College marketing professors and media sales “professional” like to tell small business owners that you need to “get your name out there.” That the purpose of you placing ads is to “build your brand.” And that when you “Do image advertising” customers will recognize your company/brand.
The say that once consumers recognized your brand, they will automatically buy from you.
But the truth is, this is a lie.
Let me explain this in a way that may makes sense, lets say you finely save up enough money to buy your first house. You do a conventional loan at 10% down and move in! WOW, you did it, you became a homeowner.
The first couple of months your pretty stressed with your new monthly payment, but your making it. Now this is where the story goes bad, you get laid off at work after only 3 months into your new home, and on the way back to that dream house you get into a car accident. Lucky for you, you walk away without a scratch.
For the sake of time lets just fast forward to 6 month from your car accident. You have no option but to give up the house before it goes into bankruptcy. Why? you haven’t been able to find a job that you can ride the bus too, because you didn’t make the car insurance payment because you had a mortgage. Here’s some more bad news, in the nine months you have lived in your new home, you have made no payments towards the principal, you were only paying the interest. You have NO Equity! It doesn’t matter how much you think it’s worth, it’s only going to sell for what the bank can get for it.
The reason it’s a lie, is that you have NO brand equity!
Now lets talk about your business. When people see your colors and fancy logo design, the first question they have is, “what does your company do?” If they even care. The truth is that because your brand has no equity it’s has no value. What your brand need to do first is to communicate how your products/services provide benefits to those that buy. Don’t believe me? Just go to the next business trade show and walk the isles and tell me what you find. Lots of pretty logo’s and designs, but no way of telling what they do!
If this is still unclear than click on the Buyers Formulas (watch the video’s) and learn the TRUTH about marketing, and what and why people will start buying from you! (Hint: it’s not because you have a pretty logo)