Entireweb Search Engine Top ad
Entireweb Poll
Does your business accept credit card payments?
Alternative 1 Yes
Alternative 2 No
Alternative 3 I have no business
View Results
Express Inclusion
Get your site noticed in a network with 100 million searches every month! Some of the world's most heavliy used meta search engines rely on Entireweb for providing quality search results. Make sure your site is not left out!
Advertise with us and reach more than 430,000 active subscribers! You will reach a targeted audience of webmasters and siteowners within a couple of days.
Newsletter Archive
View all the past issues of the Entireweb Newsletter published to date: Over 230 articles written by experts in website and business promotion.
Free XML Feed
Do you want your own search engine? Do you want to get results for your meta search engine? With Entireweb's XML feed you can easily include our free search results into your services.
Top 10
The top 10 searches for search engines throughout the Entireweb Network:
5.Ask Jeeves
7.MSN Search

Want to research your own keywords?
Click here for more info

Entireweb Newsletter   •   May 23, 2006   •   ISSUE #233
If you can't see images, click here to view this newsletter online

Keys to Branding Your Growing Business

During the 19th and early 20th centuries, a rancher would mark his cattle with a brand. This brand, depicting an image unique to his ranch, distinguished his cattle from another's in the event of a broken fence. Branding, in today's modern marketing world, operates much the same way. It seeks to distinguish a product or service from the competition and create a lasting impression in a prospect's mind. Pay dear attention to your branding programs from the outset because they work to strengthen the "link of trust" between your company and its buyers.

Shaping your brand image To start, consider first the personality of your company. Is it sexy or sweet? Tough or tender? Is it more like John Wayne or George Clooney or Andy Griffith? And if you think all this is hooey, consider these questions: Do Marlboros really taste better than other cigarettes? Is H&R Block superior to the tax accountant down the street? No, but a big reason these companies are leaders is because they have successfully built a personality around their brands.

How to get top 10 rankings on Google & Yahoo!

Name: The first step How different would you be if your name was Clem or Matilda? Your company name sets a tone for your brand, right from the start. Names can be generated from invented words (Xerox), initials (IBM) and founder's names (Johnson & Johnson). Some of the best names though communicate a benefit (U-Haul or Budget Car Rental).

Logo: Your company's symbol A logo is a distinctive symbol or mark that visually represents your company. To get one that passes muster with the quality police, I recommend hiring a design firm. Because your logo is one of the first visual brand elements your buyers see, put some time and money into it. If your logo will appear on fax cover sheets, fax it to yourself. If it will appear on billboards, enlarge it to 5 feet and see what it looks like (don't laugh, I actually did this for a client). Put your logo through the quality checking paces before you use it. You will be glad you did.

Taglines: A memorable definition I am a big believer in taglines. In 10 words or less a good tagline can communicate the core essence of a brand to the market. And for small businesses, it can be one of the most efficient marketing weapons in their arsenal. A tagline is simply a short description of a business' reason for being. It could incorporate elements of its expertise, its target audience, even the markets it serves. A tagline can be both direct and subtle--whatever it takes to get the prospect to say to themselves "Oh, I get it." If you are unfamiliar with taglines, work with a copywriter or marketing consultant. In an hour or two, they can take the core essence of your company's brand and translate it into a memorable and pithy tagline. Once you have a tagline, always connect it to your logo as a standard practice. Either place the tagline below your logo or alongside it. But, wherever your logo appears, your tagline should there with it.

Fonts and typestyles Using the proper fonts and typestyles also define your brand. Try to standardize fonts and typestyles that appear routinely in your marketing materials. Use only a select few. Hint: If you are working with an advertising agency or marketing firm, make sure their designs use fonts that are readily available. A client of mine once worked with a designer on some marketing materials. The problem was the designer chose a very creative font that ended up also being hard to find. In the end, the client had to shell out hundreds more dollars to buy the font for its printer because they did not have it.

Colors: Creating a mood How do you feel when you walk into a yellow room? When you see a sign with a red background color, what is your first reaction? Colors generate emotional reactions, and it is important to carry that over into your branding program. So, here is a quick list of common colors and the emotions behind them: Color Emotions behind the color Red Stop, passion Yellow Caution, cowardice Green Go, safe White Purity, virtue Black Luxury, prestige Blue Authority, calm Orange Strength, stimulation Brown Warmth, comfort.

When deciding on a company color, pay attention to the colors used by your competitors. You do not want to shoot yourself in the foot by choosing a color already associated with your competitor.

The sounds of your brand One company I frequently call on the telephone plays rap over its on-hold system. I don't know about you, but I believe there is more to music than 3 bad chords and rotten lyrics. I hate being on hold with that company. And their relationship with me suffers ever so slightly each time I call. If your business has on-hold messaging, or your retail store has background music, make sure it is appropriate.

Need Traffic?
Get listed in Entireweb  •  Mamma  •  Ixquick  •  KartOO
FindTarget  •  InfoGrid  •  WindSeek  •  Seek2Day
FlexFinder  •  Search66  •  eTools  •  WebFerret  ...
... within two business days!

No pay-per-click fees, no keyword bidding, just targeted traffic!
Click here for more information!

Publish some guidelines As your company grows, consider developing a brand manual. It can be as simple as a 3-ring binder that records how you want brand elements to appear. It should cover the use of your logo, type sizes/fonts/styles, guidelines for color or black and white, and where certain brand elements should be located on the page or screen. This is a great resource for internal staff to follow and can also be used for new employee training.

Remember... Your brand shows up in a wide variety of marketing vehicles. To help you identify all the places your brand can be found, I have developed a comprehensive Branding Checklist. For a free download, go to www.emergemarketing.com/publications/articles/index.htm In the end, hold your branding efforts to the highest standard possible. Spend a little extra to keep your brand high-quality and consistent across your company. Your customers (both current and new) will thank you for it.

About the Author: Jay Lipe is the president of Emerge Marketing LLC, a firm that helps growing companies focus their marketing. He is the author of the books The Marketing Toolkit for Growing Businesses (Chammerson Press, 2002) and Stand Out from the Crowd: Secrets to Crafting a Winning Company Identity (Kaplan Publishing, Fall 2006). He is also a sought after speaker and seminar leader, and can be reached at lipe@emergemarketing.com.

Seek2Day Search Engine

Advertise here

Click here to discontinue mailings

If you can't see images, click here to view this newsletter online
Advertise  -  Affiliate  -  Contact Us  -  Privacy Policy  -  SpeedySpy  -  About Entireweb

Copyright - 2006 Entireweb