How to Build a Strong Business Brand – A Few Ideas

Branding is the assigning of a name, sign or symbol or a combination of the three to a good or service so as to make it attractive and unique from other goods and services.

Good branding is about seducing customers to buy a good no matter the price or how much it cost to produce by manipulating the projected image of the product so that the buyers can see the product as being worth the price it goes for.

Branding ensures that a good or service is set a notch above the competition so that the target market can differentiate it from others in the same market. The main objective of branding is to deliver a clear message to the target market about the availability of a certain good or service and how it is more credible as compared to others in the market. Now the most obvious question that crops up is how to build a strong business brand?

Good branding is supposed to strongly connect the good or service with the target market emotionally by appealing to their sensibilities and to motivate the buyer to always go for the good instead of the competitor’s. This builds customer loyalty once the buyer is convinced about the quality and credibility of a good or service he/she has been made to buy. This is the first part of the question of how to build a strong business brand.

An entrepreneur can build a strong business brand by first understanding the needs and preferences of the target market and what is already being offered in the market by the competitors. This makes doing a thorough research on the preferences of your target market the first port of call of how to build a strong business brand. The research must involve finding out what is in the hearts and minds of the target customers and their experiences and perception of the good or service that you intend to put in the market.

The good or service should have a brand name that is accompanied by a logo, strapline, or color scheme that marks it out from other competitors in the same market. It should also have some unique quality aspects that can separate it from others. This can easily appeal and ensnare the clients from picking your good or services over others in the same market. This is another important part of how to build a strong business brand.

How the good or service is delivered can also contribute into making the brand more attractive in the market hence set it apart from the rest. A properly branded good which is poorly delivered in the market will definitely fall flat in a competitive market.

A successfully branded product is supposed to enjoy a critical mass of positive emotions in the market whereby the good is easily recognized and indentified without clients necessarily knowing the company behind the manufacturer of the product.

This will influence the buying decisions by buyers and create trust and attachment to the product to an extent of being owned by the buying masses. This will equally guard your loyal customers from being encroached to by the competitors no matter the price of other products in the market.

Once the objectives of how to build a strong business brand have been achieved, it is incumbent upon the entrepreneur to continue tracking what the competitors are doing so that they can also add value to their products.

But of more importance in how to build a strong business brand, is that the branding message should be consistently marketed for a solid brand to be realized.

What Do Customers Say About Aerial Advertising?

The aerial advertising companies think that airplane messages are incredibly worthwhile. Advertisers might be enchanted with the novelty of having their ad flown over a busy beach or festival.

But what do consumers think? It would seem a waste for advertisers to spend a good deal of money on advertising that won’t be worthwhile, that consumers won’t respond to, that won’t bring customers and money to the door.

Advertisers will be happy to know, then, that consumers think highly of aerial advertising. They enjoy watching the banner ads, and they remember the ads long after they are gone.

In 2004, a Miami Beach survey of 2,194 beachgoers backed this up. After seeing airplane messages in the sky, they were asked some questions about the advertising. The results were interesting and useful to potential aerial advertisers.

Other forms of advertising might be remembered for a short period of time, especially if the message is unique, but most consumers don’t recall the information for very long.

So what’s enlightening is that in the survey of beachgoers a stunning majority of people not only remembered the banner ads they saw, they remembered them for a long period of time.

Beachgoers were asked if they remembered the banner that passed over in the past 30 minutes. The response? 88% of them had. It’s hard to imagine another advertising medium that could boast of 88% of the people remembering it 30 minutes later.

In fact, most people pay little attention to advertising, unless the message is unique or the way of communicating the message is unique (as in a duck, cavemen, or something similar). But sometimes how you present that message is what’s unique (as in aerial advertising) and that’s what people pay attention to. Once you have that attention, you can get your message across in a clearer way than you might think.

The advantage of airplane advertising is that it is unique. It’s not like all the advertising that we see on any given day – billboards, radio ads, and newspaper and television ads. When that plane flies over, towing a banner and a message, we all look up. We pay attention. We remember.

