Branding for DRTV Success

1. Develop an Ongoing DRTV Advertising Campaign with a Consistent Message

Don't run a TV ad one day where you call your company the "low price leader," and then do a radio ad where you call your company the "solution for the discerning customer." Those are two completely different brands and images, and you'll only end up confusing your prospects. Realize that no brand is born overnight. It takes lots of repeated messages to get the brand into people's minds. So be consistent with your advertising messages. Additionally, advertise on a continuous basis. That's the only way people will become familiar with you, thus increasing your name and brand recognition.

5. Use Public Relations to Get Your Name Out There

Along with advertising, you need to do some public relations to make your name known. One great way is to write and publish articles about your business and industry. You can also be a featured guest on radio and TV programs. A good PR firm can help get you in the media's limelight. Without a doubt, public relations is a great and easy way to increase your name recognition.

6. View Branding as an Ongoing Business Strategy

Branding is not something you do for a few days and then forget about it. Branding must be a constant in your company's business strategy. Brand loyalty and brand recognition can decline unless you revitalize your brand on an ongoing basis. Many businesses reinvent or rebrand themselves every few years to achieve a higher level of consumer recognition or because of problems or negative stigma associated with their current brand. Regardless of your product or brand, or how long you've successfully had it, to remain competitive, you must adapt your brand based on changing trends in the marketplace.

Branding for Success

Remember that direct response television branding takes time. That's why you must integrate all these strategies over the long-term to build a brand. No matter when you start your branding efforts, branding your business is an important part of any successful marketing strategy. You want your customers to think of high value and quality when they think of your product or service. By branding your business, you make that happen. A strong brand also makes your company more valuable. When you successfully follow these strategies for branding your business, you can enjoy the name recognition and increased profits that come from having a great brand that everyone knows and loves.

Peter Koeppel is Founder and President of Koeppel Direct