Stay Out of the Race to the Bottom
Differentiate Your Business the Right Way
Zimmer Marketing's Approach to Branding
So, let's look at how we do branding at Zimmer Marketing. We use a single system for our branding campaigns: marketing expert Chuck Mefford's BrandsFormation. BrandsFormation is about finding what makes your business unique and regularly telling your potential customers about it. To achieve these marketing imperatives, BrandsFormation uses four steps. They are:
During this step of BrandsFormation, you will take stock of your business. You'll need to identify competitors and determine the differentiating idea that truly makes your business unique. This is the foundation for each following step, so it's important to be thorough and get it right.
2. Strategy-Based Messaging
In this step, you will begin crafting your story. You want a message true to your company that will resonate with your audience. To understand this phase, think about bricks and mortar. The bricks are the individual ads in your campaign telling a specific story, and the mortar consists of thematic elements and things that don't change across platforms or ads.
Consistency is all about using certain branding elements in each type of material you produce. In the case of radio ads, that can be things like music, your motto, or a specific voice you use for the spot. In other words, this is the mortar. It's the through-line connecting all your branding materials, and it's one of the most important parts of brand building. These will be some of the most memorable features of your branding campaign.
4. Dominant Frequency
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