Often times I am writing about what kinds of products are effective for certain business. Each week customers ask me, what is branding? why do I need to brand? How do you brand yourself?
What is branding? Branding is simply your business’ identity. It is more then well thought out words and images that customers and potential customers will associated with your business. Its all of who you are as a business.
Why is it important? Your brand is how the community perceives you, your business. When done correctly they won’t even need to see your business name to recognize the brand. Think about Target and their commercials 99% of the time you know its one of their commercials by the style and the logo. That’s effective branding. Target didn’t get there by just putting that bulls-eye out there; they put a mission out there of quality, cool merchandise at reasonable prices. Every single thing from merchandising to hiring and training new employees to their commercials and even holiday specials were built upon this mission. Customers know what to expect when they shop Target.
Tomorrow we can discuss the steps to creating a brand that your customers can believe in.
The busy holiday season is just around the corner. Its time to thank our employees, customers and vendors for another year. Many businesses throw lavish parties, pass out gift cards or a bottle of wine. All of these ideas are fine but why not take the opportunity to offer a fine gift tastefully decorated with your name or logo? Studies have shown that practical branded gifts such as filefolios, attache cases or housewares are appreciated and effective thank yous.
The question is how to brand without it being tacky. If you follow some simple suggestions you will be able to extend a beautiful practical holiday gift that will keep on giving to YOU.
The economy is tough these days and many people don’t have the budget to give extravagant crystal glasses or expensive golf clubs but that doesn’t mean you should skimp. There are plenty of classic items that won’t break your budget. Be sure items that are sturdy and practical top your list. Many recipients report their favorite corporate holiday gifts are travel tumblers, tote bags and photo frames.
Using a subtle decoration method such as laser engraving or debossing will keep the style of your gift while still giving you the benefit of a branded item. When possible we suggest away from the bolder full color imprints. The exception is if you create a special imprint incorporating your logo. It can be fun to give bold imprinted tote bags that are appropriate for year round use.
Personal gifts are wonderful for family and friends but when you’re giving to co-workers, employees, customers and vendors we suggest you avoid becoming to personal. There are always times when this may be appropriate but as a general rule corporate gifts should remain professional and classic.
Corporate holidays gifts can be fun and practical. It reminds the important people in our business that we appreciate them even when we can’t say it directly to them. It also speaks for us as advertising throughout the year. If you have yet to consider holiday gifts for your employees, vendors or customers its never too late! Thank the people that have made your year a success today and reap the rewards tomorrow.
Have you ever wondered why some businesses succeed while others just can’t seem to make it? They both have strongly identifiable brands, the both use promotional products well in their markets but one just seems to rise above. What makes them different?
Most people will agree that branding, promotional items and marketing make things happen. A strong marketing plan will keep your business in the peoples minds. They will think of that brand when its time to shop for your product or service. A steady stream of new customers is always walking through the door. Handing out pens, calendars or having quarterly promotions to lure new traffic will keep your register ringing.
This is where the benefit of branding stops and the benefit of good customer service and value come in to play. Your business must support your customers through thick and thin. Business cannot survive on a daily diet of new customers without the loyalty and word of mouth of repeat customers. Each new customer is a potential repeat customer. Did you know it takes less investment to keep a current customer then bring in a new one? The problem business number two has is customer service. Customer service is as important to your brand as tote bags and commercials.
If a customer has a good experience they will be back and they might tell someone if questioned. Outstanding experiences will be shared for a short period of time with everyone.
If a customer has a negative experience they will tell everyone, they will post on social networking sites and perhaps even write to the local newspaper! The way a business owner handles these negative issues can turn an upset customer into a repeat, loyal customer!
Understanding that customers are looking for full service in all industries these days. Remember the old full service gas stations? Well, the new economy is bringing back the idea of full service. A smart business owner works with their customer before during and after the sale. They don’t forget how important each and every person is to their business once the door closes behind them. They also understand that when issues arrive handling them with integrity and speed is important. Customers understand that things happen; how you handle it is just as important.
Customers are the lifeline to your business and smart business owners know this. They know how to ensure customers are well cared for from the moment they make initial contact until long after the sale is over in most cases.
The holiday decorations are down and the New Year revelrie is over. Most of us have already started slacking on our resolutions to quit smoking, eat better or spend more time at the gym. The one thing nobody can afford to let slide is your business marketing plan in 2012. If you make one resolution let it be to make the best use of all marketing tools available to you to grow your business in 2012!
Experts say that 2012 is the year of BRANDING; creating or building on a beacon consumers can depend on and trust. One of the most cost effective ways of getting the most impressions is promotional items such as key tags, tote bags, water bottles, etc. Practical items are used regularly increasing potenial contact in stores, on public transportation, in office settings and more. No television ad or radio spot can say that.
Today’s savvy and technologically connected consumers have a healthy amount of distrust toward business and politics. They’re looking for partners in their ventures. Someone they can connect with, that they can trust. Business owners need to be authentic and relatable for the consumers to trust them. More than ever its important to understand that recognition takes time and impressions. A consumer can see your name or brand up to twenty times before they’ll even remember it much less think about trusting you. The additional impressions from a small every day item such as a travel mug can catapult your brand to the front of the pack because they recognize you, see your name every day and when the time comes they know where to go. Its not to say that the day someone receives your freebie they’re going to stop in but it is to say that the more they see your brand the more likely they’ll call on you when the time is right.
Building solid strong relationships with consumers is work. It can’t be done overnight but allowing the value of advertising specialties is an investment in your business’ future. EBSpromo can show you promotional items that will fit your budget, style and industry. Make the investment to grow your business in 2012.