Branding: Yee Ha!

Young & Rubicam, developers of the Brand Asset Valuator(R), see four phases of branding: differentiation, relevance, esteem, and knowledge. Y&R generally work for consumer mega brands like AT&T, Sony, Colgate and Ford. However, the same principles apply to small and b-to-b brands.

Branding may seem costly. But, big spending isn't needed to build a brand -- consistency is. You're building a name. It takes time. The first thing you need to do is be different and stand apart. You also should be relevant -- ask, "Is this important to my prospect?" Then, according to Y&R you need to build respect. I agree. When you're building a brand, you're also building trust. And finally, you reach the knowledge phase. You're a recognized expert in your market.

Often clients come to me for help building an ad. My real job, however is to build sales. And the best way to do that is to brand your product. I guess I'm a little like a cowboy. My job is to drive your cattle home -- not the other guy's. So I brand it to separate yours from the others.

Sorry. Gotta run, pardner. There's a doggie goin' astray. Yee Ha!

- Phil Sasso