Tuesday, December 12, 2006


Q&A with George Torok about Branding

What is branding?
Branding is the ongoing process of creating and enhancing the brand. The brand is an emotional connection to the organization, product or person. It is important to understand that branding is an emotional connection. And emotion is devoid of logic.

Why is branding important to business?
When your branding has been so successful that customers love you – THAT is successful branding. Because when they love you – price doesn’t matter.

What mistakes do companies make with branding?
Many entrepreneurs get confused about branding. They believe that branding is about logos, fonts and pantone colors. That happens because graphic designers and advertising agencies masquerading as marketing experts state that branding is about consistent image.

Many corporations fall into this trap. The branding police insist that every PowerPoint slide be a particular color, with the company logo and in the company fonts. Readability and purpose are thrown out the window by the branding police.

How can business build a strong brand?
A strong brand is about feelings. What feelings do your customers have about you? You build feelings by the way you treat your customers.

Give an example of successful brands.
Nike and Coke are companies that built strong brands because of huge marketing budgets.

Harley Davidson, Viagra and Buckley’s cough medicine are examples of branding by creative positioning.

Is branding the best marketing approach?
No. Branding is only one approach to marketing. Marketing is about making customers want your product. Branding is about building an emotional bond with your customers. It takes time to build that bond. And it takes one of two things – money or creativity.

George Torok
Power Marketing

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