Branding versus Targeted Advertising

Business owners tend to want an immediate return on their investment. Who can blame them? Most consumer-facing businesses operate on a quid-pro-quo basis. Goods or services are exchanged for compensation, usually within a short time frame. This is the way business is done, after all. Why should marketing be any different?

Marketing works on a more glacial timeline. A majority of your company's marketing budget will never see a clear return on the investment. This portion of your marketing budget is called "branding". This represents the ethereal, intangible "brand identity" that's created by repetition of a single message. Creating a brand identity takes patience. And consistency. The trick is repetition. The same message, across as many venues as you can afford, targeting your audience.

Soft drink companies are good examples of how to create brand identity. By repeating their message over and over again, it burns itself into your mind. When you're ready to purchase a drink, the brand has stuck with you and you make your buying decision based on the brand awareness the soft drink company has implanted in you by repeating their message. Otherwise known as "top-of-mind recognition", establishment of a brand identity means that, when your customer is ready to buy, yours is the first name they think of.

Targeted advertising, on the other hand, can be thought of as a time limited event. For instance, a one-day-only sale moves only items that are on sale. An event around a holiday can drive short-term traffic to your business but is not likely to create loyal customers. Direct, time limited advertising has a strong place in any marketing plan. However, relying too heavily on this immediate traffic with sales and limited time items will cheapen your brand. Companies that are always having sales will be viewed as the discount store - and cause potential customers to only shop the sales.

Establishing a brand identity allows your business to build a reputation all the time, not just when you're trying to move overstocked merchandise.

A brand identity consists of a logo or wordmark, a consistent color scheme, consistent font choices and additional peripheral items - an informational website, store signage (both inside and out), vehicle signage, salesperson apparel, printed materials, giveaway items and anything else that puts your business name in front of the public without directly asking for their business. Clearly state what you do, what sets you apart and why you understand your customer's needs better than your competition.

Consistency. Patience. Repetition. It's how businesses create their identities.