Wednesday, April 4, 2012

Don't have competition? You still need branding

Imagine that you’re a king. Your kingdom is in the middle of nowhere, with no potential threats for miles. Would you build a wall to protect it?

If you say no, you'd have a good point. After all, why should you? There’s no one to protect it from.

That may be true...until it isn’t. Let’s face it: someday, someone will come. They’ll ride into your kingdom with swords unsheathed, hell-bent on taking what’s yours. And when that happens, it’ll be too late to build your wall.

Medieval analogies aside, it’s a good lesson for a seasoned marketer. Your kingdom is your product’s position in the marketplace, and your wall is that product’s brand. The stronger the brand, the stronger the wall.

To protect your position, you need to have a strong brand in place long before a competitor threatens you. That means hiring an agency that can guide you toward years of focused, on-strategy branding ­- even if you don’t think it’s necessary yet.

It may seem like a waste of money, just like that kingdom wall. But so does health insurance, and damage protection for your rental car. It’s all a waste of money...until it isn’t.

Prepare your company for the future. Hire a great agency to make your brand strong before you need it.

That way, when competitors come to take what’s yours, you’ll be ready.

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