Cult Branding As a Brand Marketing Method

In the world of brand marketing, all brands are more or less “even”… right? A Duesenberg was just like any other luxury car… correct? And if you like Anchor Steam Ale, well, you’d be just as happy to pop open a Bud Light, yes? And a Mac user might switch to a PC on a whim, is that not so? Guess again! Obviously, the answer in all three cases is a resounding “no!” But what is it about some products or people that gives them a “cult following?” And what can companies learn from this cult branding phenomenon when it comes to marketing their products?

Not just any product attracts a cult following. It isn’t enough to be of high quality, or even to be very distinctive. The cult product does more than provide a service. For one thing, it promotes an image. Your use of a cult product tells people something about you. Therefore, cult brands tend to be higher involvement or more personal products, not everyday consumer items.

It also makes you feel a part of a select group – a member of a tribe that believes passionately in something. In some cases, these kindred souls even band together as though they were members of an exclusive club, with their own rituals, jargon, and dress. Think the Marines or Harley Davidson bikers.

In short, what sets cult products apart is that they lend the customer an identity and a strong sense of belonging. It is human nature to want to belong, and people like to associate with people who have similar interests. Therefore, the cult brands act as the bonding agent that draws people together.

What does this mean for corporate America? There are some decisive advantages for the brand that has a cult following. There’s the obvious benefit of a fanatically loyal customer base, but it doesn’t stop there. Consumers that are part of a cult following are not nearly as price-sensitive as other types of customers. Since the brand has no real competition, price wars are out of the question – customers will pay full price for their brand without hesitation and are often the “early adopters.” Furthermore, they will provide free word-of-mouth advertising for the producer by encouraging others to “join the club.” This is the type of customer that companies dream about.

Most marketing dollars in America are used to replace the 20-25% customer attrition that most brands suffer every year. Fickle, disloyal customers wind up costing as much in marketing expenses as they contribute to profits – a net-zero gain for the company. In a recent study, only 18% of national advertisers believed they were receiving a positive return-on-investment on their TV advertising dollars! By contrast, cult consumers will stick with their brand, year after year. That is why brand marketing companies advocate flipping the traditional marketing model in what he calls “Reverse Branding” – brand marketing from the inside out.

With so much to gain, why aren’t all companies striving to develop cult followings? In some cases, companies have not fully realized the rewards of such an approach. Or, unlike cult brands, they try to be all things to all people – they are unwilling, or perhaps afraid, to stake out a niche. Cults always have a very specific and defined point of view and if you don’t agree with it, that’s OK with them.

So how do you execute an effective cult branding strategy?

In other cases, companies want to develop cult brands, but can’t figure out how. It’s just not that easy to develop a product that people fall in love with. Effective cult branding is more than just generating hype – the product itself, and the image it projects, must have a special appeal that draws people in. Likewise, the cult following must be genuine and thrive at a grass-roots level. In fact, the more a product appears to be the slick output of a corporate brand marketing machine, the less likely that a cult will develop.

So, for a business, both the advantages and challenges of cult status are great. Some believe that cult products can be developed effectively, but not by traditional marketing methods or a business-as-usual approach. What you need to do is start with what brand marketers call a ‘deep dive.’ You need to understand the total experience from the customer’s perspective. What’s the emotional impact? How does it fit in with their lives? Brand marketing companies use ethnography and other research techniques for this. Then it’s a matter of looking at the complete package – the product, the retail experience, the website, the advertising, the way representatives look and act – everything that enhances or detracts from creating a cult experience.

After developing a deep understanding of a company’s cult customers, the next step is to develop ideas based on the marketing techniques employed by cults and cult brands. Learn and understand the characteristics of cults and cult brands, and how they market themselves.

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Using Brand Marketing Research to Improve Your Business

A company’s brand is usually an extremely valued asset that’s essentially used to produce positive associations with the corporation and its products and services. Studies have demonstrated that this sort of brand equity brings about greater fiscal advantages and customer loyalty. However, in order to leverage these opportunities, plenty of brand marketing research will be advantageous.

