The new branding awareness is about when you take ownership of a commodity, a special talent, concept or product. What is it that you stand for? What you stand for is an experience that your customers feel from you.

Don’t be Shy

When it becomes for you to take a stand, you cannot be shy about it, you need to back it up totally, no matter what other people think of you, say about you, you need to promote it and be it.

Your brand needs to be value-based, like giving extra WOW customer service and being good corporate citizens will build brand equity, the end result will lead to more sales. The good feeling experiences you provide, is what will count for the customer to buy from you. Did you know that 72% of North Americans prefer to buy form value-based companies?

Developing your brand starts with you, from the inside out. The first step in branding you is learning to be who you are and if you don’t like who you are then you need change your attitude. If you are losing customers and you don’t know why, ask them. You may discover some great feedback.

What’s your attitude like?

Do you go to work with it’s an exciting new day! Do you rejoice in it and give thanks for your new day? Or do you start the day with oh, it’s Monday or it’s just another crummy day. Your attitude or the stand that you take in how you begin the day makes a difference. If people see that you are smiling, friendly and helpful they will pick up on that energy and feel good about you and even perhaps themselves.

A true story of an Actionable act of Branding with a co-worker.. A girlfriend of mine,(we’ll call her Connie) was getting upset the other day, saying some people just don’t get it. What she was talking about was the lack of compassion people have for each other, whether it was her boss or people in general. Connie said, “She smiles at people in the grocery store, makes idle chit chat when standing in line, and sometimes people just don’t respond.” A few of us girls discussed this with her, and we all agreed that if we each person would continue to be friendly, like her, that soon everyone around us will become more friendly. All it takes is one person, who is willing to Pass it Forward can and will make a difference for someone else.

For example, Connie just found out about a co-worker that was in the hospital and went to visit him. (we’ll call him Brent) It turns out that Brent has prostate cancer and was given not long to live. Connie asked, Brent what would help him be more comfortable? Brent said “An X-Box would help him pass the time.”

Connie, went to her boss the sales manager and asked him if the company would buy him an XBox? Her sales manager said, NO. She was stunned, by his answer. Connie thought that he was not being very compassionate and not getting it. After all, Brent has been working for the company for eight years. She pursued the matter and contacted the Head Office, and talked to someone in HR. Connie, asked if something like this could be done for Brent? The Head Office, wasn’t aware of this employee and his condition as said, absolutely YES, do it.

This simple little story an act of Branding of paying it forward, tells of how a simple concern will build your presence or brand. Your customers, employees need to feel this in your presence. Connie’s Brand or Presence is that you feel genuinely cared for around her. For as long as I have known Connie, she truly helps her customers above and beyond her job description.

Written by Mari-Lyn Hudson – Managing Director of Heart@Work Business Development Group. You can reach her at: 1-866-667-0166 or kindnessinc@myway.com

There are many uses for promotional items. This means that they are just not used as freebies for a grand opening special. Knowing all the uses for these nifty items, often called “swag,” will open up many opportunities for your place of business.

Advertising Specialties

Look around you. You can probably count on two hands the number of items in your office or home that are etched, engraved or printed with someone’s name- magnets, key chains, coffee mugs, calendars, rulers and note cubes. Oh, and how could we forget the pen or stress ball? These items were most likely given to you at no cost at a business you frequent, or perhaps were even sent to you. These are often given out at trade shows, seminars and other events open to the public. Even the businesses that have booths at the county fair have these types of giveaways. And, some businesses just have them out in their reception area. Others, like schools, may hand out pens, folders and lanyards at orientations and open houses. This marketing tool not only builds recognition but also is a way to gain your repeat business.

Business Gifts

Many of the above type of items are also used as business/corporate gifts. Items under this category sometimes also fall under higher price ranges too such as insulated travel mugs, clocks, messenger bags, polo shirts, fleece blankets, paper weights and more. These are generally sent to clients and vendors of a business to show their appreciation. They can be sent around the holidays, given out at receptions or just sent around an event specific to the company sending them. According to a Baylor University study, over half of the companies in America take part in this practice, and 68% of them find them to be very effective in helping achieve their business objectives. Some more reasons for business gifts: thanking customers, developing business and recognizing employees.

