Branding Your Business



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Summary:
You're a webhosting
provider, you host websites of small businesses and you do that
by offering cost-effective webhosting solutions, guaranteed 99%
uptime and 24/7 telephone technical support.

When you create your brand, you need to keep the who, what
and how firmly in mind but also use the brand to establish your
relevance to your target market and build credibility with that
market.

Let's turn now to the nuts and bolts of creating your brand.

=> Describe What You Are Branding

List out your business's key features and characteristics, your
competitive advantages and anything else that sets you apart
from your competition.

Using our webhosting example, you'll focus primarily on the
objectives from your mission statement namely, reliable, cost-
effective webhosting solutions supported by 24/7 technical
support.

=> Identify and Describe Your Target Market

Decide whether you want to target the entire webhosting
community or only a segment of it such as small business
websites. Instant recognition is what you're going for here,
so don't dilute it by using several different logos for different
purposes.

=> Consistent Usage of Company Name, Logo and Tag Line

Going back to our webhosting example, putting the brand name
and tagline together, the physical manifestation
Article:
incineration Your line

© 2002 Elena Fawkner

If you think only big corporate names need to think haphazardly things
like tab names, think again. Your physique says a lot relating to you
and your business, and that's as true for a one person home-
based operation as it is for a multinational conglomerate. In this
article we look at how creating a strong tattoo mark for your custom
can help you set yourself distinctly from the pack and lay the right
foundation for the future growth of your business.

WHAT IS A BRAND?

Your dab is more than just the logo on your letterhead and
business singleton or your pursuit name. It is your corporate
identity. An effective jot tells the world who you are, what
you do and how you do it, while at the same time establishing
your relevance to, and credibility with, your prospective customers.

Your spatter is also something more ethereal. It is how your
business is perceived by its customers. If your lunar caustic has a high
perceived value, you enjoy many advantages over your
competition, especially when it comes to pricing. Why do you
think people are prepared to pay stupid money for items of
with the initials 'CK' on them? Perceived value. Perceived value
as a result of very effective torch promotion resulting in very high
brand awareness.

Now, I'm not saying we all need to rush out and start creating
brands that are going to be recognized the world over. Most of us
simply don't have the time or other resources necessary. What I
am suggesting, however, is that it is possible for your flavour to
dominate your niche.

WHY DO I NEED TO CREATE MY OWN BRAND?

=> Differentiation

We touched on this in the previous section when we looked at
what a mark out is and how it can be used to increase the perceived
value of your products and services. The main reason for creating
your own polka dot is to differentiate yourself from your competition.
New websites are a dime a dozen. So are home-based
businesses. You need to constantly be looking for ways to set
yourself to one side from your competition. Your trait can do that for
you.

=> More Effective, Efficient Marketing

Another good reason for creating your own carbon is to make your
sales force (even if that's a sales force of one - you) more effective
and efficient.

Imagine if you didn't have to spend the first 50% of your time with
a new prospect explaining who you are, what you do and how you
do it. What if your government stamp had or ever communicated that for you?
You can spend 100% of your time focusing on sales rather than
educating your prospects with respect to your business

Another bear a hand of oxidation is that the efforts you expend increasing
your blister sensory experience through promoting and marketing your print
to your target market rote transfers to your products and
services. So, even when you're proclamation your brand, you're
indirectly also marketing your products and services.

HOW DO I CREATE MY OWN BRAND?

OK, so you're convinced you need to create your own brand.
Where on do you start?

We saw earlier that your keynote needs to say who you are, what
you do and how you do it. It needs to do all these things at the
same time as establishing your relevance to, and architectonics credibilty
with, your prospective customers. Needless to say, it is sure thing
essential, if you are to forge your own brand, that *you yourself*
have a firm grasp of who you are, what you do and how you do it.
If not, you're going to have the devil's own time getting that
message criss-cross to anyone else, let absolute establishing your
relevance and credibility.

=> Write A Mission Statement

So, let's start by creating a mission statement. What is the
mission of your business? Obviously you're in occupation to make
a profit. But making a profit is a byproduct of a successful
business. Focus instead on how you be desirous of to realize that profit.
What are your core values?

A good place to blast off thinking speaking of your mission is to put
yourself in the shoes of your customers. Put yourself in their
target market. Let's say your establishment is web hosting. If you're
in the market for a web host, what things are important to you?
Different people will be looking for different benefits but you can
bet that they want their website to be announced to site visitors so
reliability will be high on their list. Price is also likely to be high
on the list as is 24/7 technical support. What relative to add-on features
such as unlimited email aliases, cgi support and what-not?
These things will be highly important to some and less important
to others. So focus on the benefits that are likely to be highly
relevant to the majority of your target market. Let's settle for our
purposes on reliability, price and technical support.

