Branding: It's More Than a Logo
How clear is your image in the minds of your potential customers? How can you bring that image into focus? Defining, developing and maintaining a brand identity is the key.The word "branding" is frequently tossed about in the marketing and advertising world by marketing professionals and customers alike. Many times, what is being referred to as branding can be more accurately described as logo development or corporate identity programs at best. While a logo and corporate identity certainly are part of a branding program, they are only one piece of the puzzle. And when companies start their branding program with development of a logo or corporate identity package, they are getting the cart before the horse.So what exactly is branding? In doing research for this article, I came to the conclusion that branding is very much like what has been said about pornography: "I can't define it, but I know it when I see it."I define a brand image as being the picture that appears in a member of your target market's mind when they see, hear or think about you, your company and your service. In this sense, your logo and print materials become the symbols representing everything you and your service stand for, much like the letters of the alphabet are symbols that when combined form words and sentences with a common meaning to everyone who understands the language.We often think of branding as being something that only big corporations must attend to.
However, a strong branding program is as critical to smaller businesses as it is to Fortune 500 companies. And smaller businesses are challenged with building our brands without the mega resources of the huge corporations. So how can a business with limited resources, develop an effective brand image? Here is a step by step guide to steer you through the process.Step 1: Define your desired brand image. What is the picture you want your target market to develop in their minds when they see, hear or think about you, your company and your service? The more clearly you can see the image the better able you are to communicate it to your prospective clients. Start to define your brand by answering these questions in writing:
- What do we stand for?
- What are we passionate about?
- How are we different from other businesses that provide the same or similar products or services?
- What are our strengths?
- What is our specialty?
- What are our values?
- What do our clients most value about what we provide?
- What are we trying to accomplish?
- What problems do we help our clients solve?
- What do we want to be known for?
- Do we have any "quirks" that we can incorporate into our brand image?
Only when you have the picture clearly in your own mind that you want your target market to have of you is it time to begin the process of logo development. And this is an area to invest in some professional help. Don't use a clip art logo or down-load a free logo from the web. Answering the questions above in detail will make the logo development process not only more effective, but also more efficient from a cost perspective.In developing your logo and designing your print materials, think about what lines, shapes, typestyles and colors represent the image you want your target market to develop. If you coach people in developing the leadership skills necessary to reach the executive suite, you probably don't want to use primary colors in your logo.
On the other hand, if you help people bring more joy into their lives by discovering their inner child, primary colors may be perfect. If you assist people to organize their lives, you would not want a cluttered business card. You would want a very clean and understated look. If you help people bring out their hidden creativity you could use a fancier, more elaborate typestyle and incorporate flowing lines or curly queues into the design. Step 3: Begin communicating your brand identity to your target market.
Everything you say and do -- from the way you answer your telephones to the specialty advertising or promotional items you give your prospective clients ? should reinforce the brand image you want to develop. Use your logo and colors on everything. Develop a tag line that conveys your message and use it on all your printed materials from your letterhead to your invoices. Your website should have the same general look as your letterhead, business cards, e-mail newsletter, brochure, and direct mail pieces. Continuously look for ways to incorporate your logo, colors and tag line into everything.
Be creative. I know business partners who drive bright yellow Volkswagen Beatles to match their corporate colors. Almost daily I find an opportunity I've been missing to incorporate my brand image into my materials ? and I do this for a living!Step 4: Maintain your brand identity. Once you have begun to develop your brand identity, resist the temptation to make major changes or to even do too much tinkering. About the time you start to become bored with your look, your target market is just beginning to recognize and identify with it.
Consistency over time is critical. Not only does it build awareness, it also develops credibility. In this respect we need to learn from the masters. While Coca Cola? and Betty Crocker? have updated their looks many times over the past 100+ years the basic elements have remained consistent.What picture develops in the mind of your target market when they see, hear or think about you and your service? Is it fuzzy and out of focus with pieces of the puzzle missing? Is it inconsistent and ever changing? Or is it crisp, clear and in living color?? 2004 STRATEGIES-BY-DESIGN. May be reprinted with credits and contact information..