Premiums

Sometimes promotional items aren’t free. But, the customer is not exactly paying for them either. Welcome to the world of premiums! If you sign up for this, you’ll get this for free! And, this gimmick works! Have you ever donated to a charitable organization (like the Sierra Club) for a free newsletter subscription and t-shirt? Have you ever applied for a credit card to get an umbrella? Have you ever pledged to your local PBS station during a membership campaign for a Sesame Street plush toy? Or, have you ever switched banks to get a free beach blanket, or signed up for a health club for a free gym bag? These are just an inkling of ways companies use premiums to win your business. Premiums are basically promotional products used as an incentive to gain your business. Many times, the item is not given until an obligation us fulfilled. So, if your company is seeking membership, subscriptions or even sales, attaching a premium is a smart way to attract new business!

Recognition Awards

Sometimes promotional items are created solely for inside purposes, such as the case with recognition awards. These can range from plaques and pins to jackets and messenger bags, and many other types of gifts. These can be used for reaching and exceeding goals, perfect attendance, leadership qualities, promotions, inside contests and much more. Unlike ad specialties and premiums, which cater to the public, these cater to employees to motivate and boost morale within the place they work. While the recognition may mean more than the actual item, it serves as a reminder of accomplishments. When others see someone with an award, their own performance may increase. In a way, a recognition award is sort of like a premium after all- there is an incentive to earn one.

Other Uses

Sometimes promotional items are given out to customers as prizes as events. This is similar to recognition awards, only these are usually smaller ticket items given to random customers. An example would be a special sale or promotion where people can enter to win at the store, perhaps there is a grand prize of a big-ticket item and runner-ups will be selected to win imprinted prizes donning your logo. Also, items like inflatables (balloons and other shapes) will draw attention to a business and are indeed considered promotional items. Also, everybody has seen items with logos up for sale in gift shops- think tourist attraction, or gift shops at the end of a company tour (Hershey, Crayola factory, etc). These are still promotional items, but are considered souvenirs and are bought my consumers. Shot glasses, pint glasses, mugs, license plate frames, bumper stickers, salt and pepper shakers and more can fall in to this category!

Cindy Carrera is a freelance creative author who’s written numerous articles about PR including: business promotional items, custom promotional products and wholesale promotional items.

Having been in the franchising business all my life and understanding how hard it is to build a brand, I have probably read every other popular book on the subject. Some are good and most are excellent, as each one helps give you ideas on setting the stage for your brand marketing objectives. Branding on the Internet is somewhat new as before 1995 there was little if any Internet to speak of. One book I can recommend is:

“11 immutable laws of Internet branding” by Laura Ries.

This was a goods book. Where as I agree with MANY of the rules of thumb, I disagree completely with nearly all of the examples supporting their assertions. Most of the purported examples to prove their theories are outdated and out of context. I do not recommend this book to anyone and having personally called the author, I was a little concerned with the lack of business history and knowledge that went into the work. Too bad, it is a good subject. In my companies we are following most all of the basic marketing branding rules they consider relevant, and probably better than nearly all of the other companies listed or mentioned.

Internet Brand Marketing is important, but only a mere component of the whole. Sure it is important and you should pay attention to your strategy, but the customer will always vote with their dollar, so realize when reading such books that these people who write them actually are writing them to puff up clients they have and trying to sell marketing strategy services. They made errors in their assumptions of Microsoft, the reason for the Boston Market failure, their degree of confidence in Amazon.com, their domain name picking theories. I could nearly crush them in a debate on almost every single example they used to prove a point, as they cite case laws and business histories. On the points themselves they are plus or minus average in their correctness, and I would only challenge a few points, if any and only in certain contexts or situations. All in all however the book should be read with a grain of salt but definitely read by anyone who is in charge of brand marketing on the Internet, which by now should be every CEO in the country.