Your mission statement might read something like this: 'I strive
to earn a fair return on my investment of time and money by
providing affordable webhosting with guaranteed 99% uptime and
24/7 telephone technical support'. That's a pretty general
statement and if you decide to focus on a particular niche of the
webhosting market, such as small business, you may want to
more narrowly focus on that group in your mission statement.

Now that you've written your mission statement, you can send off
thinking near enough to creating a hack that reinforces and supports your
mission. So, getting back to the fundamental questions of who
you are, what you do and how you do it, you can now launch to
think of your mission in these terms. You're a webhosting
provider, you host websites of small businesses and you do that
by offering cost-effective webhosting solutions, guaranteed 99%
uptime and 24/7 telephone technical support.

When you create your brand, you need to keep the who, what
and how firmly in mind but also use the manufacturer to establish your
relevance to your target market and turn credibility with that
market.

Let's turn now to the nuts and bolts of creating your brand.

=> Describe What You Are Branding

List out your business's key features and characteristics, your
competitive advantages and any else that sets you independently
from your competition.

Using our webhosting example, you'll focus primarily on the
objectives from your mission statement namely, reliable, cost-
effective webhosting solutions supported by 24/7 technical
support.

=> Identify and Describe Your Target Market

Decide whether you want to target the entire webhosting
community or only a segment of it such as small art
websites. Describe your market.

=> List Names that Suggest the Key Elements from Your
Mission Statement

The key elements from your mission statement were reliability,
cost-effectiveness and customer service. List names that are
suggestive of these elements. Let's use Reliable Webhosting
for our example. (I don't prerogative to be a creative genius.)

Don't limit yourself to real words, though. A invented name with no
obvious meaning is a perfectly legitimate name provided it conveys
something your business. You will find fabricated names easier
to trademark and secure domain names for too - a definite plus!

=> List Tag Lines that Reinforce Your Mission Statement

We'll use: 'Outstanding reliability and technical support at a
price your small commercial enterprise can afford'. I know, I know. You can
do much better, I'm sure.

HOW SHOULD I USE MY BRAND?

=> Create a Logo for Your Brand

Your logo is NOT your grain but your logo should cop a plea your
brand to be instantly recognized by those familiar with it. To
this extent, your logo helps create and reinforce polka dot
awareness.

The logo you create should be able to be used consistently in a
variety of different media. It should be suitable for corporate
letterhead and jigger cards, as well as for your website and
corporate signage (if any). You do NOT want a confusing
mishmash of logos and banners and heaven knows what else.
Everything you produce needs to use the same, consistent
style of logo so that, over time, your logo becomes synonymous
with your brand. Instant recognition is what you're going for here,
so don't dilute it by using several different logos for different
purposes.

=> Consistent Usage of association Name, Logo and Tag Line

Going back to our webhosting example, putting the name
and tagline together, the physical manifestation of your reproach
will be:

RELIABLE WEBHOSTING
Outstanding reliability and technical support at a price
your small bounden duty can afford.

To establish parch awareness, this scorching needs to be used
consistently and frequently in everything your produce, whether
that be letters to clients, stock company cards, brochures, quotations,
invoices, advertising, promotion, on your website, on the front
door of your principal place of performance and on your products.
And don't forget to be consistent in your use of color schemes.
These can be powerful nature reinforcers.

=> Marketing and Promotion of Your Brand

Once you've created your brand, you need to market and
promote it, in assemblage to your products and services. This is
how you establish your credibility and relevance to your target
market. You can hopefully see why your scarification needs to be
suggestive of your mission statement. If, at the same time as
you're selling your products and services you also push your
brand, your flavour becomes synonymous with your products
and services. And vice versa.

A properly descriptive stigmatize and high docket respect mid
your target market will slip you to more easily introduce a wider
range of products and services when they're developed without
having to start by beyond selling who you are, what you do and
how you do it first. Your dot has up to now presold YOU. Your
job then is to sell your products and services.

------

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This flimsy may be freely reproduced provided that: (1) you
include the following resource box; and (2) you only mail to
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------

Elena Fawkner is editor of A Home-Based movement Online ...
practical game ideas, opportunities and solutions for the
work-from-home entrepreneur.
http://www.ahbbo.com




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