Have a Coke and a Smile
Did reading that make you feel warm and fuzzy?
Did you imagine yourself as one of those happy people in a Coca Cola ad sharing a cool, refreshing Coke and
some laughs with friends?
If so, then youve just made the Coca Cola people a few more dollars. Not directly, but indirectly through branding.
Branding is image building. You can brand a person (yourself product (soda or service (dentist). Many large companies use image branding to keep their
name in front of consumers and to create a positive image. They hope that when youre ready to buy their product,
youll think of them first.
Branding can be very powerful. Just look at this example:
Ask for . . . the little purple pill.
Now Im not going to mention the drug company that sells the little purple pill but if youve seen their commercials, you know how attractive they make these pills seem.
In fact, theyve done such a good job of branding this drug that people are going into their doctors office asking for
it whether they need it or not!
Most small entrepreneurs need to direct market their products, meaning they must use their small advertising budgets to sell directly to the consumer. They dont do image branding because its seen as a luxury they cant afford. But is it?
Have you ever thought of combining a little image branding along with your direct sales approach?
Lets say youve written some great direct marketing sales copy for your brand X widget and people are buying it. Then your competitor comes out with the exact same widget but sells it as Fancy Brand X.
Fancy Brand X also uses great copy to make sales, but in addition, its being touted as the brand you can trust.
After a while, Fancy Brand X begins to sell more and more until they are number one in your category. While your
plain jane brand X widget barely gets noticed. Whats the difference?
Fancy Brand X had an image created for it that was promoted along with every sale. What is the public going to remember? Your no-name brand X or the brand you can trust.
Creating an image for your product or service and combining it with a powerful direct sales message, may just be a wise investment after all.
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