{"id":297,"date":"2025-08-12T15:53:12","date_gmt":"2025-08-12T15:53:12","guid":{"rendered":"https:\/\/www.prolimehost.com\/blogs\/?p=297"},"modified":"2025-08-12T16:14:42","modified_gmt":"2025-08-12T16:14:42","slug":"how-branding-helps-your-business","status":"publish","type":"post","link":"https:\/\/www.prolimehost.com\/blogs\/how-branding-helps-your-business\/","title":{"rendered":"How Branding Helps Your Business"},"content":{"rendered":"

\"BusinessThe majority of businesses would give their right arm to have the kind of brand awareness that Monster, Pepsi\u2122, McDonalds, GoDaddy\u00ae, Kleenex\u00ae and Xerox\u00ae possess. A lot of smaller companies have developed brand awareness in their niche that evolved over a number of years.<\/p>\n

How? They did that by cultivating an association to \u2018value-add\u2019 in their client\u2019s mind when they saw or heard anything about their company, the products they sell or the services they promote.<\/p>\n

An early example of this was Xerox<\/a>, even though they had a lot of competition in their industry. If I said to my office manager, \u201cWould you Xerox this for me?,\u201d I think we\u2019d all agree she would understand what I\u2019d be asking her to do. But if I asked her, \u201cWould you Konica Minolta\u2122 this for me?,\u201d would that even sound like it made sense?<\/p>\n

And is there another brand that comfortably compares to Kleenex\u00ae? When my wife goes shopping, she makes a list first so she won\u2019t forget anything. Sometimes that list will include facial tissues, but she\u2019ll invariably write \u2018Kleenex<\/a>\u2019.<\/p>\n

\"Branding\"<\/p>\n

Is it possible to link ownership of your company\u2019s products or services?<\/strong><\/p>\n

How could you accomplish linking \u2018ownership\u201d of your brand? If you thought \u2018dedicated server,\u2019 would ProlimeHost stand apart from Rackspace or GigeNET? All three are premier dedicated server web hosting providers<\/a>. But if I asked my wife this question, she\u2019d say Rackspace and GigeNET \u2018WHO?\u201d<\/p>\n

She has seen some videos on ProlimeHost\u2019s YouTube channel, and now automatically links dedicated servers to them. She\u2019s transferred ownership in her mind to ProlimeHost. Branding does not necessarily have to be on the grand scale of companies like Pepsi and Kleenex.<\/p>\n

Developing a niche is one of the most important marketing strategies that businesses should pursue, to bond with how clients and prospects perceive your business. But how do you brand your company when another firm has already branded your niche?<\/p>\n

Take Kyocera<\/a> for example in the document imaging industry. They\u2019re competing with giants in their industry, against the likes of Xerox\u00ae, Konica Minolta\u2122, Ricoh and Toshiba. Their unique selling proposition (USP) is that their products are modular and engineered to withstand heat by incorporating ceramics into their designs.<\/p>\n

Internalizing what makes your business unique<\/strong><\/p>\n

What are the core selling points of your business? In the document imaging industry, service revenue draws over 50% share of profit, whereas unit sales may only account for 10%. Superb customer support drives sales. If each and every one of your departments, from billing to sales went an extra 1% in every interaction with your clients, could they evolve from being satisfied clients \u2013 to \u2018Raving Fans<\/a>?\u2019 Branding should be a company wide effort. It starts and ends with every interaction your company has with prospects and clients.<\/p>\n

Consistency is essential<\/strong><\/p>\n

Consistency encompasses everything from your logo to your blog posts to your invoices. It needs to touch as many of the human senses as possible. You need to consistently tell the same story in order to strengthen your company\u2019s brand in your clients and prospects minds.<\/p>\n

This directly relates to short term memory transferring to long term memory. If you repeat anything long enough, it becomes second nature, without conscious thought.<\/p>\n

Direct marketing organizations excel at branding. How can you argue the success of companies like Energizer\u00ae or Heinz\u00ae, or thousands of firms similar to them?<\/p>\n

Branding breaks the price barrier<\/strong><\/p>\n

When you can\u2019t compete on price alone, what next? I know I\u2019ve heard this sales pitch more than once, \u201cWe\u2019re not the cheapest. We sell quality, not quantity.\u201d You know the core focus of your business better than anyone. It doesn\u2019t matter if it\u2019s dedicated servers or shared hosting, copiers or printers, tires or auto service, or whatever.<\/p>\n

Branding begins with determining the best return on your investment (ROI). By focusing on your core product or service, you\u2019ll optimize interactions with your clients and prospects, thus building customer loyalty.<\/p>\n

Branding is about perception<\/strong><\/p>\n

Is your brand memorable right now? Or is your business just another commodity like facial tissue? A strong brand unifies your marketing efforts. It begins with offering value-add products and services. Branding helps make the choice between your competition and you – be\u00a0your<\/strong>\u00a0business.<\/p>\n\n\n

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