To Focus On Branding Or Not?

Branding. Do they matter? Is it important to focus on them?

If your answer is yes, let me ask you a simple question.

How do you measure branding? How can you measure how much your “brand” has increased as a result of your marketing campaigns?

The answer is that there isn’t a exact way to measure. Branding is intangible. It’s hard to quantify.

And for that reason, I prefer the direct response marketing approach. Because ultimately, a success business is judged upon sales and profit.

I much prefer going into campaigns that let me track my ROI. So I know what to improve to get better results. As well as what to discard. Now, I’m sure this topic will no doubt be a controversial one.

Thurs I’ll leave you with John Forde’s views on this particular subject. It’s a very good read.

Do "Brands" Really Matter?

By John Forde

Ad agency guys love brands. They love brand-driven advertising too.
On the website for Ogilvy & Mather, the agency founded by legendary ad man David Ogilvy, I once saw the phrase "We’re all about brands."

Poor old Ogilvy probably did a double-tumble tailspin in his grave.

As readers of Early to Rise know, I love to trash the whole idea of brand marketing. And I’m not alone. The entire direct-response industry leans away from it.

It’s just not in our blood. And not for no reason.
Brand-based marketing logic, after all, is the planning you see behind all those Super Bowl commercials that make you laugh but sell nothing.

It’s the thinking behind sleek, wordless billboards and print ads that leave you scratching your head. ("Hmm," you say to yourself, "I feel vaguely sexy… and crave salted pork products… but I have no idea why.")

But the main reason we in the measurable, quantifiable world of direct response reject the strategy of introducing a product based on brand is because it is usually a long, laborious, and not measurably effective process.

And, far too often, an exercise in self-adulation. But not much more.

However – and you’d better sit down for this – it turns out there’s at least one area in the world of direct response where… yes… even yours truly can spot some value in pumping up the profile of a product’s brand.

Not just a small area. A huge one. Very big.
How so?

How E-Mail Relationships Change Everything

Used to be, every marketing piece that went to your target customers was in an envelope, sent cold to a rented list. Your prospect didn’t know you from Adam.

Brand mattered little, because you had little footing with the prospect in the first place. Benefits and features, instead, told the story.
Then we started marketing online.

You can now endorse products you’re pretty sure your readers will want. And if you’re right, they’ll even buy.

Continuing to offer them good products deepens that trust cycle. And your brand takes on an even brighter shine. Every subsequent sale, even for higher-priced stuff, gets that much easier.

Of course, bungle it and you’ll lose your brand power pretty darn fast. But there’s no denying it – the deeper this cycle goes, the more valuable that idea of a brand becomes.

The new customer becomes the loyal customer. Ready to spend more, too. Not just a little, but often by multiples. And you’re soon selling lots of specialty items to your serious fans.

This is where fortune building begins.

Yet again, a lot of this depends on how well you lay the groundwork… on having quality information to offer your prospects, right up front.
And that has to happen long before the marketers and copywriters come along.

[Ed. Note: To get more of copywriting expert John Forde's wisdom and insights into marketing (and much more), sign up for his free e-letter, Copywriter's Roundtable. Get a free report about 15 deadly copy mistakes and how to avoid them when you sign up today.

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All success,

Jag Foo

[tags]EMoneyMarketing, Guest Blogger, branding, direct response marketing[/tags]

Nice one! I’m posting this on my facebook AND myspace! Forgot your note above though.

Sohag

very nice post about the branding. thanks for sharing.
Ways to make money´s last blog ..Welcome To The Site

Rayhan

Branding is something that we should think over carefully and properly impliment the things we have planned for it. Learnt some more points on which i should think properly and utilize the tool in better ways for good results.

Leif

“Branding is intangible. It’s hard to quantify. … And for that reason, I prefer the direct response marketing approach. Because ultimately, a success business is judged upon sales and profit.”

Do you think someday you have a chance of being a “big player” in your market? If so, branding is important. If not, then focus on sales and profit, as mentioned in the above article quote. Six months from now you may change your business model, or drop your site and start a new one. Be realistic – focus on sales for now, not branding for the future.

