101 Marketing Strategies Phần 5 pptx

Waugh 09 2/4/04 10:37 PM Page 96

41 Creating a Brand Stimulates

Trust

Question: What is branding?

1. That thing they burn into cows

2. A logo

3. A slogan

4. I don’t really know, but I’ll look like an idiot if I admit it.

Of course, the term “brand” historically referred to searing the

hide of one rancher’s cattle with his distinctive mark so that it

couldn’t be confused with anyone else’s.

Many firm owners and marketing professionals get carried

away with the concept of branding. Most branding efforts end

with wasted dollars and little results. One managing partner

said he’d “thrown $100,000 down that rat hole.”

Branding is a way of “packaging” a professional firm. It

should position you uniquely in people’s minds. Branding

should not only attract new clients, but reinforce your existing

clients’ buying decisions.

Firm Consistency

The point, of course, is that if you work hard to make your serv￾ice that much better than everyone else’s, you want to make

sure that the differentiation isn’t lost on your prospective buy￾ers. In fact, you want to go out of your way to make sure they

don’t miss it.

Building Like and Trust

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