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Branding Your Company Can Dramatically Increase Sales
by Ken Bidgood
http://www.advertisingxp.com
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.
Branding does take a great deal of money. As a start up
business, you may find this to be a dilemma. Yet, it isn't
impossible to create an affordable brand. All it takes is
a little ingenuity and an honest critic.
When selling a product, like a bottle of hair spray, one
acceptable way to brand the product would be to put your
photo on the bottle. Then, all of your satisfied customers
will find it easier to remember who you are and where to
find your magical hair spray.
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 is a lot easier when you have a group of people to
brainstorm with. Try sitting around and tossing around
options and ideas and make sure to note which ones make you
laugh and seem easy to remember yet are still related to
your product. Find places on the packaging, sales brochures,
and label on which you can place 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!
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