Brand to the Bone Page 2
The Big Idea
A successful marketing consultant and branding specialist shares his expertiseand experience on ways to develop and grow a small business into a big brand.This is a “must” read book for those who want their products or services tobecome the brand leader in their category. The author gives easy-to-do pointersthat serve as keys to improving the company’s bottom line, thus creating brandequity and incremental shareholder value in the long term.Embracing the philosophy that customer is the heart of any business, the authortalks about building relationship and partnership with customers for a lifetime byapplying his own version of CRM (Customers Really Matter), and in the process,experience tremendous and lasting growth.
How do you want to grow your sales from a $2.5M to $30M?
This is notfiction, this is a real story! Ask Durasol Awning, a retractable–awningmanufacturer, and they will tell you that marketing and branding are significantreasons for its growth and success. It is really about developing a brand and abrand name, and a point of difference to set the brand apart that counts. Thereare so many brands in the market, how will your brand be noticed if you are in a“me too” category?
What is Branding?
Defining branding is like defining love. One can define it in his mind, but it maynot match other people’s idea of what it is. Branding may mean different thingsto different people. Branding should be done with a
. There are no otherrules.
What does “brand to the bone” mean?
It means that your brand is not just the logo at the top of your letterhead or yourpackaging. It is much deeper than that. It’s what your product stands for and thefeeling it imparts to everyone who touches the product. Your brand identityshould go all the way through everything that your company touches, everyperson who works in the company, and right on down to the consumer and yoursuppliers. Everyone who works with you, and everyone they talk to, they allrepresent the brand - they are the brand!
Why should you want to build your brand?
The most relevant reason is the positive effect on the company’s bottom line,thus increasing the shareholder value. The second important thing is the valueof brand equity. In the U.K., brand equity is looked in a much favorable light thanin the U.S. Companies in the U.K. have even gone to include brand equity as an
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