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Archive for the ‘Branding’ Category

Branding is an art, a well calculated game of positioning. There are many elements that play into a successful brand for small, medium, large and fortune 500 businesses. These elements differ for each business and must be inserted into the business plan accordingly if success is your goal.

It is important to utilize the questions below as means to keeping your business current and inline with where you need to be. It’s like chess where every move is well thought out, calculated and consequences for each move are considered.

Their are times that you need to go big and risk it all, other times where you need to be reserved and hold back. This is where you need something to fall back on … this is where developing a list of characteristics for your brand and holding yourself accountable, defines the path you walk and the steps you take.

Branding is no different, your company must position itself where your demographic lives. “You must become part of their world and work on developing a relationship like no other.”

1. What is your brand’s vision?

2. What are the good attributes of your brand (or company, or product, or service)?

3. What are the practical benefits associated with your brand?

4. What are the bad aspects of your brand, and how can you fix them?

5. What emotions are behind customer purchases of your products/services?

6. How is your brand positioned against the competition?

7. What demographic is your brand appealing to?

8. Which personality characteristics of this demographic do you embrace?

9. Do all elements of your branding strategy integrate with one another?

10. Are these elements delivered consistently?

11. Does your branding effort take into account different cultural aspects?

12. Are you investing in your ongoing branding efforts through both time and money?

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  • The Internet has uncaged the designer in all of us, but don’t forget to follow certain fundamental rules if you want to better your web presence. For example, always keep a consistent theme for your site so that a visitor knows that he/she is still on your site. Creating confusion is the last thing you want to do for your visitors. You have 3 seconds to capture their attention, make sure you are capturing them in the right way.

    Developing consistent pages should not put limitations on your creativity. Consistency can be achieved with tasteful graphics, icons, font size, colors, font face and general page layout. It is equally important to know when to, or when not to use certain design elements because clutter sometimes distracts a visitor.

    Make sure that you use compatible and complimentary colors across your site design. Using values from the same or similar color can bring consistency and help achieve a positive flow. First impressions are instant and color plays a big part of that first impression, be sure to use it to your advantage.

    Here are a few additional tips that should help you in designing consistent pages.

    * Use the same page layout and remain consistent
    * Try to use similar colors or complimentary colors
    * Use a uniform font face for your pages
    * When using multiple colors, implement compatible shades or hues.

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    Branding in a Small Business World

    Branding is one of the “must do well” things in business today. Think of it as the first impression to billions of potential customers worldwide. People are visual, they want to feel engaged, feel sucked in and generally want to like what they see. It’s the “LOOK AT ME” instead of my competition mentality. All types of businesses have competitors and each and every one of them is fighting for the business. If you stand out and appeal to your target demographic your chances of coming out on top are greater.

    The design and branding of your business should be targeted to your audience and should not be cluttered and/or distracting. Utilizing the K.I.S.S method (Keep it Simple Stupid) is still the best way to go for any business. Clean, easy to read fonts, colors that are appealing to the eye and above anything else … easy to use navigation and a clear and concise call-to-action.

    A useful tip: try and put yourself in your customers shoes, try and think like they would. Ask yourself .. If I was looking for a business that does “XYZ” what would it look like and what would it say?

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  • Filed under: Branding, Design
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