Dan

Very interesting perspectives on branding! Social Media is a prime example of companies experimenting with branding.

good post, guy! I just share this post with my friends. i think some of my Asian friend will be interesting in your blog. keep hard working!

Opves

“The new customer becomes the loyal customer. Ready to spend more, too. Not just a little, but often by multiples. And you’re soon selling lots of specialty items to your serious fans.”

And that’s the power of good brand. In the long term branding shuld be aim of solid company.

I think the biggest measure of branding is the branding itself. There is no need to specify any measurement criteria if the “branding” is following anything.

Benjamin

Hello Jag don’t you think that branding is directly proportional to sales and profit.A well known brand is more relied and believed by customers than non branded companies.

Thanks
Rahul

Branding is true symbol of quality for any products. It is the best way to measure any product quality.

Kay

The bottom line is branding is very hard to measure, but ultimately, it matters hugely if you want to build something that lasts. So you always always always have to be thinking about branding.

Dave

Its easy if you have one brand, What can you recommend me if I made 10 websites by http://www.site2you.com and want all them to became a real brands? Make the different strategy of marketing or how?

It is too easy to make a difference between branded and normal things. I think You should buy a product first on trial period & carefully examine it’s quality. It is the best way to determine the quality of a product.

Clover

Branding’s great when you think you’ll be pursuing the business. If you have a lot of stuff going on and it all brings similar revenue don’t focus only on one thing.

I totally agree that the most important thing that you can do to “brand” yourself is to build trust in your readers/customers. Even if you don’t have a real “brand” per se, if you consistently deliver interesting content (for bloggers) or a quality product/service, your name becomes your brand. Thanks for the great post.

Great insights! Branding is not an easy stuff!

It is too easy to make a difference between branded and normal things. I think You should buy a product first on trial period & carefully examine it’s quality. It is the best way to determine the quality of a product. Thanks

Slaven

Fully agree with the above post branding the main first preference of today’s people. Everyone wants to buy branded wear branded eat branded etc..

Branding is nice if you can afford branded but how about those lacks of finance? I think it depends.

Interesting article. I thought that branding (and putting content ona web) is not as efficient as in the past but I had no idea of the catastrophe that follows branding. It is almost unbelievable that something everyone feels like being the very essence of advertisement in fact is worthless. I’m in little shock, still, thanks for sharing those facts and writing an article that could be very helpful.
Nieruchomosci Gryfino´s last blog ..Sprzeda? domu w Gryfinie

Branding is definitely very important. Many studies have shown that customer response is better when a company has invested in extensive branding efforts. It pays off to have a recognizable brand. -Linda

I think Brand name is important. I personally will buy Brand named clothing to go out or to impress someone. And not only in clothing but in electronics too. The more known Brands get the most trust from their customers.

I enjoyed reading your article.
Salvador Nunez

Awesome post.
And thanks. Feels nice to be here. A brand is your most prized asset. Its much more valuable than any other physical asset. The best part is you can keep appreciating the value of your brand without limits. Be careful though, if it can go up, it can also come down…

Robert

The Brand is the backbone of any product. It makes sure that the product has a distinct image in the market. It differentiates it from the competition. It is the only way in which the company can ensure maximum revenue.

Josh Rodney

hey i think Brand always matters as branded products are always good and better in performance.

Kay

Whenever i wanna buy something from market, I always think about branded goods because branded goods are little bit costly as compare to others but always quality and satisfaction is there..

Good points. I believe this is also referred to as educational marketing. Educating prospects so they’ll see your expertise and develop the trust that is critical and evasive online.
Local business marketing´s last blog ..BELLEVUE DIRECT MAIL

Brand is necessary for marketing But Quality always matters. Your product can get a brand on Quality base. So focus on Quality.

Dashwood

Hi,
its nice to read a useful article for beginner like me.
Some of points from this article are very helpful for me as I haven’t
considered them yet.
I would like to say thank you for sharing this cool article.
Bookmarked and sharing for friends.
- Suresh

You haven very good points in your writing. Yes branding is necessary for voting the trust factor. I am also using it in my ecommerce online service. It is that, people believe in brand names more.

I agree with Dashwood. By focusing on quality you will not only create a popular & positive brand, but your customers will be happy to purchase from you again.

