Building Your Brand
By Traci Hayner Vanover
Posted Monday, December 13, 2004
In today's world of global commerce, branding is not only recommended, it is essential. In the vast array of websites, consumers lose interest quickly. Those few, crucial moments in which they land upon and subsequently peruse your site are key to making an impression with this potential customer. What are you doing to stay in the forefront of their mind?
When you talk about branding, it is important to look at some of the "big guys" to illustrate how to do it well. For instance, when you think of cotton swabs, do you mistakenly refer to all brands as "Q-tips®"? The key is finding the right balance between a product, a name, tagline, and putting it all together. You want something that will remain with the customer long after they have been presented with your product or ad. Create that "must have" with your customer. It isn't always easy -- but if you take the time to research WHO your customer is, and WHAT you can do for them, you have half the battle won.
Another important facet to successful branding is your logo. Take our logo, for example. It features a spotlight, as does our tag phrase. Why is this important? A large portion of our business is marketing and promotion -- putting our clients in the proverbial spotlight. The use of the spotlight graphic helps to reinforce the idea that Promo Boost will focus the spotlight on you -- and as reality television has surely taught us -- most of us like that idea!
When you are choosing your business name, logo, or tag line, it is important to remember that concise is the key. You want a unique idea, but you also want something easy to remember. Are you drawing a blank when it comes to logo design? Never fear! Some of the best logos out there are combinations of pre-existing clipart, that has been paired with additional text or elements, and colored to meet the client's requirements.
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About the Author
© 2004 Traci Hayner Vanover, The Promo Diva (http://www.PromoBoost.com). Promo Boost offers a wide assortment of design, marketing, and promotional tools to help small businesses and the cottage industry. The Promo Diva is also the owner of Marketplace Gallery, a virtual marketplace offering affordable e-commerce solutions catering to the small business community, and offer a unique venue for craft aficionados. Visit us online at (www.MarketplaceGallery.com)
