We talk a lot about branding. The IMPORTANCE of branding. We spend a lot of money on branding. But do we need to?
What if we know what we do well. Charge a fair price for it. And get it into the hands of the people who want to buy what we have to sell.
I know, easier said than done. But sometimes I think may people spend time and money trying to establish a brand, when they should be creating a relationship with their target market.
Yes, a recognizable logo is important to remind your customers that you are there when they need you, but do we spend thousands of dollars on consultants and panels and testing of our brand? Or do we just do the work…
MediaPost just posted an article – We Are All Frauds: The Way We Advertise Does Not Work – discussing some Havas research on “meaningful” brands. Turns out a lot of us don’t really have much brand loyalty. If we can find good quality at a better price, then that’s where our money goes.