Branding for Businesses of All Sizes
By Robert Johnston
Think for a moment of the most memorable advertising campaign you can recall. Perhaps it is a childhood memory, such as the Ronald McDonald clown doing magic tricks for children. Perhaps the first ad that comes to mind for you is the man in glasses walking around asking if you can hear him now. These images work because they are brands for the product being advertised. Ronald McDonald is a nearly universal symbol for the McDonald’s empire, and no child in America is unfamiliar with the happy face of the yellow and red clown.
A brand is something that helps your potential customers and clients recognize your ad as yours. The instant your ad reaches them, whether via the television, a poster, or a flyer, they know what company is being advertised when they see the brand. Brands make people feel comfortable because they are familiar to those who see them.
Proper branding will make your company stand out from your competitors. For instance, if you are offering a product such as organic cleaning products, creating a brand that is attractive, appealing, and memorable will make it possible for your product to stand out from the many other organic cleaning products on the market today. The power of branding explains why so many children will clamor for McDonald’s when they are eating out, even though there are many other fast food restaurant choices. That friendly clown and the toys in the Happy Meal are embedded into the minds of children because of good branding.
A brand can be something simple, such as a logo or color scheme, or it can be something a little more in-depth, such as a character’s image. Even something as simple as a slogan can be an effective branding tool. As you try to develop a brand for your business, consider something that will translate easily from one form of advertising to another. For instance, if you are just starting out, you may focus on brochure printing as your main source of advertising. Choose something that you could eventually translate into video or radio advertising, because your business may grow and provide you with the money to invest in these other forms of advertising.
Of course, you are not necessarily going to be able to afford to create a global image for your business like McDonald’s has done, but even with a limited advertising budget, you can create a brand that fits your business’s needs. Branding is essential, because it gives your current clients and your potential future clients a way to identify with your business. Once it is created, your brand should be included in all correspondence and advertising that leaves your company. Do not let your limited budget keep you from spending the time to develop a brand for your business.
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About the author
The author is affiliated with a company that offers brochure printing (http://www.printplace.com/printing/brochures-inserts.aspx)
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