The Metal Empire

One in a Million or One of Millions?

Branding oneself can be the most significant strategy to break out of the pack of others who market similar products and services. Most salespeople agree that value, not price is the selling point. This being the case, the most important thing a company can do is to brand itself— convince the customer that the company’s value is higher than that of its competitors.

Brand building is done in a number of ways. Successful marketing strategies have changed drastically over the last half century. Marketing strategies are shifting to the utilization of social media. The old means of print media and even TV spots aren’t as effective as they once were. TV ad spots are at a record low and internet advertising spots are at a record high. Most companies who advertise on Hulu, an online television viewing website, create links back to their Facebook pages rather than traditional websites.

Developing the concept of the brand is just as important as developing the brand itself. Before starting to use social media marketing to build a brand, there are still many things that need to be done such as creating a mission statement, elevator pitch and short biography of the company. These are all important because they will be used to provide information on each of the social media sites used by the company.

The combination of utilizing traditional marketing strategies and shifting to a social media platform will help optimize the company’s exposure. Print media is still appropriate and encouraged in many industries. Just because some methods of marketing have become less effective than new strategies doesn’t mean that they are ineffective.

The more exposure, the better. There are several ways to build a brand once the basic concept has been developed. Using all of these techniques and creating a shot gun effect can be very successful. The saying, “don’t carry all of your eggs in one basket,” is very true in the case of a marketing strategy. While some techniques may be more effective than others there is still valid reason to use many different techniques. If the favored technique fails to attract customer attention there will always be other techniques that may do quite well. On the other hand, if all of the techniques fail, there may be a flaw in the fundamental concept of the brand.

The main point of any marketing strategy, no matter how in vogue it may be, is to create brand awareness. The way to make customers aware of a brand is to be where the potential customers are. Researching the targeted demographic is important because the majority of the advertising and customer relation building needs to be done there. Based on conjecture, if a heavy metal band is trying to market its brand, this would be done more successfully at heavy metal concerts, on MySpace and in music stores that sell heavy metal music. The contrast to this strategy would be an attempt to market at pop concerts, LinkedIn and church socials.

There are millions of websites and several prominent social networking websites that make reaching customers much easier than standing in the weather for hours upon end handing out flyers. Reaching customers through interacting with them on social media sites is not only an effective way of making contact but it is also effective to let them get know the company. Corporate blogs make companies personal. Sharing information about company events, trends in the industry and company news is a good way to connect with customers. The personal connection made possible by social networking sites is a very important aspect of social media marketing.

Customers identify with brands. When a customer considers a certain brand to be the foremost authority in a particular industry it is clear that the brand in question has built up value in the mind of the customer. The successful brand will eliminate the need for its potential customer to use Google or the phonebook to find what they are looking for. The successful brand will already be in the mind of the customer from previous contact. The purpose of building a brand is to stick out in the mind of the customer…to become one in a million instead of one of millions.

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