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RAB Research Archive

The Value of a Brand



As radio sellers we should always be consulting our clients on the value of building their brand. There is no shortage of success stories nationally. All the names you know on a national basis are a result of comprehensive, consistent and ubiquitous branding efforts.

The purpose of branding is to help your clients become known before they are needed. When a purchase decision is made, 80% of the time the consumer chooses a brand they already know and are familiar with. This is why branding is so important.

The most effective brand strategies are consistent across all platforms. The brand message is clear, whether it’s a social media campaign, a broadcast campaign, a billboard campaign, or an event. The core message is shared and maximized for the medium the client is using, and it’s consistent across all media.

Recently at the Consumer Electronics Show we met a company, Gatorwraps. They specialize in helping companies with the visual representation of their brand, and we were very impressed with the vehicle wraps they had on display. Imagine your station vehicle, or a client’s vehicle, causing heads to turn everywhere the vehicle goes.

Erica Farber, President and CEO of the Radio Advertising Bureau, used one of Gatorwraps’ “chrome wrapped” vehicles in recording her RAB@Work report that you will see in January.

Often times in branding, it’s the “details” that really make a big difference on the efficacy of the brand. A vehicle wrap, a building wrap, or signage all can help you maximize your station’s brand. It can also help you as a salesperson, as you help your clients maximize their brands.

We certainly encourage you to shop local and look for companies that can help in this regard, but we were impressed with Gatorwraps, and thought you might be as well.

Rod Voegele is the President of Gatorwraps. You can reach out to him directly at: 909-918-3173. Or check out their cool website: http://www.gatorwraps.com.

We thank them for being a part of our RAB@Work report, and for allowing us to have a really cool “set” to record the report.

What other ways can you think of to help your clients maximize their brand?

Source: Jeff Schmidt, RAB





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