that recognizable image, logo, or catchphrase that easily clarifies
what product or services your company sells. Creating a look all your
what it's all about. When you see an orange X with a dot for a head,
everyone recognizes it as Cingular; and the phrase, "You're in good
hands with ..." of course you know it as Allstate.
Branding does take a
great deal of money. As a business, you may find this to be a dilemma.
Yet it is not impossible to create an affordable brand. All it takes is
a little ingenuity and an honest critic.
If you are selling a product
such as hair gel, by simply
adding a picture of yourself onto the product, you have successfully
branded your merchandise.
Now when people see you smiling back at them from the side of gel
bottles in stores,
they will immediately remember your product and where to get it. Add a
catchy phrase next to the picture and you are off to the races!
Liquor companies are big fans of branding. Do you all remember the,
Less Filling" catchphrase that
became so popular in the late 80's? I really don't even remember what
beer used it but I will never forget it and
neither will millions of other people around the world. Successful
branding seems to become engrained in your head.
You must come up with something unique but related to your product in
order to "brand" it. Think of what the product
is or what it does, the shape of the container, the colors involved.
Find a place to add a photo, and think of a truly
Branding is a lot easier when you have a group of people to brainstorm
with. Try sitting around and tossing around options and ideas and make
sure to note which ones make you laugh and seem easy to remember yet
are still related to your product. Find places on the packaging, sales
brochures, and label on which you can place a photo.
Make some flyers, buy business cards and order brochures. Send them to
everyone on your contact list and be sure to
hand them out to anyone you meet. This is both cheap and yet very
You are going to want to create an effective mailing list so be sure to
visit trade shows and try speaking at any public events that you think
would be appropriate.
Be sure to tell others how your business has grown as it will help
build enthusiasm for your company. Have a sign up sheet available
for people to add themselves to your mailing list and don't forget to
exchange your business cards with other business
people. If any of the people visiting your booth happen to have
business cards, exchange with them too!
Then try to capitalize on these new contacts by promptly sending
branding material to them via mail thanking them for the
opportunity to tell them about your product.
Branding works and it is profitable. The more people that
recognize your product or your face; the more likely they are to have
interest in what you have to say or the services
you provide. A perfect example is California's governor, Arnold
Schwarzenegger. Don't you think it was his branding
that got him elected? I'm not saying he isn't qualified to be the
governor, but he certainly was the best branded
person running for governor of California!
About the Author:
Ken Bidgood is the proprietor of :
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