Summer 2006 - Marketing Dimensions from Felber & Felber Marketing

	Summer 2006

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Is There Merit In Branding?
(originally published in Promotional Products Business Magazine)

by Bruce J. Felber, MAS, Creative Director, Felber & Felber Marketing

SPECIAL NOTE: Felber & Felber Marketing is also a consultant to both Promotional Consultants and Suppliers in the $18 billion promotional products industry. To see the latest supplier client, visit www.art2canvas.net.

Branding. Is it just another buzz word or an overused marketing term? The answer is YES and more. To the sophisticated advertising or public relations agency, branding is what they base their entire "pitch to the client" on. But are they really branding a client's product or service or just using this term to elevate themselves in the client's eye? For many agencies and marketing types the use of words like market share, reach, frequency and branding serve to divide and conquer the client. And we, the promotional distributor, have also fallen into this trap. So is it wrong to use these popular terms or more importantly should we?

First a broad look at branding as it may be defined. The term branding dates back to Egypt around 2000 B. C. as a way of identifying livestock and in the 16th century this practice was introduced to North America. Unique symbols or marks helped protect the ownership of livestock and the governments passed laws to register these brands. Similarity can be drawn with the concept of registering trademarks (logos, taglines and images) and those early brands on livestock.

Branding in our modern society is how we distinguish ourselves from each other and help drive business sales. Typically when people think of a brand their brain will focus on the imagery of the product package, color, logo and then the other senses fall into place such as taste, smell and memory. Yes memory, the most important part of the process. We must create the impression not only of the product, but its features and benefits (sorry more buzz words).

In the promotional products industry we are no strangers to brands and the importance they play on our product choices. Many products offered in the promotional products industry have actually been very successful in the retail arena, while other products have been exclusive to our industry and marketed as such. Sure it is always easier to recommend a product that has brand awareness, but the process is deeper than just the selection of the product. How you analyze your client's challenges and their goals and the solutions you offer is what separates you from the competition. Understanding your client's brand (why they stand out from the competition) is the first step to becoming their marketing partner. Promotional products offer a variety of tools to assist in the overall plan. Number one is the vast array of products, two is the wide range of price points and three is your unique knowledge and experience. Promotional products work in so many ways from impact to long-term campaigns that selecting the correct product can enhance the overall branding strategy in almost every budget.

I can recall a true brand awareness as it relates to our industry and how it influenced my decision. It was about 15 years ago while I was waiting in the hotel lounge for a client that was flying in from Chicago. The bartender asked me what I would like to drink and I had just noticed a key fob sticking out of the lock on the cash register. It was imprinted with the Michelob Dry logo. This was a brand new product and I had recently seen the ad on television for this new beer. That key tag was a strong reminder of those recent ads and so I tried the product. The key fob alone would not have made the choices for me, but the continued connection with the brand did. Promotional products are most often used to enhance the brand or image of a company. And with so many choices and budgets our industry is perfectly positioned to enhance any marketing situation.

Here is how you can help your clients. Look beyond the initial request for a product and find out why they need a promotional product. Most often what they really need help with is calling awareness to their company, product or service. You are really assisting them with the penetration of their brand and that can be a product or even a process. With your expertise you should be able to find the right products to fit within their marketing budgets. If the request is from the purchasing department then chances someone in marketing has pre-selected the item and thought about how the product will help them. Remember that any product, no matter the price, must yield a return on investment for the client; it must assist in enhancing the brand. Go a step beyond the sales dance and ask if you could sit in with the marketing decision maker by illustrating how much more effective you can be to their company.

Now before you can assist your clients, you must "practice what you preach" by solving your own branding issues. Your company image has value, so you must always be in front of your clients and prospects. Ask yourself these questions: How am I perceived by clients and prospects? Does my image fit in with our company goals? Do I project a professional image? Would I buy from myself? You can not expect your clients to believe you if you are not projecting professionalism in everything you do. Remember that people buy from people they know, like and trust and someone they can count on for their marketing challenges.

So, branding is just another buzz word? Does it have merit? What are you doing to assist your client and yourself? Go back and examine your business and your clients and the answers should be right in front of you and maybe implanted on your brain.

Bruce J. Felber, MAS is the creative director of Felber & Felber Marketing, distributor and marketing firm that often consults in the promotional products industry. Bruce is also the current chair of PPAI's PR Committee.

Contact Bruce Felber at (330) 963-3664 or brucefelber@felberandfelber.com.

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