How Much Time Should You Spend Marketing?

Written by Susan Dunn, Marketing Coach


Clients ask me how much they should market and what’s a realistic amount of time. They’re not always happy when I say, “Almost allrepparttar time!” Not every Monday morning, not 8 hours Friday, but most ofrepparttar 105337 time when you aren’t doing business or talking with clients.

Why? So you can stay current. Marketing is happening allrepparttar 105338 time, and if you’re tuned it, you’ll get some great ideas.

When you're browsing onrepparttar 105339 Internet, pay attention to what attracts your attention, what's new, how other people work their websites, whatrepparttar 105340 logos look like. Logos, colors, fonts, and tagline styles go in and out of fashion and you want to stay current. Take some time every week to visit people who sell things like you do, or offer services like yours and see what's new.

When you're inrepparttar 105341 car, notice what radio ads catch your attention -- and why. Notice what billboards catch your eye -- and why. Your website is not unlike a billboard, and your 'copy' is not unlike a radio ads. Most radio ads are minutes, and most visits to websites are minutes.

Shattering the Branding Myths

Written by Diane Hughes


If you've been online long, you're sure to have seen many "gurus" give their ideas about branding. However, much of what you read simply isn't true. Overrepparttar years, many myths about branding have taken hold inrepparttar 105335 online world and spread like wildfire. The fact is: They are doing you more harm than good.

Branding is not one aspect of your marketing campaign. It isrepparttar 105336 combination of everything your business stands for. Branding is not created with a single, stand-alone event -- rather it is created over time through a series of strategically thought-out actions.

Let's take a few minutes to shatter a few common myths about branding and to introduce constructive, proactive branding principles that you can build on.

Branding Myth #1 - Your USP Is Your Brand

Absolutely not. While your USP (Unique Selling Position) might be used to help convey your brand, it is not - in and of itself - your complete branding strategy.

Branding Principle #1 - Your Brand Is All Encompassing

Your brand is built, and conveyed, with every action you take, with every product/service you offer, with every piece of communication you send, and with every contact you make with your customers.

Branding Myth #2 - To Be Remembered, You Must Have A Logo

Also not true. Look at companies like Marlboro (cigarettes), Puffs (tissue), and Ziploc (plastic bags). They simply use a specialized font withrepparttar 105337 product name. No swirls, no images, no "logo." While logos certainly are not "bad," they are also not mandatory.

Branding Principle #2 - Customers Remember You Primarily By How They Are Treated

The most innovative logo,repparttar 105338 most attractive colors, andrepparttar 105339 world's best logo designer will do you no good if you don't offer excellent service. Customers remember you and your company byrepparttar 105340 way they are treated. Was their shopping experience good? Were all their questions answered? Were their problems solved to their satisfaction? These things go way further to help customers remember you than any logo could ever hope to.

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