So, why would one recommend a book they disagree with? Because this book makes you think and question reality. You must constantly audit your brand image, you need to look at it from every perspective, trust me. So read this book and buy it online today.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs/

In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc. But what many customers do not realize is that they can purchase vinyl lettering or vinyl decals and apply them directly to typical substrates themselves. Translation – saving money by buying blank substrates inexpensively at local hardware stores such as Home Depot and Lowes and avoiding the prices sign companies need to charge to apply the material. Although you do pay tax by buying locally on the substrate, you can save tax on the vinyl by ordering over the internet.

What are vinyl letters and/or vinyl decals? They are letters (or images) that come prespaced according to customer specifications as words, phrases, or sentences on pre masking tape. The lettering is self adhesive and by removing the paper backing, they can be applied directly to almost any substrate, car, boat, truck, windows, snowmobiles, jet skis, vans, store fronts, etc. Make sure the surface is extremely clean and free of dust or lint. Once the lettering or decal has been aligned, simply rub over the masking covering the vinyl and then remove it. The result will be perfectly spaced lettering or a decal designed as ordered with a professional look. Most sign companies will allow you to purchase multiple lines of vinyl lettering with the spacing between the lines defined by you. You can also usually obtain a combination of vinyl lettering and images on one decal.

Another tack you may wish to consider is to have the entire sign printed on vinyl made to fit the substrate you prepurchased (with a small bleed of additional vinyl to wrap around the sides). We must caution you that this is a bit more tricky to apply than vinyl lettering, but problems can be overcome with care and some suggestions. When applying the vinyl to the substrate, remove the paper backing about two inches at a time, align, and then press or roll it on the surface. We recommend a roller for the application (roller applicator). Once the first part is properly aligned and applied, remove another two inches of the backing and proceed in this manner with the rest of the sign. Another trick is to moisten the substrate so you can move the vinyl if you accidentally align it improperly when first applied. The water prevents it from adhering permanently for a few seconds.

When you apply vinyl, it is inevitable that you will run into the “bubble” problem. Tiny bubbles of captured air will form under the vinyl. Usually these can be worked out with the roller but in some circumstances, they will remain. A blow dryer (not too hot) can be used to heat the vinyl up so that the air can be rolled out easier. Under some circumstances if the bubble is large, the vinyl can be heated and the bubble punctured with a pin (careful here – only a tiny hole is needed). Be careful not to heat the vinyl too much because it can permanently deform it.

Recently, a new product has been introduced which enables the vinyl to be adjusted if it is pressed on but incorrectly aligned. The adhesive does not seal permanently for a few hours after it is applied. The material is a bit more expensive but well worth it if you are inexperienced. Don’t feel bad. I know many sign companies that are now going to the easy stick vinyl to avoid large overhead costs caused by mistakes with the old permanent seal vinyl.

To learn more about Magnetic signs and other types of signs please visit http://designasign.blogspot.com/ To purchase Magnetis, Vinyl and just about every type of sign imaginable visit http://www.designasign.biz

If you had a choice, which one would you choose, a good logo or a fabulous logo? Think about it for a second here, although I know the answer is crystal clear. Because many of us settle for a good logo created by a credible logo designer just because he or she is a credible logo designer who charges low prices. For example, I had a client who paid $500 for a normal-looking logo which looked like something anyone else can come up with. A couple of color changes to the logo, alteration of the logo text is inevitable and then maybe changing the alignment of the logo here and there….THAT’S IT! $500 per pop!!??

There are lots of reasons why we settle for a normal-looking or good looking logo apart from price. One, it’s easy to change. Two, it’s uncomplicated. Three, the logo is simple enough. But let me tell you something about logos. You need a FABULOUS logo….an OUT OF THIS WORLD logo, not just any logo, ok?