When a company can use brand marketing tactics, it will have a more predictable revenue stream, raise its cash flows, and gain more market share. Most people are likely to pay a lot more for a brand they trust, but you will have to do the appropriate research to find out what you can do to be sure your brand is on top of the consumers mind.

Brand marketing research is dedicated to understanding how people view a certain brand, and ways in which a company can distinguish itself from its competitors by leveraging that brand as effectively as possible. This research should try and discover the reason why people are picking one company over the other, and then ensure that the marketing techniques and strategies going forward take full advantage of this data.

A company that understands the value of brand marketing research is able to use its brand research to find out exactly how far they are able to go. Research has found that the general public are more likely to pay higher prices for a product they trust, all this research will let companies know exactly how much of a premium price their own customers will be willing to spend.

One of the most significant things a company can do to ensure success in a saturated industry is to locate obvious strategies to differentiate itself from the other companies that will be targeting the same customers. Brand marketing research will be able to convey to a company what tactics will appeal to its customer base and what strategies will set it above the rest of the competition.

After the company begins to employ its brand marketing research, it ought to learn how to present its brand across various media channels. Anything that separates one brand from another must be in the forefront of the marketing campaign, and a unified image must be presented as often as possible..

Thorough brand marketing research will help companies improve their processes because it will facilitate them to build, improve, and broaden their brand, whether the company is just starting out or thinking about the possibility of extending an old brand to something new. Oftentimes customers are ready to accept this behavior, every so often they are opposed to it. The right research can make sure the company will not stretch its brand too thin.

Strengthening business strategies has to start with becoming familiar with the target market and establishing the kind of brand equity that is a real asset to a company. By taking the time to do the required brand marketing research, a company can present its message and make sure that it has a powerful effect on all those prospective customers.

Brand Marketing Techniques – Brand Marketing Essentials

What is brand? Is it just a name or a logo? Absolutely not, a brand is a word, term, design, symbol or their combination which gives an identity to products or services or both delivered by one seller or their group to identify and differentiate from the products, goods or services delivered by other sellers. So purpose of brand marketing is not to get exposure to the target group of buyers but it is to create a good look, a sober perception and creating a loyalty in which your consumer have no other way but to believe that you are solution of all their issues. The brand talks everything about the product one is going to set market for.

Brand marketing techniques are tools and tricks to build a strong perception, a deep level of trust and passion in consumers. These techniques help the brand to bring up itself with stronger image and promise. As it is clear now that branding is the promotion of glowing perception in audience to convince and promise to provide them safe products, assurance of purchasing valuables, providing them with sense of social well being and acceptance and the brand marketing techniques are the ladders for brand to reach on such height. Brand marketing techniques involves everything starting from name and theme of brand to the advertising approaches.

Naming the brand is first and most important part of brand marketing as names have their role in defining the personality of a brand as well the tone which brings life in marketing. Today naming a brand is a difficult phase as a lot of names are already taken in form of trade marks. While choosing a name for brand one must choose a name that is simple, evocative and pure in theme. Brand marketing involves a good deal of consumer’s analysis and a brand must know the needs and feelings of their consumer, also their expectations to brand. A brand must have to address the emotional feelings of the audience to receive proper ground in return. In marketing, feedback and its recognition has vital position to catch loyalty.

Keeping in mind that a well marketed brand will have trust of consumers and consumer will trust all his products until brand is moving or offering something which is not in its genre. To understand the concept let us take an example. PlayStation is a powerful famous brand nowadays and is sub-brand of Sony Corporation. The idea is also known as endorsed brand, in previous case; Sony is endorsing PlayStation means Sony Corporation is sharing his trust with PlayStation. When designing a brand marketing technique, if your brand can get endorsed it doubles the exposure of the product.

Advertising is the backbone of brand marketing techniques and internet brand marketing is more interactive that traditional advertising. Off course the reason is wide access to consumer and a huge space to deliver brand’s objectives, motives and its views and feelings for the customer. Online feedback system provides easy interface to user for feedback along with fast recognition of their feedback. Website visit counting system can also help the brand to monitor effectiveness and also the changing trends. Most of the brands are providing news feeds and other interactive things on their web portal to push consumer to visit them regularly increasing effectiveness of brand and command of loyalty.

