Branding Your Company Can Dramatically Increase Sales
Branding refers to the image, logo, or phrase that you can
see and instantly know what company it represents. “Like a good neighbor…” Naturally you know I am talking about State Farm Insurance just like an S with a star next to it on a jacket or piece of sports clothing is easily recognizable as a Starter product.
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.
If you are selling a product, perhaps a jar of facial cream, one way to perform branding is to place your photograph on the label or box. This will cause the satisfied customer to easily remember who you are, and where to go to find your product.
Liquor companies are big fans of branding. Do you all
remember the, “Tastes Great, Less Filling” catchphrase that became so popular in the late 80’s? I really don’t even remember what beer used it but I will never forget it and neither will millions of other people around the world. Successful branding seems to become engrained in your head.
You have to think of something that is original and yet
still relevant to your product for it to be branded. What
is the product used for or what does it make you think of
when you use it? Is there anything special about the
packaging like the color maybe? Is there a place for a
photo and a catchy slogan? What could that catchphrase be?
Branding seems to be easier in groups so get some friends together for a brainstorming session where you can all toss around ideas to one another. Keep the ones that make seem funny and then ask yourselves whether or not it is related to the product you are selling. Are there places on the marketing material, packaging, or product itself where you could put a photo?
Print flyers, business cards, brochures and other material. Mail them to everyone on your mailing list. Give them to everyone you meet. This is effective and very inexpensive.
You are going to need to go to trade shows and the like in order to build a mailing list of potential customers. Speaking at public events is always a good idea and affords you the opportunity to tell people about your company and the products you offer. Bring along sign up sheets to bolster your mailing list and be sure to exchange business cards with the other people renting booths.
Branding works and it is profitable. The more people that recognize your product or your face; the more likely they are to have interest in what you have to say or the services you provide. A perfect example is California’s governor, Arnold Schwarzenegger. Don’t you think it was his branding that got him elected? I’m not saying he isn’t qualified to be the governor, but he certainly was the best branded person running for governor of California!
About the author: Ken Bidgood is the chief editor for
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