Nov 30, 2010

Strategy to create a successful Slogan

The slogans are used to make the product memorable to the public. The long standing belief is that a product with a memorable slogan will be purchased more than other similar products. The reason behind this is that people will recall a product with a slogan over a product without one. Creating successful slogans follows a particular set of steps. The initial step is getting to know the client and their goal for this new slogan. This means one will have to identify the unique qualities of the company or product being marketed. A focus on the company’s strengths is also important in the development of a slogan.
It may help at this stage to brainstorm a list of words that describe the company. The more words one can produce the more options one has for creation of a slogan. Having someone on an advertising and marketing team to share this list and possibly create additional descriptions may be helpful. The subsequent step builds on the first. The company’s strengths now have to be used when brainstorming ideas for slogans. This is one of the most difficult parts of creating a successful slogan. The ideas generated should focus on the strengths while attempting to be catchy and memorable. Using the previously generated list of describing words may be helpful in creating possible slogans. Taking Brand Initiative
After a substantial list of possible slogans has been developed it is best to type them into word processing software. Often times, seeing a slogan in print can give more information about its possible success. This is where the marketing team can polish the possible slogans and perfect them. Using the narrowed and perfected list of slogans, it is again time to present them to fellow employees. It is always best to ask for advice from other branding agents because they have experience in this area. They can give final thoughts and suggestions prior to pitching the slogan to the clients. The final step is to meet with the clients and present the selected slogan for their approval. It may be a good idea to have a couple of choice slogans in reserve so the company may have additional options in the event they are not happy with the selected slogan. Zag: The Number One Strategy of High-Performance Brands
Many people believe slogans must rhyme or use humor. This is not quite true. Successful slogans can be serious or even just use one word. Creating successful slogans requires a special art. Many online websites offer programs to develop catchy phrases businesses can use for their slogan. Advertising companies offer the development of slogans for a fee. These companies are well versed in how to create successful slogans for companies, their product, their website, and all other businesses needs as necessary.

Nov 26, 2010

Advised Marketing to Customers

Many hard-working, well-meaning, marketing-minded business owners will incapacitate their businesses with imprudent marketing. That’s even worse than no marketing because bad marketing is incredibly expensive. Reckless advised marketing is usually the result of a personality flaw in the business owner. The most common flaw by far is impatience. So many entrepreneurs are overwhelmed at the prospect of instant gratification that when they don’t get it they begin again their marketing campaign, never giving it a chance to take hold and soar. 
Business owners figure that they know finance and they know management, therefore they also know marketing. Not true. They may know marketing as it existed when they embarked upon the road of individual enterprise, but everyone knows how much marketing has changed since then. Often, their humungous egos motivate them to write their own marketing copy, design their ads and websites, select media based upon their own personal tastes rather than the tastes of their prospects and customers; better know their brand philosophy.
Another personality blemish that puts marketing on self-destruct is the ridiculous notion that word-of-mouth will do the trick all by itself. It’s thinking that they simply can’t render better customer service than they’re providing right now. Don’t ever think that thought. There is always room for improvement. Just ask any customer. Ask them, perhaps with a questionnaire, how an ideal business would be run. Be ready for true enlightenment when they tell his experience.
Another hindrance to marketing success is being too good to a consumer. Such business owners fall prey to lots of fast-talking media reps and buy things they don’t really need. Or they spend too much on the production of their marketing materials. Have the insight to remember always that there is no marketing strategy strong enough to withstand the personality of a clueless businessman.
Marketing is a pipe with one and his customers. It does not exist in a vacuum and it does have a goal. To reach that goal, personal data about each customer is mandatory. Knowing them as a group helps a little but not nearly as much as knowing them individually. Gain that information by talking with them, listening to what they say, sending them customer questionnaires, visiting their websites, meeting them at community events and trade shows, and making yourself available to them for any dialogue they wish to initiate. An important strategy is to know about individual customers, the better is one who able to custom-tailor its marketing strategies. 
As one custom-tailor its plans, the marketing becomes more effective and economical at the same time. Instead of doing a mailing to all customers, mail to only those customers who will be interested in what business one dealing or offering now. That cuts down on one’s cost while increasing business response rate. When one know specific customers are interested in sports, do send them tickets to such events or gifts that connect with their interest. That’s one of advantages as a small, customer-centered business. 
Knowing details about customers enables one to connect closer with them, adapt conversations with them to their own personality types. If they are Type A people, always in a hurry, that’s a cue to keep it short and do it quickly. If they are deliberate, studious, now the time is to give them all the facts they need and not speed through the presentation. Personal knowledge about individual customers enriches one’s customer list exponentially. What they like, what they read, what they watch, what excites them, what turns them off, where they shop, how they perceive one’s business, tiny details that make the difference between a one-time buyer and a lifelong customers.

