Local radio is one of the most powerful tools small businesses can leverage to advertise their products and services. It's cost-effective, broad-reach, and the broadcast area of a given station is often consistent with the region the business serves. On top of that, the format of radio stations does a good job of sorting people by interests, age groups, gender, or other group characteristics, making it easy for businesses to advertise their products to valuable target audiences. So, why do some companies struggle to get the most out of their radio advertising? The answer usually boils down to branding, or rather the lack of branding.
What is Branding?
Branding refers to creating and establishing a brand identity for a business or product. It involves creating a name, logo, slogan, and overall visual and messaging style that represents the company and differentiates it from competitors. But a strong brand is more than just a logo or tagline. Good branding helps establish trust and credibility and can make a business more memorable and successful in the long run. In short, branding is the story that defines your company and helps people answer the question, "Why should I choose your business to meet my needs?"
What Branding is Not
Now that we've addressed what branding is, we can take a moment to cover what branding is not. Branding is not:
- A list of products and services
- Prices
- Promotions
- Sales
All of the above are parts of business and occasionally important points of an advertisement, but they do not constitute your brand.
Choosing a Branding System
Because it can be a challenge to dig deep, analyze your business and define it in a way that resonates with potential customers, it's best to embark on the mission to brand your business with a system. And after years of experience helping local businesses build a brand and take their message to the airwaves, at Zimmer Marketing, we confidently recommend BrandsFormation. Time and time, we've seen BrandsFormation help local businesses grow and become well-known fixtures of their communities.
The BrandsFormation System
The creator of BrandsFormation, Chuck Mefford, has spent years distilling the branding principles of large corporations such as Geico and Coca-Cola into a proven method for branding suitable for small business budgets. In four steps, the BrandsFormation will help you create a solid brand ready for the radio:
- Strategy: Take stock of every part of your business to learn what you do best and where there's room for improvement. Make a growth plan that takes advantage of your strengths and shores up your weaknesses.
- Strategy-Based Message: Craft your branding message based on your business's unique strengths and value proposition, as identified in the strategy phase.
- Consistency: Create branding elements that uniformly deliver your branding message through your motto, logo, jingle, website, and all other materials.
- Dominant Frequency: Begin your radio advertising campaign, running at least three daily ads for a whole year, known in BrandsFormation as the 21 52 plan. This research-based advertising plan ensures listeners hear your branding message often enough to dominate mental real estate.
BrandsFormation Success Stories in the Four States
Zimmer Marketing has helped many local businesses successfully go through their BrandsFormation and achieve growth through radio advertising. Here are just a few of the companies we've helped:
- Phillip Camerer Roofing
- Bug-A-Way Pest Control
- Precision Land Services
- Car Credit
- Henkle's Ace Hardware
- Sara Loree's Bridal & Formal
- Windows and More
- Lyerla Heating & Air
Start Your BrandsFormation
If you're ready to set your business on a growth trajectory through branding and advertising, Zimmer Marketing can help!
Get in Touch with a Branding Consultant
Get in Touch with a Branding Consultant