The Branding Mix

Similar to its sister the marketing mix, the branding mix is a business tool as well. What this tool does is allow you to have guidelines in place for taking a logo and other elements to achieve company goals.

For many years the branding mix included:

• Logo
• Identity
• Tagline
• Mascot
• Advertising
• Product
• Service
• Promises

It was assumed that if you had all of these elements in place you had branding success. But at a certain point in the evolution of branding, it became clear that just following the branding mix just isn’t enough.

This post is about the new trend in branding which is an association with more than just the elements above.

Enter the new branding element to the branding mix

Any smart marketer or branding consultant will tell you – branding has changed. It’s no longer just about clever creative and timely ad placements. Customers and prospects are now looking for the most “positive experience.”

However advertising agencies would have their clients believe that any winning brand rests on a foundation of clever slogans, memorable logos, and maybe some well-placed media buys. Granted, these marketing tools play a role in reinforcing brand identity, but they can’t be expected to shoulder the entire load of becoming knowable, likable and trustable.

Building a strong brand today has to incorporate having the most positive experience. Whether you’re starting a brand, building a brand, or maintaining a brand your experience must be positive.

And if you want to grow and have raving fans like Apple, Harley Davidson, Google and others you need these customers and prospects to share their positive experiences. Every single person reading this post has experienced what happens when someone talks about you in a positive light. Positive conversation leads to positive feelings.

What are you going to do to create a positive experience that will help build a stronger brand?

Contact your marketing consultant at Indispensable Marketing

If you’re a small service based business that needs help with understanding the customer journey to a positive experience with your firm or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.