Home – New Forums Marketing mastery Creating a Brand Vs Building a Business

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  • #967960
    John Bogiatzis
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    Hello all,

    Yesterday I had a conversation with a very successful young entrepreneur who has built and developed several small businesses in the past. Our conversation was focused around the difference between creating a BRAND and building a BUSINESS.

    Here is a clear distinction:

    Creating a BRAND:

    – For many small business owners this option is by far the riskiest, most challenging and most expensive option to attempt.
    – Many small business owners fall into this trap of wanting to create a brand or ‘brand awareness’ when it comes to marketing their small business (A major mistake!)
    – Unless you have access to highly specialised knowledge, mentoring by best experts in the field and a massive marketing budget, trying to create a brand can be the most destructive decision small business owners can make.

    Building a BUSINESS:

    – Unless you have years of business experience and a proven track record in developing business potential, building a business should be the strategy of choice for most small business owners.
    – Marketing for building a business should be focused around Direct Response and should be highly targeted, measurable and systemised.
    – Marketing should be focused around lead generation and NEVER towards Brand Awareness.
    – There should be an automated system around converting leads into paying clients and there is an efficient, cost effective and sure fire way to achieve this!

    Hope the difference is clear now. So please fellow small business owners – beware of Marketing to Create a BRAND!!!

    Many thanks,

    John Bogiatzis
    Universal Seminars

    p.s. Want to find out more about small business marketing secretes? Why not request my Free Marketing? Link is featured below

    #1029965
    danb
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    Brand is to business what clothing is to people… and then some.

    #1029966
    Steve_Minshall
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    danb, post: 35886 wrote:
    Brand is to business what clothing is to people… and then some.

    No sorry I disagree.

    I agree with the first post. As a small business I think you should work on reputation rather than brand. Building a brand is just too expensive. But building a reputation happens as a matter of course if you are diligent with your knitting.

    I think a brand is to business what icing is to a cake. Attracts attention but a cake without icing is still a cake.

    #1029967
    danb
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    I fail to see how:

    brand is to business what icing is to a cake.

    Is different to:

    Brand is to business what clothing is to people

    Both are a created visual exterior to get people interested? I should have been more specific and said dress sense / style… Can you explain why you disagree?

    #1029968
    Steve_Minshall
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    danb, post: 35891 wrote:
    I fail to see how:

    Is different to:

    Both are a created visual exterior to get people interested? I should have been more specific and said dress sense / style… Can you explain why you disagree?

    Clothes are essential, if I don’t wear clothes I get arrested, get skin cancer, die of hypothermia, embarrass people, etc. If I serve up a cake with no icing it may not be as popular but no one will really care. If you say style/dress sense then sure I agree. In fact a good analogy if you think dress sense is important to get you noticed. But do you need an Armarni suit or will a Target one do the same job without removing as much cash from your bottom line.

    #1029969
    Jake@EmroyPrint
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    John,

    I must admit I disagree with this one.

    First of all – No business, big or small should skimp on having a quality logo created, a user friendly website and decent stationery. These are the first steps of brand awareness and I believe cannot be missed.

    Once your identify is established, there are so many things you can do to build strong brand awareness that don’t cost a thing.

    – Offer great customers service.
    – Go above and beyond.
    – Ensure your product is quality.
    – Keep your prices fair.

    When these customers comes across your company again, because you have taken the time to invest in a memorable logo & stationery – you won’t be back at square one.

    – Jake

    #1029970
    danmac30
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    An interesting discussion. John is talking about having a sales strategy. I agree and important element for any small business that is often not there. In fact many don’t have a sales force or model at all! So this is a good point. Steve is referring to a part of the brand identity which is what you become known for which is your reputation which forms part of your brand. Jake is talking about your visual brand which is important because it tells a potential customer a lot about your companies personality.
    The truth is I work with small businesses every day and most work in not on their business. All of these elements are important and require some assistance to get traction.

    http://www.macinnismarketing.com.au

    #1029971
    King
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    good discussion from what was originally a covert spam post ;)

    To me a business reputation becomes its brand. The associated marketing collateral (logo etc) helps in this.

    I think the Brand is the emotional response to hearing or seeing a name. Think Quicksilver, Melbourne Storm (he he) McDonalds etc. They each evoke an emotion response of some sort based on marketing or contact with the business. It does not have to be a strong response, but it exists, none-the-less.

    In one of our businesses, we have strengthened the perception of the business through offering exceptional customer service. People have told us they like doing business with us now. So our logo now has a Brand value. On our products, we have a trademarked name. We hope ultimately to be able to generate the same response and even desire by consumers to seek out our products based on that trademarked name/logotype because it represents value. It will then have Brand value.

    #1029972
    Melinda B
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    King, post: 35977 wrote:
    good discussion from what was originally a covert spam post ;)
    Hehehe, I wondered about that when I saw the links.

    I don’t see why the two need to be separated. I think they’re equally as important and in fact should never be separated.

    Every time a customer sees something from you, be that a blog post, a flyer, an email, a forum sig, whatever, they should recognise your brand. There’s your brand awareness as you build your business.

    If you don’t have a good logo – and a couple of variations so it works on your site, your business card, forums and stationery, then you need to get one.

    #1029973
    Astrid
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    Good morning

    I think that’s a common mistake, assuming that only a look ‘makes a brand’, in my opinion it is a combination of visuals, behaviour and product/service value.
    A logo or corporate design doesn’t make a brand.

    But King and Dan didexplain that much better than me, especially at this time of the day…

    #1029974
    Melinda B
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    Astrid, post: 35984 wrote:
    I think that’s a common mistake, assuming that only a look ‘makes a brand’, in my opinion it is a combination of visuals, behaviour and product/service value.
    A logo or corporate design doesn’t make a brand.
    I didn’t mean to suggest it did (if you’re referring to my post). Which is one of the reasons I won’t pay someone to write my blog posts, tweet for me, etc.
    #1029975
    Astrid
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    Hi Melinda

    No, I was more speaking in general, not referring to you :)

    #1029976
    King
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    But King and Dan didexplain that much better than me, especially at this time of the day…

    Hehe that’s cos my brain started work at 6am with customer service for a USA customer

    #1029977
    John Bogiatzis
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    WOW!

    I love the discussion on this topic. Great to see such enthusiasm and varying opinions on this point. I hate it when people always agree with each other – especially when they agree with me!!

    All very good points! Some have misunderstood what I was attempting to illustrate. But spot on danmac30!

    Inspired thoughts create inspired dreams…

    John Bogiatzis.

    #1029978
    Daniel82
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    I agree with Astrid. A brand is not just how your company is visually displayed. A nice looking “brand” means absolutely nothing if you have no reputation or offer a poor product or service.

    Investing money into a brand without ensuring you can deliver a product of the same level is just a waste of time and money. People will soon associate your fantastic new image with poor product/service – so it will work against you.

    There is a reason the great brands of the world are great brands – and it’s not just how they look. They are the leaders of their industry.

    I guess it comes down to a balance of building and maintaining your image, and providing a high quality service.

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