branding basics

Branding is the action by which you ace shot to alter to the aboriginal bag a person thinks of when they accede buying goods or services in your category. If you can “own” a chat in the public’s apperception, you accept a huge competitive advantage.
Branding is the action by which you advance to differentiate your bag from your competitors. Aloof as a brand will acquiesce your horse to be recognized among the rest of the herd, so too must your bag’s brand set you apart. Although your agname and logo are big features of your brand, there’s a lot added to it than that.

You Must “Own” Your Category in the Minds of Your Customers

The absolute ace road to actualize a brand is to invent a advanced product or service. Being aboriginal to marketplace is a huge advantage. Coca-Cola has turned its “secret formula” into a 70% marketplace share of cola drinks worldwide.

However, most of us amble businesses in categories filled with competitors. What’s the ace road for us to actualize a able brand?

The secret lies in narrowing the bull's eye of your bag until you’ve created a advanced category you can be aboriginal in.

From Ford to BMW

Accede the auto industry. Henry Ford didn’t invent the automobile, but he was the aboriginal to combine it with an assembly line. That reduced his costs enough so that millions could afford a car. Being aboriginal with an affordable car allowed Ford to dominate the category, even though there were literally hundreds of car companies in the U.S. by 1910. That’s a able brand!

So how did other auto manufacturers advance acknowledged brands? By creating advanced categories in the apperception of the buying public. If you’re in the marketplace for a “protected” car, Volvo is probably the aboriginal brand to pop into your apperception. If you’re looking for the “bitter borderline driving appliance,” BMW owns that category. Buyers shopping for a aerial-priced luxury car anticipate Mercedes Benz.

Apprehension that none of these companies is trying to be all things to all bodies. They narrowed their bull's eye until they had a advanced category they could be aboriginal in. Even though other car companies could accomplish claims about the safety of their cars, it’s unlikely they’re going to supplant Volvo in the public’s apperception. Volvo “owns” the protected car category.

Two Accelerated Aliment Examples

When Tom Monaghan owned a baby pizza restaurant near a college campus, he started asking his customers what changes they would according to to beam in his bag. Did they appetite a higher affection pizza? No, the affection was fine. Did they appetite a cheaper pizza? No, the price was unbiased. What they really wanted was a pizza that came to them. Thus, Domino’s Pizza created the advanced category of pizza delivery, and even though others action the selfsame service, being aboriginal allows Domino’s to adore a ruling share of the marketplace.

Babyish Caesars saying another befalling. If they focused on booty-out pizza, they could save almighty dollar on delivery and a ample restaurant. That would acquiesce them to accomplish almighty dollar even if they sold two pizzas for the price of one. Pizza. Pizza. Brilliant.

Apply These Ideas to Your Bag

If you’re trying to abound your bag, it might seem logical to expand your offerings, but that’s unlikely to be acknowledged in the continued amble. As these few examples accept shown, it’s generally bigger to narrow your bull's eye until you’ve created a advanced category you can be aboriginal in. If you’re a specialist, bodies will regard you as added of an expert in your field than a generalist.

Let’s add you’re a photographer. If you alive in a town or city of any size, you no suspect accept lots of competition. Attending around for the opportunities to separate yourself from the herd. Maybe you could alter to accepted as the alone one in town to call for action shots during kids’ athletic games. Or maybe you specialize in soft-bull's eye sepia-toned photos of brobdingnagian and child. Fly fishermen. Architectural details. Even though you’ve narrowed your pool of prospects, you’ve again eliminated most of your competition.

Our photographer could expand her bag while maintaining bull's eye by publishing a book, printing greeting cards and calendars, or teaching lessons, all in her specialized area.

She’ll apperceive she’s created a able brand when her agname is the aboriginal one to pop onto a root’s head when they appetite a “ace shot” of their adolescent soccer player.

Publicity Aboriginal, Advertising Subsequent

One of the abundant benefits of being aboriginal in a advanced category is that you alter to newsworthy. Newspapers and magazines, TV and radio are always looking for “something advanced under the sun.”

Bethink Pet Rocks? This baby outfit gained international coverage, all of it chargeless, for their altered abstraction. Millions of Pet Rocks were sold with virtually no advertising costs.

Advertising alone is seldom enough to actualize a advanced brand, although lots of businesses ace shot that route. Bethink the Super Bowl of a few age ago when the media was filled with stories about the millions that were spent on 30-second ads? This was supposed to be the launching of several advanced spot com businesses and the amount of almighty dollar spent to launch these brands was incredible. In spite of all that almighty dollar and the artistic efforts of Madison Avenue’s finest minds, those businesses failed quickly and are totally forgotten today.

A bigger path is the one followed by Google, the apple’s most popular search engine. Google wasn’t the aboriginal search engine, but they created a advanced road to grade interlacing sites that garnered them huge amounts of chargeless publicity. I’ve never seen an ad for Google, and yet aloof about everyone who has surfed the interlacing has heard of it. Aloof this morning our local paper ran a ample article about Google’s accommodation not to sell shares of stock in the company yet. Added chargeless publicity, which will further boost the strength of their brand.


Focusing your bag until you’ve created your own category is aloof one step to branding your bag. An accomplished resource for learning added ways to actualize a able brand is the book, The 22 Immutable Laws of Branding ( by Al and Laura Ries. Abutting age I’ll accept some specific ideas on how to brand yourself buttoned up your interlacing site. Until then, stay focused!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Please forward this to a acquaintance!

For all your interlacing architecture needs, or to accompany our mailing list, appointment ZebraMoon Interlacing Architecture (

To grasp up on the articles you may accept missed, please come to our article archives (

About the Author

Les Goss is President of ZebraMoon Architecture, Inc. To beam a limited list of aerial-ranking interlacing sites we’ve created for our clients, please appointment our interlacing site at Sign up for our chargeless newsletter at You’ll accept two issues a month on topics that should advice you stay a step ahead of your competition.

Originall posted May 13, 2012