Mary.
Stock Market Trading´s last blog ..Free Online Stock Trading – Stock Markets

Branding is important, for sure. People know that for the most part, you get what you pay for. I myself buy brand clothing because I know it won’t rip or fall apart after 2 months. I am also picky with food, so the food can’t be a generic no name brand either.

Thanks for the post =)

Fully agree with the above post branding the main first preference of today’s people. Everyone wants to buy branded wear branded eat branded etc..
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I think the best measurement of any product branding is the age of the product company and his reputation in the market. In general when we take steps for buying anything, our first target is to know from “how many days the company is in the market”. Based on the reputation of company we decide, whether product is branded or not.

Sandeep

I personally believe that branding is very much essential. It connotes a credible and strong online presence and tells much about you and your products without having to advertise that much.

Charity

“Branding. Do they matter? Is it important to focus on them?”

I believe that branding is very important. A brand is just like a seal of trust for many people.

Used to be, every marketing piece that went to your target customers was in an envelope, sent cold to a rented list. Your prospect didn’t know you from Adam.
sleighbeds´s last blog ..The truth behind the demise of cabinet made furniture pt3

I know that for me personally, I always trust brand names. But I guess that doesn’t necessarily mean quality, especially if the brand has gotten up there in the market like McDonalds. Their burgers are crap, yet they pull it in.
Drug Rehab´s last blog ..REAL CONSEQUENCES TO MY ACTIONS

Branding is absolutely necessary. Even smaller companies spend money on it but the problem is they hardly realize they are spending it on Branding.

Pabbe..

Hello Jag,
Whats wrong with you.No post from you for a very long time.Are you ok or yours health down…

Waiting for posts buddy

Thanks
Neo´s last blog ..Custom Glassware Etching Services For Wine Glasses, Champagne Flutes, Photo Albums, Pint Glass, Wedding Gifts, Margarita Glasses

I loved reading this post a lot.I personally like branded stuffs.F

Excellent content. Yes, the ‘T’ factor is so important … I learned that the hard way. When I began adding value FIRST, without expecting anything, things started to fall into place.

Best to you,
Scott
GBG Home Business Guy´s last blog ..Congratulations – New Team Member Advancements!

I was having a rough knowledge of branding means if you know anything which is known to others so that becomes a brand for us but you gave it in a very different manner good liked it thanks for it!

“First, they built relationships with their prospects.”

Branding will not give the kind of personalized response that you need to get links from loyal viewers, which makes direct personalized communication the best route for most bloggers. Not to mention that branding is just way too expensive for beginning online businessmen or women.

James

@James:

Quite true. Branding campaigns can be out of the reach to the budget-strapped companies. And because it’s hard to measure the ROI, it can be hard to justify the spending on branding campaigns.

Jag

Branding is essential. It’s your identity, right? I agree that it’s also a matter of trust. Are there people who don’t think branding is essential?

Jim

Ya its true that branding is essential.Brand name is essential for everybody.I admire the time and effort you put into your blog. I wish I had the same drive :)
imergent´s last undefined ..If you register your site for free at

Great post.I think you should focus on brand.Branding is essential for increase the strength.I am interested very much in the subject matter of your blog.Thanks for sharing such a great post with us.
ecommerce.12´s last blog ..iMergent Reaches Settlement With the State of Washington

For me branded things always first choice. I used to take everything branded from food to wearing.

Jack

“You get an audience of readers interested in your expertise. You get a link back and profile from this blog. You will get the exposure you want.”

This is a great way to create links and to be read. Especially for new bloggers who are looking for a way to increase their site visits.

“The relationship is what gets the e-mail opened. The relationship is what gets the e-mail read. The relationship is what makes way for the sale. And that relationship is based on… yep… a kind of “brand” trust that surrounds you or your organization as the source of that e-mail.”

I agree. If the recipient does not trust you or if you are an unknown brand, it’s definitely spam.

Brand names have already created believes, that’s why audience will attracted towards it more. This is a great medium for creating links and possible communities.

I totally agree that branding makes a big difference with email. People get so much stuff in their inbox to sift through that your message only has a few seconds to get them to open it.

