A prospective customer sees your logo, your email newsletter, or your ad, and in a split second thinks, "Oh! There's that great company again. They have just what I need. I'm going to buy from them today."
Sounds good, right? It's what every company wants: brand recognition. And with a little effort, you can build it for yourself!
Branding your company, and then reinforcing that brand in all of your communications, will help customers recognize and choose you over all the competition. What Is Branding?** Branding is the practice of influencing how people experience your company over time. This experience tells potential customers or clients who you are and what they can expect from you, and it sets the stage for how they will interact with you going forward.
To create a positive experience and feeling with your brand, you have to know two things:
Your target audience - Who is your best customer? What appeals to them? What are their pain points in relation to what you offer?
Your unique benefit - What is different, and better, about what you offer? The answers to these questions will help you create a brand identity that you can build, grow, and sustain in your marketplace. In this article, I will focus primarily on how to build and represent your unique brand through design elements and the written word (your copy). The Visual Identity of Your Brand A strong brand requires a clear visual identity. From the symbol or logo you create to the color palette you choose, the visual impression you make needs to be unique and convey the character and personality of you and your company. Key design elements of your brand include:
A logo - This is a must. If you don't have a logo, there are many companies on the web that will design one for you for at a very affordable price. At the very least, pick a font and a font size for writing your company name and use this consistently in every publication.
Colors - Your colors communicate more than you might think. Use warm colors for a friendly feel, cool for formal, and bright for bold and trend setting.
Fonts - Select a font or two at maximum for your text (one for your regular text and one for headlines, subhead, and sidebar copy) and stick with those same fonts for all of your communications. Use one that everyone has on their computers, such as Arial, Times New Roman, or Verdana, for the greatest readability (fonts can sometimes be substituted if your receiver's computer does not recognize your font).
The Tone of Your Copy In addition to design, the tone of what you write communicates your company's brand. For instance, if you are a "friendly" company, then use a casual, personal, and conversational tone in all of your communications. If you want to communicate your longevity as a firm, then use a more formal tone to communicate thoughtfulness and to convey a sense of responsibility and security. Whatever tone you choose, make sure it is consistent throughout all communications. Examples of tone include friendly, casual, formal, forceful, conversational, and inspirational.
Tips for Building Your Brand with Email Marketing There are many marketing mediums you can use to build and support your brand. Your goal is to be consistent across all of them. The following tips focus specifically on building your brand with email, but you can apply them to other mediums as well.
Here's a checklist to help you build and create brand consistency with your marketing emails:
==>Include your logo on every communication, located in the same place each time
==>Use the same colors on your website home page, printed collateral, and email templates
==>Embed patterns, designs, or images that appear in your website or printed collateral as backgrounds or highlights in your emails
==>Use the same fonts as you use on your website and printed collateral
By establishing and reinforcing your brand as you create, sustain, and grow your relationships with prospects, customers, and other constituent groups, you will find that people recognize you more quickly, retain your messages more easily, and are faster to take action.
Branding works, so try it! And have a GREAT day.
Owen Fragerfactor.com ...................................................................................... "“The key is to just get on the bike, and the key to getting on the bike… is to stop thinking about ‘there are a bunch of reasons I might fall off’ and just hop on and peddle the damned thing. You can pick up a map, a tire pump, and better footwear along the way.” ~~ Dick Costolo, founder of Feedburner.com .................................................................................................
