Branding, be it an image, logo, or even a catchphrase, is
what helps clarify what services or products a company has
to offer. Crafting a look of your very own is the point.
When you see a swish on the side of a pair of tennis shoes,
you know it to be Nike; and the saying, "What's in
your wallet?"...well, you know that's Capital One, right?
Corporate America spends a lot of money branding. This is
not generally possible if your company is still relatively
new but branding is still possible with a little imagination
and a good friend who can honestly critique your ideas.
When selling a product, like a bottle of hair spray, one
acceptable way to brand the product would be to put your
photo on the bottle. Then, all of your satisfied customers
will find it easier to remember who you are and where to
find your magical hair spray.
Liquors often use branding to sell their products; Captain
Morgan came up with a painting on the background of their
bottle. It was a macaw flying over a shipwrecked sailor.
No one had to remember the name - I can't remember it today
- but everyone could remember, "I want the one with the bird
flying in the background".
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It is important to create something original but somehow
related to your product or service in order to brand it.
What does your product do or what is the shape of the
container it is packaged in? What colours are involved?
Then, pick a spot to put a picture on and think of some
clever phrase that people won't be able to forget.
Brainstorming with several people can help generate ideas
for branding. Sit around and discuss options, toss out
ideas, list the ones that make you laugh or are easy to
remember and "especially" suited to the product. Look at
places on the sales material, boxing, labelling, where a
photograph would be appropriate.
An effective an relatively inexpensive way to test your
branding is to create flyers and other marketing materials
with the brand on them. Give them to complete strangers and
try to gauge people's reactions.
You are going to want to create an effective mailing list so
be sure to visit trade shows and try speaking at any public
events that you think would be appropriate. Be sure to tell
others how your business has grown as it will help build
enthusiasm for your company. Have a sign up sheet available
for people to add themselves to your mailing list and don't
forget to exchange your business cards with other business
people. If any of the people visiting your booth happen to
have business cards, exchange with them too! Then, try to
capitalize on these new contacts by promptly sending
branding material to them via mail thanking them for the
opportunity to tell them about your product.
Branding is both effective and profitable. Simply having
people recognize your face or product is a sure way to build
interest in your company or ideas. Arnold Schwarzenegger is
a perfect example of this as it is no secret that his bid
for governor was greatly aided by his fame and visibility.
His superior branding made him a cinch for governor of
California.
About the author:
Ken Bidgood is the chief editor for
Advertising XP,
the best place on the internet when you're after
fresh up to date advice and comment to do with Business.
For more free articles on Business why not visit:
http://www.advertisingxp.com/articles
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