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Vol. 4 issue #275 January 14, 2009                    


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How Important is Brand Promotion For Small Businesses?

by Steve McMains
Identifying the target audience and conveying the right message at the right time is the mantra of Brand Marketing. Now the question arises why brand marketing? The answer is if the target audience remembers your brand name they will keep coming back to you and nothing can stop them to do so. That is why developing a brand identity is so important.

What is Brand?

Big companies invest a lot to build their brand name but before you go to develop your brand identity you should have a clear idea about "what is brand"? People often tend to do this mistake. They equate brand name with the company name. However this is not a correct idea.

Some other also believes that it is the logo of a company that is called brand. This is again a wrong idea. The color used in a logo or the words written on it or even the catch line of a company is can not be called the brand. All these things contribute to develop your brand identity.

Now you must be thinking what is brand exactly? Well, your target market thinks something about your company. It is their thought or idea about your company that is called brand. This is the concept of brand in a nut shell.

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Interests Relaxation, Religion, Photography, Beauty, Internet, MLM, Affiliates, Bizopp, Holistic, Swimming, Nature, Direct Selling, Psychology, Advertising, Wholesale, Vitamins, Learning, General Health, Travel, Networking, Shopping, Music, Weight Loss, Hiking, Fitness, Science, Camping, Marketing, Cards and Games, Cooking, Self-Development, Nutrition, Dogs, Gardening
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Posted on: 9/29/2007


Do You Need a Brand?

The answer can be nothing else than Yes. The symbols, associations and experiences attached with a company, product, service or person is Brand. It is the most effective tool in order to reach your target audience and maintain a sustainable growth of your business. It can earn you more than you have ever expected and there can be no alternative to this.


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How to Create Brand Identity?

Your target audience has a certain idea about your company, your products or your service and you can not stop them from thinking. But what you can do is that you can help them to shape their ideas about your brand. Here is the trick to develop not only a positive idea but to leave a good impression about your company in their mind.

The first point that should come to your mind is that how your product or service is different from others. People will only come to you if they get something better or extra from what others are offering. So first find out your USP or unique selling proposition.

The next step is to identify your target market. Decide who your target audience is and what location will be ideal for you to sell your products or service. This is not the end. You also need to state the right time to sell your products or service. For example if you sell woolen clothes, summer can not be the right time for you. The last and the most important thing for you to decide is how you want your target audience to perceive your brand name.


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How much Should You Invest in Developing Your Brand Identity?

Big companies spend a lot in developing their brand identity. Does that mean that creating brand name is expensive? Not at all, you just need to find the most cost effective way to promote your brand name. First do a little research work and decide what will be the best medium to reach your target audience.

How to Promote Your Brand?

Creating a good impression is not easy but if you have a clear concept and a brand marketing strategy you can reach the top in no time. You can reach them through different formats such as audio, visual or both audio visual. Giving an advertisement on the television, radio or newspaper is no doubt a great way of showing your brand name. But at the same time it is expensive.

Instead of that you can think of some other unique ways to communicate with your target audience. You do not need to cross the limits of your existing budget in order to create a sellable brand. You can go for things like:

  • stationary gifts
  • email advertising
  • mobile advertising
  • social media networking

Following these few simple steps will help you a lot to develop your Brand Identity in a cost effective way.



Steve is a media professional and writes for different online publications on media and advertising industry. For more information on corporate branding or integrated marketing, he recommends you to visit http://www.brandweek.com/
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