Nov 25, 2010

Branding start from Logo!

A logo is a graphic symbol which is simply meant to represent a company or organization. Logos are usually represented in two different ways. One is through graphics alone. While the other involves the name, or components of the name, of the company or organization it is meant to represent. Graphics are incorporated into the latter, of course. Logo design, therefore, falls under the category of graphic design. It is a very important aspect of a company or organization. Logo Design Studio Pro
For many people, it is the logo of the corporation or association that first comes to mind if it is a well-known organization. For example, Google, Coca-Cola, and Nike, all have logos which are recognized around the world and all these logos are attached to famous and successful businesses. Therefore, the logo design alone can be a huge selling point for a company because it is the one thing representing an entire brand that can stick out to a person and stay in that person's mind.
Some companies even hold logo design contests. A lot of famous corporations have done this, and this often leads to a lot of free advertisement for these companies. Contests like these usually attract a lot of media attention. The media will pick it up, and once it gets picked up by the media, news of the contest normally spreads like wildfire, which creates a lot of buzz for the corporation or organization holding the contest. LOGO Design, Vol. 2
Also, using a logo designed by somebody from the general   public is likely to convey the message that the general public has a stake in the company by making them feel as they have some input in at least one aspect of the company in question. Logo designs, then, can be used as a tool to bring a lot of attention to a company or organization and create awareness for the business. Therefore, it can be seen as a great marketing and branding tool. Professional logo designers can help create an identity for a brand by designing a logo for them. Moreover, for any organization good logo is very crucial which can easily be designed by a logo design company that   would definitely offer their expertise in this area at an affordable price and they might even provide other useful services.

Nov 23, 2010

Smart Branding in Recession Period

Firstly, Niche the target markets to make the best use of a reduced marketing budget, tightly define best target markets and focus on marketing strategy for them. It is much less costly to market and advertise into a defined market segment like a vertical market than on a broad market. If one runs advertising its media costs will be a fraction of what they were in trying to reach a broader market. It is also easier to get stories and articles placed in vertical-market publications of its experiences. Redevelop message for customers. Once one has focused on its best markets, make sure the message they hear is the right one. Simplify and hone the message specifically for that target markets. Leave behind the generalities. They never helped anyway so now is the time to edit it. Make sure one’s all marketing strategies copy primary message and reinforces the brand image. Make sure about telling them the main benefits. And make sure to tell them in a way that makes sense to their goals. Customers should feel it relevant to them.
For Smart Branding, Tune up Web presence. Make sure the Web site is up to date and makes the right impression on visitors. Prospects may be fewer, but they are still buying, and that process starts on the Web. If a company tends to say, "We have a Web site, but we're not sure it's doing anything for us," that is a danger sign! One’s proper web presence brings a lot of business to the company. In tuning-up, make sure the Web site does three things. First, it should help prospects find one’s web site through an Internet search. Second, site must do a great job presenting all brands online. This is often the first experience people have with the company and want them to get the right impression about the company and the value of the brand. Third, it must explain all products or service's features and benefits from the prospects' perspective. Decision Points
Be reliable through media. Make sure that Web site, literature, advertising, presentations and all are callously consistent. Instead of making a positive brand impression the lack of consistency creates uncertainty which both dilutes the brand and throws a wrench into the decision process while purchasing. Find opportunities in new markets as time lapses. It will support the second brand by leveraging from first brand. Make marketing dual purpose, traditionally; marketing has usually been either aimed primarily at immediate sales or at brand building. Brand advertising is principally meant to reinforce the brand image of the company or product and build its perceived worth. To save on costs make sure that the marketing and advertising does both functions brand and sales oriented. It’s a bit tricky but entirely doable. Don't be a cut-rate king. When business is off it is tempting to slash prices to boost sales. It may, in fact, be necessary to lower prices. Just be very careful how one can do it. Again, don’t let short-term thinking jeopardize business long-term prospects. The Gift
If one think so that marketing becomes all about cutting sale prices and it is how one become known in down times it is also better to know that the perceived value of products or services is diminished in such strategies. And don't forget, perception is reality. When business picks up again, one may well find that the only way to maintain good sales is to continue offering hefty discounts. Thus short-term tactic ends up in making business the discount brand. Instead, if one continues to emphasize its main selling proposition and reinforce the value of what business offer, then, one can promote it by, “we are offering our widgets at a special price right now.” With this strategy one can continuously to strengthen its brand while boosting current sales.

