Individual Ads Don’t Last, But Branding Does

December 13, 2000
/ Print / Reprints /
ShareMore
/ Text Size+
LAS VEGAS, NV - There’s no need to worry about handling the thundering herd when it comes to branding your business. In fact, it could bring a herd of customers right to your door.

At the recent 2000 Trane Comfort Specialist Conference here, the company’s ad agency, The Richards Group, provided a presentation on the importance of branding.

Why is it important? “It is the only thing we have that really lasts,” said agency chief Stan Richards.

A brand can be defined very simply: “A brand is a promise.” Timex watch commercials, for instance, still promote that they take a licking but keep on ticking. That’s their promise, said Richards.

Your brand is conveyed by everything you do, he noted. That includes your brand name and logo, advertising, the way people are treated by your employees, etc.

It is important to achieve brand consistency. You need to be consistent day to day.

“Inconsistency is the virus that weakens brands,” he stated.



THREE TYPES

Richards then discussed what he calls spherical branding. This encompasses:

1. Brand positioning;

2. Brand personality; and

3. Brand affiliation.

Positioning is what you want the brand to represent. Regarding personality, for a company like Motel 6, it’s a homespun personality, said Richards. Affiliation has to do with what types of people you’re connecting your brand with.

Why do people respond to advertising? People respond best, simply, to ads that they like, he said. Researchers have found that “clarity is pretty endearing in and of itself.”

Cluttered newspaper ads, for example, are a waste of time. They don’t build your brand. He then showed examples of good and bad, clear and unclear ads.

Ads that are inconsistent with the brand will be failures, Richards remarked. A dealer must establish himself or herself as the keeper of the company’s brand and make sure it is carried on consistently.

Dave Snell of the agency stated that consumers determine whether they can trust you and want to buy from you based on what might seem to be “trivial details.” For example, some questions a consumer considers are:

  • Did the dealer take his boots off before he walked across the carpet?
  • Did he appear groomed?
  • Did he show up on time?
  • Was the dealer friendly?
  • If he said he was going to follow up, did he?
  • In a focus group video shown, one customer noted, “First impressions are lasting impressions.” Customers need to trust you and feel comfortable with you. “Price is usually one of the last deciding factors,” said Snell.



    KEEP IT SIMPLE

    Snell noted that maximizers are those customers that are vocal. They pore over brochures. They make heavy use of the Internet. They select brand first before looking for a dealer. Meanwhile, minimizers don’t do much research, he said. They just want something that’s reliable and won’t break down. They go to brands they already know.

    He stressed that your company’s brand promise “must be simple.” It must be something you and your organization “believe in with great conviction.” And you must be tireless in presenting it over and over.

    Publication date: 12/18/2000

    Did you enjoy this article? Click here to subscribe to The NEWS Magazine

    Recent Articles by Greg Mazurkiewicz

    You must login or register in order to post a comment.

    Multimedia

    Videos

    Image Galleries

    2014 MCAA Annual Convention

    Scenes from the 2014 MCAA Annual Convention in Scottsdale, Ariz.

    Podcasts

    NEWSmakers: Julian Scadden

    Training is an ongoing process. Julian will discuss how you can generate maximum return on time and energy invested training by following a three part process. Listen to this podcast to get expert tips on training, tracking and follow up. 

    More Podcasts

    ACHRNEWS

    NEWS 04-21-14 cover

    2014 April 21

    Check out the weekly edition of The NEWS today!

    Table Of Contents Subscribe

    SERVICE CALLS POLL

    Which statement on service calls best applies to your business?
    View Results Poll Archive

    HVACR INDUSTRY STORE

    plumbing-hvac.gif
    2014 National Plumbing & HVAC Estimator

    Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

    More Products

    Clear Seas Research

     

    Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

    DON'T MISS A THING

    Magazine image
     
    Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

    STAY CONNECTED

    facebook icontwitter iconyoutube iconLinkedIn i con