Brand Flakes

What did you have for breakfast today? Trix? No … couldn't have been. They're for kids. Frosted Flakes? They're Great! Maybe you had an egg. Incredible and Edible. Possibly you suffered the Le'-go end of an Eggo.

One thing is for sure. You had many brands from which to choose.

Then you got ready for work. Which of drugstore.com's 226 choices of toothbrushes did you use? And which of its 197 options of bar soaps? Unless folicly challenged (wherein bar soap would do), you lathered your mane with one of 485 shampoo selections. After you dried, you stayed dry with a scented or unscented choice of 422 deodorants. Which did you apply and why?

Consumers today have more than 22,000 choices when they go to the local supermarket. If that's not enough, and apparently it isn't, last year an additional 21,000 new supermarket products were introduced. But with cutthroat competition, just 1,500 made it to the shelf.

With the numbing number of choices already available to consumers, it seems nearly pointless that home care companies would jump into the fray to establish consumer brand recognition for their companies and/or products. But indeed, consumer-based branding is a high priority for many in home care, particularly the larger manufacturers. It's a goal that should be on your to-do list as well.

As product choices continue to multiply, consumers also have expanding choice for where they can acquire new products. Just as cereal companies battle one another to fill your spoon, so, too, you as a provider feel the crunch of fierce competition from a variety of local retailers, national pharmacies and the World Wide Web.

As competition grows, the need for staking out one's brand expands. But how do you brand? Is it the same as advertising?

You've seen the commercials. Manufacturers, or their channel partners, are broadening their marketing efforts to include television advertising to consumers. People see the ads, and some become intrigued. They wonder if they or their loved ones can be better served. The consumer or significant other responds to the call-to-action, and suddenly you (hopefully) are asked to fulfill their newfound preference. You're either party to a new sale — or you're toast, and the need is served by your competitor.

Again, is advertising synonymous with branding? Do you need to do it, too? The answer is a definite no … with a dash of yes.