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Mary Pomerantz

Brand Building and Learning from the Top 100 Brands

Mary Pomerantz

Ms. Pomerantz has served as the Chief Executive Officer of Mary Pomerantz Advertising for the past twenty five years. She was formerly the Chief Executive Officer of Pomerantz Staffing, which grew to be one of the largest privately-owned staffing companies in the US under her leadership.

variety of text saying regarding brand building

The Top 100 Lead the Way with Brand Building

With the introduction of the AppleWatch and the success of the new iPhone 6, it is not surprising that Apple has passed Google as the “world’s most valuable brand” of 2015. [1] Other notable facts concerning brand building from the Top 100 Most Valuable Global Brands 2015 Report include:

  • Technology is leading the competition: Four out of the top five companies are tech-based; More than $1 trillion is accrued by the tech brands in the Top 100.
  • Alibaba and Amazon, the two leading e-commerce brands, are worth more than Walmart, which has more than 11,500 stores in 28 countries. [2]
  • Over the past decade, valuable brands have yielded outstanding returns and outperformed both the Standard & Poor’s (S&P) market and Morgan Stanley Capital International (MSCI) World Index.

So, what do the stories of the global players have to do with the smaller companies that make up the bulk of the businesses in the world? Despite an unsettling economic period and a rapidly changing global marketplace, brand building continues to deliver above-average returns. The strategies that promote year-to-year growth in the Top 100 can be utilized to accelerate profits in small, independent establishments. A brand building and management advertising agency understands your company’s target audience and what makes you stand-out from your competition. Using this knowledge, the firm can tailor a branding blueprint that makes the Top 100 strategies work for you.
circular chart with statistical percentages of the top 100 brands by industry

What is a Brand?

According to the American Marketing Association, a brand is a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” [3] It is often viewed as merely a logo or slogan that represents your company. But, it is so much more.

Successful Brand Building Can Transform How Your Customers Feel About Your Company.

Brand building is transforming how your customers feel and what they are saying to what you want them to perceive about your business. It can be influenced by perception, reputation, culture, aesthetics, social media and other factors that are beyond your control. The goal is to control what you can and give the customers a reason to choose you. A top-level advertising agency takes the different ingredients and mixes them in the right order with the correct portions to make a unique and scrumptious brand that best represents your company.

7 Keys To Brand Building 

1. Know your Customers’ Needs and Wants:

The goal is to convince customers to buy or use your products and services. The first step to doing this is understanding the challenges they are confronting.  Your brand should represent the best possible solution to these problems. Whether via phone, email or social media, it is important to maintain an open line of communications. Using the generated feedback, an experienced agency interprets the customers’ needs and develops branding that addresses them.

2. Shine a Light on your Differences:

It is often difficult for a business to be seen as significantly different, even for the Top 100. What does “world-leading provider” actually mean to the average consumer? Your distinctions, which have to be fully supported by your brand, need to be meaningful to your target audience. According to a recent report, meaningful differences should:

  • Help people make a choice between close alternatives
  • Rationalize paying a premium price
  • Make people feel more satisfied with their selection. [4]

The differences are reinforced with a positive and repetitive brand experience that a NJ advertising company can create for you.

3. Clearly State Your Intentions:

Branding Needs a Purpose.

Branding needs a purpose. Having the lowest price or fastest service should not be the main selling points. These are salient arguments that can easily change with new competitors constantly coming into the same market. While the ultimate goal may be to turn a profit, the purpose of your branding should be more customer-focused. It should be geared toward satisfying both practical and emotional needs of the customers. Many diaper manufacturers promise to stop leaks and promote a happier baby that sleeps through the night. For any parent, their child’s happiness is critical, and avoiding accidents makes everyday errands so much simpler. These companies specifically focus their branding on the essential factors for their target demographics. Working with a quality advertising firm helps you establish a purpose that resonates throughout your whole company.

4. Consistency. Consistency. Consistency:

animation showing consistency symbolized by showing the sun coming up each morning

Don’t Underestimate the Power of Constancy.

The importance of consistency in your branding cannot be overstated. A simple color change or using a different font may not seem to be such a big deal. When people identify with a logo, even a minor alteration can cause a loss in brand identity.  In 2010, the Gap decided to change its logo. The public outcry was so loud that the new logo only lasted six days. [5] Consistency should extend beyond the logo. All products, services and other offerings should be aligned to highlight the brand and its message. When representing the company, employees should be seen as “brand agents.” The brand does not stop at the end of the work day. It should flow 24/7 in every message that your business creates.

5. Merit Trust:

Having trust in a brand can generate more awareness and increase sales. With the same price and specifications, confidence in a brand can teeter the scales in a product’s favor when a consumer is looking to make a purchase. Honesty and transparency can lead to a stronger assurance in a brand, as well. However, trust can be a delicate proposition. A brief misstep can destroy credibility that took years to cultivate. A sound advertising firm will review branding strategies to ensure that trust is developed and maintained.

6. Develop a United Front:

Branding Requires Teamwork.

Every person in the company should know and understand the brand. Branding requires teamwork. All of the previous strategies rely on the entire business staff buying into the brand and pushing its awareness in a combined manner. Saying that a company is only as strong as its weakest link is in clear view when creating authenticity and consistency for a brand.

7. Produce Innovations Through Change:

If a brand is not working, change should be embraced. However, this cannot be a haphazard process. Without extensive forethought and detailed planning, a change can cause more harm than good. Branding should be viewed as a dynamic process instead of a static one. The world is constantly growing. Desires and goals are forever changing. With an effective advertising agency, your brand can monitor and successfully respond to the surrounding fluctuations.

Making Brand Awareness Work

What a customer says and thinks about your company speaks to the success of your brand.  With over two decades of experience, Mary Pomerantz Advertising (MPA) has the know-how to develop and execute a winning brand building strategy. Our award-winning personnel is prepared to implement the little touches that will make your brand stand out in the great big world. Contact us today at 732-214-9600 to get started.


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