Formulating a branding campaign is analogous to Psychology because they both start with The Problem and then move to The Solution. Lots of fancy words are used to describe brand development such as market equity, value return ratio, negative asset valuation, etc., but boiled down it’s about finding the true need and then persuasively presenting the solution that will bring the greatest value. This holds true to creative printing and publishing firms as well as product marketers.
If you look at one of Acura’s branding campaigns you will find a strong sense of need and solution running throughout their efforts:
Need: Explore and redefine yourself.
Solution: Find happiness and satisfaction as you explore.
Brand Headline: “PONDER THE DESTINATION. ENJOY THE JOURNEY.”
Need: Possessing engineering science superiority.
Solution: Great examples of science being harnessed.
Brand Headline: “THE MARK OF A FINELY TUNED CORNERING MACHINE.”
So what does this have to do with the printing and publishing business, you might ask? My point is regardless of the industry you serve, the company who figures out how to solve their customers’ needs usually wins the most business from them. By working hard to creatively communicate how you can help them will capture greater market attention and market share.And by the way, that’s exactly what the leaders in your market are doing right now.