Julie Chance is a strategic marketing consultant who provides a unique combination of consulting, coaching and training to help clients improve the return on their investment in marketing and promotional activities. For more information call 972-701-9311 or visit our website at www.strategies-by-design.com. Be sure to sign up for our free newsletter and take our assessment to determine the strength of your marketing foundation while you?re there.jchance@strategies-by-design.comCopywriting Tips for Sales-generating Brochures
Copywriting Tips for Sales-generating Brochuresby
? 2003http://www.copywritingcourse.comBrochures have held an important place in marketing plans for longer than most of us can remember. There is no doubt that they have the ability to generate sales and increase revenues. Why then do so many of them fail?There are several aspects of copywriting for brochures that amateur writers don't consider. It's those things that make or break the success of your efforts.For the sake of generalization, let's think about creating a six-panel brochure. (Also called a tri-fold brochure among other things.) This is created from an 8.5" x 11" sheet of paper that is then folded twice.
There are three panels on the front and three on the backside of the original sheet.The CoverAs if it wasn't obvious, the cover is the most important panel in your brochure. Both the images and words need to grab the reader's attention and pull him or her in. It has to be compelling enough to (a) strike an...
Copywriting Tips for Sales-generating Brochures
Incorporate > Copywriting Tips for Sales-generating Brochures
Quick Weight Loss
There are thousands of diet book and diet gurus offering a myriad of ideas for quick weight loss. Although some of these plans may provide short-term results, gimmicks and gadgets do not add up to a permanent weight loss solution. The quickest way to lose weight is to have patience, eat healthy, use a weight management supplement such as Slimirex, and incorporate a exercise plan into your daily activities. Eat HealthyThe body needs over forty different vitamins and minerals each day in order to function properly and maintain overall good health. Eating healthy not only allows you to control your portions and lose weight, but it also helps ensure that you get the nutrients your body needs to stay strong.
Many people think that eating healthy means skipping meals and eating mostly bland, tasteless foods. But this is not true. Healthy eating simply means following two basic steps: variety and moderation.Variety: A healthy diet is a well-balanced one, and one that supplies ample amounts...
Quick Weight Loss
Incorporate > Quick Weight Loss
Branding: It's More Than a Logo
How clear is your image in the minds of your potential customers? How can you bring that image into focus? Defining, developing and maintaining a brand identity is the key.The word "branding" is frequently tossed about in the marketing and advertising world by marketing professionals and customers alike. Many times, what is being referred to as branding can be more accurately described as logo development or corporate identity programs at best. While a logo and corporate identity certainly are part of a branding program, they are only one piece of the puzzle. And when companies start their branding program with development of a logo or corporate identity package, they are getting the cart before the horse.So what exactly is branding? In doing research for this article, I came to the conclusion that branding is very much like what has been said about pornography: "I can't define it, but I know it when I see it."I define a brand image as being the picture that appears in a member of your...
Branding: It's More Than a Logo
Incorporate > Branding: It's More Than a Logo
Data Dimensions Launches New Website
Janesville, WI (ContentDesk) October 11, 2004 -- Data Dimensions, a leading provider of business process outsourcing services, announced today the launching of their newly redesigned website. The site provides one click access to the many unique services provided by the organization."This new site is easy to navigate and is an excellent source of information describing our capabilities," said Jon Boumstein, President of Data Dimensions. "In today's industry customers want to know up front you understand their challenges and you have a solution, this site will deliver this. Customers also demand project information at their finger tips. Over time we look to incorporate on-line tools that will provide monitoring and reporting capabilities for our community of clients.
With the move toward real time transactions, we look to have our site provide an excellent source of updated information for our clients."About Data Dimensions Driven by people and powered by technology. For over 20...
