• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • Submissions
  • About Us
  • Contact Us
  • Jan 22, 2021
  • Startup
    • Creating a Plan
    • Funding a Startup
    • Franchise Center
    • Getting Your Office Ready
    • Making Your Business Official
    • Marketing Your New Business
    • Personal Readiness
  • Run & Grow
    • Customer Service
    • Human Resources
    • Innovation
    • Legal
    • Operations
    • Risk Management
  • Leadership
    • Best Practices
    • Communication
    • Green Initiatives
    • Open Culture
    • Strategic Planning
    • People Skills
  • Sales & Marketing
    • Advertising and Lead Generation
    • Marketing Innovations
    • Marketing Plans
    • Online Marketing
    • Relationships
    • Sales Activities
  • Finance
    • Budgeting and Personal Finance
    • Payments and Collections
    • Tax and Accounting
    • Pricing Strategy
    • Working with Investors
    • Working with Lenders
  • Tech
    • eCommerce
    • Hardware
    • Software
    • Security
    • Tech Reviews
    • Telecom
  • Shop

SmallBizClub

Helping You Succeed

efile4biz banner
Home / Sales and Marketing / Marketing Innovations / How to Win with Compliance Branding
How to Win with Compliance Branding

How to Win with Compliance Branding

2399 Views

Sep 30, 2013 By Ed Roach

how-to-win-with-compliance-brandingStand out from the crowd, swim free from the sea of sameness. These phrases are the mantras of the modern branding mind set. You and I know that they are true, but their implementation is a challenge. Finding that nugget that compels your target audience can be a daunting task at best. If you want the point of differentiation to hold water and last, it has to be something that comes from the core of your brand. It must complement your brand values and frustrate your competition.

 
One solution might be compliance branding. If you are in an industry such as manufacturing or food service, you are currently heavily regulated. If you are a manufacturer who exports, you “enjoy” an increased level of scrutiny. The food service industry must meet stringent health and safety compliances. At the end of the day, adhering to industry, and government compliances makes you competent to do business within your category, but it does nothing to differentiate you. You are simply on an equal footing with your compliant competitors.
 
Compliance Branding builds on the already established trust that your customers have for compliances. They recognize that if you are compliant, you are a professional in your field, and they will be protected in doing business with you.
 
So to benefit from customers who trust and respect compliances, you should develop and implement your very own self-administered compliance. Take a hard look at how you do business. What processes are in place that your company uses to improve your productivity or service delivery? Are these functions proprietary? They must be your own. I have to stress that this tool must be real. Your self-administered compliance cannot be advertising spin. It must trackable and validated like any standard compliance. There must be regulations in place to keep it real.
 
Let’s say you have a chain of restaurants, and of course there are compliances that you are forced to have if you want to stay in that business. Many times these compliances are the minimum standards. Here is your chance to shine. Make it your goal to raise the bar and implement a cleaner-than-clean compliance. Together with your management staff and front-line employees, try to come up with a procedure that follows this initiative through to completion. Develop a validation and follow-up process to check the validity of the claim into the future, self-policing your compliance. There should be penalties for any deficiencies.
 
Your next step is to give it an image. This should take the form of a crest or symbol. Now when you launch it, you can claim that you are the only restaurant with “XXX Cleanliness.” It is a great PR topic and good news story. Because it is your compliance, your competition can’t apply to get it. It will probably drive them crazy trying to determine how they can also be awarded this honor. This marketing initiative can be effective in nearly any industry.
 
Ideally, having the assistance of a Branding Expert will have you set up a self-compliance program quicker and I just happen to know a good one.

Filed Under: Marketing Innovations Tagged With: Branding, Differentiation, Ed Roach, Regulations, Tracking Data

Ed Roach

Ed Roach

For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.

Related Posts

  • 4 Tips for Creating a Memorable Brand
  • 2021 In the Law -A Look Ahead in Trademark & Branding Cases
  • 10 Top Tips to Boost Brand Consistency

Primary Sidebar

Random

5 Goal-Crushing eCommerce Marketing Essentials for 2021

Jan 22, 2021 By Igor Zagradanin

Take Your Home Office to the Next Level

Jan 22, 2021 By Charlotte Sylvester

7 Essential Tips for the SEO-Challlenged Startup

Jan 22, 2021 By Jeremy Bowler

3 Excellent Ways Entrepreneurs Can Reduce Stress

Jan 22, 2021 By Rick Bowers

7 SEO Marketing Trends for 2021

Jan 22, 2021 By Andrew Deen

Footer

About Us

Small Biz Club is the premier destination for small business owners and entrepreneurs. To succeed in business, you have to constantly learn about new things, evaluate what you’re doing, and look for ways to improve—that’s what we’re here to help you do.

  • Facebook
  • LinkedIn
  • RSS
  • Twitter

Copyright © 2021 by Tarkenton Institute, Inc. All Rights Reserved | Terms | Privacy