Building a Brand, what’s in it for me?

B1 Group brings salience to your brand.

When we talk about Brands, it is easy for us to start thinking about some of the world’s largest brands like McDonalds or Nike, Marlboro or British Airways.

These are true global brands and they have resonance across the planet (and probably beyond if any aliens are watching). These brands spring to mind, quite simply, because their owners can afford to generate and disperse the many messages that we receive from them day in, day out.

It is easy to think that smaller companies don’t stand a chance against these megaliths of commerce – and quite frankly they don’t – after all these large companies have advertising budgets that are measured in billions of pounds not thousands.

But, hang on; we aren’t all going to take on the likes of Coca Cola and Adidas, are we? And the objectives of branding our goods and services are the same whether your budget runs to the billions or to the hundreds, to increase sales, to add value to our products, and to reduce the cost of their sale.

In today’s ferociously competitive market the importance of having your products or services remembered by your customers at the time of purchase cannot be underestimated. Brand salience, as this is called, is all about making your brand, at the very least, a contender and at the very best, trusted and indispensible.

People can only buy products that they are aware of and will choose those they can remember. The key to getting your customers to remember your products is to make sure they receive your message in a way that is relevant to them, regularly and through as many different channels as possible. That way these messages are passed onto the long term memory and will be stored for many years.

And research has also showed that if customers recall one brand it is often at the cost of recall of another.