The size, the precision, the text, the symbol, the color, the font, etc all counts towards bringing the attention of your potential customers towards your company, your image and your branding. Granted, most of the large International companies have pretty simple logos and you’re thinking to yourself….that’s VERDANA font sent at size 12 and that logo is set at Myriad set at size 14……but every single one of those Internationally renowned brands and logos have their own specific fonts and size, specific and exclusive color combinations and every single symbol and icons that are is used together with the logo has a meaning.

Whether you’re in a competitive industry or not, it doesn’t matter. Whether your market is small or big, it doesn’t matter! The fact of the matter is that your customers DO remember you when they see your logo, regardless of how hard you try to convince yourself otherwise. They won’t remember your logo now, but if they see it compared to others, they will be able to pick your logo out among the lot! Trust me on this one because there has been many researches and studies that has been done in the past to back this logo fact up.

So, my advice is this….don’t skimp on your logo. Don’t pay for something that is below par and don’t pay below par for something recognizable. It’s a very fine balance, mind you, I know.

But if you want your logo to be recognized, here are some basic rules:-

a. cheap logos are not everything

b. template logos rarely work

c. don’t go for conventional text

d. create a unique and special icon together with your logo

e. include your website or company name in your logo

f. create a colorful and yet peaceful combination of colors with your logo

g. don’t use more than 2 or 3 colors in one logo

h. have different logos for different brands

i. hire a logo designer with loads of experience…not paper qualifications

j. before you decide on the logo, test it out

k. have a tagline to go with the logo

Your logo says a lot about you so, don’t skimp!

Marsha Maung is a freelance graphic designer and copy writer who works from her home in Selangor, Malaysia. She loves nothing more than blowing bubbles in the park with her 2 kids, Joshua and Jared. She designs apparel and premium items at http://www.creativejooz.com and is the author of "Raising little magicians", and the popular "The Lance in freelancing". More information can be found at http://www.marshamaung.com

Have you ever seen an ad on television that was beautiful, slick, and stylish but didn’t fit the product? How about a magazine ad that, though gorgeously photographed, didn’t make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you’ll notice these money-wasting advertisements in all types of media.

If a corporation puts out a bad advertisement, the marketing department will have the resources and budget to make a mid-course correction (sometimes). Often the thousands of dollars a small business puts into an advertising promotion are the bulk of the marketing budget for the entire year (usually). There’s no money, time or resources for a do-over if the ad doesn’t bring in customers. Small business people simply can’t afford to spend money on expensive ads that don’t work.

Preparing an effective ad is harder than it looks, but even the smallest business can produce an ad that works if some simple rules are followed. Following are four tips you can use to create a great ad for your business, regardless of your budget, marketing experience, or the media used:

1. State the Product or Service Clearly

Make it absolutely clear what product or service you are selling. Keep it simple and honest. Instead of advertising “meticulously crafted, threaded fastening accessories” just say, “best steel wing nuts.” Don’t make it hard for the customer to pinpoint what you’re selling and don’t overdo the flowery descriptions.

2. Use a Call-For-Action Phrase

Forgetting the call-for-action is the biggest mistake I see in small business advertising. A call-for-action is a short sentence telling the customer how to get the product or service, such as “call us for a free sample,” “order online at www.mywebsite.com,” “get Product X at these fine retailers.” The call-for-action is important because it reinforces the customer’s decision to buy and gives specific instructions. Without a call-for-action, a certain number of customers will change their minds almost instantly, as their attention is drawn elsewhere. Others will ignore the ad unless you make it clear you want their business by telling them exactly how to spend their money.

3. Check for Correct, Complete Contact Information

You must include a phone number, address, and/or website (preferably all three). Triple check to make sure the information is correct. This sounds obvious but consider this real-life case: A plumbing company in my hometown advertised 24-hour service but only put the number of the main office in their telephone directory ad. The office was only open 7:00 a.m. to 5:00 p.m. That was little use to someone with a leaking hot water heater at 2:00 a.m. The plumbing company also had a website where, with some digging, a desperate homeowner could ferret out the 24-hour service number…but what customer is going to spend time hunting the number down when he’s up to his ankles in standing water?