Nov 12, 2010

Branding through Trade Shows

Attending and exhibiting at trade shows and trade fairs is an effective method for expanding product awareness and right branding at initial stages. A trade show is where retailers, wholesalers, sales reps, industry press, importers, exporters, and distributors all gather under one roof to boost their businesses and investing resources. If one goes to a trade show with the goal of making deals and moving product he/she may be disappointed. A more realistic objective is to establish relationships with prospective customers and develop harmony with other marketing partners. Just take a trade show as a giant networking party. Before going for various branding tactics one have to exhibit in this which may help a lot in learning and observing market dynamics.
Depending on industry and what region of the country one’s reside in, there may be a number of trade shows competing for suitable time and patronage. Don't send the entrance fee for it until conduct some primary research to determine whether this show is a worthy investment of time and energy. Find out the number and diversity of companies sponsoring booths and exhibits as well as the cocktail parties, lunches and other events where one can meet people. Trade Show & Event Marketing
The show program will give a good idea of the caliber of firms demonstrating products and presenting seminars. If competitors patronize the show, that's a good indication that members of target audience will be there. Unless every display and lecture at the show is relevant to the business, plan the amount of time that will be spend right there carefully. Choose a handful of companies or organizations for targeting. Make sure these companies are a fit for right business in which the firm is moving. Select a back up list of several companies in case first choices are too busy to pay attention appropriately to the brands. Decision Points
After one have determined that a particular show is a worthy investment of its time and budget, go talk with exhibitors. A good way to ensure that is encounter successfully to do a quick walk through of the entire trade area for this first arrival is necessary. Then prepare a list of the companies decided to target. Afterwards return to other exhibits which are in observation during the survey. Be confident when talking with representatives. Communicate the value and competitive advantage of brands with them.
After one have attended a trade show and made some valuable contacts. Now it's time to go into action. Make notes, highlighting the important things that learned. Ask the following questions by yourself: What exhibits caught everybody’s eye and why? Was trade show being able to enhance knowledge of a competitor? How can you incorporate some of the more novel concepts into your business? Did one can learn anything that might influence his to alter its branding techniques and marketing approach? It is the most crucial part of the trade show success.

Nov 10, 2010

Marketing plan a road map of brand launch to a competitive edge!

In excitement to launch a new business sometimes entrepreneurs neglect to mark out a thorough marketing plan. A brand manager knows that a strong marketing plan helps in creativity and innovation. It guides and coordinates to all marketing efforts. Preparing the plan encourages company to examine and appraise the current state of brand positioning in the industry. Think of a marketing plan as a road map to assist an organization in setting and realizing goals and keeping it on course. Marketing plan is a crucial element of a business plan. It consists of information about company and its products or services, marketing activities objectives and strategies, and its method for measuring success. Typically, it outlines the marketing activities one will perform during a designated time period generally six months or one year. In it one will document the costs of its planned marketing activities as well as the measurements used to determine success.
Before one sit down to create its marketing plan, make sure he/she have a clear idea of the following: Its business include which products or services and their benefits and features, Target market and its buying habits, Knowledge about competing products or services, the problem, need or desire its product or service solves for customers. Brand managers know that marketing objectives should lead to sales. They should be distinct, measurable, and have a time limit for accomplishment. If one have multiple objectives, ensure that they are consistent and don't conflict with each other. Also, be certain that all parts of a marketing plan from strategy to budget support these objectives. The Gift
In a marketing plan one should provide a Promotional Plan. For example, if a company have marketing objective is to expand book sales among school going kids, one could: contribute books to school libraries, provide book stores with discount coupons, or sponsor a literacy event for kids. Another essential section of a marketing plan is the Action Programs section. Here one can detail the steps that need to be taken, when they should be accomplished then decide who will do them, etc. In the Placement section, describe how products and customers fuse together through sales and distribution. Define sales method. Are it is more concerned with quick sales or slowly building up relationships with customers? Does she employ contract sales people or employees? When she illustrates its distribution system, explain where its product will be placed in order to attract customers. Business Plan probably already describes its production and inventory capacities. Another question to deal with is whether a company should sells to individuals or to re-sellers? Many businesses utilize both methods.
Although it is helpful to research other business plans too, however, no two businesses can be identical. They can have variables like industry, company size, location, product, budget, competition, staff, and inventory. The process of creating the plan compels a company to think about its business goals and how its marketing strategy will facilitate realizing those goals. Remember to update marketing plan on a regular basis. The tactics that proved successful one year may fall flat if market conditions alter drastically. Plan to review and update marketing plan frequently. Reviewing every quarter would be ideal but if that's not feasible, do so once each year at least.

