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     Three Keys To Branding Success

In today’s competitive business climate it is not enough to simply offer a good product or service. Often, it’s not necessarily the superior product that becomes the corporate crème de la crème; it’s the SUPERIOR BRAND. Smart branding can be the difference between just being "one of the gang" and being the leader.

While branding a company can and should be a thought-provoking commitment that spans the life of your business, there is a simple FORMULA that can help you get started. Follow the three suggestions outlined below, and you’ll be on your way to developing a brand that makes you stand out from the crowd.

A well thought-out mission statement should be the driving force behind your business PURPOSE and VISION, and how you will achieve this purpose and vision. Knowing your mission is a valuable marketing tool –- it helps generate business results, from the inside out, as well as from the outside in. Keep in mind, like all branding efforts, this statement can be fine-tuned, redefined or rewritten as often as necessary. Branding is always a work-in-progress.

Why should your target audience choose to do business with you? How are you DIFFERENT from the competition? And, just because you are different, does that mean you’re BETTER? These are the questions discriminating consumers and businesses are asking to ensure that they are doing business with the best. Make the claim. Live by it.

...through integrated means, all the time. Who is your target audience? Do they know who you are and how your business can help them? The first step to delivering your message is to target the right people. The effectiveness of the message is zilch if it is going to the WRONG audience. The next step is crafting the message itself. The only way your target audience will know how your business can help them meet their needs is if you TELL them. And tell them. And tell them again. Delivering the message is pretty easy with a multi-million dollar marketing budget. For those of us without deep pockets, it’s a little tricky -- but it can be done. Ask:
  • Who should be receiving your message?
  • What are you telling them?
  • How are you reaching them and how often?
Here is an example of "branding" that I developed for my company -- you are welcome to use it as a guide for branding your own products and services:

Taramark provides results-driven integrated marketing services to companies that would not achieve these results in their current business environment. Taramark works with client companies as an OUTSOURCED Vice President of Marketing –- offering in-house business knowledge, dedication and service in an outsourced capacity. By providing this level of service, Taramark is committed to helping small to medium-sized businesses grow and profit.

Senior-level marketing EXPERTISE that delivers senior-level marketing results at a price you can afford.

Our AUDIENCE is anyone who will listen. (No kidding!) However, I am particularly targeting small to medium-sized business owners without a senior-level marketing executive on staff or with a very over-worked person in such a position. It is also important for my target audience to want to grow their business and to understand that marketing is key to this growth.

Attending and speaking at professional SEMINARS, writing thank you or follow-up letters, web site (in development), quarterly NEWSLETTER, e-mail updates, presentations to professional groups, attending and NETWORKING at industry (i.e. furniture, home décor, art) events.

Whenever I can. But just in case "whenever I can" becomes "not enough," I have developed a WEEKLY plan that ensures a certain number of hours devoted to building my brand.


Tara Bloom is the founder of Taramark -- providing targeted marketing services to small and medium-sized companies. You may contact Taramark at 404-892-4008, or via e-mail at .

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