Direct
Response TV Branding
Why does my DRTV product need
branding?
Branding creates an identity for your product, a
framework for emotionally connecting what is being
offered to those able to receive it. When we, as consumers,
choose one product over another, that choice is made
based on perceptions that we have formed about that
product’s relevance (do we need it?) and its’
desirability (do we want it?). And in the world of
marketing – perception is reality. Example:
Why do more people drink Coke when Pepsi wins more
taste tests? Or, why do we buy name brand aspirin,
when generic brands contain exactly the same ingredients?
The answer: the buyer’s perception that one
product is superior to another.
Warehouses are full of perfectly good products who
have under estimated the importance of product branding.
Today’s busy, distracted consumer has grown
accustomed to sophisticated branding – they
expect nothing less and, as market statistics show,
they do vote with their wallets.
Why DRTV tools vs. the other
guys
DRTVtools will give your DRTV product a better chance
at success.
Three reasons:
1. We specialize. We don’t
make TV spots. We don’t place media. We don’t
operate call centers. We create strong product identities
– using three decades of experience to build
smart product strategies and apply to branding,
packaging and web communications.
2. Like you, we are entrepreneurs.
We are driven by love of the game. We hand select
a few projects per quarter and do what it takes
to win. Our principles produce your project, not
junior staffers – so you get the first string
team.
3. We are lean and mean. Our decentralized
structure means that we don’t carry massive
overhead like the big shops do (by the way, it’s
you – their customer, who pays that bill).
That means you buy just the services you need. You
get top quality work and your dollars go farther.
What does brand development
cost?
To answer the question, we must first define the
tactical pieces that make up a “brand”.
Remember, a brand is simply a collection of communications
components (copy, photography, layouts, etc.) assembled
and presented to build the desired perception in the
minds of your audience. We refer to these communications
components as “the bricks”.
Once you have your bricks – you have the core
of all your marketing efforts. Example: Photography,
copy, layout and your logo can be applied to a web
site, or to a brochure, or to a sales presentation
– or to any marketing effort. And they should
be! Building all communications from a common set
of tools is not only the most economical structure,
it ensures that you deliver consistent, branded messaging
across all marketing efforts (a critically important
marketing 101 requirement!)
Think of these bricks as a capital investment for
the company – like an equipment purchase, you
will use these tools over and over to support the
company’s communications requirements. Well
designed bricks last for years.
The bricks consist of some or all of the
following:
Product positioning – Establishing
a relevant and compelling product personality
Product name and logo –
A unique and memorable identity with files for all
applications
Corporate identity – Application
of logomark to business documents; business cards,
letterhead, etc...
Photography – Imagery that
captures attention and sells product attributes
Illustration – May be used
to demonstrate or explain product features
Messaging – Concise, powerful
sales messages and call to action
Design style sheets – Defining
typography, color palettes and layout to support brand
personality
The costs to develop these depends on the scope and
complexity of the product and the market we seek to
impact. For example your product may require custom
photography (which costs a little more to produce),
or we may be able to utilize existing imagery (which
may cost a little less). Variables apply to every
component.
Brand development timeline: 4 to
8 weeks (average)
Brand development cost range: $6,000
– $18,000+ Depending on scope and complexity
of project. (Not including printing or shipping costs)
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