Business branding tips for the non-creatives!

A company's brand sets it apart from others, and associates that company with a particular product or service. Companies cannot be everything to everyone. They must establish a niche and be the best at it. When consumers see a company logo they should immediately associate a product or service with that logo. Companies must stand for something and deliver on promises. Logos are not nearly as important as what they stand for. However, once a company has a logo, it should be included in every newspaper advertisement, on every billboard and company letterhead. Brick and mortar establishment must have a website. Consumers today want to inspect what you have to offer without driving across town. The website must be professional and reflect the company philosophy, as well as, a list of products and services. Companies do not necessarily need to sell their products online but allow consumers to get to know the products and the company. A video presented by the company CEO or top-level managers is an excellent idea, as well. Promotional Items That Get the Company Name in Everyone's Hands and On Their Minds • Ball Caps • Pens Pencils • Tee Shirts • Tote Bags • Coffee Mugs • Travel Cups The list is by no means comprehensive. Companies can also give away their products at trade shows and community events. Become a member of the community and join the local chamber of commerce. • Sponsor Local Sporting Events • Charity Drives • Recycling Day • Start A Company Blog Companies can also consider striking a deal with the local coffee shops to incorporate coffee cups with the company logo into the cafe's inventory. Trade services to reduce costs. Company blogs are a way for customers and potential customers to interact with the company. The blog should be updated on a regular basis and should not be an opinion page. Use the blog to provide information about upcoming events and provide local information, as well. Consumers want information at the click of a button. Ensure consumers know where the company is located and provide directions. Encourage consumers to communicate with the company. Provide phone numbers and email addresses of the people that can provide answers and not recordings. Deliver on promises and do not be afraid to admit a mistake was made. Companies must practice what they stand for. If the company is all about green energy or recycling then it must be evident. Do not get caught up in telling consumers what they want to hear and then do something that is contrary to the stated philosophy. Trust is easy to lose and nearly impossible to regain.

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