4. Sell the Benefits

I often see ads that try to sell the customer on the features of a product or service rather than the benefits to the customer. What’s the difference? Features describe the product or service; benefits tell the customer how those features will help him or her. Let’s take a common product like bread. Say you’re selling a special kind of nutrition-packed wheat bread (it was granny’s secret recipe). You could list some of the features of this wonderful bread in your ads:

Contains 3 times the usual vitamin D and calcium

Extra potassium

Uses only rolled oats

(That all sounds very healthy, but I don’t know how eating more of those things will do me any good. Besides, I like my usual brand of wheat bread. I pass by your delicious, nutritious wheat bread and buy the same supermarket bread I’ve eaten since I was a kid.)

Now let’s state those features as customer benefits:

Builds strong bones and teeth

Helps control high blood pressure

Lowers cholesterol

(I didn’t know I could lower my blood pressure by eating a different brand of bread. That’s sure sounds easier and tastier than taking supplements. I pick up a loaf, and some of your whole-grain dinner rolls, too.)

Translating the features of wheat bread into benefits isn’t that difficult. What if you have a very complicated product or service? Drilling down to the benefits can still be done quite easily. When I get stuck writing up a benefits sheet, I filter everything through this phrase: “What’s in it for me?”

These four marketing tips are a great place to start when preparing your advertisement. See Marketing Tips For Small Business – Advertising That Works, Part II, for more tips and insider tricks.

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at: http://marketingyogi.blogspot.com/

The seventh in a continuing series of twice-yearly surveys by The American Affluence Research Center (AARC) reveals the brands considered to have the highest quality, regardless of price, by the wealthiest 10% of Americans, the 11 million households representing about half of all consumer income and spending, a third of the total US economy, and 70% of the personal wealth of Americans.

Just released, the AARC report, The Luxury Market: Spring 2005 Survey of Affluent Americans, shows the affluent named Rolex, Cartier, and Tag Heuer as the top three brands for quality, regardless of price, for lady’s fine watches. For lady’s fine jewelry, Tiffany, Cartier, and David Yurman were the top three brands. For man’s fine watches, Rolex, Tag Heuer, and Seiko were the top three brands.

For automobiles, Mercedes, BMW, and Lexus were at the top. For major home appliances, the affluent named General Electric, Sub-Zero, and Viking most frequently. In home entertainment equipment, Sony was dominant and no came close. In the cruise line category, Royal Caribbean, Holland America, and Princess were named more often than the luxury brands.

Some slight differences in the rankings were evident by gender, age, and level of wealth. These differences tended to favor the less frequently named brands.

The one category where men and women differed most significantly was in lady’s designer/couture apparel. The women named Ralph Lauren, Armani, and Jones of New York as their top three brands. The men placed St. Johns and Chanel at the top of their list.

This information is based on a national survey of 346 men and women in the wealthiest 10% of American households. The survey participants have an average income of $369,000 and an average net worth of $2.7 million.

Ron Kurtz is a principal of The American Affluence Research Center and The Management Resource Group. Both companies provide marketing research and strategic planning services to prominent clients in the travel and hospitality industries, especially those targeting the affluent market.

Prior to founding MRG in 1989, Ron’s experience included over 20 years in senior management positions in the airline, hotel, and tour business. As the founding President of Sea Goddess Cruises, he created the product category of small deluxe ships for the very affluent. He also served as the chief marketing officer of four cruise lines, including Norwegian Cruise Line and Windstar Cruises.

Ron has been a key contributor to 6 start ups and 11 turnarounds of substantial businesses. He earned his MBA at Harvard Business School.

For further information: http://www.affluenceresearch.org and http://www.mrgconsultants.com

Cinema advertising has always been an effective marketing tool for some advertisers, while for others they have yet to see the benefit of this unique form of media. When an advertiser hears the term “Cinema Advertising” automatically they think the slide that is shown on the big screen with the soothing music played in the background.

