The different ways to market a business in 2008 are endless. Marketing your business is all about finding the correct tools that work for your particular company/industry and fit your budget. However, like anything else there are basic rules to marketing a business, starting with branding.
What is branding? Branding is a trademark or distinctive name identifying a product or a manufacturer such as Coca-Cola. Even small business should brand themselves because it brings recognition and good-will to a company. Just like bigger brands, IBM for example, people always follow what they know and trust. So exactly how do you brand a company?
To brand a company you need to start out with a logo which is the name of a company or product in a special design, used as a trademark in advertising and promotion. A logo should be unique and well designed as it will be the face of a business. Every detail of a logo should be the mold of a company’s advertisement, colors, themes, slogans, etc.
When branding one should always be distinctive and stand out from the competition. Always figure out what competitor’s are up to so that you don’t follow them but out do them; always be creative. You should always repeat your advertisement so that it is remembered, recognized, and connected to your company every time. When you see a commercial on television or hear it on the radio it is repeated so that it is imprinted in people’s memories, so do the same. Not every business can afford television commercials but there are less expensive ways to repeatedly promote your company such as magnets, pens, mugs, car wraps etc. Promotional items can be an inexpensive way to constantly put your brand out there.
Consistence and persistence are important factors in branding. Always use the same logo, slogans, colors, etc., because the last thing you want to do is confuse the public. Look at Coca-Cola, they have used the same logo, colors, and theme since 1886 and is now one of the leading brands in the world. Always be persistent in you advertisement; don’t just advertise once and think that you have accomplish branding. Divide your marketing budget so that you can publicize throughout the year.
A good way to always have your brand out there is by giving it away. Giveaways such as promotional items are a great way to stay in front of your clients and prospects at all times. People love free stuff that they can use like an umbrella, a memo pad, a T-Shirt, etc. This way you can expose yourself and give a positive image of your company.
Last but not least trademark your brand. A trade mark is any name, symbol, figure, letter, word, or mark adopted and used by a manufacturer or merchant in order to designate his or her goods and to distinguish them from those manufactured or sold by others. A trademark is a proprietary term that is usually registered with the Patent and Trademark Office to assure its exclusive use by its owner. Your brand is your company so any details associated to its development should be protected by the law, so always protect your brand.
Branding is the cores of a business so don’t skip these valuable steps. All the business leaders of this world have branded themselves and their company so do the same and see the results it brings your business. Branding works for businesses of all sizes.