How clear is your image in the minds of your potential customers? How can you bring that image into focus? Defining, developing and maintaining a brand identity is the key.
The word ?branding? is frequently tossed about in the marketing and advertising world by marketing professionals and customers alike. Many times, what is being referred to as branding can be more accurately described as logo development or corporate identity programs at best. While a logo and corporate identity certainly are part of a branding program, they are only one piece of the puzzle. And when companies start their branding program with development of a logo or corporate identity package Air Max 90 Bambina Scontate , they are getting the cart before the horse.
So what exactly is branding? In doing research for this article, I came to the conclusion that branding is very much like what has been said about pornography: ?I can?t define it, but I know it when I see it.?
I define a brand image as being the picture that appears in a member of your target market?s mind when they see, hear or think about you Air Max 90 Donne Scontate , your company and your service. In this sense, your logo and print materials become the symbols representing everything you and your service stand for, much like the letters of the alphabet are symbols that when combined form words and sentences with a common meaning to everyone who understands the language.
We often think of branding as being something that only big corporations must attend to. However, a strong branding program is as critical to smaller businesses as it is to Fortune 500 companies. And smaller businesses are challenged with building our brands without the mega resources of the huge corporations. So how can a business with limited resources Air Max 90 Uomo Scontate , develop an effective brand image? Here is a step by step guide to steer you through the process.
Step 1: Define your desired brand image. What is the picture you want your target market to develop in their minds when they see, hear or think about you, your company and your service? The more clearly you can see the image the better able you are to communicate it to your prospective clients. Start to define your brand by answering these questions in writing:
What do we stand for? What are we passionate about? How are we different from other businesses that provide the same or similar products or services? What are our strengths? What is our specialty? What are our values? What do our clients most value about what we provide? What are we trying to accomplish? What problems do we help our clients solve? What do we want to be known for? Do we have any ?quirks? that we can incorporate into our brand image?
Step 2: Develop your logo. Only when you have the picture clearly in your own mind that you want your target market to have of you is it time to begin the process of logo development. And this is an area to invest in some professional help. Don?t use a clip art logo or down-load a free logo from the web. Answering the questions above in detail will make the logo development process not only more effective, but also more efficient from a cost perspective.
In developing your logo and designing your print materials Air Max 90 Scontate Outlet , think about what lines, shapes, typestyles and colors represent the image you want your target market to develop. If you coach people in developing the leadership skills necessary to reach the executive suite, you probably don?t want to use primary colors in your logo. On the other hand Air Max 90 Scontate Italia , if you help people bring more joy into their lives by discovering their inner child, primary colors may be perfect. If
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