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They say the folks who made the most money during the gold rush were selling shovels. The branding “gold rush” of today is no different.
If this was written twenty years ago it would be called Marketing Services Abound. As we advance into the twenty-first century, we continue to see the definition blur between marketing and branding. We seem to be in love with all things brand and forget that good marketing must include good branding.
Today, to an increasing degree, the search engine optimizers are becoming the new brand builders. No matter what you call it, the end game is to move products or services on an ongoing and increasing basis. Basically, the goal is the acquisition, retention, and growth of paying customers. Each of these areas requires what we now call collectively, “branding services.”
Branding Services Goals
Customer Acquisition
Attracting a first-time customer requires the compelling communication of a valuable offer before, at, and after the point of sale. Copywriters can help with your brand story, brand promise, image and perception. Marketing consultants can help with your brand positioning, pricing, packaging, and advertising. Sales consultants can help you with your distribution management. Graphic artists can help with your brand design, including your logo design and branded materials. Website designers can help you with website themes and plugins. A clear direction from you about your intentions and goals is required to get the best from these contracted services.
Customer Retention
Customer loyalty is a function of several factors. These include continuing and uninterrupted access to product, quality control, distribution management, customer loyalty programs, continued relevance, competitive pricing, honoring the brand promise, and the customer’s positive perception of the brand. Here, the relationship between sales, marketing, customer service, and production is key. Business consultants specializing in these areas can help. Sales consultants can help you develop customer loyalty incentive programs that reward both sales people and return customers.
Customer Growth
You can get assistance in growing your customer base from an array of branding services. Comments from your satisfied customers, publication of your success stories, and third-party endorsements can all benefit from publicists. Search engine optimizers can move your site up in the web search rankings. Many marketing and branding services can help you open new markets with advertising, community outreach, and social networking. Promotional products can “brand” everything from tee-shirts to key chains.
New branding service niches seem to pop up every day as the branding industry seeks to become more specialized in each service offering. At the same time, many former marketing companies are reinventing themselves as branding consultants offering one-stop shopping.
The area of personal branding is attracting an ever-increasing smorgasbord of services including training in public speaking, networking for speaking opportunities, body language, dealing with the press, blog writing, book writing, book marketing, webinars, and social networking.
The more you understand the specific job you need done, the better you will be at making the right choice. Ask for references and endorsements from brand owners who have benefited by these services.
If you have a brand, want to build a brand, or are branding yourself, you will have no trouble finding “help.” Just make sure you have the right tool for the job.
