In the last issue we talked about what branding can do for your
business. In this issue we are going to go over some of basic
branding techniques that you can use to make your business more
successful.

As we discussed in the last issue, branding is all about what your
customers perceive about your business. Your brand is the
promise that you intend to make to your customers. The ultimate
goal is to spark an emotional connection with your customer in
order to create a positive feeling resulting in loyalty to a specific
product from them.

It's a proven fact that most customers hold true to products they
enjoy. It is very common for a customer to be so impressed with a
brand that they continue to buy a product simply based on the
brand. That is the ultimate goal. You want to create these feelings
of loyalty, so it will bring your customers back for more.

Did you know that building a solid brand has a lot to do with the
mission and vision of your company.

The mission and vision of your company should uphold excellence
in providing a quality product to your customers. These mission
statements should include the ultimate goals you wish to achieve
with in your endeavors. Many companies focus their vision or
mission on their employees while others extend their mission
outward to the customers. Ultimately there should be a fine mix of
both.

Sample from issue # 6

In the last issue we talked about how you can build recognition for
your brand. In this issue we are going to discuss your competition
and how it effects your brand.

There are many things to consider about your competition when
you are designing a branding campaign. Many businesses fail
because they do not consider their competition. You need to do
proper research about your competitors, learn what makes you
different, why the customers should choose you, and much more.

Let's start off by talking about the importance of researching the
competition.

You must always research your competition before you begin your
brand. Every business must know who their primary competitors
are. It is important to know if your company is on top of the list in
the industry or exactly where you stand.

When researching competitors it is important to be thorough and
learn everything about them that you can. How are you similar?
Do they have the same products as you? What types of ad
campaigns to they use that are successful? What campaigns to
they use that are failing?

It is also important to find out what sets you apart from your
competitors?

This is a very important factor when you are researching
competitors of your products and services. You must determine
what makes your product or service different. If you have to, make
a list of everything you have that they do not and vice versa.
Paying close attention to what it is about your company that works
and what doesn't.

Sample from issue # 10

You will also need to look for sponsors.

It is very similar to getting an endorsement. You may make a deal
with companies to sponsor you that might include putting up an
advertisement at a local event or charity you are holding.
Sponsors need to see a benefit in it for them and they are usually
willing. When you find local sponsors it helps build credibility with
your business. You should always look for local or national
sponsors.

Sponsors can be used on your website and at your local business.
The most common way to obtain a sponsor is by offering them
advertising for their business.

Volunteering to speak is another great way to get media attention.

Volunteering for area organizations, such as civic and service
clubs, chambers of commerce, schools and social organizations,
can lead to media exposure. After you secure a speaking
engagement, alert the media by news release or media alert
depending on the timeframe. Make sure you include why the
lecture may interest the public, when, where and for whom it is
intended and your level of expertise on the subject.

Just be sure to choose your speaking engagements wisely.
Nothing destroys credibility faster than speaking on a topic you
are not qualified to discuss.

Make sure you look for your next issue soon. We will be talking
about gaining competitive edge to build a bigger brand.