Marketing Lesson- The Importance of Branding

Once you are experienced with marketing, whether it is online as an affiliate or product owner, or in the “real world” with your own business, you will eventually realize the importance of branding.  If you are an internet marketer, think about how you got started.  Chances are it was because of some big launch by some guru.

I know there are many “underground” marketers who you don’t hear much about, but the most successful people are the ones who get out there and start their own brand.  Jennifer Ledbetter has her own branded site and name “PotPieGirl” while the marketer Travis Sago is often identified with his Bum Marketing Method fame.  Then there are Product Launch Formula and Mass Control which you can instantly recognize to be associated with Jeff Walker and Frank Kern, respectively.

The point here is that all of these people are successful online, and not just because of their own marketing campaigns, but because they are branded.  Their names, products, and sites are all part of their brand.  And the most important lesson here is that BRAND = RESPECT, and that respect leads to more money.  People will almost always choose something they recognize over something they have never heard of.

Beginning online marketers try to make tiny sites that random people might stumble across.  But the big dogs are the opposite, they have a branded site that people know about.  These people don’t have to prove anything to their buyers, because they are already respected and customers know that they have the goods to offer.  Instead of trying to catch random website visitors, people actually search the internet specifically for these people to find them.  Name recognition is one of the biggest signs of success for marketers.

Branding is important, and not just for internet marketing.  In fact, the best lessons are from brick and mortar businesses that everyone knows.  Name recognition is a major part of branding.  PotPieGirl, Mass Control, PLF, and other names and courses are recognizable names in the online world.  But Nike, Abercrombie and Fitch, Ford, and most successful brands are instantly recognizable by their names.

One main difference between branding online and offline is the use of logos and slogans.  Most branding online is from name recognition, but the most successful offline businesses are also known for their logos and/or slogans.  By the age of ten, most children can even tell you a company name just by seeing their logo (the Nike swoosh, McDonalds’ double arches, the increasingly popular Apple ogo, and countless others).  It is important to have a unique logo that people will recognize if you want to be successful in the long haul.

And slogans are important, too.  If you hear “They’re Grrrrrreat” or “I’m loving it” on a television commercial you should instantly know the company advertising (Kellogs Frosted Flakes and McDonalds).  Even the Allstate insurance company has their slogan, “Are you in good hands?”

There are most likely hundreds, if not thousands, of other examples but it should be clear that the most successful companies have excelled in branding.  Whether it is through a catchy slogan or a simple logo, you can instantly recognize a company.  Whether online or offline, once people recognize a brand they will respect it.  People like familiarity and after you are “branded” then people will trust you and marketing will be much easier.

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