Data Dimensions Launches New Website
Incorporate > Data Dimensions Launches New Website
Data Dimensions Launches New Website
Janesville, WI (ContentDesk) October 11, 2004 -- Data Dimensions, a leading provider of business process outsourcing services, announced today the launching of their newly redesigned website. The site provides one click access to the many unique services provided by the organization."This new site is easy to navigate and is an excellent source of information describing our capabilities," said Jon Boumstein, President of Data Dimensions. "In today's industry customers want to know up front you understand their challenges and you have a solution, this site will deliver this. Customers also demand project information at their finger tips. Over time we look to incorporate on-line tools that will provide monitoring and reporting capabilities for our community of clients.
With the move toward real time transactions, we look to have our site provide an excellent source of updated information for our clients."About Data Dimensions Driven by people and powered by technology. For over 20...
Data Dimensions Launches New Website
Incorporate > Data Dimensions Launches New Website
Cigar Box Purses - A Smokin' Fashion Statement
Mushu Treasures is the fun and clever alter ego of Seattle handbag designer Marlene Wong-Doutaz (aka "Mushu").
Wong-Doutaz creates genuine Cigar Box Purses that will add a splash of fun to jeans or an extra spark to ignite a little black dress.
Heck, it'll even brighten up a trip to the grocery store.
Her handcrafted, custom designed Cigar Box Purses are wearable, one-of-a-kind accessories that incorporate everything from beads and tassels to paints and papers.Mushu's colorful wooden throwaways are transformed into dazzling handbags that turn heads wherever you go. "I make one of the few women's accessories that men think are cool," Wong-Doutaz says with a chuckle.
"Men are not afraid to stop by, pick up a cigar box purse, look inside, and even comment 'this is great!'
I love it."
In fact, Mushu Treasures has more male customers now than she did when she was a commercial retailer in women's accessories.THE PROCESSThere is a meticulous...
Incorporate > Cigar Box Purses - A Smokin' Fashion Statement
ScientificWrestling.com, the Leader in Western Martial Arts Research, Celebrates the Irish's Contributions to Martial Arts with a Brand New Fighting DVD
Los Angeles, CA ContentDesk) March 17, 2006 -- No gloves, no time limits, no cowards; before there was the modern spectacle known as the UFC (Ultimate Fighting Championship) there was the well established tradition of bare-knuckle boxing.Now with the release of 'REAL BKB: Fights of the Irish Travellers' on DVD viewers can get ringside seats. The rules are simple: no grappling, no hair pulling, and no eye-gouging, just old-school bare-knuckle fighting.Different than anything most viewers have ever...
Branding: It's More Than a Logo Incorporate
Incorporate > ScientificWrestling.com, the Leader in Western Martial Arts Research, Celebrates the Irish's Contributions to Martial Arts with a Brand New Fighting DVD
Branding: It's More Than a Logo Incorporate refinance
Branding: It's More Than a Logo
Buying a gift for someone you care about can be the hardest thing to do.
(ContentDesk) July 13, 2006 -- Buying a gift for someone you care about can be the hardest thing to do. Whether you are trying to impress someone or if youre just trying to find a thoughtful gift that will show how much you care. Fads are changing everyday and everyone has different tastes so how do you decide what to get?The best gifts are always things that make you feel special. Naming a Star is the perfect gift to give for any occasion. Its the kind of gift that people remember the rest...
Branding: It's More Than a Logo
Incorporate > Buying a gift for someone you care about can be the hardest thing to do.
looking for a weight loss pill? safest is best
Obesity or being overweight is a common trend that affects a lot of people
around the world.Weight loss products and programs are rapidly becoming
common place today.Millions of people are spending thousands of dollars
looking for a weight loss program or product that actually works.A lot of
people are also falling victim to weight loss products that don't actually
work.Well i'm writing this article not to give preference to one weight loss
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