The Power of Building a Brand

By November 13, 2018 January 21st, 2019 Branding, Insight, Marketing

It’s that time of year – winter’s coming and the kids are bringing home every virus known to man. I’m starting to come down with a cold and thought I’d pick up some “daddy medicine” on my way home from work. I’m not normally a whiskey drinker, and can count on one hand how many times I’ve actually bought a bottle that wasn’t gifted.

I spend more hours per day on Facebook then most in my line of work, making it a lot harder to get my attention as I’m consistently inundated by loads of pretty pictures and online ads. However, something about Mr. Gretzky and his No. 99 brand managed to break through the noise. It may have been the right place at the right time, the look and feel of the product, or the fact that the “Great One” put his stamp of approval on it, but something got me to take notice of his product. Today, I walked into the store knowing I wanted to buy one particular bottle. I walked past the Wisers and Crown Royal bottles to get there, and just may have left without making a purchase if the store didn’t have Gretzky’s bottle in stock.

I stress the importance of building your company brand on a daily basis. Investing in your brand may not generate an immediate response, but if done properly, can lead to tremendous growth and success for years to come. You need to develop a voice for your company, and relate to your potential customers. Most importantly you need to be consistent!

Is Gretzky’s whiskey actually a better product then the “other guys”? Not likely. In this case though, his brand is what influenced the purchase. His ads managed to capture my attention, and now it’s most likely going to be “my brand” of whiskey for years to come.

This article was written by Matt Pasut, the President of CR Creative Co.
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