03.02.07
Use Your Company’s Image to Catapult Profits
Be Different
Obviously, one of the best ways to create a brand for your business is to invent a new product or service that nobody else offers. However, this is not always an easy task. The fact is that many companies offer very similar products or services. To stand apart from the competition, you may need to create a new category for your product or service, or you may need to focus on what’s unique about the way you do business. So think “outside the box” and get creative. What can you offer that no one else can? What makes your widget different from the other guy’s? Is it your commitment to service? Your speed of delivery? Your product selection? Whatever it is, identify it and use it in your branding and media buying techniques. Narrow the focus of what you do so people think of you first when looking for a particular product or service.
Keep Your Marketing Materials Focused
You want customers to quickly and easily recognize you, so you need to keep your marketing materials simple, focused and consistent. If you don’t have design talent, work with a graphic designer to help you create a recognizable identity that is a unique representation of your business. The logo you and your designer create must depict your company’s image without the need for lengthy explanation. Also work with your marketing department or a professional writer to create a catchy tagline that encapsulates the brand you want your company to have. Use both the logo and tagline on all of your marketing materials, letterhead, business cards and web site.
