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Proper branding is one of the most critical activities a company can implement
When an operation is small, branding is often lax because other activities like basic sales are more important, but once an operation reaches a critical size, branding becomes an important activity.
Proper branding is one of the most critical activities a company can implement
Over the first several years of the company’s existence, it’s been more important to have employees performing the proper sales activities rather than concentrating on every detail of the messaging. We have now reached that critical stage.
So, what is branding?
A brand is a name, logo, slogan, and design scheme associated with a product or service. Branding (promotional), is the distribution of merchandise with a brand name or symbol imprinted. Brand management is the application of marketing techniques to a specific product, product line, or service.
Proper branding is one of the most critical activities a company can implement
Why is branding important?
Brands strive to be top of mind with consumers. When you think of tissue, you think of Kleenex. When you think of soda, you think of Coca-Cola. When you’re in a retail establishment, standing before a shelf with multiple choices, you are more likely to buy a well-known brand because you believe you have a familiarity with the product and that it has properties other products do not. You may even be concerned that if you buy a product other than the dominant brand name, you may not get a quality item.
We want your brand to be a brand that consumers who are considering the purchase or partnership of private label materials feel they think of first to collaborate with or at least consult.
The ultimate goal is that we are the top private label partner and the most obvious choice. The consumer should feel that it’s risky not to consult us because our brand is the gold standard. They should feel that another company may not provide the quality or expertise they expect.
We want that level of recognition in our branding and it will be necessary to have all of us working together.
Everyone should be using approved branded ads, collateral, and materials. We become a national/global brand by having a brand standard that is the same across our entire footprint.
Please use your brand’s branded materials on all printed materials.
If you need custom marketing materials, feel free to contact the Putnam Marketing team.
The most important factor is to publish quality content. Quality matters, and using sharp, intelligent content will lead to good results.