Branding Basics – from Constant Contact

Posted on April 11, 2008. Filed under: marketing, small business | Tags: , , , , |

Constant Contact is an email marketing service that you can hire to help you communicate with your customers.  You may get communications from your vendors and distributors that use the service.  It is quite popular and effective.

On their website they have a “tips” section.  Wander on over there and gather some tips!

Gina Watkins, Regional Development Director, D.C. Metro Area

Branding Is Smart Business

Why and how to build a strong brand for your biz

by Gina Watkins, Constant Contact Regional Development Director, D.C. Metro Area

Picture this: A prospective customer sees your logo, your email newsletter, or your ad, and in a split second thinks, “Oh! There’s that great company again. They have just what I need. I’m going to buy from them today.”

Sounds good, right? It’s what every company wants: brand recognition. And with a little effort, you can build it for yourself!

Branding your company, and then reinforcing that brand in all of your communications, will help customers recognize and choose you over all the competition.

What Is Branding?

Branding is the practice of influencing how people experience your company over time. This experience tells potential customers or clients who you are and what they can expect from you, and it sets the stage for how they will interact with you going forward.

To create a positive experience and feeling with your brand, you have to know two things:

1) Your target audience – Who is your best customer? What appeals to them? What are their pain points in relation to what you offer?

2) Your unique benefit – What is different, and better, about what you offer?

The answers to these questions will help you create a brand identity that you can build, grow, and sustain in your marketplace. In this article, I will focus primarily on how to build and represent your unique brand through design elements and the written word (your copy).

Read the rest here.


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