Presented by Christina "CK" Kerley
Marketing doesn't necessarily take a lot of money -- it takes being smart.
It's how you communicate and demonstrate your unique value. Everything can be branded (places, causes, processes, services, products, people, etc.)
Goal of branding: "Branding is not about getting your prospects to choose you over your competitors, it's about getting your customers to see you as the only solution to their problem." (Robert Frankel quote)
Branding is more than a name, a logo and a tag line.
When you have a strong brand, people will pay a premium for what you offer. They'll go out of their way to get it, and continue to purchase it. They'll recommend it to others.
Branding will never compensate for a poor product or service.
Branding doesn't have to be expensive, but it does need to be in line with your goals and markets.
Just because your company is small doesn't mean your brand needs to be.
Question: do you brand your company or yourself, if you're a small business?
Answer: Depends on your long term plans for the business. Can be dangerous if the person around whom the brand is built leaves the business, but when the person is the business, it makes sense to brand both.
Question: how do you go about branding a company that covers a wide variety of products or services? (Example: company that makes supplements for barnyard animals, human athletes, horses, etc.)
Answer: Probably may want to brand by each market. People who are buying athletic supplements for themselves are probably not looking for supplements for barnyard animals. Probably will want brand names for each of the individual product lines with company as an over arching brand, with emphasis primarily on the individual product line brands.
It's an ongoing process. Just keep in mind your brand and the message you want to get across and be consistent across each platform.
As industries evolve, categories become more specific. Start out with generic "social networking," now we have specific social networks for all sorts of specialty interests. When you create a new category, it's newsworthy, so you can use public relations tactics to build awareness of this new category.
Press always love "how to" tips. Get granular -- find outlets that are specifically related to the story you want to tell and offer them content.
Giveaways can be good marketing techniques. When you give away something of value, you get back a lot.
Branding is more than a slogan. Value point doesn't have to be a big deal. Can be as simple as "We'll deliver in 30 minutes or its free."
Learn more about the ways Diane can help improve the performance and profitability of your business web site, or request a no-obligation personal consultation, by visiting www.NineYards.com.
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