Posts Tagged ‘branding’

Branding Makes a Difference

Wednesday, May 18th, 2011 by by

As moms, we’re all familiar with formula company samples. Whether you formula feed or breastfeed, we all received them – those little promotional packages that encourage us to choose their brand. I’d like to talk a bit today about how branding makes these companies so successful.

You see, formula is a highly regulated industry. The FDA requires all manufacturers to meet minimum nutritional requirements to be legally allowed to sell the product – much like pharmaceuticals are required to pass certification before entering the market place.

Much like pharmaceuticals, however, the minimums probably aren’t enough to prevent negative side effects, and therefore formula manufacturers typically exceed these minimums in almost every area.

But here is the kicker – store brand formulas and brand name formulas often contain the exact same levels of nutrition, from almost identical ingredients.

They’re essentially the same.

Just take a look at this comparison of one popular store brand, Parent’s Choice, vs. a popular Name Brand – Enfamil.

They’re almost identical, and yet when you look at the cost comparison, the Parents’ Choice formula is almost $15 per can less than the Enfamil.

Why? Branding, that’s why. (more…)


What is a brand?

Tuesday, May 17th, 2011 by by

So we’ve talked a lot over the last little while about branding and how to do it… But what is it? What does it mean to your business? Is it really something you can do? Is it something you should do?

Well let’s start with a basic definition of a brand. Not the “corporate” definition – one that actually applies to real businesses like yours :

A brand is the identity of your business – it is the way that others see you in the world.

It is your mission, your values, your products and services, your employees, your website, your logo – everything that touches a customer about or in relation to your business.

So branding, therefore, is :

Making an impact on the way others see you in the world.

It is causing people to perceive your business the way you would like to be perceived.

Let’s take an example… (more…)