Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing top of mind branding.
On our radio
show Ask Those Branding Guys, we spoke
with Bill Fellows, a branding consultant who founded Top of Mind Branding four
years ago. The focus of our conversation
was the importance of ensuring your customers think of
your brand when making their purchase decisions.
Glover and
Fellows reiterated how imperative it is for any size brand to ensure they are
top of mind with their customers. Social
media is a powerful tool for creating aided awareness, which contributes to the
goal of consumer awareness and the ability to recall a brand at point of sale;
however, it also creates clutter.
Fellow
contributed that a brand resides in the mind of the customer. A company can influence it but ultimately
cannot control what an individual consumer thinks. Branding is the sharing of what a company
would like their customers know about the brand. The two keys to successful branding are
consistency and time.
Fellows
shared that the path to top of mind begins with identifying your target
customer. Then determining the image you
want to have in the customers mind. For
existing brands, you also have to understand the perception of your brand in
the marketplace. Once you understand the
landscape, create a plan to deliver that message across your company as well as
to the customer.
Enjoy the
podcast.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.
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