by Joe Jenkins

Created on: April 05, 2008   Last Updated: April 18, 2008

Robert Woyzbun defines branding as: "Branding is a marketing-based business strategy and philosophy that has the ultimate objective of building goodwill for and supporting the "raison d'tre" of a product, service or enterprise. When properly implemented, brand strategies provide clear and consistent differentiation in a given marketplace."

To put Woyzbun's definition in slightly simpler terms, effective branding creates instant recall not just for your product, but top of mind recognition for your entire business.

Effective branding isn't reserved for the corporate giants like Chevrolet and McDonald's anymore. Whether your enterprise is a regional entity or just a small town shop, an effective branding campaign is vital in setting you apart from your competition.

Setting out on a marketing campaign that will properly brand your business is much more easily said than done. Before dealing with the hard sell from an account executive, it is important to make a definitive assessment of your business. What is your target demographic? Are you targeting "baby boomers" between the ages of 45-64, or are you looking to target the 18-35 crowd? Are you looking to promote a product or a service? Is this good or service a proper fit for the general masses, or are you looking to focus on a niche market? Without answering these questions to properly focus your campaign, the chances of your marketing and branding campaign are significantly reduced.

Once you have properly determined your target, it is time to set out and find the proper media outlet that will reach that target most effectively. If you determined that you are targeting a younger (18-35) audience, be weary of the local newspapers. Statistics have shown that daily print publications are read by fewer and fewer younger consumers. Even worse, as circulations decline, newspapers are raising their advertising rates, reducing the effectiveness of your branding campaign.

Radio can often be the most effective vehicle in a branding campaign. It is the only medium that can reach a large number of consumers multiple times. When working with radio, make sure you are not only using the station that best fits your demographic, but also to ensure that the proper message is being conveyed at the proper time. Always demand to listen to your potential radio advertisement before committing to a schedule. Make sure there is a proper number of name mentions within the commercial and that it conveys the proper message in a creative way. If you are satisfied with the content of your commercial, make sure it is being aired at the proper time. If you are catering to truck drivers, for example, over night and early morning advertising is a great, cost effective way to convey your message.

Niche magazines are always a great way to have laser precision targeting for your good and service as well. Such fine targeting, however, can often limit your ability to broaden your local footprint.

Finally, when embarking on a branding campaign, it is vital to remain patient and always be aware that marketing and branding your business is like diet and exercise: It is a constant discipline that must remain constant to ensure success.

If you maintain a focused branding discipline in the places where your potential customers can be reached, you may soon find yourself not only standing out from your competition, but potentially buying them out.

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