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Branding Basics
Branding is the process by which you try to become the first business a person thinks of when they consider buying goods or services in your category. If you can "own" a word in the public's mind, you have a huge competitive advantage.
Branding...
Branding Your Business To Make More Money
Branding your comapny should be the first thing a company does. You have to convince potential customers to buy from you. Very few people have a monopoly like Microsoft or Ebay, Everyone else need to steer business to their company or product. When...
Finding Your Niche: What Do You Want to be Known For?
In my experience, there are two kinds of small business owners: one that knows whom their market niche is and utilize it, and another who tends to waiver or not want to "set in stone" their target market. With the latter group, I always probe for...
The Arrival of the Founder of Modern Day Advertising
Copyright 2005 Presslink Publishing
This is the second in a series of articles about the history of
advertising from it's early modern beginnings to present day.
Why is it important?
Because today there are no new ideas, just...
The Revolt of the Poor: The Demise of Intellectual Property?
Three years ago I published a book of short stories in Israel. The publishing house belongs to Israel's leading (and exceedingly wealthy) newspaper. I signed a contract which stated that I am entitled to receive 8% of the income from the...
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The Incredible Image -- 8 Steps to Put Your Business' Best Foot Forward
Look into the mirror? Do you see your image--the You that others
see?
Image counts Big-Time in today's super - competitive and
demanding world. But the secret to developing a strong brand
identity is to crystallize--in your target market's mind and
heart--the image you want to convey, and broadcast that message
actively and consistently.
For example, how do you and your team treat your customers? Is
your service somewhat like this?
** Pens & Pencils and High Finance **
Some months back, I met with my financial advisor from Insurance
Company named Pete. Pete sported a 79¢ pen and his $4.99 solar
Calculator - standard issue. Ugh.
This supposed sophisticated financial advisor expected me to
sign a million-dollar life insurance policy. Yet, he handed me
this cheap pen. And he used a lousy $5 calculator to make
financial projections regarding my retirement.
Did Pete consider my family's future to be important? Not that
another calculator's answer would be any different or better
from the answer generated by the solar calculator mind you...but
...
*** Perceptions Drive All. ***
> What are your customers' perceptions about you?
> Do your tools, materials, and style match your customers'
expectations and demeanor?
> Do your actions, marketing tools and branding efforts Enhance
your image?
Consider these eight (8) ways to shape and sharpen your image
And help you develop your personal brand and your business'
Incredible Image:
1. Decide what message you want to send your customers and the
image you want to
display.
2. Figure out what's important to your customers and then design
or redesign your image.
3. Study how other leading organizations, including your
competitors, broadcast their message. What do they say?
4. Select the optimal way to broadcast your message and present
your image.
5. Make Sure your actions consistently and continually Enhance
your image.
6. Analyze whether any of your actions Detract from your image
and make changes.
7. Analyze whether your actions, business cards, web Site,
e-mail sig (signature) files, brochures, letters, etc., are
consistent with the image you want to broadcast.
8. Make sure your marketing programs are consistent from start
to finish--Internally and Externally--and consistent with all
your other business activities and initiatives. And consistent
with your customers' expectations.
Truth IS stranger than fiction. So remember, every marketing
and promotion activity, every effort, etc. can make a
difference.
Even a small yet novel approach, special trait, or standout
quality will help you create your own distinctive brand and
enhance Your Incredible Image, which in turn will set you ablaze
in your marketplace. Then you'll truly multiply your business
fivefold, tenfold or more.
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About the author:
Eric Gelb, MBA & CPA, is a copywriter and brand management
expert. He edits the original Publishing Gold e-zine. For more
information, visit
http://www.PublishingGold.com T: 516-374-1387 or
PublishingGold@Yahoo.com
Copyright © 2005 PublishingGold.com, Inc.
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