Successful Brand Marketing Strategies For Online Marketers

What are brand marketing strategies and how can utilizing brand marketing strategies help an online business? Just like a bricks and mortar business, an online business also needs to suggest a positive image to the customer. In spite of what many people believe, branding is much more than creating a company logo and using a specific color scheme. Brand marketing strategies should also include the purpose, focus and image of the business. Let’s discuss some of the benefits with regards to brand marketing strategies.

Benefits of Branding:

Having your own brand helps people to remember your company as opposed to companies using a common name. Brand marketing strategies are about helping the target market to distinguish your company focus and purpose. Consumers are more likely to turn to your business when they are aware of what you do and what you’re all about.
Brand marketing strategies also will help you to become well recognized. People who may not yet have done business with you should still be able to recognize who you are and what you do. If they see your advertisements on the internet, receive your newsletter, receive regular mailings from your company by email, etc. then you’ve established a brand identity. When the tine arrives that they require your product or service then your company will be the first that they think of.
Using brand marketing strategies will help get and retain customer loyalties. It is a fact that people bond closely with brand identities. The astute consumer wants a quality product or service from a company they know they can trust. In delivering great brand identity people tend to remember you and your company. Quite frequently they’ll refer family, friends and associates to you based on their level of satisfaction.
Buyers will pay for image, it’s that simple. Society is very “brand aware.” Commonly people associate certain brand names with superiority and only choose to purchase certain brands for that reason. Brand marketing strategies can reward a business well when done wisely. When a consumer only wants one certain brand of a product or service, they are willing to pay any price to get it. Establishing a great brand using brand marketing strategies will give your company a superior brand image and make the consumer forget about the competition.

Brand Marketing Strategies Initial Steps Of Branding Yourself

It’s worth repeating that branding is much more than a logo and color scheme or a catchy motto. When using brand marketing strategies there are some initial steps that should to be followed to create a successful brand image.

Step 1: Brand Marketing Strategies Focus On the Competition

A key factor in creating a successful brand image for the network marketer is to set yourself apart from the competition. It’s imperitive to find how the consumer sees the competition and to recognize how the competitor sets themselves apart from others. Identifying the competitors weaknesses and strengths is also important. When the competition’s weaknesses are learned it’s much easier to learn from their weaknesses and can be an asset in helping to portray your business in a more positive manner.

Step 2: Brand Marketing Strategies Recognize Your Strengths

Once the competition’s weaknesses are known the focus should move to defining your own company’s strengths. Running a target market analysis can be most advantageous when what is learned from it is used. The usefulness of this tool will be realized by confirming that your company strengths are actually important to your target market. In knowing your company strengths and what strengths are important to your customers, you now have the ability to market these successfully to the public involving them in your branding campaign. Branding marketing strategies have to be implemented properly to work.

Step 3: Brand Marketing Strategies Be familiar with Your Customer

Getting familiar with the consumer is another key branding marketing strategy not to be ignored. Find out about their buying behaviors, how frequently do they buy? Are their purchases a select few or a wider array of services and products. Asking these types of questions can help to better market to the consumer. Also finding out your target customer’s needs, standard of living, attitudes and mindsets. In discovering and working with these personality qualities another key to marketing success has been found.

Step 4: Brand Marketing Strategies Be Your Brand

Be your brand, live your brand by making certain that your company truly expresses the brand identity you’ve established. In other words if you’ve established quick response time to customer inquires as one of your brand marketing strategies, then you must give response time to your customers. Every member of the company should live your brand and be your brand for your brand marketing strategies to be useful.

How to Make Sales With Branding

After the brand marketing strategies are in place then what? When thinking of the McDonald’s brand what comes to mind? Do the golden arches come to mind or Ronald McDonald? Similarly it is important to choose a niche online and brand our business accordingly. Get recognized for doing well in I area before moving on to another. Here’re some of the things needed to sell online with branding after the brand marketing strategies have been implemented.