Nov 8, 2010

Consistency factor in Marketing

This concept is based on that a message no matter from which source it comes takes for all consumers to move from entirely apathy to a buying decision depends on consistency in certain behavior like frequency, delivery and relationship marketing. However, it is a bitter fact that normally a typical reader, viewer or listener are not paying much attention to the ad at all consciously but unconsciously they feed by it several times in only one day. This means that for an ad to be maximally effective it needs to show up in newspaper, on TV, or on radio. So, one can put together a killer ad but it will have to wait for about a month or more for that phone to start ringing. For this a marketers must learn to be patient. Their success lies in being consistent and in being consistent with a passion. Marketing Metrics
After one has decided how he/she wish to serve the public with its product, products, and service like identified its niche within that public, selected its business name clearly describing what to do, chosen its marketing colors and logo shapes based on its prospective customers' preferences, developed its sub-conscious buying message, its business slogan and finally ordered business cards and stationary. Stop for a moment here! Before one go on for all of this he/she must be coordinate things together. Remember the rule, consistent with a passion! Means that one should use colors, script and credible source in messages must always remain exactly the same for print and TV ads. Always and exactly the same all time. Even type font, type style, and relative type sizes must be the same on business card and other stationary as on the sign in front of one’s store, as in on TV, magazine, and newspaper ads. Real-Time Marketing and PR
If one decides to advertise inexpensively on local cable TV, for example, he/she will want the last few seconds of that ad to show its business name, its telephone number, and its business slogan. This visual should look exactly like everything else in other marketing devices. So later, when its future customers are looking through the yellow pages, a sub-conscious part of them will be attracted to company ad because it will be familiar to them. And, many of them would not even remember the TV spot where they first saw this business offer. 
Another way to say, one can shorten the number of needed exposures from twenty-seven down to fourteen or so by having a consistent, clear, consistent selling proposition. This number shrinks even further to about nine; when one use several different marketing vehicles for consumers to see its consistent message. It looks like that the business exists everywhere. And it looks like everyone, like it, is buying from it, because it is probably solo in its existence in such a manner! Disney FamilyFun

Nov 7, 2010

Branding through “Brochures”

Brochure is a source that could attract new business with much less effort and turn more of prospects into paying clients. The greatest challenge for any small business or startup looking to acquire new business is being able to identify and attract people who have a need for their product or service. Most small businesses have difficulty attracting new clients because they have not created a valuable and memorable identity that clearly distinguishes them from their competitors. Typically, most entrepreneurs and professionals are futile at articulating the uniqueness and value of their business offering which is a critical tool for turning prospects into paying clients. Design Matters
First Impressions Can Make or Break Business it depends on information sharing about a company in brochures. Many slight things can contribute to or diminish how confident a prospect feels about what one have to offer and usually that first impression is a lasting one. For example, if one has to market materials he just has to start out on a shoestring budget that can have a very diminishing effect on a potential client's feeling of confidence in one’s business. From consumers point of view the important questions are as; do the outer things people see instill a first impression of confidence? Are companies creating a perception of competence, value and success? Is its position in the marketplace clear? Is its marketing message unique and memorable? Creative Solutions
In fact, Positioning determines one’s marketing message. It can be better reinforcing by brochures. So, a positioning strategy must be carefully developed. Positioning should convey a unique and strong selling proposition that sets an organization apart from its competitors. Some questions must ask before committing to a market position as: Who is my target market and what do they really want from me? What requests do my prospects have? What is my business promising to fulfill? What are our strengths and weaknesses? Who are our perceived competitors and what are their strengths and weaknesses? How are we unique? What are the personal values that drive our business? What are the trends and gaps in the current market-place and how can we capitalize on them? The Best of Brochure Design 10
Along with them, an effective positioning statement should be the focal point of one’s entire marketing plan and will accomplish the following objectives:1) Connect a business with its target market both emotionally and logically, 2) Build trust, confidence and personal rapport, 3) Position yourself as an expert, 4) Convey uniqueness and personality with passion and believability 5) Promise tangible results and value 6) Communicate the personal values that guide and excite consumer and effect its ability to serve clients in an exceptional way 7) Motivate the reader to request more information and call for an appointment or place an order.

Nov 6, 2010

Brand Harmonization & its four major actors!

