Strategic branding is something that business owners give a lot of thought to when they are trying to influence how the public thinks about their brand. They want to select which messages are important and repeat them often. Sometimes, the strategic branding efforts that you want for your company are not always focused on rebranding or even showing how your company is doing something different or better. Any new branding effort couched as rebranding is aimed at changing how consumers perceive a brand. Given that many brands have existed for decades, even in local communities, it’s easy to see that one centralized rebranding campaign will be hard-pressed to change how consumers think.
7/6/2012 7:49 AM
There is something to be said for reminding consumers what is already fabulous about your company. You can choose to focus branding efforts on reinforcing messages that have worked for years, even if your business is local. The key is to keep people aware of what your company stands for and what kinds of value are inherent in your current products and/or services.
If there was ever a symbol of how a company could remind consumers of its longevity, it was the way that Visa used the image of Nadia Comaneci scoring the first perfect 10 in Olympic gymnastics history at the 1976 Montreal Games in its own ad campaigns. According to a new AdWeek article, a mature Comaneci was recently part of a panel held to discuss TBWA’s campaign for Visa, a 25-year Olympic sponsor.
Antonio Lucio, an officer specializing in global marketing strategy and corporate development at Visa, told AdWeek that his employer’s long connection with the Olympic Games equaled the perfect platform. The Olympics are a global athletic competition, which coincides well with the nature of Visa, a global provider of credit cards. (Source: adweek.com/news/advertising-branding/nadia-comaneci-brings-her-perfect-10-cannes-visa-and-tbwa-141190)
If your business is local, regional, or national, look around for athletic events, fundraisers, public awareness campaigns, or other issues with which to link your brand. You may decide that getting a celebrity endorsement is appropriate. Whatever you do should represent your brand well, be visible, and truly resonate with your target audience.
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