If you are building a brand, there are a set of tools that you can use to strengthen and project the brand. “Strong brands typically exhibit an owned word, a slogan, a color, a symbol, and a set of stories” Slogan: a slogan or tag line added to the company name or brand and used in all its marketing efforts is a very powerful “message sender”. Selecting the right slogan requires a lot of thought and patience but once selected, it can help grow the positive image in the minds of … [Read more...]
Branding the small business
May 8, 2012 By Leave a Comment
Many small business owners tell me that they want to “build a brand name”, or “we are building a brand name”. First, let’s answer the questions, why brand? The main advantaging of “branding” is to have your products enjoy a higher profit margin and greater customer loyalty than similar products of the same type. There are many components to the branding process, one is as follows: “ images loaded with sensory stimulation and the potential for emotional associations are the key … [Read more...]
No such thing as a “Boiler Plalte Business Plan”
May 7, 2012 By Leave a Comment
There is no such thing as a boiler plate business plan, nor, for that matter a business plan that is completed by a business owner himself. They may be called business plans, but in the long run they serve no useful purpose other than to have the business owner say, “Yes, I have a business plan”. I have spent over 25 years facilitating the creation of personalized, value based, strategic focus plans. In those years I found that the level of success a company has is directly proportional … [Read more...]
More than one option, why yours?
May 6, 2012 By Leave a Comment
In the business world, each of us has a goal of making our product or service better in some way so that our target market will select us and even, be willing, to pay a price premium. Marketing is telling our story to our target market. We can make changes in our products and services, but unless our target market understands the benefits, how our products and services will provide greater value to them, we will not gain market share. Price, the cost of the service/product, is usually one … [Read more...]
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