In marketing, it is important to establish a “brand” for yourself, your product, and/or your company. All of your marketing material is what represents your company’s or product’s “brand”. It is not just your logo. This is why it is important to always be consistent in you marketing and its design, or, “Look-and-feel”.
It takes careful planning and thought to properly brand yourself. When a company lacks planning and does things on an as-needed basis, its brand too often ends up with a confusing identity. If people look at your materials and cannot recognize them as all representing the same company within a couple second visual examination, you have failed to create a proper brand. It is this lack of planning that is a waste of money for your company.
Too often, people will say to me “I have never gotten good results with marketing, that is why I refuse to spend allot of money on it”. This is what I like to refer to as a Catch-22. The fact that they are usually not spending the proper money on developing a plan and executing it well is usually why they are getting poor results. And, in that case, they may as well not spend anything at all.
Tags: advertising, brand, branding, identity, Marketing, plan, planning
