Branding: The Concept That Ate the Ad Industry

You can tell when a company has had an “oh-we-think-we-get-it” epiphany about how to create a strong brand image in consumers' minds.

A few years back, Sears launched a television campaign with the “softer side of Sears” as its tag line. The intended message was that the retailer was no longer simply a big-box store housing lawnmowers and tires, but a fine venue for kickin' clothes as well. The only problem: the company never did roll out more than pleather and polyester fashions, and it hadn't really mastered the “harder part of Sears.”

Sears failed to reinvent its brand because it made adjustments only to its advertising—no organic changes that actually mattered to consumers took root.

For positive branding to occur, a company must consider every way it touches prospective and current customers—including advertising, public relations, and customer service. All elements of a company's marketing must mesh seamlessly for a new or reinvigorated brand to break through the clutter.

For an expert take on branding, I talked with Mary Brown, president and creative director of Brown Design & Co., a Portland, Maine-based creative design company. Founded in 1995, Brown's company backs up its design services with strategic marketing, research and brand development.

McCall: The word “branding” ate the ad industry. How do you define branding?

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Kimberly L. McCall (Kimberly@MarketingAngel.com) is president of McCall Media & Marketing, Inc., a business communications and writing company in Maine. She’s the author of Sell It, Baby! Marketing Angel’s 37 Down-to-Earth & Practical How-To’s on Marketing, Branding & Sales. Visit her at MarketingAngel.com.