BRIDGEPORT, Conn. — With more than 20 years of marketing experience, Ramon Peralta knows branding is not just about slapping a logo on a T-shirt or lanyard and calling it a day.
Speaking to the Rotary Club of Bridgeport on Tuesday, the Shelton resident said people who want to get noticed and find customers need to figure out what differentiates them from the pack in a crowded market where customers don’t think and act they way they once did.
“Normally, tried and true things were things to believe in,” Peralta told the group. “People don’t necessarily have to believe that anymore.”
Peralta, founder and creative director of Peralta Design in Shelton, knows a thing or two about the current state of branding. Over the years, he’s worked on projects for large organization, such as Major League Baseball, and local favorites, including the Bridgeport Bluefish and the Barnum Festival.
In 1998, he was part of the team that launched Priceline, a major success.
“Being on that team really developed a passion in me for starting companies,” he said.
Peralta stayed on the marketing team behind the Priceline project and moved into the digital era, but, when the recession hit, he found himself laid off.
“I made the decision that, after starting so many other companies, I would start my own,” he said.
Peralta Design specializes in creating, building, elevating and launching brands, especially for start-up businesses.
The firm helps companies find their brand and works on strategies to reach their targeted demographic. Peralta said he believes a brand is more than what a company says about itself.
“Your brand is what people think or say about you when you’re not in the room,” he said.
Businesses that succeed are those with a clear, clean vision of who they are and what they want people to believe they can do. As an example, he asked those in the room to consider the national slogan’s for Hillary Clinton’s and Donald Trump’s campaigns.
Most in the room recognized “Make America Great Again” for Trump. No one could name Hillary’s slogan: “Hillary for America.”
“Everybody needs good branding,” Peralta said. “Everyone is vying for everyone’s attention.”
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