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In This Issue
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Spotlight
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5 Tips to Branding a Powerful Presence:
Ed Roach,
smallbusinessbranding.com
* Over-all brand image of your website
* If your brand is information oriented, your website should
reflect this
* Your promise should be the same on and off-line
* There is more to a domain than you think
* Is your website presence passive or pro-active?
Read Full Article on 5 Tips
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Why
Branding Belongs in Your Budget
Rob Marsh, Logoworks
Last month
NBC announced that one 30 second television advertisement for next
year's Super Bowl will cost $3 million, up from $2.7 millionlast year
Coke spends more than $2.5 billion on advertising every year. Google
spends $188 million. And that's just for advertising.
When looking at numbers like these, it's easy to see
why many small business owners don't think they can afford
"branding." In fact some research suggests that small
businesses budget just $5000 to spend on
marketing/branding/advertising for the entire year.
Read More...
The True Impact of a Strong Brand
Brad VanAuken, The Blake
Project
A strong,
well-positioned brand extends the life of your organization
indefinitely by providing independence from a particularproduct
category, increasing flexibility for future growth (through
extension), and therefore, increasing the ability to expand into
newproduct and service categories and alther the product and service
mix to keep up with marketplace demands.
A number of studies have shown that the percentage
increase of a company's value that is unaccounted for by tangible
assets has increasedsignificantly.
Read More...
Branding Bloopers
Jeff Gregory, Brand
Counsel
You want to
go where nobody knows you name. With apologies to 'Cheers', be
honest: virtually know one cares what your last nameis in the
marketplace. Plus, it severly limits expansion posibilities. Where's
Joe in "Joe's Bait Shop" when you're on your
fourthlocation?
Latin is a dead language for a reason. Supposed rule number one for
internal naming: lunge for a Latin root dictionary. Of course, no one
has spoken Latin for thousands of years, and no one in your target
audience ever took any Latin, but don't let that stop you!
Read More...
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