Marketing Tips – Better Branding

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Marketing Tips – Better
Branding
A good brand inspires confidence in the product, is easy to
identify and understand, creates an emotional connection with
your target audience, inspires loyalty and motivates your target
audience to action, such as buying.
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audience to action, such as buying.
Select your brand colors carefully. Bright, neon colors surrounded
by a black background make a bold statement that is interesting
and easier to read for a younger audience. Classical colors such
as burgundy, forest green, navy and medium brown when used
with more refined logos are attractive and comfortable for an older
audience. Primary colors like red, blue and yellow are focused at
small children and sports audiences. Natural colors such as
greens, tans, browns, soft yellows and clay colors are appealing to
people who are sensitive to environmental causes or natural living
styles.
When your product sales grow sufficiently to allow you to advertise
on radio and television, hire a professional jingle company to
create music that follows the same branding theme strategies you

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used in developing the visual marketing materials. Once your
brand is launched, it becomes important to vigilantly manage,
expand and defend your brand. You want to inspire the continued
trust and confidence of your audience. In some industries this
requires creating a person who is identified with the brand, a
spokesperson to aid in selling your message. Careful selection of
a spokesperson is critical to maintaining your market share. Once
a year, review your brand to see if it is becoming dated. Continue
to pay attention to your competition’s efforts and any changes to
your audience that may require modifications to your brand.
Identify your audience or target market. Use an online survey tool
to ask basic questions about your product, idea or service in order
to identify who is the audience most likely to respond well to what
you are offering. Typically you will want to establish a product
website, Facebook page or blog that will allow you to offer the
survey to your fans. People are often reluctant to take surveys, so
keep your survey brief, direct and interesting.
Combine these tips to develop at least three distinct sets of
brands. Take your brands to the public to see which sets are
people’s favorites. Offer a free coupon or discount for people who
vote for one of the three. This is valuable research in isolating the
best brand for your product, idea or identity. Market your brand by
placing your brand on every type of sales material you can. Join
charity events that allow your brand to be photographed on step-
and-repeat signage behind celebrities. Place your brand on
sponsorship items and in all types of advertising.
Compare your early brand ideas with your competition. Locate the
top 10 brands in your specific area of interest. Position the brands
side-by-side in scale on a paper with your brand. Each industry
has a set of characteristics that they follow to target their specific
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April 2015
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has a set of characteristics that they follow to target their specific
audience. If your logo, name and catch phrase are strongly
different in size, shape, color and message then you are likely to
have a problem. Typically each of your competitors has done
similar branding research to develop their successful brand. If their
research has produced a different result than your research, try to
understand where those differences are coming from.
Identify your audience or target market. Use an online survey tool
to ask basic questions about your product, idea or service in order
to identify who is the audience most likely to respond well to what
you are offering. Typically you will want to establish a product
website, Facebook page or blog that will allow you to offer the
survey to your fans. People are often reluctant to take surveys, so
keep your survey brief, direct and interesting.
Study the most successful brands on the market. It is always a
good idea to look at what is successful and to learn from
successful models. Divide the brand into pieces. Look at logos or
symbols as one piece, name as a second piece and catch phrase
as a third piece. Pay attention to the typefaces used by major
brands, the style of the logo design and the message the brand is
conveying with the complete package. Usually you will find that all
of the elements are carefully crafted to deliver the same message,
each in a slightly different way.
Select your brand colors carefully. Bright, neon colors surrounded
by a black background make a bold statement that is interesting
and easier to read for a younger audience. Classical colors such
as burgundy, forest green, navy and medium brown when used
with more refined logos are attractive and comfortable for an older
audience. Primary colors like red, blue and yellow are focused at
small children and sports audiences. Natural colors such as
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greens, tans, browns, soft yellows and clay colors are appealing to
people who are sensitive to environmental causes or natural living
styles.
By David Gallagher
March 19th, 2015 | Category: Sales
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