“Have a Coke and a Smile”
Did reading that make you feel warm and fuzzy?
Did you imagine yourself as one of those happy people in a Coca Cola ad sharing a cool, refreshing Coke and some laughs with friends?
If so, then you’ve just made Coca Cola people a few more dollars. Not directly, but indirectly – through branding.
Branding is image building. You can brand a person (yourself), product (soda), or service (dentist). Many large companies use image branding to keep their name in front of consumers and to create a positive image. They hope that when you’re ready to buy their product, you’ll think of them first.
Branding can be very powerful. Just look at this example:
“Ask for . . . little purple pill.”
Now I’m not going to mention drug company that sells “little purple pill” but if you’ve seen their commercials, you know how attractive they make these pills seem.
In fact, they’ve done such a good job of branding this drug that people are going into their doctor’s office asking for it – whether they need it or not!
Most small entrepreneurs need to “direct market” their products, meaning they must use their small advertising budgets to “sell directly” to consumer. They don’t do image branding because it’s seen as a luxury they can’t afford. But is it?