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4 Ways to improve your branding today
What exactly is branding? Branding is a way of pre-selling a product
(or service) by establishing relevant associations and images in
the prospect's mind. If this sounds broad, it is. Many aspects of
your company can achieve your branding objectives. But, to keep
this simple, let's discuss the more important branding elements,
and how you can improve them.
#1 Improve the looks of your brand
Logos. Colors. Fonts. Shapes. Icons. These elements of a brand should
command your eye's attention. They should be distinctive, memorable
and consistently used across all your marketing efforts. Hire a
professional firm to establish these images and guidelines for their
use.
We've found that all visual elements of your brand should reinforce
your positioning. If you're positioned at the high end, it doesn't
make good branding sense to have a 'cute' logo.
#2 Your name starts it all
How different would you be if your name was Clem or Matilda? A company
or product name sets the tone for future marketing efforts. If the
name is well crafted, your marketing messages carry that much more
impact.
Names can be generated from word plays (The Best Little Hair House
for a salon), invented words (Xerox), initials (IBM), founder's
names (Johnson & Johnson), and several other ways. Make sure
your name is distinctive and memorable, crafts the right image and
can be protected.
#3 Improve the sounds of your brand
Taglines. Music. On-hold messaging. Names. These branding elements
appeal to our ears; sometimes they don't. One company I often phone
plays grunge rock over its on-hold system. I don't know about you,
but I believe there's more to music than 3 bad chords and rotten
lyrics. I hate being on hold with that company! And their relationship
with me suffers ever so slightly each time I call.
#4 Own a word
A branding strategy helps 'break it all down' for the prospect.
And if you can break down your business to one word, and own that
word in people's minds, you win. What one word do you think of when
I mention these brands?
A lot of people would answer 'overnight' and 'safety'. See if
you can boil your company down to one word-then try to own that word.
Want to know more about branding? Email contact us at lipe@emergemarketing.com
or (612) 824-4833 & we'll get you a complete copy of our special
report on this topic.
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