My Article Database: Free Articles for Teaching and Studying English as a Foreign Language in China - by Paul Sparks




 Homepage
 About Me
 Teachers
 Students
 Lessons
 Photographs
 Links
 World News
 ICQ Chat
 Contact Me
 Articles
 
My Article Database:

 

Accounting
Acne
Adsense
Advertising
Aerobics
Affiliate
Alternative
Articles
Attraction
Auctions
Audio Streaming
Auto Care
Auto Parts
Auto Responder
Aviation
Babies Toddler
Baby
Bankruptcy
Bathroom
Beauty
Bedroom
Blogging
Body Building
Book Marketing
Book Review
Branding
Breast Cancer
Broadband Internet
Business
Business Loan
Business Plan
Cancer
Car Buying
Career
Car Insurance
Car Loan
Car Maintenance
Cars
Casino
Cell Phone
Chat
Christmas
Claims
Coaching
Coffee
College University
Computer Tips
Cooking
Cooking Tips
Copywriting
Cosmetics
Craft
Creative Writing
Credit
Credit Cards
Credit Repair
Currency Trading
Data Recovery
Dating
Debt Relief
Diabetics
Diet
Digital Camera
Diving
Divorce
Domain
Driving Tips
Ebay
Ebook
Ecommerce
Email Marketing
E Marketing
Essay
Ezine
Fashion
Finance
Fishing
Fitness
Flu
Furniture
Gambling
Golf
Google
GPS
Hair
Hair Loss
HDTV
Health Insurance
Heart Disease
Hobbies
Holiday
Home Business
Home Improvement
Home Organization
Interior Design
Internet Tips
Investment
Jewelry
Kitchen
Ladies Accessories
Lawyer
LCD / PLASMA
Legal
Life Insurance

Return to Articles about Branding

What is Branding, and Why Do I Need It?

by: Melissa Werkenthin

The most valuable asset a company has is its Brand. You may laugh, but without an established brand or corporate identity you will have to work ten times harder and spend twice as much money to reach the same level of results as your competitor with a strong Brand.

A prime example is Nike. Who does not know the "swoosh" Nike logo which appears on everything from running socks to bathing suits. Nike purposely positioned their Brand in various sporting goods markets as the best. This didn't happen overnight, but by constantly reinforcing their corporate message through intensive branding campaigns people now associate the Nike Brand with quality.

However, Nike has the luxury of a multi-million dollar marketing budget. How can the new or small business owner run an effective branding campaign and still have money left in the budget for other marketing endevours? By following these guidelines, you can start establishing your Brand:

(1) Establish a Company Mission Statement. This will help you define the purpose and direction of your company to yourself, your employees, and your customers.

(2) Develop a Company Logo.

(3) Develop a company slogan. This can go out of your mission statement, but should be a simple concept targeted at your customers that embody your company's image.

(4) Use your logo and slogan on all internal and external communication. People will start to associate your logo image and slogan with your business.

(5) Reinforce your mission statement through your customer service. A good customer experience will not only keep that customer coming back, but will help build your Brand.

(6) Keep your message simple. Don't confuse your audience. Be simple and to the point of who you are, what your company does, and what separates you from your competition.

Once a strong Brand is established, your customers will already have an idea of who you are and what you stand for. This will help you introduce new products, approach new clients, and expand your customer base. Though Branding does need constant reinforcement, it is one of the most valuable marketing tools and asset of your company.

Melissa Werkenthin is the owner and founder of Loki Media, a marketing and advertising consulting firm specializing in electronic media. For more information about her services or if you would like to receive a free monthly e-newsletter, Marketing Your Business, please visit www.lokimedia.com or email Melissa Werkenthin.

 

New! Watch Online Articles with YouTube for Free:

 

 

 

 

Click Here to Return to Top of Page