We defined branding in part one of the ‘Branding with Michigan Radio’ series. You can read that here.
In this second post, we’ll discuss the best way to get started with your branding plan.
The first thing to consider when building your brand is PERCEPTION. What many businesses don’t consider is this very critical fact: Perception = Reality.
How your customer (or potential customer) sees you is FACT for them, whether or not you would agree with it.
Let’s take an example here: Bill hears from his friend that the manager of your retail location is knowledgeable about the product you sell. Bill now PERCEIVES that if he needs to learn something about that product, your store would be a great place to do it.
So how do you manage that perception? How can you make sure that your customer base thinks “knowledge” when they see your logo?
The most obvious answer is that you tell them, with your marketing efforts, that you are knowledgeable about your product. But you must consider that your customers may not trust every word that you tell them. So you need to look for subtle ways to convince them.
One way is by showing them – make yourself a presence in social media or with a blog and offer FREE KNOWLEDGE about your product. This will help you prove your point long before your customer makes it to your door.
Another way to manage those perceptions is who you market with. Choosing a high-quality, intelligent media outlet results in the perception of your brand as also being high-quality and intelligent.
Michigan Radio listeners find our sponsors more credible than their competition, providing a powerful branding vehicle in just 15 seconds.
Your brand is elevated simply by being associated with Michigan Radio. The company you keep matters.
See all the posts in the ‘Branding with Michigan Radio’ category here or go to the next post here.