Let’s start at the beginning. In days of old when there were far less choices than we have today, it was much easier for suppliers of products or services to be remembered by the consumer. If you were the ONLY laundry detergent available at the General Store for a couple of hundred miles. . . then that’s what brand you used. Once the population was exposed to more choices, word of mouth took over as the dominant form of advertising. After all, those were the days when you trusted your neighbors as your friends. They looked out for strangers, watched over your children and generally were a form of support. If one of these people suggested using a product or someone for a service, their endorsement was all that was needed.
Then fast forward to the 1940’s and 50’s when advertising agencies saw how media could “brand” or “sell” their clients products to the consumer. Major “soap”, coffee, tire and appliance manufacturers sponsored numerous radio and television shows. The new medium of television captured an entire generation. Family gatherings, social conversation and even nightly meals revolved around “the box”. It delivered messages on where to shop, how to dress, what to use for laundry, which insurance to trust and on and on. The messages permeated the whole culture.
Then the ad men, had to figure out how to have the products of their clients stand out from all the rest. Many experimental ideas were put into practice but the tried and true principles solidified positions of superiority.
- It was important to get your brand in front of the public. If they didn’t see it on TV, then it wasn’t right in front of them. This new technology became a demi-god and its commercials were equal to offerings. Entire business strategies relied on these marketing campaign outcomes.
- The image and message delivered had to be consistent. The more they saw it, the more easily it was recognized. And if they remembered it when they went shopping, they would buy it!
- The consumer has to have a personal relationship. Regardless of whether a friend had used it or a celebrity with whom they related to, endorsed it; the product or service gained attention from the consumer with a perceived personal attachment.
Now we are in a society where radio, television, the Internet and all forms of social media are merging and sending messages to the consumer. People are literally bombarded with thousands of images and thoughts or ideas on a daily basis. Commercials are everywhere. They take the form of : outdoor advertising, print, digital media, and various combinations with multiple levels of exposure. What use to be a few choices that became a selection of many; is now a array of options with endless opportunities! Consumers are experiencing a smorgasbord of branding advertising, that on occasion is overwhelming.
So, how do you get through to the consumer with all the competition? Those companies with the most comprehensive and recognizable branding strategy wins the consumer. Ebay was very timely and provided a new way to generate money for the everyday person. They answered a simple need. Nike took a common image; a check mark and integrated it as a new, hip image and made it their consistent logo. They aligned with beautiful athletes. The subliminal message they imparted was – “you too can look and be like this, if you use our product “! That captured their audience and they transcended the age demographic lines from “baby boomers” to Generation X & Y. Running shoes became a need, not just a want!
Although price is almost always a factor for the consumer, especially during difficult economic times, perception of value becomes most important. If quality is just as important a factor to the consumer as price, then you have a greater perceived element of value. And that element sometimes propels a new company forward and may capture the population’s attention with a novel approach. Ultimately, the sale is made because the message has touched the consumer personally. They must know your brand and your message must be branded into their consciousness. To be successful you must convey the message that your product or service is needed by the consumer and has value to them! And that’s very personal.
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