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Corporate Branding & Brand Management

A brand that captures your heart gains commitment.

Is your company currently benefiting from branding?

The Target Group, Inc. has the creative edge you are looking for in a Brand Designer. If you are trying to develop a new product, service, or want to reposition your existing brand in the marketplace, we can help! We are one of a few US brand management agencies capable of providing integrated marketing communications in the traditional mediums (print, radio, promotional products, billboards and television) as well as high-tech mediums (Internet, cellular, and mobile platforms). Combining traditional advertising with new integrated strategies will generate the results you are looking for.

Branding Design

From the initial stages of brand design - creating your brand name & designing your logo - to every effort to increase brand awareness and recognition, we are here for you. We can develop, implement and manage an effective brand management strategy to unleash your brand's power (and increase your revenue!).

Our team will work with you on a project-per-project basis, or you can add our team instantly to yours with our custom Brand Management Plans. Our Brand Management Plans are the most cost-effective solution for businesses who want to advance their branding, in print and on the Internet. The Target Group, Inc. can streamline your business image across your marketing mix and deliver integrated communications to help your clients recognize - and demand - your products & services.

What is a Brand?

A brand is a set of verbal and visual images that merge to convey a single mental image to the customer. A brand is when the advertiser's company name, logo, and tag line, all come together at every prospect and client touch point.

These four types of advertising campaigns allow information to be processed quickly so a sales proposition can be made. If the offer or proposition is compelling, only then a sale can be made! It all starts with a theme and a strategy.

Understanding the Power of Mental Imaging

Mental images are the link between branding and sales. Consider how your mind works; what did you have for lunch this afternoon? Did the information come to you in words or pictures? In your mind you saw an image of your lunch; a picture of the juicy burger and steaming hot fries. It wasn’t the words spelled out that you pictured.

The same thing happens when people are making buying decisions. Mental images of how they could enjoy your product or service floods their mind at moment’s notice. This directs them to what company they go with and what they will purchase. By using one of these four strategies, we can put together you will create a higher probability your company or product will be remembered.

Here are a few more examples...

When someone asks you for a facial tissue what is the first thing you think of? It's probably a Kleenex! How about if someone asks for a permanent magic marker? Most people will say, can I borrow a Sharpie?

There are many examples of this and are all examples of strong brand management!

THE WORD HOOK

The word hook is a repeatable catch phrase from ad to ad. Great examples of advertising campaigns using the word hook include Verizon's Can you hear me now? created by Bozell/New York to convince the world Verizon has the best network.

How effective was it? Consider that in July of 2003, a J.D. Power & Associates survey ranked Verizon at the top of the list for wireless quality, while Alltel was ranked number seven-even though they share the same network through a nationwide roaming agreement. Alltel CEO Scott Ford explained this point to investors at the Smith Barney Citigroup conference in January of 2004, commenting that the ranking difference could only be explained by advertising perception. Another word hook is MasterCard’s Priceless campaign created by Mc-Cann Erickson. Since in 1997; MasterCard has added new U.S. credit cards at more than twice Visa's rate.

The word hook is like great chorus of song, you just can’t get it out of your head!

CONSISTENT LAYOUT

A consistent layout uses a unique design look and repeats these elements at each touch point. This allows customers to easily identify your company. The more distinct these elements are from your competitors', the easier it is to stand out from the clutter.

Consistent layouts include Apple's iPod ads with silhouetted dancers and people on bright backgrounds. These ads helped make the iPod number one in MP3 sales and extend its brand from a computer company to a consumer electronics company.

Most importantly is that a consistent layout serves a deeper purpose, consistency instills trust. When a company plants its flag around one design, look, and feel, customers will feel comfortable with that brand quicker and for a longer period of time. In an uncertain world, the consumer's deep desire for something they can consistently count on is soothed by a consistent layout.

THE REPEATABLE THEME

A repeatable theme is a situation that plays out again and again, calling out the need for a company's product. Like a catchy song that you can’t get out of your head or an easy, repeatable phone number!

Consumers know the punchline that is coming. They love to see the set-up played out in different situations, it is satisfying to be in on the joke before it comes.

Repeatable themes make the target customer feel like they have the inside track. They know how to play along and thus feel connected to your brand.

THE CHARACTER HOOK

A character hook uses a hero, villain, or victim to embody a key attribute of a brand. Great heroic character hooks include Ronald McDonald; Ronald helped McDonald's go straight to the top of the fast food industry.

Characters are tremendous for breaking through advertising clutter and establishing emotional connections with customers. The goal is to get you to identify and like the character, if you like the character you will like their brand! Did you ever wonder what the duck has to do with Aflac and the Gecko lizard has to do with selling insurance? However because of these characters, they are two of the largest and fastest growing companies.

How To Isolate The Sales Moment

Without question, every company needs to have one of these campaign types. Even when not engaged in major advertising, these techniques are necessary on the website, brochure, and on direct mail pieces.

Build the campaign out of the sales moment. There are dozens of things you can say about a company or a product, but only the sales moment truly makes the sale.

Consider GarageTek's key to success. In one of their advertisements, the husband approaches the wife and says, I want to remodel the garage, so we can have a cool garage to work on our projects. This was great for him, but did not relate very well with her. If the husband came to the wife and said, I want to remodel the garage, so we can keep it clean and use the space to entertain our guests, she hears the benefits and it inspires a positive action!

The Target Group goes through a detailed process to correctly identify the sales moment. This includes identifying customer desires, strategic advantages, and determining the exploitable weaknesses of the competition. We do this by studying the competition and coming up with a unique and results based strategy from there.