"Branding"
is the often subliminal process by which a business employs marketing strategies to get
people to easily remember their products and services- essentially, it's applied
psychology. Branding your business or products is all about creating name awareness and
perception of value. And, once these are accomplished you will see a correlated and
dramatic increase in sales. "When you think of branding, the first thing that must
come to mind is a farmer taking a hot iron and burning a distinctive mark onto the side of
a cow. Farmers do this so that their cows will not be confused with another farmer's cows.
But branding has evolved over the years and has now become a common term used in
marketing. Branding is essentially burning your company or web site name or slogan into
the minds of potential customers."
Branding Operators isn't just about logos, it's the entire "safe feeling"
associated with a company. People still enjoy dealing with companies that follow a
consistent pattern of quality operations - it provides a sense of security.
Marketing is creating the impression people get about your company, its excursions, and
its tours. Part of successful marketing is setting a goal and not deviating from it until
you achieve it. Marketing is repeated, proactive communication describing what you do
best. Once you decide how your company is strategically positioned in the marketplace, you
develop your Marketing Story that will tell people what you have
to offer that is unique and directly fulfills their needs.
Develop a Marketing Story that your audience can relate to, so that it builds
confidence and credibility in your ability to deliver your product or service.
Advertising is all about displaying your brand and telling your Marketing Story to as
many people that you can. It’s important to communicate just how enjoyable and safe
your company has made its tours, as well as, the “other” benefits, such as,
quality of service, friendly staff, and well maintained equipment.
Statistics indicate that customers need to see advertisements several times before they
will buy. Your Marketing Story is the message you want to repeat to your prospects and
customers, over and over again, until you gain significant mindshare.
The marketing process can best be explained by the following article entitled:
"Business With a Gorgeous Girl"
- You see a gorgeous girl at a party. You go up to her and say, "I am very rich.
Marry me!" That's Direct Marketing.
- You're at a party with a bunch of friends and see a gorgeous girl. One of your friends
goes up to her and pointing at you says, "He's very rich. Marry him." That's
Advertising.
- You're at a party and see a gorgeous girl. She walks up to you and says, "You are
very rich. I want to Marry You!" That's Brand Recognition.
