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Do Brands Matter?

In today's world of advertising opportunities coupled with the rise of social media, it's easy ask the question, "Do Brands Matter?"

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In today’s world of advertising opportunities coupled with the rise of social media, it’s easy to ask the question, “Do Brands Matter?”

It will be no surprise to you if you’ve been following the blog that the answer (in my opinion) is a resounding, “YES, Brands Matter!” Let me explain why.

The Reasons Brands Matter

  1. Do Brands MatterWhether you’re advertising, marketing, or hiding out in a hole — your company is being recognized. Your customers (and potential customers) are actively attributing feelings, opinions, and categories to your business. This attribution IS A BRAND. It may not be a great brand, it may not be a strong brand, it might be inconsistent, and it might be negative (or positive), but it IS a brand.
  2. People do business with companies they like. And they like companies that are consistent and upon which they can rely. Think about it. When you know what to expect from a person (or business), you are more likely to “like” them. But if you don’t know if you’re going to get Dr. Jekyll or Mr. Hyde on any given day — you’re less likely to want to spend time in their company. And you’re much less likely to buy from them repeatedly. Being consistent with your messaging helps your customers and potential customers to know what to expect and to like you more.
  3. When you brand a business, you’re essentially creating consistency in your outward messaging for your customers. This consistency gives you a 1 + 1 = 10 effect when it comes to your advertising because you no longer have dissonated messages out there in the marketplace. When every message you send is congruent with every other message you send to customers, they remember it — know where to file you as a business, and will more rapidly adopt your company into their usual shopping habits.

At the end of the day, all the advertising you are doing is creating a Brand. So if your social media, Black Friday ads, general advertising, customer experience, and all the other outward-facing elements of your business are not telling the same story — you’re missing out — you’re building a brand, but it’s not one many people will want to embrace.

It’s like a TV pilot that’s strange. They rarely work out. But well-crafted TV pilots have the opportunity to become long-running series.

With a well-crafted brand, you business can also reap the benefits and become top of mind for your customers.

So YES, brands do matter. What are you doing to build yours?


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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