Borrowing a popular phrase, “fifteen minutes could save you fifteen percent or more”, you know the rest. But the reality is that the same fifteen minutes could save you hundreds of thousands. If there is any lesson my father taught me it was never to spend money I didn’t need to spend. This is exactly what a good branding strategy can do.
Too often companies pour money into advertising, marketing and social networking professionals who dedicate their every waking moment to fine tuning a brand strategy. The great expense and the real problem lies in the simple fact that we make things more difficult than they really need to be. Two key elements in this argument are all about knowing your products or services and what it is that your customers appreciate or love about them. Honestly, it’s just that simple.
It might come as a surprise to many to know that Geico has been in business since 1936. Only in recent years has the company struck on a branding campaign that is arguably second to none. As their recent campaign suggests, “everybody knows that”. People associate a wide variety of images with this company. Some think of the Gecko, others “Piggy” and still others the Caveman, which has inspired an entire culture of similar references. No matter what comes to mind the message is clear, “fifteen minutes could save you hundreds of dollars”. “Does anybody know what day it is?”
Another surprising fact about this company is that their business model is primarily telephone and internet centered; unlike many top competitors which sink big dollars into national independent agents. It wouldn’t be any surprise to know they do pour a lot of hard cash into television advertising; but who can argue with a nine billion dollar subsidiary company?
This isn’t a study of one company as much as it is an effort to drive home some simple truths about branding. Consider the message you want to impress and marry that image with what your customers see in you. For Geico it is the ease of doing business and a joy in that process. Once you have this established, drive it home in everything you do. Again, and again, and again. This really is branding at its best.
Boiling it all down: Repetition is Key to Retention. Creating, proliferating and consistently pushing that message is the name of the game. My personal favorite phrase is “Sustained Saturation”. For small start-ups this may seem out of reach. In reality, with the advent of Digital Advertising, Blogs, YouTube and Social Networking the playing field is more level than it has ever been. The creative element is the key ingredient and “Sustained Saturation” is the methodology.
- Digital Snippets – Web, Branding, Design, Strategy (digitalsnippetsbranding.wordpress.com)
- Geico and Old Spice: Doing it Right (by Caleb Gannon) (isenbergmarketing.wordpress.com)
- Developing A Brand Strategy – Considerations For The Inbound Marketer (business2community.com)