Wednesday, February 10, 2010

Importance of Branding - Part 2

Here's the second part of our article on branding.  The first part appeared on 2/9/10.



Select a brand name and tagline - The first step to establishing your brand is to select an attention grabbing brand name and tagline. Brand name and slogan should be concise, relevant, unique and easy to remember. Your branding slogan should be precise so that it can convey your message easily and people can get the idea of your products. For e.g. - The brand tagline of Nokia is ‘connecting people’.

Create presence online – To increase the awareness of your brand online it is very important to have a professional looking website and a blog. Most customers make their decisions on the basis of the appearance of your website. So it is very important for your business website to be elegant and user-friendly.  In addition to the website and blog, you should also consider adding your business to local business directories like Google local business center, Yelp, Yahoo local Business directory and organizational directories which list the businesses of your niche.

Participate in discussions - Create accounts on popular social networking sites like Facebook and Twitter to communicate with your target audience and try to help them wherever possible. Find out the online forums or communities where your target audience interacts and be the part of it. The more you participate in such online communities, the more people will be aware of your brand and the more popular your brand will be.

Trade shows and events – Participating in local trade shows and events is the oldest but still the most effective and affordable way to promote your brand because of the numerous opportunities you get for interacting with your target audience directly. Such local events provide you with a great platform to interact with your customers.  All trade shows do not have the same impact hence it is very important to do some basic research before participating in a trade show. Having a booth at the trade show in which your competitors are also participating may not be the best choice.

Promotional products – Giving promotional products imprinted with your logo is a great way to increase the awareness about your brand to your target audience. These products help you keep the name of your brand in the mind of your audience whenever they use your products.  Select promotional products which are relevant to your own products and have a longer visibility period for your branding campaigns. For example - custom flash drives could be ideal promotional products for business related to computers, similarly, if your business is related to kitchen appliances then you should select Promotional knives as your promotional products.

Mark Thompson is working for Fortepromo Promotional Products which creates high quality custom flash drives that help IT companies to promote their brand in market.