J Becker

Yes branding is necessary,because people believe more in brand names, so it benefits more and grab more attention and traffic.

We should think properly about branding and utilize it carefully for the success of the website. I think branding is necessary for bringing traffic.

I could not agree more. So many companies waste thousands if not millions of dollars on “building their brand” and they have no idea of the ROI on those advertising dollars. TV and radio ads are great examples of “brand advertising”.

On the other hand, you can always track your ROI from direct response and profitability always comes back to tracking.

Branding might work for big corporations who have millions of dollars to throw away but for the small entrepreneur it’s simply not an option.

Josh
gods in buddhism´s last blog ..Life Is Meaningless Philosophy-True Or False?

Obviously branding is definitely necessary for bringing traffic and to grab more attention for the website.Brand names have already created believes, that’s why audience will attracted towards it more.

Ya.Its true that branding is necessary for increase the traffic of your website.Branding grabs more attention of the site.Any way great blog post.I really like it very much.Thanks for sharing such a great post with us.

Really a great post i have ever seen.Ya its true that branding is important as it brings traffic for your site.For me branded things always first choice. I used to take everything branded from food to wearing.

Branding has its place but it’s the relationship that KEEPS the customer coming back!

Beth

“Branding. Do they matter? Is it important to focus on them?”

I believe that branding is one of the most important factors for a suuccessful marketing campaign.

“But the main reason we in the measurable, quantifiable world of direct response reject the strategy of introducing a product based on brand is because it is usually a long, laborious, and not measurably effective process. ”

How can you say that it is not a measurably effective process?

Excellent post.It will definitely help the readers like me.For me branded things always first choice. I used to take everything branded from food to wearing.its nice to read a useful article for beginner like me.

Amazing post on branding names, brand names helps to build good traffic and business.

Previously my site was doing ok type business, but i now agree that brand names really matters. After getting few suggestions, i also use brand names and now i can feel the difference.

While direct response is a good way to determine ROI , isn’t it more costly in terms of time and money than simple advertising?

wow its such a nice article to read, acording to me every business has a brand. How you develop it is the difference between creating your point of distinction or blending in with the crowd; projecting a positive image or eliciting a negative one; growing your business or merely existing; successfully reaching your target audience or missing the mark altogether.

Branding depends upon sales because branding is the guarantee of quality.Great article.I like it.

For any serious legitimate company, branding is everything when it comes to really listing the top companies and gaining reputation.
Make Money Online´s last blog ..The Incentive to Bookmark on Social Bookmarking Sites: Money

Branding is very important, but it not necesary guarantee quality.

Howtomakeonlinemoney.com

People often buy brand name products over generic products. However, the generic brand is sometimes the same or better than the brand name. Nonetheless, many people will buy brand names because they trust them.

Yeah, Branding depends upon sales ,
thank you for the post,
keep going on..

The final sentence if some trademark is a brand or not is being endured by the customers: only due to them a trademark becomes really popular.

Yes, I believe in Branding more than my keywords. I can take many project behalf of branding. If brand is popular, you can get many project directly.

yes i believe in branding more than keywords.

I focus on branding for our website. I think it really brings in awareness to your website which also help in the search engines.

Great article, and great CAPTCHA for email submission, where did you get it from?

There is no question that “branding” as we know it has reached a crossroads thanks to the internet. Branding may be diluted in this day and age, but it is certainly a profitable form of marketing for traditional outlets, which do still exist. Great series of posts, I look forward to reading more!
Security Systems´s last blog ..Thinking Out Your Home Security Needs

My problem with branding is that although it has benefits, it is hard to quantify them in cold hard cash terms. So therefore it is hard to know how much you should be spending on your branding, or new brand.

Branding is very important, but it does not necessarily guarantee quality.

Branding is Important but It doesn’t mean we should neglect other options completely.

Branding is a process which involves a unique name, symbol or design of the product of the company and it differentiate the product with other company’s product. Branding suggest the quality of the products. Branding is mostly done through advertising campaigns and it target is to attracts the customers.

if you are curious to make your business branding simplest way is to go through Google Adwords CPM adverting strategies. it will give you quick result.