For many years that is exactly what it’s been but companies like the National Cinema Network and Regal Entertainment along with new technology have changed the scope of how cinema advertising is perceived. At many theatres you can actually have a total digital experience from the time you buy your tickets to the time that you sit in your seat. With LCD screens in the theater lobby and digital advertisements replacing both slides and rolling stock, it’s no wonder why both Regal and AMC Entertainment are on the hunt for more mergers and acquisitions.

The phasing out of slide and rolling stock advertising in cinemas across the nation and the progression to digital advertising puts the cinema advertising game in a new field. Making it more inviting for advertisers, entertaining for the patrons and above all giving advertisers potentially a greater return on their investment.

This just adds to the bottom line of the theater, more advertising means more profits, this is what will drive mergers in this industry. Cinema advertising is growing up and the companies that control the industry will reap the rewards that will follow.

They will no longer have to seek outside assistance to attract advertisers to their advertising platform, Regal and AMC have implemented this practice already and they haven’t looked back. So now with AMC merging with Loews Entertainment and Regal Entertainment taking over the National Cinema Network, it just remains to be seen as to which one of these companies will be sinking their teeth into the Cinemark theater chain.

This can happen sooner than later as we enter into the summer months with the big holiday season to follow.

Lou Victor
New Age Media Concepts
888-463-9237
www.namct.com

Louis Victor is the Executive Vice President of the firm New Age Media Concepts. His articles have been published in various marketing and advertising publications, both on online and print.

The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean “the divine reason implicit in the cosmos, ordering it and giving it form and meaning.” The function of a logo in today’s business world is much the same – to make the visual identification of your company implicit by giving it form and meaning.

The form and meaning of a logo are expressed in three elements – name, slogan, and icon. Think for a moment of the fabulously successful sporting goods and apparel company, Nike. The name obviously, is the name of the company. The slogan “Just do it” explains the meaning, philosophy, or emotional expression of the name. The “swoosh” icon is a visual representation of the name. Together the name, slogan and icon form a powerful “logo-ized” representation of the company which is vital to the brand. Today, because of their constant use, logos of many national companies (think Nike, McDonalds, Travelers Insurance) are indelibly imprinted somewhere in our brains.

While the logos of most companies will never attain that level of memory retention, it will be a great advantage to make their logo more memorable and identifiable to their marketplace – the prospects, clients, and possible prospects in the geography or industry they serve.

Here’s the first step. Get out your business card. Look at it. First see if you actually have a logo (name, slogan and icon). If you do, and it is over three years old, analyze it to determine if it is still relevant or whether you may benefit from a “logo makeover.” If you don’t have a viable logo, get to work on the missing elements starting with the slogan that describes the business, its products or services and the emotional benefits of the company in very few (1 – 7 words) catchy words – this will take time and worthwhile effort. Lastly, have the name and slogan visualized graphically.

Increased retention and understanding of your company will be the immediate benefit that goes out to your marketplace with every communication so logo-ize and start communicating better now.

Larry Galler coaches and consults with high-performance executives, professionals, and small businesses. He is the writer of the business column, "Front Lines with Larry Galler" Sign up for his newsletter at http://www.larrygaller.com

Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this, up to 30 percent of the people in the US move each year. Or, you may be locked into a battle with a competitor. People do business with companies they know and trust. Advertising can help build awareness, so that eventually consumers will trust your offer.

I firmly believe that advertising is an excellent tool for rapidly building awareness of a company, its products or services. I believe equally firmly that you build a brand through public relations, not advertising.

A brand is the sum of all interactions a customer has with an organization. Most of those interactions are with employees, or the product or service itself. If those interactions are positive, then customers, allies and the media will tell others. This is PR.

There are times when you need a rapid shot of marketing adrenaline that only paid media can provide.

So, if you find yourself in need of that boost, check out these nine reasons for advertising:

9. Boost employee morale

8. Create industry buzz

7. Create, build or maintain a positive image

6. Test new products and/or services

5. Retain existing customers

4. Reinforce personal sales calls, direct mail

3. Maintain consistent, controlled customer communications

2. Gain new customers, particularly hard-to-reach ones

1. Position or reposition your company, products or services.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.