PROMOTING YOUR BRAND 
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WHAT IS A BRAND?
A brand is a mark that identifies that an animal belong to a particular ranch.
As a marketer branding is a mark you create on people's minds and hearts that identifies your product, services or company so that they think of you instead of your competition. Some of the most successful brands in the world are; COKE, PEPSI, NIKE, SONY, etc. Consider what these companies have created when you create your brand.
Yes, it takes an investment of time, consideration and money to be successful, however, to do so is simply a choice to create success in your company.
HOW TO CREATE A BRAND
Branding requires a holistic or global perspective when you establish your objectives. In other words encompass all the elements of your company in order to create a meaningful mark in the minds of the buying public. Branding should be at the root of ALL your marketing efforts.
Consider these areas when creating your brand:
Market Niche, Target and Position
Marketing Strategies
Slogan or Unique Selling Proposition
Logo concept and design
Other issues may include:
Trust and Credibility
Customer Service Policy
Pricing
Corporate Systems and software
Staffing policies
WHERE TO MARKET
IN ORDER OF COST VS EFFECTIVENESS
Customer Service
Networking
Press Releases
Business Cards
Packaging
Internet Advertising
E-mail Marketing
Web Site
Gift Certificates
Banner Advertising
Direct Mail Marketing
Promotional Products
Personal Sales
Training Programs
Be an "Expert" - seminars, articles, etc.
Print, Radio & TV Advertising
KNOW YOUR CUSTOMER AND YOUR COMPANY
ABOUT YOUR CUSTOMERS
How old are they?
Male or female?
How much money do they make?
What are their occupations?
What is their level of education?
What are their hobbies?
Are they married, single, divorced?
Do they have kids, grandkids?
Are they students?
What do they know about your company?
ABOUT YOU
Are you changing with the market?
How are you staying with the changing market?
What is the profile of your target market?
How does your marketing plan meet your target?
The answers to these questions will assist you to choose and modify your products, services and marketing plan.
HOW TO BEAT YOUR COMPETITION
Make a list of companies that compete with yours. Go to their web sites and compare their offers to yours.
WHAT TO WATCH FOR
Delivery
Durability
Performance/Efficiency
Guarantee/Warranty
Price
Convenience and ease of use
Choices and Alternatives
Sales, specials & new products
Processes they use in delivering their product
Customer Service
Do they have a unique product you don’t have?
What does their product do for society
Do expert's choose them? Why?
What problems do they solve?
How dependable are they?
Do they offer complimentary services
What do we do better?
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These brands may be familiar.
If so, then you can be certain these
corporations use marketing successfully.
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Copyright © 2004, B2B ECS GLOBAL, All Rights Reserved.
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