A Loyal Reader Writes:
“Since retiring after 42 years of markets like Chicago, Milwaukee, Detroit, Kansas City, San Antonio, Sacramento and bla,bla,bla…everybody thinks I can solve their ‘BUSINESS BRANDING’ problems!!
“I write song lyrics now (for fun & profit) it’s like writing copy to me, but ‘BRANDING’ a business?? I understand the concept of ‘how to’ with a radio station..but does the same logic apply to a ‘HOME BUILDER’ or a ‘PLUMBING & BATH SUPPLIER’????
“Any help on this question would be appreciated!”
I’m guessing people are asking you to write songs/jingles to “brand” their businesses.
And by “branding” they probably mean “make people remember my name.”
Despite widespread belief to the contrary, that’s not what branding means.
I use two definitions of branding:
1. A brand is a promise.
2. A brand is THE solution to someone’s problem.
Promise
The Apple brand promises cool, fun new ways for technology to make your life more enjoyable.
The Google brand promises innovative, free ways of organizing and accessing the world’s information.
Solution
Dramamine is the solution to (avoiding) the problem of motion sickness.
Viagra is the solution to the problem of…Well, I’m not sure exactly what that’s all about, but apparently it’s a problem that affects some people who do not publish this blog.
So Which Is It?
What is the promise your Home Builder makes…or the problem that Plumbing & Bath Supplier solves?