Ensuring that all products in a particular brand range have a consistent name, visual identity and, ideally positioning across a number of geographic product or service markets. Globalization is an important factor in this regard. However, Globalization has been started at last years of the 20th century. This phenomenon is not new or unique to this period but the process has only been given an added impulsion by the political, technological and economic developments that have been unique to the first ten years of the 21th century.
The effect that this globalization has had on brands has been extravagant. New brands are seemingly born global or at the very least experience a quick roll out from home or lead countries into other geographic markets. Many traditionally local brands are sold, fazed-out or face transition to a new regional or global brand name and brand harmonization
Brand portfolios which have been built-up through acquisitions are rationalized in order to focus attention and resources on a limited number of strategic brands. Long established brands have enhanced their dominant positions across the globe, threatening less marketing-savvy local brands, but also encountering unyielding opposition from local brands that find ways to fight back. Some of the global brands manage to become local institutions by filling a local role in the societies where they operate while others dominate their category as global monoliths. Brand Portfolio Strategy
A global brand needs to provide relevant meaning and experience to people across multiple societies. To do so the brand strategy needs to be devised that takes account of the brands own capabilities and competencies, the strategies of competing brands, and the outlook of consumers which has been largely formed by experiences in their respective societies. There are four actors a company needs to be harmonized its brands globally named as Brand domain, Brand reputation, Brand affinity, and Brand recognition. 
Brand domain, this requires an intimate knowledge, not only of the technologies shaping the brand domain, but also of pertinent consumer behavior and needs. The lifeblood of a brand domain specialist is innovation and creative use of its resources. A brand domain specialist acts like a cheetah who knows how to prey and has the ability to capture 70% of its hunts successfully. Designing Brand Identity
Brand reputation, in this one should have specific traits and to support its brands credibility, authenticity, and reliability over and above competitors. A brand reputation specialist needs to have some kind of history, legacy or mythology. It also needs to be able to narrate these in a convincing manner, and be able to live up to the resulting reputation. A brand reputation specialist has to have a very good understanding of which stories will convince consumers that the brand is in some way superior. A brand reputation specialist is like a horse. It can have a certain nobility and bearing, and exhibit qualities. Like a horse, the brand reputation specialist can also thrive on association with celebrities.
Brand affinity, based on out-performance and relationship building. This means that a brand affinity specialist needs to have a distinct appeal to consumers, be able to communicate with them effectively, and provide an experience that reinforces the bonding process. A brand affinity specialist is like a pet dog. A dog is generally considered to be man’s best friend, due to its affection, its obedience, its loyalty, the status and the protection it provides to its owners.
Brand recognition, based on the out of box thinking. A brand recognition specialist needs to be able to outspend competition to gain unbeatable levels of awareness. A recognition specialist is like a peacock. Such specialist skills, particular traits or specific qualities may no longer be to their advantage and they may need to develop new ones.

Nov 5, 2010

Online Branding Myths

Through going online one will able to reach millions of customers. But in fact having a site on the web doesn't mean one will automatically reach millions of customers similarly as having a book in publication doesn’t means that it has gauge automatic reach of millions of readers. There may be possibility that millions of people capable of accessing one’s world wide web page right now but only if one have to promote website through discussion group participations, ads, announcements, directory listings, e-mails, links on other sites, and off-line publicity before one will attract a lot of visitors.
Secondly, High hit counts contribute to the grossly inflated notions of the Web's magical ability to reach people. But a site will always get far more hits than it does actual human visitors. Simply, "Hits Don't Equal Visits," for more information regarding customers’ interests. Thirdly, it’s totally wrong that the more graphics show the better efforts of branding strategies. The prettiest site on the Web is useless if visitors with non-graphical browsers can't tell what it is or how to navigate in it. Too many sites are immeasurable even to graphical browser users who view them without loading the images. And even interested visitors would not wait to see what one are offering if they have to tail off too many minute-long downloads as images load. Use small image files. Offer a text-only option at the top of home page. And let visitors know how large big image files are so they can make an informed decision about whether or not to display them.The Confession: A Novel
Finally and mostly Sounds and video are simple said by the visitors. All of us hear lots of hot air about the multimedia nature of the Web but Web sites have a long way to go before they resemble TV set or even a CD-ROM playing on PC. If one is expecting to point and click to listen or hear multimedia clips he/she will be disappointed. When software developers and content providers completely integrate video and sound player capabilities and overcome the lack of standards and bandwidth constraints for modem connections one might be able to use multimedia. 
But still until then video and sound files have to be downloaded and they require a player utility in order to perform on PC. Video files in particular can be of multi-megabyte that may take many minutes to download. Further, there are different players for different PC platforms. The web sites that offer best sounds or video also offer a selection of players one can download to ensure that he/she will be able to experience the sound or movie on his PC no matter what kind it is.Toy Story
In an epitome, web or online brand presence is not an easy task one would think about it. It needs a person or an organization that love creativity and want to be an innovator then and only then he/she could handle it properly.

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