And this statistic bears that out – 79% of the people questioned remembered what was being advertised on the airplane banner. This is 30 minutes after the banner passed over. This backs up what aerial advertising companies already know – airplane messages work. The medium is unique enough that people notice it and they remember it. An advertiser can ask for little more than that.

Finally, the best news for advertisers – 67% of those beachgoers surveyed said they remembered at least half of the message of the airplane advertising. When people remember the message, they remember the advertiser. They seek out the product or service being advertised.

The bottom line is, consumers respond to aerial advertising. They enjoy looking at it, they pay careful attention to it and (best of all) they remember it. Whether alone or combined with other forms of advertising, an advertiser’s dollar goes far when used for plane advertising.

Business Advertising Strategies For Home Businesses

Getting the Word Out with Power and Persuasion

A well defined business advertising strategy is the key to home business success. All home businesses need to communicate their advertising message either to generate new business opportunities or to reinforce their message to their customers. As a home business entrepreneur, you can advertise your home business either online or offline or use a combination strategy. All three pathways are known to be very effective.
For your home business, the avenues of business advertising may be either online or offline.

Offline advertising includes:

o Print media such as newspapers, magazines and brochures
o Electronic media such as radio, television and cable advertising

Online media includes:

o Internet-based advertising such as Pay Per Click, banner advertising, Pay Per Impression, e-mail marketing and a host of other virtual advertising avenues

Using a Combination Strategy to Advertise your Home Business

By using a combination strategy to showcase your home-based company, you could get a big bang for the buck. So evaluate various options. You will most probably be creating the advertisement yourself so follow a few simple rules. Write using “you” and in active voice, keeping sentences short. Bear in mind the context of the reader. A classified advertisement would have to be short and to the point compared to something you are sending out by e-mail or posting on a mailing list, Internet forum or discussion group. Try and include a referral if you have the space. Just send out one message in the advertisement.

Look at some of the options you have.

Your very own Website

Many individuals go on to the Internet to research products and services even while buying from a brick and mortar shop. Maintaining your own website would be a good option but if you are unable to so at least advertise on sites. Make sure that you are on to free listings, many municipalities and business associations offer this service. So conduct research. Sell your product on eBay. That is one of the best ways to advertise your product.

Business Advertising through e-mail

There is an increasing level of hostility to spam. So be very careful of this media. It can be used to communicate with people who have shown interest in your product or service and also with existing customers. E-mail doesn’t cost anything to send. However, send it only to your confirmed subscribers such as those who have signed up for your online newsletter on your website. If your company does not have a newsletter, please explore that possibility at the earliest.

Traditional Business Advertising through Community and Neighborhood Newspapers

Newspaper advertising is short lived. Advertisements in magazines have a slightly longer life. Again, look for special supplements that are published periodically. Also, look at newsletters published by community NGOs. For certain categories of products and services, newspaper classified columns work out very well and strangely enough better than large advertisements in the same paper.

Consider cable television and radio if you can afford it. these have a very loyal audience and accurate local reach all at a low cost. Direct mail continues to be popular amongst some sellers. However, though it is costly but it may be very effective to relate to existing customers. Also, you can send promos. These offers are often not used but are kept by individuals to give away to others.

Using Business Cards for Business Advertising

Your business card should not just contain the usual company name and various addresses. It is your corporate signature. It should contain several additional details such as:

o The products you sell or the service you provide
o The names of the various brands you carry
o A catchy slogan that your prospective customers can remember

Use a double leaf business card and spread your business message. This is one of the most under used tools of business advertising.

Forums on the Internet

Don’t think just in terms of forums which are related to your business. A charitable cause in which you could participate may yield contacts which later translate into business. You could keep a stall for hand tools in a school fair well knowing that none will sell but gives exposure to your home business.

Yellow Pages Advertising

Don’t forget the yellow pages. Sometimes a small descriptor of a business is free. So it is not necessary to stick in a large advertisement. Many buyers will call up twenty sellers before deciding, not just the one with a large advertisement. Don’t forget to include multiple classifications of your product or service, as that will increase your presence.