Creating a Brand that Sticks

Written by Eileen "Turtle" Parzek


Continued from page 1

A logo is only one manifestation of brand identity, used to create a memorable impression, but it is useless if you have not clearly defined your audience andrepparttar focus of your business. There are plenty of clearly branded businesses using only consistent fonts or colors in their marketing collateral. But whatever you decide chose one image to stick with through all your business communication, and make sure that image is professional. In other words, if you do not haverepparttar 120908 resources or finances right now to have a professional image developed for you, work with less, rather than using badly formatted clipart or a layout that makes you look amateurish or cheap. That approach can only hurt your business and your brand, so findrepparttar 120909 level that works for you without a negative effect.

Once you determine what brand you want to create, and have developed an identity to accompany it,repparttar 120910 work has just begun. You will need to vigilantly reinforce your brand every moment you are in business. Your brand needs to affect everything your business does, everything you and your employees say, and every bit of information that comes out of your office. Letterhead, invoices, proposals… these should all consistently promote your brand. In your voice mail, in your email sig, and every time someone says, "What do you do?" your brand should come out to shine. Domain names and web site content should, again, reinforce your brand. Everywhere you use your brand with consistency, you are communicating withrepparttar 120911 voice of your company.

Be aware, though, that this does not happen overnight - your brand will need to build over time. Develop a strong brand, and use it consistently, and more and more often, your brand will pop into people's minds when they have a need that you can provide.

Eileen 'Turtle' Parzek is a veteran web designer and an online marketing & communications consultant who has been working from home and virtually since 1995. Her first business, Turtle's Web, was responsible for approximately 250 web projects. Her current business, SOHO It Goes! (www.soho-it-goes.com) specializes in providing technology driven design, marketing and communication services to small businesses and organizations.


Get Business Now: Play by the Marketing Rules

Written by Charlie Cook


Continued from page 1

3. Demonstrate Value Actions speak louder than words. If you want clients to be aware ofrepparttar value of your products or services, you will need to give them a test drive. Openrepparttar 120907 door with newsletters, workshops, a free session or articles found on your web site. Over time demonstratingrepparttar 120908 value you provide will convince prospective clients of your ability to solve their problems and help position you as a trusted advisor.

4. Build Your Network The objective is to know who is interested in your products and services. Networking is a good idea because people like to buy products from people they know and trust. If they’ve met you or been referred to you they are more likely to trust you.

Depending onrepparttar 120909 business you are in, you can build your network of prospects through conventional networking or through your web site and email. Either wayrepparttar 120910 more qualified prospects you have in your networkrepparttar 120911 better.

5. Stay in Touch Memories are short. Once we hit middle age most of us can't remember what we had for dinner two days ago, much lessrepparttar 120912 host of services various firms provide. In most cases its safe to assume your target market has forgotten aboutrepparttar 120913 range of solutions you offer, if they remember you at all.

Stay in touch with your target market on a monthly or, at a minimum quarterly basis. When you contact people be clear about repparttar 120914 action you want prospective, existing and past clients to take.

Winrepparttar 120915 Marketing Game Once you knowrepparttar 120916 rules to marketing you can apply them to map out your marketing strategy, and to select marketing tactics that will leave your competition inrepparttar 120917 dust.

2003 © In Mind Communications, LLC. All rights reserved.

The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners who want to improve their marketing and attract more clients.

Get a copy of the marketing guide, 7 Steps to Get More Clients and Grow Your Business. Get the FREE marketing guide now: CLICK HERE ==> http://www.charliecook.net mailto:ccook@charliecook.net


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