KNOWN (This is a highly controversial topic amongst marketing gurus when it comes to start ups).
Some marketeers believe that as a small business and start-up, you need to actively promote the benefits of what you offer instead of your brand name. However, I believe that if you have a strong logo, correct colours and shapes, you should include your logo in all your advertisments and marketing. This is how you build a brand that is remembered by everybody. There is no point drumming about all the benefits of what you sell if the consumers cannot remember where to look for these benefits. On the contrary, there is no point in sticking your logo everywhere if benefits are not communicated effectively.
For example, Coca-Cola has built a fantastic brand and has used effectively tied in their brand with the benefits (of looking cool and etc) of drinking the drink. You know that Coca-Cola makes you look cool and funky because these are what their advertisements tell you. On the other hand, you have Volvo the car makers who have failed to promote the benefits of buying a Volvo over another luxury car. The recent TV ad that asks consumers what they think about the Volvo is highly ineffective.
1. You never ask what potential customers what they think about your product. You tell them what you want them to think about your new products.
2. The advertising did not mention or associate itself with any potential benefits that the end user will experience should they decide to purchase the Volvo. To me, that is just ineffective marketing that is every expensive. What Volvo should have done is the following:
For example, Coca-Cola has built a fantastic brand and has used effectively tied in their brand with the benefits (of looking cool and etc) of drinking the drink. You know that Coca-Cola makes you look cool and funky because these are what their advertisements tell you. On the other hand, you have Volvo the car makers who have failed to promote the benefits of buying a Volvo over another luxury car. The recent TV ad that asks consumers what they think about the Volvo is highly ineffective.
1. You never ask what potential customers what they think about your product. You tell them what you want them to think about your new products.
2. The advertising did not mention or associate itself with any potential benefits that the end user will experience should they decide to purchase the Volvo. To me, that is just ineffective marketing that is every expensive. What Volvo should have done is the following:
- Determine who their target market is (Is it women? Families? Men? Gen X? Baby boomers?)
- Analyse their competitors' marketing and decide what works and what does not.
- For example, if their target market is women, they should learn from Ford and advertise in ways to attract women. They could use fashion and associate their brand as being a fashion accessory to match fashionable outfits.
