QUESTION: I’m thinking about investing in a branding campaign for my small business, but it is going to be expensive. What are your thoughts regarding branding?
ANSWER: Moses Foster Jr., the founder, president and CEO of West Cary Group, the Richmond-based advertising and marketing firm, said, “A brand is a promise that when kept delivers preference, and sometimes forgiveness.”
There is value in a strong brand, but how can you build one cost-effectively?
There is a lot of information on branding and brand management available. Entire schools are focused on the topic.
Fortune 500 companies pay high-powered consultants millions of dollars to help them figure out how to brand themselves.
In our experience, money spent on branding can be either a very effective investment or a complete waste.
When thinking about branding, we suggest answering three questions: What message do you want to communicate? What is the most cost effective …