- The brand name General Electric is pretty boring
- GE sells Business-To-Business instead of directly to consumers
You can understand how it may be difficult for the average Joe to connect with the GE brand. And for the company to build brand value and goodwill.
This is where the power of branding comes in.
A company can have the biggest office in town, the most technologically advanced tools, and efficient standard operating procedures.
People don’t connect with information. People connect on an emotional level. If your audience can relate to your message, if they are moved by it, that’s when they start connecting with the source. One way of doing this is by telling a story. This technique has been proved to work for thousands of years by all major spiritual traditions. For example, Jesus taught most of his lessons through the use of parables.
Many companies these days know this same truth, and GE is a good example of such a company. They have asked themselves: how can we make the average Joe connect with our brand? How can we connect with him (or her) on an emotional level?
GE then went ahead and started to create commercials that don’t tell you much about what GE actually does (almost no information), but that make you feel like whatever they do, they do it well. They’re the good guys. I may not understand all that technical stuff, but what they manufacture makes the world a better place.
Here’s an example of one of GE’s commercials:
Do you feel any different about the General Electric brand now?
In the prior modules, you have:
- Found your product
- Chosen your supplier
You have made a lot of progress. But to ensure that you will sell a differentiated, unique product, you will need to create a brand (this Module) and look into designing your labels and packaging in Module 5.
We’ve come a long way since the early days of generic brands. Today even small entrepreneurs can apply simple techniques to build tremendous brand value by thinking about differentiation and empathizing with their customers.
Branding is more than just a name and a logo. A brand encompasses everything you say and everything you do as a business. If you’re really serious about private labeling and brand equity, you’ll need to follow proven branding strategies, rather than selling a generic and nameless product.
What are we going to discuss in this Module?
- How to Define Your Brand Core Values
- How to Define Your Brand Strategy
- How to Choose Your Brand Name
- How to Create a Color Scheme, Logo and Tagline
- Action Steps