When Marketing Makes Things SO Much Better

Posted by Colin Clark on Feb 12th, 2010 | View Comments home title

Which tastes better, Coco-Coal or generic brand cola?

Does Coke really taste better?

Which is better for doing everyday computing, a 15 inch top-of-the-line Macbook Pro, or an off-brand machine running Windows XP.

Would the average user know the difference if it weren’t for marketing?

Here’s my point… Every industry and every product has a brand. Whether you like it or not, you’re either name-brand, generic brand, or somewhere in between.

And believe it or not, you do have control over how people view your brand, and it’s not just about how much you charge compared to your competition.

There are dozens of factors that influence how people see your brand. Here are some things to consider.

Is your brand consistent visually? Do you have standard colors that you use on signage, business cards, and other marketing materials? Do you have standard fonts? Believe it or not, these visuals work on a subtle level to reinforce awareness in your brand.
Is your message consistent? Enjoy, Coke. Nike, Just Do It. iPod, 1000 Songs in Your Pocket. Mazda, Zoom Zoom. You remember these slogans, because these companies have consistently driven them home. Just because you’re small doesn’t mean you can’t be just as consistent in your branding.
Do you have a clear customer service mission? I don’t like the term ‘mission statement’ because I feel it is a bit vague. I prefer the term ‘customer service mission’. This is how you define how you and your employees serve customers. Everyone in your organization should be aware of this mission.
Do you have a consistent communications plan? Are you on Twitter, Facebook, TV, or Radio? Do you put a lot of stock into email marketing? There is no right or wrong way to get the message out, but it is extremely important that you are effectively reaching your target market on a regular basis.

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brandonrallen

I definitely agree that marketing can improve the perceived value of your product or service. Once people use a product, I think they know the difference between different products and how they are perceived when they use a certain product. The type of product you use helps to brand people too. There is a difference between a Mac user and a PC user as Apple has tried to illustrate with their commercials. In the end, your brand still has to deliver the goods once someone uses it but branding/marketing is an essential first step in getting your foot in the door of the customer's mind.
Colin Clark

Great points! In the case of Mac vs PC you could almost argue that the marketing creates a brand new class of customer.