What's in a Name?

Do we need these names, labels, brands? At lunch today an associate said that he was concerned that the trend of "unbranding" or "private labels" on the grocery store shelves might spill over into other areas of our lives and become a trend. I have to say that a "private label" on the grocery shelf is still a label and extension of a brand created by the store.
I contemplated the possibility of no brands and impact on our daily lives. My thoughts went something like:

"I need a hotel for my next business trip to Wichita. Who do I know who has a relative there who can recommend a clean & safe hotel?"

"Just give me the black tires."


"I remember some strollers were recalled for folding with the kids in them. I hope Johnny isn't sitting in one of those."


"I like beer. It is all is the same."

Okay I might have taken the last one a little far but we can all agree that brands help us be informed and make purchasing decisions. Branding sells stuff.

In America the brand wars between things like soft drinks, computers and cars has gone a little past helping consumers make an informed decision. These brands can define a person, their ideas and their socio-economic circle. We see those people with the little apple stickers on the back of their cars. All the luxury cars are parked by the valet right next to the entrance of the restaurant. Let's not even go towards the Coke/Pepsi debate. I live in Atlanta.

If branding is such an important part of our daily lives then why are there still businesses and organizations who don't take a careful strategic approach to creating their own brand? After all...if the bag just said "chips" on the store shelf you wouldn't know if it was potato chips or wood chips.

Small and mid-sized businesses need careful branding even more than their larger counterparts. Customers (b2b & b2c) rely upon clear concise communication to learn about what you can do for them and why they should invest in your company's products or services. You must communicate and do it well...if not a competitor will and take the sale. There is no better way to deter a potential customer from spending their money with you than by not communicating your brand - virtually hiding and taking your products off the shelf.

I shared this hiding theory with a client recently who told me that they hadn't been hiding from customers...that customers knew where to find them. I had spent months helping to define their brand - creating the logo, website, talking points and position in the marketplace. I'd written press releases and articles on their products. I created videos and took pictures. I wrote strategy. They have the tools and now its time to use them - not wait for them to call you.

This same client told me five minutes later that he had received calls from potential customers immediately following the email blast that I created for them. I count that as a success in my book. They used the tools, communicated their brand, customers understood and wanted their products and responded.

Now its up to them to close the sale.

Are you ready to close a sale?