It can be in the logo, the company letterhead, the company name even, a brand can be the most important asset a company can have. Think of Coke, MacDonalds, Rolls Royce - all easily identifiable brands. These companies are as likely to market their brand name as to market their products.

MacDonalds will perhaps market the concept of a family group enjoying a meal in one of their restuarants, which identifies the brand name as the place to relax and enjoy their food. Yes, they boast about their hamburgers too, but all in the overall concept of a MacDonalds experience. Buy a Rolls Royce and you are not buying a car. You are investing in a unique luxury. Coke is less a soft drink than the kind of statement that the in-crowd make. It’s all in the brand awareness.

Small companies can do this too, though it will take time. Quite often in Internet marketing it’s the company owner who becomes the brand. Think of the late Cory Rudl, people buy his products on the strength of his formidable reputation. John Reese is the same and there are many more. These people could launch a product that is seriously sub-standard and still earn more in a day than most of us dream about. They are their own brand, and they have marketed themselves rather well.

It’s not necessary to soar to the dizzy heaight of those people and companies mentioned. Branding and marketing can be a much simpler affair, and still have very good results. You need to focus on your strengths. It doesn’t matter than others can do just as well. You can market yourself and place yourself in the position of being THE expert. It may be hard work, but it can be done.

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This entry was posted on Tuesday, September 4th, 2007 at 7:38 pm and is filed under Branding and Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.