At one time when you ate cereal for breakfast, you ate corn flakes, rice crispies, or shredded wheat. Or, if you had a cola, it was made at a soda fountain in a drug store. Or, if you stayed at a hotel, it was in the only hotel wherever you were. We now drive a Ford Focus or a Volkswagen Passat. We eat Banana Nut Cheerios, Cap’n Crunch’s Crunch Berries, or Gluten Free Honey Nut Chex; and, we stay at a Westin Resort, or a Marriott Courtyard.

Actually, the cereal companies like General Mills were the first to understand that customers liked all kinds of cereals, and that the companies were selling a brand, not just a breakfast food. They taught the hotel companies that people also needed all kinds of hotels—convention hotels, airport hotels, all-suite hotels, and extended stay hotels too.

The importance of what the cereal companies learned, and taught American business is that the market for anything is actually divided into many different segments, or market niches. If you try to compete against all cereals, it is hard for the consumer to recognize you, try you, like you, and learn to prefer you. And along the way Coca-Cola became the master of all brands with its’ universally recognized logo, and jingle asking you to “buy the world a Coke.”

The buzz word now days is “Branding.” However, it is more than a trendy word. It is actually something we all now believe in. We buy some brands because they are recognized, trustworthy; and, because we like them. We also buy other brands because we can identify with them, or because they represent something new, fresh and different. The significant lesson here is that we identify these products as a brand.

You don’t have to invent a brand. You are a brand whether you know it or not. The real issue is can the market segment, or niche, that needs or would like what you are selling–identify your brand.

It is up to you to sharpen your message to present an image that truly identifies what your brand stands for to your potential target market customers.

So, branding is nothing more than certain key words, images and values that consistently identify to the consumer exactly who you are, what you stand for, and why they need and want what you have to offer.

Finally, you should accept that someone other than yourself is probably in the best position to identify your target market, and to describe what you have to offer that is so unique. Said another way, we are often the least effective person to tell our own story. Much is to be gained by having someone from the outside objectively analyze our strengths; and, capture them in a few simple words and images that communicate who we really are.

Fundamentally, having someone do that is not that different from having a friend who knows you really well introduce you to someone you don’t know. He might say, “I would like for you to meet my friend, he is one of the…” Those things are generally things you would never think to say, but that actually tells exactly who you are. Your unique “point of difference.

We know that we can help you identify your target market, and carve out your own niche in that market for your services or products. We have this confidence because of two unique things about our firm. We have new school creative talent that is in tune with today’s social networks and markets; and, we have substantive old school experience with major enterprises that have successfully proven how to hone these skills to a razor’s edge.

Contact us today and let’s get acquainted. Let us learn who you are, and introduce you to your new customers.


Click here for more about the development of the Westin Brand