Tag Archives: Channel marketing

5 Big Myths About Building Product Branding

16 May

PAF193000060

What you don’t know could be hurting yours

Brand is a fun topic and lots of people have opinions about it. Unfortunately, there’s a lot of bad information out there and that makes it more complicated than it should be, not to mention the fact that many people throw the term “brand” around without really understanding it. So here’s a short list of five simple myths about brand that every building products marketer should know:

#1 – Brand is a name or logo

Well, kinda. Those are certainly things a brand is associated with, basically the trigger for a brand, what identifies one brand from another. But to understand brand, we need to go deeper. My favorite explanation of brand comes from Marty Neumeier, who suggests brand is “a person’s gut feeling about a product, service or organization.” And that’s an important distinction to make, especially when we consider Myth #2…

#2 – You own a brand

Nope…and that is completely counter-intuitive. You see, you might own a name or logo, plus a tagline, website content, etc., but those “gut feelings” people have are uniquely theirs. You can’t own that, and yet that is the essence of a brand. So what you CAN own is the elements that impact the experience people have with your product or service—and you should, because it’s exactly what everyone else is using to develop their perception of your brand. From obvious things like quality and innovation to subtler items like website design and on-hold wait times, the elements that impact your brand are all around you.

#3 – Branding is putting our name or logo on things

It’s certainly a part of it, but only a small one. Want to know the biggest, baddest, most impactful way to build a successful brand? Here it is, free of charge: Make the experience match the expectation. There it is, the Golden Ticket to developing your very own Google or Apple (or Therma Tru or Masonite, for that matter). Of course, knowing it and doing it are completely different challenges. But the fact is Apple is known for innovation, Google is associated with results, and Amazon is trusted, not by accident, but because way more often than not, those brands have delighted people by delivering beyond expectation. That’s a positive experience consistently delivered, which builds trust, which builds brand.

#4 – Branding is the same as marketing

They are certainly related, but definitely not the same. Think of it this way: marketing is about delivering the message to your audience; branding is about delivering TO the message FOR your audience. In fact, an effective way to think about branding is “experience control”—all the work, effort, and strategy to ensure that what people experience is on target. That can be everything from how CSRs answer the phone to the quality of paper used in sales collateral. Consider that no matter how slick and new an airliner may be, the company logo sparkling on the bulkhead, that isn’t the airline’s brand; the surly flight attendant who snaps at you and screws up your drink order, for you, THAT is the brand. Ultimately, everything in the brand experience needs to deliver to a single message to build trust and preference.

#5 – There’s no such thing as bad press

This lazy approach to branding has seen some impressive names disappear over the years, even more so with the emergence of social media and the easy sharing of experiences. Today, unrestricted by any professional oversight, every blogger, every Yelp star, every Google “+1” is all potentially a part of what people think (and feel!) about your brand. And the worst thing to do when something negative is shared is to do nothing at all, hoping the problem will go away. It won’t. So it’s important to keep the experiences and the conversations focused on the positive.

So what does this mean for you and your brand? Well, awareness is the first (and biggest) step. Always consider your brand from the audience perspective; not by what you’re doing, but by what they are experiencing. Knowing and understanding that perspective is critical to building a brand experience that can meet the expectations of those who will build—and talk about—your brand.

Is your building product marketing ready for the R & R market?

15 Mar

Marketing business sales

How to support the R & R market

The professional contractor, especially in the R & R market, is the final person who can decide, or strongly influence, what products a homeowner uses. Many times the homeowner knows what they want done, but not how or with what product. This is a powerful position for the contractor and one that all manufacturers understand.

As a manufacturer, are you and your marketing efforts addressing this situation? Have you thought through what this all-important part of the sales process can utilize or leverage to fully enable the sales process?

Here are 3 reasons many companies have yet to figure this out.

  1. Sometimes it’s just a matter of budget. [harder to fix]
  2. Sometimes it’s not understanding who really sells your product. [Basics of your job and your team]
  3. And all too often, it’s the view that you can’t develop programs that ‘this guy’ will get or even utilize – they just don’t see the importance this guy has at the winning the kitchen table. [Your viewpoint has gotten askew of who matters]

But it isn’t simply a fancy new iPad app, it can be other support that makes the difference. It takes time to understand how your products are actually sold. Too often, the brand manager hasn’t taken the time to understand who is involved in the sales channel and how the sale occurs, especially to the homeowner.

At that moment, all the branding and marketing really don’t have any value beyond making the homeowner familiar. Most homeowners are buying the pro, not the product. People buy from people they know, like and trust.

While there are examples of brand awareness driving the consumer decision, those companies have spent years and thousands, maybe millions, of dollars to build that brand. Unless you’re one of those companies, and even they sometimes forget, you need to look at what you’re doing to support the channel, all the way to the kitchen table.

So what can you do right now? Here are 3 things you should be doing:

  1. Review technologies that you are proving down the channel.
  2. Develop a strategy to reach out to your channel partners to gain insight on what tools they want and need.
  3. Set up a plan to enable the sales process at the kitchen table to benefit your company’s products.