Am I right in saying that you can recite Giant Glass' entire jingle by heart?
You know the one I'm talking about: "1-800-54-GIANT. Who do you call when your windshield's busted? Call Giant Glass."
Regardless of your opinion on the song, it's undoubtedly an example of excellent brand marketing - as soon as the jingle comes on, you know immediately what company it's for. Kind of like seeing a gecko and knowing you're about to see a Geico commercial, or that the talking baby equates to E-Trade.
If you're a small business owner, you probably don't have the funds at your disposal to bombard your customers with TV and radio commercials. That doesn't mean you should give up on trying to promote top-notch brand recognition. You'll just have to find other ways to do it.
Fortunately for you, there are several strategies and recent technological innovations that can help you spread your message to wide audiences at a fraction of the cost.
The starters menu
Many companies are ignoring the best brand marketing practices, including some of the basics. Don't be one of those companies.
There are a few simple steps you need to have in order before you're ready to market your brand online. Here are a few important ones:
* Make sure your brand name is consistent across all platforms of communication. You want customers to be able to recognize your company and product immediately, and uniformity is the best way to accomplish this.
* By the same token, if you have a logo, you should use it in conjunction with your brand name and marketing campaign as often as possible.
* Put your customers first at all times. Remember, you're trying to reach them with your messages, so try to establish content that resonates with them in a positive manner.
* Make sure your message is something that will stand out from the crowd. No one remembers Giant Glass' jingle because they think it's a good song (apologies to anyone who has it on his or her iPod) - they remember it because it's different.
Executing your marketing campaigns: Keep it simple
Once you have figured out precisely how you want to market your message, you should be just as selective when choosing a strategy for execution.
My advice: keep everything as simple as possible. Don't go overboard trying to create an otherworldly campaign - stick with what you do best. If videos are your strength, focus on video advertising; if your company specializes in visuals, utilize those; if you're funny, be funny; if you don't feel you have a strength, create a simple Facebook page or WordPress blog.
But one way or another, you need to find a way to get your message out there to your customers. Keep it simple, make your message consistent so that it's easily recognizable and figure out a way to strike a positive chord with consumers.
If you keep all of these things in mind, you should see a significant improvement in brand recognition.