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Brand Building

Parlee Stumpf Marketing Consultants specializes in company brand building. Our expertise in company branding & brand development can help your business gain brand visibility as well as brand equity.

Conversations about brands and branding sometimes get bogged down in weird and even goofy terminology that no one understands. But when you break through the clutter, the confusion and the contradictions, it’s easy to understand what branding really is.

Branding is a way for a company to make more money. It’s really an investment-and-return-short-and-long-term-profit-shareholder-value-bottom-line thing. And once you get it down right, more people will buy from you than from them. Brands are the emotional and psychological relationship you have with your customers. Strong brands elicit thoughts and emotions.

By effectively branding your company, you create an identity that resonates with selected audiences. You form emotional relationships with customers. That's important because people don't buy products logically, they buy with their emotions.

With company branding, you need to apply four basic principles to your branding marketing. And it doesn’t matter whether you are Federal Express, Apple or the local coffee shop.

Here are some of the branding principles:
• Forget about your list of features and benefits
• Focus on creating a very simple, singular message
• Adopt and dumb down one, absolutely killer selling idea
• Market the selling idea, not the product or service

Brand development focuses on an idea. It could be an expensive idea like the prestige of driving a Lamborghini or an inexpensive idea like staying open later than competitors.