**Thanks, Gina! Declassified from Frager Factor VIP June 15, 2008 Recent Visitors: Media and AdvertisingViacom; Publicis Group; WPP Group USA; CRISPIN PORTER & BOGUSKY; Martin Agency; kirshenbaum bond + partners (kbp.com); dotGLU; McCann-Erickson; DDB Worldwide; OGILVY; MindShare; Chiat Day; eurorscg; Carat MBS; INTERNET BROADCASTING SYSTEMS; Current Media; CBS; ITT; Dynamic Logic, Inc; TekSavvy Solutions; THE TICKET RESERVE; CRISPIN PORTER & BOGUSKY; News Corporation; d'arcy masius bention & bowles; INTERPUBLIC GROUP OF COMPANIES; Zeus Jones; D&E Communications; Partners & Simon; New World Network; Marchex; GoDaddy; NameView; Name Media; Demand Media; Oversee.net; CTECH GiX; Ask; Kraft Kennedy; Geoff Howe Marketing Communication;; Vietel Corporation; CCA; MCS; CGI Information and System Management; Vision Communications; The Nielsen Company; Pershing LLC; Teddys media radio; Name Intelligence; Prime Public Relations; INTERVAL INTERNATIONAL; Disney; Yahoo; Isomedia; GORILLA NATION MEDIA; Frank Schilling; Oversee; Sieg; Bagimsiz Gazeteciler Publishing; Random House; SSK; isyour.name; BPR Groupe Conseil; Omeda Communications;
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Education/Public SectorUnited Arab Emirates; Northrop Grumman Corp.; Condi Rice (all three reading about Abu Dhabi license plates and NNN.com domains),1112th Signal Battalion; Navy Network Information Center; NASA; CHAPMAN UNIVERSITY; Duke University; National Taiwan University; Seoul U; Savannah College of Art and Design; University of Oklahoma; University of Northumbria at Newcastle; Universidad Autonoma de San Luis Potosi; Spokeane Symphony; Mississippi Ave Baptist Church; State of Virginia; State of California; University of Texas at Austin; Education and Research Consortium of the Western; UPC Ceska Republica; Hampden-Sydney College; United States Army Corps of Engineers; Environmental Systems Research Institute; Bentley College; Bulgaria Ministry of Environment and Water; North Harris Montgomery Community College; Pepperdine U: New Mexico State University; Ruprecht-Karls-Universitaet Heidelberg; DBJ Minnesota State University; New Mexico State U; Stanford U; Cornell, Tufts; Albert Einstein College of Medicine; University of Illinois at Chicago; Gyeongsang National University; Kaiser Permanente Medical Care Program; THE TRUST FOR PUBLIC LAND; Edmonton Power; Environmental Systems Research Institute; Legacy Health Services; Education and Research Consortium; Cerebos Pacific Ltd; Taft School; Centre National de la Recherche Sientifique; Shiraz University of Medical Sciences; Greater Orlando Aviation Authority; Houston Area Library Automated Network; State of Wyoming; University of Newcastle upon Tyne; Nova University; Army National Guard Bureau; National Archives and Records Administration; Navy Network Information Center; Mount Sinai School of Medicine; Univ. of Texas; University of Oklahoma; Virginia Community College System; Columbia U; Depaul University; The Fred Hutchinson Cancer Research Center; University of Central Oklahoma; University of New Hampshire; University of North Carolina at Greensboro; Eastern Virginia Medical School; Hogeschool INHOLLAND; Hospital Universitario Marques de Valdecilla; State University of New York - Oswego; Government of the Province of Ontario; Columbia U; University of California, Irvine; State of NY; Rainbow Schools;
OthersNorwegian Cruise Lines; Farmers Mutual; FORD MOTOR COMPANY; American Airlines; Boehringer Ingelheim Pharmaceuticals; STARBUCKS COFFEE COMPANY; Baylor Healthcare Systems; State Farm; GNA Corporation; Sears Direct Response; Kaiser Permanente; Openface; Lear; The PGA Tour; SwansonHealth; Montana Project; Business News Americas Ltda.; Domino's Pizza Beano Publishing; Fullrate DK; POWERCOMM; Infocom Technologies, Inc; PC LENDER; CityNet; CIHS; Novant Health; United Layer; Astra Zeneca; Bayer Corporation; C & D Aerospace; Al Qahirah, Cairo; Fast Telecommunications Company (Kuwait); Simply Bits, LLC; Giraudo, Engmann, Spiegel & Duvall; Service PLACE PROPERTIES; Scottsdale Memorial Health; Sports Trend International; Newman utilities; RITZ CARLTON; Harris Corporation; PEERLESS PUMP COMPANY; Kelly Temps; THE FIRST AMERICAN CORPORATION; Dell; Deere & Co./John Deere; STEALTHAIR; TEXAS HEALTH MANAGEMENT GROUP; Cord Blood Registry; JSC Kauno Interneto Sistemos; Kennecott Copper Corporation; Pulse Engineering; KLA Instruments Corp.; HELLA NORTH AMERICA; Uniquest; MPRM LLC; Entergy Corporation; HanseNet; Cooper Hand