Branding Basics for the New Year


by Kristin Marquet

Branding Simplified

Branding is a subset of marketing. Building a strong brand is one of the most important things an organization or person can do to increase visibility, build a good reputation, and become a trusted business. A brand is a symbol, design, name, or term that is associated with an organization, product, or person.

Consumers associate a brand with a certain identity for instance - Gidget, the Chihuahua for Taco Bell, Ronald McDonald for McDonalds, the Swoosh for Nike. Identities communicate messages, build credibility, and motivate prospects to contact and purchase from an organization.

Consider these tips when creating your brand -

Consistency - Marketing material tones and messaging (websites, logos, slogans, mission statement, brochures, postcards, sales letters, newsletters, advertisements, etc) must be consistent in communication.

Mission - A mission statement should tell who you are, what you do, and how you can add value to the marketplace. It positions your business in the market.

Community interaction - Sponsor a charity event or attend fundraisers. Join the local Chamber of Commerce to connect with other business people in your community

Cross promotions/strategic alliances/joint ventures - Get involved with non-competing companies are a good opportunity to expand your market

Publicity and the press release - Increase visibility whenever you launch a new product or service or a newsworthy event occurs

Ask customers for testimonials. Endorsements from customers/employees are powerful because they build brand credibility and trust

Electronic Media Kit - Add a media page to your website with where the business has been featured

Become an expert - Write by writing by-lined articles for industry blogs, websites, newsletters, newspapers, or magazines

Social media - Social media is becoming an essential tool to engage consumers. Join www.Facebook.com, www.twitter.com, and www.linkedin.com before the revolution is over.

Contact Kristin at km@marquet-communications.com.

Kristin Marquet is a regular contributor to the Secrets of Success blog.

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