Don’t Fall Into the Branding Trap

Do you know the difference between branding and brand development? This is where many Challenger Brands make a potentially fatal mistake and fall into the branding trap.

Here’s the critical difference: Brand development is the discovery process that identifies your brand’s unique distinction in the marketplace. Branding is the tactical elements utilized to take that distinction to market.

A brand is not a slogan, a typeface, a logo or a color. These are Apple tactics. Simply put, a brand is a unique claim of distinction made consistently over time (Coke, Nike, Mercedes). This claim is what truly separates you from all of your competitors. Without this unique claim of distinction, your company becomes indistinguishable and your product or service offering may be on its way to becoming simply a commodity.

A strong brand carries such a unique claim of distinction that no competitor can ever touch it. Do you remember the Maytag Repairman? Maytag did such a powerful job of identifying and owning the dependability category that no competitor could ever enter that category successfully.

So why go through all of this trouble? Simple. Customers perceive a strong, properly targeted brand to be of higher quality, to offer greater reliability and to provide far better value.

For example, consider these statistics:

  • The number one brand usually has a 10% price premium over the number two brand, and as high as a 40% price premium over a “non-branded” product.
  • Brands generate customer loyalty. These repeat and referral sales can reduce your cost-of-sales by up to 90%.
  • Strong brands build internal company loyalty and pride.

The power of identifying your brand’s unique distinction is critical for Challenger Brands. If you have gone through this discovery process already and have discovered your brand’s unique distinction, then you are on the right path for growth and success. If you have not already undergone this very informative process then we highly recommend doing so.

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Who is Gumas? | Gumas Advertising
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YONEX PGA - Summary - FINAL w/subtitles
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What is Challenger Branding?
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How does Challenger Branding market differently than a leading brand?

About Gumas

As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.

Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.

From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.

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