marketing your brand
~ more than just a logo
Think of branding as the personality of your business. Define that
and your other marketing messages will follow.To build your brand,
begin by thinking through exactly what it is you're REALLY selling
and why customers should choose your product or service over that
of your competition.
- your brand is the promise
you make to your customers
Marketing gets much easier when you have a recognizable brand. Consider Prada or Apple Computers for example. All you need do is mention the names and millions of people throughout the world have an immediate perception and expectation of what that company stands for. There's an emotional connection between the customer and the company name. The same principles that apply to mega international brands also apply to much smaller enterprises as well as local, regional, business-to business and channel specific markets.
Your brand is the promise you make to customers combined with the customers' judgment about how well you deliver on that promise. They all have to be in sync.
A successful brand becomes an emotional bond that builds customer loyalty. Your brand may include many components or just a few depending on your business, market and objective. Options include your logo, color scheme, tag lines, slogan, collateral, letterhead, web site and so on. The common element among these components is that they all deliver the same message in relatively the same way. With a strong brand, you don't have to sell nearly as long or as hard. Customers know what you stand for before the pitch, proposal or any other way you choose to deliver your message to your target audience.
Remember, brands evolve just like people and change with the times. Periodically take a close look at the current personality of your business and make sure that all the tools you use to reinforce that message are consistent with the image you want to project. Always honor what your brand symbolizes.
Imagica can help you build your brand using a variety of tools and tactics to help articulate who you are and differentiate you in the marketplace including: strategic planning, advertising, special events, trade shows, direct mail, internet marketing, newsletters, collateral, web sites, blogs
... and anything else that may be deemed reasonable in your quest to promote your brand and drive sales.
