Wednesday, February 8, 2017

Business 101: Creating a Killer Brand

Business 101: Creating a Killer Brand

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BIZ PLAN Business 101: Creating a Killer Brand

Business 101: Creating a Killer Brand

You’ve developed a great product, idea or business and you’re ready to unleash it on an unsuspecting public. So how do you get their attention? While clever taglines and titles are a great start, one of the most important things you can do to boost your sales and market awareness is to create a killer brand. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” In basic English, your brand is the “face” of your product, so getting it right can have a huge impact on you and your business.

Getting Your Brand Right From The Start

A great brand for your business or product can go a long way to capturing that elusive and valuable target market. In order to ensure you’re on the right track when it comes to your brand, it’s important to ask yourself the following questions.

Who is your audience?

One of the most important things you can do when developing your brand is to get inside the head of your target market, or audience. Think about how they best interact with various forms of social media, as well as how and when they feel compelled to buy. What are their buying habits, and what websites do they regularly interact with? Don’t try to be “all things to all people.” Find your target and stick with it relentlessly.

What’s the story?

People love a good story, so it’s no wonder that developing your product’s background and conversational tone goes a long way to giving it a face and personality. Think of the reasons why the world can’t live without your product, and also how you developed it and why. Keep it positive, though. Potential customers rarely react positively to a diatribe about how your product beats the pants off the competition.

Who can be your brand ambassadors?

Like any good relationship, falling in love is easy, but maintaining it is the real trick. A good brand can help foster customer loyalty to the point of becoming a “brand evangelist.” Think of major corporations, such as Coca-Cola, and how there are those who will happily (and loudly) skip out on the soda if it’s not available. By capturing the hearts and minds of your most valuable customers, you can harness the power of “word of mouth marketing.”

Who are you associating your brand with?

It’s a fact – no two brand avenues are completely alike. Think about where your product will be sold and who will be purchasing it. A brand marketing strategy for a trendy, uptown boutique will read a lot differently than one that’s appealing to a mommy blog. By positioning your product next to the brands your customers already love, it will be easy to integrate into the markets you’re seeking out. One Company that specializes in branding, Brand Fever Inc, describes it as your brand reputation that lures and woos your audience.

Are you spreading it around?

So you know which way you’re heading with your brand and who your target market is. However, are you ensuring that your message is making its way to all facets of your business? For example, if your product has a trendy, high fashion bent, you should be ensuring that “feeling” is working its way into your email, tweets, print media and any other communication coming from your office.

Creating a killer brand can have a huge impact on the potential sales and success of your company. Remember, your brand is the face and personality of your product. By ensuring that you’re speaking to your target market in a way they will understand and respond to, you will be increasing your profit potential in a huge way.

As a former business owner, writer Melanie Fleury knows the importance of having a brand that represents your company in the right way. Brand Fever Inc., a branding company, knows that “as your brand grows, so do your customers.” The brand is for the life of your business and showing customers how your brand is of lifelong value is a critical step in having a successful business.

Photo Credit: http://www.flickr.com/photos/seoplanter/7460432758/



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Competitive Edge: Does Your Brand Measure Up?

Competitive Edge: Does Your Brand Measure Up?

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7324049742 97e27fc926 n 300x225 Competitive Edge: Does Your Brand Measure Up?

Competitive Edge: Does Your Brand Measure Up?

Brand equity is a marketing term that is used to describe the power and influence a brand has over consumers. It is bed on the idea that a more well-known brand will be able to generate greater revenue then a less-known brand, and that consumers will eventually only turn to more well-known brands for their choices.

Brand equity also generates more revenue for a business when its name becomes synonymous with a service or product. For example, it is common for someone to say “just Google it” when they want you to perform an Internet search instead of saying “use a search engine.” Another great example is Band Aid. When you have a cut to cover, you ask for a Band Aid, not an adhesive bandage.

Building your brand through effective marketing can take your business from one of many in your field, to the top of your field. It takes specific strategic planning and excellent service to achieve this type of recognition.

Marketing and Customer Service

A top marketing strategy can make your business a common household name. However, your company must be prepared for the influx of business from this marketing plan or the entire strategy may backfire. It is essential that your company can produce the product quickly, ship the items fast if necessary, and that they perform as expected when they arrive.

If you are marketing a service, you will need to make sure that your service providers are exemplary and their work reflects well on your company. If you are unable to meet demands or quality standards, your marketing campaign will only provide negative equity to your company.

Negative Equity

Negative brand equity can happen for two reasons. The first is when a majority of the consumers learn that your product or service does not meet the standards of your advertising. This will cause your company to lose customer loyalty and repeat business. It will also promote a bad-will campaign in word-of-mouth advertising. It will take quick and creative marketing to bounce back from this type of negative brand equity.

The second type of negative brand equity can occur when a disaster takes place and it is directly connected to a company. For example, when you think of the name BP (British Petroleum,) the company is hoping that you are thinking of their gas stations and oil refineries. However, after the oil platform explosion and subsequent oil spill in the Gulf of Mexico, many people think of BP as a danger to the environment.

Your brand is the most important thing your company owns. It is what people think of when thy think of your product or service. Your brand can make or break your company. Marketing your brand is crucial to creating band equity. If the marketing is done correctly, and you can respond to the needs of the consumers, you will create a lot of positive feelings about your company and build the value of your brand. Who knows, you may even be the next Band Aid.

Jamica Bell is a blogger and entrepreneur. As a small business owner, brand equity has become a goal for her company  maintaining a competitive edge.



