Quick,Tactics,Brand,Your,Busin ecommerce Quick Tactics To Brand Your Business And Make More Sales

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Quick Tactics To Brand Your Business And Make More Sales ----------------------------------------------------------(c) 2004 Charles Kangethe----------------------------------------------------------This may come as a surprise... to you, but Branding ismore than just Logo and Business or Product Namerecognition.Branding is "The total emotional and intellectual involvement your prospects and customers have with your business and products."This article addresses 5 basic problems and questions about Branding:How Are Brands Created ?-------------------------=> Branding by "Personal Experience"This creates the strongest bond between your customers and your business and products.Your customer service, front and back end offers must beof high quality, in order to create exceptional "PersonalExperience". This starts a virtuous cycle.Exceptional "Personal Experiences" lead to general publicand market acclaim spread by word of mouth and other publicity. In turn, this feeds into a still stronger Brand, starting the cycle all over again.However, always remember it is easier to create a negative Brand than it is to create a positive one, by offering low or poor quality and value products, services and customer support.=> Branding by "Indirect Experience"For many direct marketers, "Personal Experience" Brandingis difficult and not easily achieved because sales thatlead to "Personal Experience" are not easily made !The "Indirect Experience" strategy relies on creating a consistent, repeating association to the product in your prospects mind.Marketers use a variety of tactics to achieve this aim.* Jingles in audio visual media* Using Slogans* Advertising through classifieds, display, press releases, and give away products and information.* Sponsorship of media, cultural, sporting and other eventsBrand Building On The Internet - The Issues------------------------------------------The Internet has re-defined Branding models of thepast because it has levelled the playing field, for both consumers and businesses.Prospects and customers are more involved withbusinesses and products than they were in the past.Research of products and services, before purchase iseasier. Consumers have so much choice now they are no longereasily "taught" loyalty to a particular Brand.Consumers are less willing to form bonds or create "loyal" associations with products and businesses. On the other side of the coin, businesses have much morecompetition and must be more customer focussed than everbefore. Companies that thrive and stay in business recognise building lasting relationships with existing customers is more profitable, than always trying to find newcustomers. A World of stronger consumers who by-pass your direct and indirect experiences with a click of the mouse, isdifficult for Brand builders.On the Internet those that succeed make profits, the rest fail.The Cost And Value Of A Brand.------------------------------Brand building has a cost in time, money and effort.The cost of Brand building is easily quantified in Dollarterms.The value of a Brand is harder to establish because itinvolves measuring emotional and intellectual associations that might not necessarily translate into cash sales. Not understanding the value, but clearly understanding thecost of Branding, some marketers decide to get round this problem by competing solely on price. This is a short sighted tactic because it invites "pricewars", and if you get involved in a "price war" against anopponent with deeper pockets you are bound to loose.A better strategy is to compete on high product value and build quality Brand recognition over time. Brands Are Not Eternal----------------------Brand building is an ongoing Business strategy.The emotional and intellectual associations and recognitionthat together make up Brand loyalty wear off if not re-energised frequently.Brands are subject to fashion, fads and change, andunderstand recognition is not the same as popularity.Your market may recognise your Brand, but that may not translate into sales if the association is unfashionable.The temptation, in such circumstances, is to spend less onBranding, cut prices, or , drop the business linealtogether. These are knee jerk reactions to uncontrollable eventswhen taken in the short term. A measured initialresponse is to re-invent the Brand, freshen it up andmarket it to a new generation of consumers. Many businesses re-invent, and re-brand themselves and goon to achieve new consumer acclaim. Strategies For Brand Building---------------------------Here are a few short to medium term tactical measures youcan start using today to kick start your Brand buildingprogram.* Get a professional web site with customised headers, footers and logos - Make your "visitor experiences" happy ones.* Advertise regularly using paid channels where you can. If money is a problem, use f'ree advertising, but advertise regularly !* Write useful articles and publish regularly. Invite visits to your site through your resource box.* Syndicate your articles and build personal name recognition using a tool such as Name Branding Syndicator available from http://www.highprofitsoftware.com/syndicator/ Visit http://www.simplyeasier.com/mbd to see how you can get this tool for F'ree as part of a product bundle.* Brand your business by associating and complimenting other succesful products - Develop a quality reciprocal link and partnership strategy. Try products like Zeus (http://www.cyber-robotics.com/ ) and Arelis (http://www.axandra.com/index.htm) for this tactic.* Use a good autoresponder service and communicate frequently with your customers and prospects giving useful, and personal information. There are many good tools for this tactic, but try Getresponse (http://www.getresponse.com) or Aweber (http://www.aweber.com) for a start. * Use Zip Brander available from Russell Brunson of http://www.zipBrander.com/ to put your products, affiliate programs and other offers in front of your purchasers easily and frequently.------------------------------------------------------------Branding your business and products is a key part of yoursuccess strategy. You want people to associate your business name andproducts with high quality, and high value. Successful Brands make money - just ask Microsoft, Levi,Ford, Coke.Start Branding your business and products today, andgenerate maximum lifetime customer values.------------------------------------------------------------Charles Kangethe of http://www.simplyeasier.com is a leadingnew wave Netpreneur and a published author from England. The"Simply Easier" brand name is your guarantee of high value, quality Marketing Products, Services and Resources.----------------------------------------------------------- Article Tags: Make More Sales, Quick Tactics, Make More, More Sales