Tuesday, November 24, 2020

Overcoming branding fear

Camden Smith

The business of branding is a serious business calling for more fun. They market. You buy. Important in today’s economic climate, branding is what gives your business legs, to keep it running through consumers’ minds. Oddly enough this basic sales principle seems to be stumping both start-up and established organizations. The fear of failure is shading business owners’ ability to properly brand their companies.

By creatively sending messages about a company’s strengths and explaining why a business should be your first choice, business owners brand their way into your mind calling you to action to buy. You are not alone in making a purchase without thinking, because a company’s branding worked your senses beyond control.

For companies, small and large, to reach their true earnings potential, management must be fearless enough to step out of the comfort zone. If a business offers fun, then the branding should be fun, but just because a plumbing business is a serious business does not automatically call for sobering advertising messages.

Throw out the rules. Think differently. Create a wow factor. From customer service, brochures, and advertising, a business’s branding message should be unique enough for the powerful shopping public to remember the business.

Billy Fuccillo of Fuccillo Kia in Cape Coral boasts a brilliant marketing and branding plan. His message is simple, fun and memorable. He has made the word huge an automatic association with his business and every time I hear someone say huge, I hear giggles. The branding works.

While writing this column, I stumbled on The Surfin’ Plumbers out of Sarasota. The family-owned business decided after 30 years of traditional branding, its bottom line called for a change. Focusing on fun water activities, managers redeveloped the company with a surfing theme from the website, vehicles, uniforms and customer service scripting. Managers said revenues are up by more than 200 percent.

Quick tips to follow for analyzing your company’s branding should include a brainstorming session to develop unique slogan and strategy ideas with a focus on unique traits of a company’s services or products. Patience is the key. When you hear your cutting edge branding miracle, you will know it and implement the branding throughout the entire business like The Surfin’ Plumbers. It only takes one unique, branding seed to turn small or struggling companies into unstoppable forces.

Camden Smith, owner of DREAMFly Marketing LLC, has more than eight years expertise in branding and marketing strategy and 13 years experience in public relations. Formerly a WINK-TV reporter, Smith is an award-winning PR strategist and lives in Naples with her husband, two cats and a dog. Visit Smith at dreamflymarketing.com

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