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07/06/2004: "Branding --- the Forgotten Part of Marketing --- and Least Understood"

I have clients come to me to help with their advertising and marketing who have no idea of what they're doing. For example, I have a client who is in a field with one major competitor. This competitor is large and has a powerful brand. My client is small, and pretty much unknown. Certainly to the extent of the number one.

Yet this client wants to copycat the large brand. Folks, if you are small and unknown, you can't brand to the number one spot. You have to brand to your own personal niche and capitalize on the fact that you are small. Take for example the position that Avis took when it proudly proclaims itself to try harder because it is number two.

The moral of the story --- be who you are. You may grow to be number one. Lots of companies do. Not every company stays number one. Not every company stays small. But brand from where you sit now, with an eye to where you want to go. That way you will be the first one people in your natural niche think of when they need what you have.

In addition, as you grow, your brand will grow with you. Your slogans and taglines and positioning should all work for you today and take you into tomorrow. But you may find that the time will come when you outgrow your current brand no matter what. If so, you should be prepared to re-brand.

And remember, when you plan your advertising and marketing, know your brand. Know who you are and how you stand in position to your competitors. Great copy won't sell if the copywriter can't place that copy within your position.