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How Content Marketing Can Make Your Dental Office Money

How Content Marketing Can Make Your Dental Office Money

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Marketing your content can earn your practice money both directly and indirectly. This may be anything from a basic subscription to your content to getting your valuable content to niche areas online that help expand your brand name and bring more business in general to your practice.

money How Content Marketing Can Make Your Dental Office Money

Social Payment

For the simple act of Tweeting or posting a Facebook update that helps promotes another brand, you can be paid over social media for doing so. For example, someone pays with a tweet, a user tells their followers about a particular product. Paywithatweet.com illustrates how this function works.

Advertising

Consider using advertisements alongside your content or wherever you post your content (i.e. a blog). One example is LaunchBit, which is geared towards linking advertises and those who send out content using email. LaunchBit simply acts as the middleman and connects you to the designers. Another source is clickbank, an online platform that allows to use market your content to niche audiences through a particular model the firm uses. It follows the idea of selling informational content over a long term period to a small market of customers to yield profit.

Strong CTAs

In all your content posts, you should have an obvious clear call to action. An effective CTA is the most important part of a post because it’s the part of your content that convinces a user to take a particular action or step. This might be anything from making an appointment to signing into an email list. Ineffective CTAs can make the difference between a new customer or a bounce. Try and mention a free consultation or benefit to the user for following through with the CTA, as incentives can make or break follow through.

Ancillary Products

You can also sell products directly in return for a fee or a percentage of revenue. Classic examples can be dentists who offer Invisalign or Sonicare toothbrushes. This allows you to appeal to an audience who desires these products (i.e. someone who wants Invisalign over traditional braces) to improve business.

Subscription

You offer content that may be for free, but you can either make that content exclusive by charging a subscription fee. Another option is offering readers the choice to subscribe to receive better, improved or more exclusive content.

Guest Blogging

If there are niche markets or audiences you can’t reach and you don’t necessarily write for them, content the webmasters of those sites online. Ask them if you can guest blog for them, which gives you the opportunity to provide original content to a site in exchange for a link. This won’t only help you in terms of SEO, but lets the audience of that site know where the content is coming from (if they want more). To do this on a larger scale or to eliminate the trouble of contacting another site’s webmaster, you can also utilize online guest blogging tools such as myguestblog where guest bloggers and parties looking for content are brought together. Here you can post content that can be posted on sites that you feel suite your marketing needs. The result is marketing to a larger readership to attract more business.

Dr. Lance Jue is the head of A Beautiful Smile at Lake Pointe in Sugar Land, Texas. Dr. Jue and his team have been providing general, cosmetic, and restorative dental services for close to twenty years to the Sugar Land area.

Photo Credit: epSos.de (CC BY 2.0)



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How Your Personality Is Reflected In Your Design, Marketing And Coding

How Your Personality Is Reflected In Your Design, Marketing And Coding

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design marketing coding How Your Personality Is Reflected In Your Design, Marketing And Coding

If you run a blog or website then you can expect your personality to come across in a big way. First and foremost of course, your personality is going to play a role because of the way you write and this will be immediately apparent when reading our posts. Chances are that you will write mostly about the things you find exciting and interesting, and the way you express yourself is probably going to be routed in the way you express yourself out in the real world. The amount of humour you use in your site and even the length of articles will all speak volumes about who you are.

But that’s not the only way your personality makes its way into your online efforts. Read on to see how else this can have an effect…

Marketing

design marketing coding1 How Your Personality Is Reflected In Your Design, Marketing And Coding

The marketing you do is also something that will reflect your personality and this is important to bear in mind. Some of us are simply better at promoting ourselves than others and will be able to shout our message from the rafters, while others will want to be more modest about our work. This is why some people need to use SEO companies to do their promotion for them – if you won’t market yourself because it doesn’t suit your personality then you need an internet marketing firm that will.

Design

Of course your design will reflect your personality in many ways, and your use of colours and layout can suggest all kinds of things about yourself. A bright red and yellow website for instance might very realistically suggest a more outgoing and extraverted personality. The key is to make sure that you don’t make your site for you and that it is first and foremost for your audience. Market research and web design firms can help you achieve this.

Code

design marketing coding2 How Your Personality Is Reflected In Your Design, Marketing And Coding

Finally, your personality will always have a huge bearing on your coding style and the way you write your HTML, your PHP and your Javascript. Ultimately programming consists of forming ‘mental models’ to express your ideas, then writing these out in a predefined code. That then means that your code will reflect the way you think and the way that you approach an idea. Do you write a list using a loop? Or do you add items to the list sequentially? Using a more efficient process might suggest that you’re a perfectionist and a very logical thinker, while writing it in the way that makes the most sense there and then might suggest that you are more of a ‘big picture’ kind of person.

Likewise your use of whitespace, your variable names and your comments might reflect your personality. Someone who writes lots of comments and uses lots of whitespace, clearly thinks ahead of themselves and thus makes sure that their code will be easy to follow in the future. On the other hand, someone who writes a lot of code without worrying much about spaces and organization, might be less organized in real life but also more focussed on the problem at hand rather than making it look presentable. No way is ‘right’ or ‘wrong’, but it is interesting to note the differences.

Confounding Variables

design marketing coding3 How Your Personality Is Reflected In Your Design, Marketing And Coding

Of course it’s also worth bearing in mind that bloggers tend to have a similar kind of personality in some ways to begin with. Most bloggers will probably like technology and thus have quite a logical and systematic way of thinking, but will also probably be passionate and interested and enjoy expressing themselves if they write a lot. Another thing that’s worth bearing in mind is that blogging regularly could alter your personality as well. There is a two way causality here to consider…

Author of this post, Jake Cornwall is an indpendant SEO. He has sound knowledge of web designing and shares it with people via his articles. A music lover, he likes playing his guitar in his spare time.

Photo Credits: image 1 image 2 image 3 image 4



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