The Little Blue Box @ Burke’s Business Builders.

Have you ever given much thought to buying a gift at Tiffany’s? I’m sure some of you have only seen the store from afar, while others may have ventured in and even bought something. What is it about the little blue box the gift comes in that’s so magical? I think it’s a couple of things actually. First, the receiver of the gift knows that it’s something special because they only sell “special” things at Tiffany’s. And the giver of the gift knows that he/she will get the appropriate adoration that goes with giving something of such stature.

Do these emotional assumptions happen when you give a gift from JC Penny? Or Target? Or Wal-Mart? Of course not, they’re not Tiffany’s. But how about when you give a gift from Saks? Or Nordstrom? Or Neiman Marcus? Again, no. Although it could be argued that the goods are on par with Tiffany’s, it’s not the same. Tiffany’s owns a strong brand image the others can’t match.

I mention this because the same sort of struggle goes on all over the country in every category imaginable. Businesses covet an image like Tiffany’s. Not to be the most expensive but to have a clear, top of mind brand that competitors have a very hard time disrupting. If you were a business owner (and maybe you are), wouldn’t you want to have as solid a brand reputation as Tiffany’s? Of course. Yet, here’s the conundrum. With the vast majority of businesses I see each year, establishing a brand image in the mind of their customers is low on the priority list when it comes to advertising.

Most businesses, even big successful ones, say they don’t have the time, money, or inclination to focus on establishing their image. They’re more interested in having a good sale this weekend, or moving the truckload of mattresses by Monday. Yes, that’s important. But having a strong brand image, being known for what you do better than anyone else, will help drive the results of those retail battles time after time.

I met recently with an agency principal who was having difficulty with an auto dealer client in expressing how important this is to his business. He told her he really didn’t care much about building his image. What she pointed out to him was so true. She said “If your image didn’t matter to you, then why are all your sales people in ties all the time? Why is the floor of the showroom clean enough to eat on? Why are all the cars washed three times each week? Of course your image matters to you or you wouldn’t insist on this.” It was undeniable.

Local businesses often see “branding” as a total waste of money. “I don’t have the dollars for that, I just need to have a good sale” seems to be the prevailing thinking. I get that. But if customers don’t have a clear understanding of your competitive advantages, the weekend sales are always going to be an issue. It’s like dating. It would be silly to think, “I don’t really care what this person thinks of me, I just want to get married.” But we do that in business all the time.

Bottom Line: Remind your clients how important it is to build a strong, defendable, unique image in the minds of their core customer base. Sales come and go, but their brand identity lasts. Remember that the next time you see a blue box from Tiffany’s.

Dave Burke is President of Burke Media Marketing, Inc, an advertising sales training consultancy. Dave works with radio, TV, and cable sales teams and their clients to help them dominate their markets. He can be reached at (603) 746-5588 or http://www.BurkeMediaMarketing.com