1) Your own company website. This shows that you’re in fact a serious entrepreneur. Nothing screams amateur more than somebody showing a replicated affiliate web page. Your own domain hosted website is a wise brand marketing strategy.

2) An auto responder service and opt in form are two “must haves” in brand marketing strategies. Very likely your site’s visitors won’t purchase or join on the first visit. So when they leave your site you may lose them for good unless you capture their name in an opt in form. In doing this you are able to follow up with a series of emails messages. The follow up email messages help to reinforce your brand name in your target consumers’ minds. Remembering to keep the follow up at a respectful level of persistence can win sales.

All serious entrepreneurs must have an auto responder service. In adding to this brand marketing strategy you can increase your chances of capturing visitor names by offering a free gift like a report or eBook.

3) A profile picture of yourself and online signature adds not only a personal touch to your brand marketing strategies but lets your readers see that you are a real person.

4) Sound, if your speaking voice is pleasant then put a voice recording together with your profile picture and signature to help humanize your company website and establish a relationship with your audience. This is a great brand marketing strategy that works well for many marketers.

5) Start a business blog. Your blog can be an add on to your primary domain or if you’re working on a tight budget you can use a free blog service at least until you start to realize some profits. Every brand marketing strategy discussed here can be used into a free blog. The blog should be updated often with fresh, unique content that is relevant to your niche. The message of the blog should remain a consistent one, so off topic content should not be added. The goal is to keep the theme and message consistent. Readers of your blog can be kept updated about your blog’s content by using RSS feeds.

6) A final brand marketing strategy that will be very important to the online marketer is a domain name. A domain name can be registered and forwarded to point to your blog if you don’t use an add on to your primary website domain. Showing your audience that you’ve registered your own domain will show them that you are serious about your business.

Brand marketing strategies should be an integral part of all online business as people do want to do business with people that they know, like and trust.

Transform Your Business With a Brand Marketing Agency

Branding is the best intangible asset that any business can have, and you will have better chances of acquiring effective and powerful branding with – of course – a professional brand marketing agency.

Branding is a unique asset that has the following key characteristics.

    • Exclusive: It makes your customers feel apart – in a good way – from other people. At the same time, it also means being a part of a group they enjoy a lot in common with. Branding resonates with the lifestyle choices your customers make or the choices you want them to make.
    • All-encompassing: It’s all or nothing with branding. It will color every part of your business, from your mission-vision statement and all the way to the first words your customer service agents say to callers.
    • Evolving: Sometimes, even the core message of branding has to change. Branding must always be a reflection of market trends and as such must evolve as often as necessary.
  • Image-conscious: The truth about branding is that it what it implies might not always be totally applicable to what you offer now, or in the future. What’s critical to remember here is that branding is all about concocting a desirable image for your business. It’s up to you – and your brand specialist – to determine how you want that image to be, though.

With the help of a brand marketing agency, your business will be able to create its own culture – one where your rules are the only ones that matter.

You don’t need to justify the pricing.

People don’t blink an eye when they’re charged thousands of dollars for brand-name cars. But they will definitely protest if, say, a lower class car is priced in the same range as a branded one, even if it exceeds in the feature and benefits it provides. With effective branding, you can be sure that people won’t protest about your price tags. Instead, they’ll just do what they can to be able to afford your products or services.

You can take more risks.

Creating a brand for your business is a risk in itself, but it’s a risk worth taking. More to the point, it’s a risk that will – if it pays off – let you take even more risks. You can afford to invest in unheard-of innovations for your products and services. You can expand to new markets even if the economy is still in recession. You can do all sorts of things that your competition won’t even dream of considering simply because you can afford to do so. If you fail, it won’t hurt your market share or even your profit margins that much.

Your reputation precedes you.

When you enter a new market, the name you have created for yourself will already ensure that you will enjoy a warm welcome. You get to enter the market with a big splash because people already know about what you represent – even if they have not actually used your products or services just yet.

As you can see, the benefits of branding can indeed transform your business. A professional brand marketing agency can help you achieve get to your branding goals with ease.