Brand your Business – Perceived Increased Value


Perceived Value

Perceived Value

When you have successfully branded your business, consumers are often willing to pay more for your products or services because your business is perceived as a status symbol. Even if you’re selling similar or the very same products as your competitors, consumers may be willing to pay a premium to purchase the product from you just to be able to sling a shopping bag with your logo around their arms. 


You can create an increased perception of value to your business by associating your business with other high status companies, individuals, or local events. Consider sponsoring a fashion show of an up-and-coming local designer or making a generous contribution to a high-status event in your area, such as a black-tie charity ball.  Ideally, you’d be able to get a high-status celebrity, model, or even a local celebrity to appear in an ad for your business.  Though it may present a challenge, it is business branding at its best because increasing the perceived value of your business will directly put money into your pocket.



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Brand your Business – Slogan Slinging

Photo-BrandYourBusinessCreating a memorable slogan is an important part of branding your business.  Choosing the right slogan has the power to catch the attention of clients and prospects.  You will want a slogan that is descriptive, catchy and personable; yet industry specific.  For example, if you’re a writer, a slick choice for a slogan might be “The Right Writer.” If you’re an interior designer, “Changing lives, one room at a time” may be an appropriate slogan.  Incorporate your slogan into the tagline of your logo, website design, business cards and all other marketing materials.  When people hear your slogan, they will instantly be reminded of your brand.


A slogan not only creates the sense of an established business, it can also be used to further propel your status by being used when introducing you in interviews, magazine features, public speaking engagements and radio and TV advertisements.  Use your slogan at every opportunity!  At networking events, introduce yourself as John Smith, “The Right Writer.”  Continued plugging of your slogan will only help push your business forward and build momentum.  You can then use that momentum to capture more clients and revenue.



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Do You Need to Brand or Re-Brand Your Business?

Photo-BrandBuildingBusiness branding is an imperative part of creating and growing a successful business.  Understanding how to brand your business effectively is just as important as providing top quality client service or pricing your products and services appropriately.  Here is one reason to Brand Your Business.


Memorable: When you effectively brand your business, you become more memorable.  No longer will you have to worry about losing business to your competitor because clients will be able to distinctively remember you rather than the “other guy.”  Clients are more likely to refer you to everyone they know or become a repeat client when they identify with your brand.


Instead of choosing an all black logo, consider using a bright logo to brand your business.  Why?  Because a brighter logo is far more memorable than an all black logo and will visually set you apart from your competitors.  Are you more likely to remember the computer person with the colorful green logo or the computer person with an all black logo?  Chances are, subconsciously, the colorful logo will always be the one to stand out.



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Brand your Business – Decreased Marketing Expenses

Photo-BrandYourBusinessOnce your business becomes a household name, you’ll enjoy the benefits of decreased marketing expenses. When your brand is recognized as a well-known and high-quality product or service, that perception will provide momentum on marketing efforts. While no business can go without marketing, you may be able to slightly decrease your marketing budget while still enjoying steady revenue.

Learning how to brand your business is the key to building a successful business that rides the momentum wave. When you successfully brand your business, you will realize substantial rewards such as “buzz worthy” public attention that will most likely lead to increased exposure, business growth, and a raving fan base. It is easier to partner with companies who are familiar with your brand and reputation.

So how do you build a brand for your business? While you can do-it-yourself, it would be in the best interest of your business to hire a professional branding firm to create a comprehensive package that conveys an accurate message, along with a catchy logo and slogan that captures the mission and personality of your business. While the expense may be something you had not previously considered, it usually pays off BIG in the long run. Leverage the experience of an expert to help you grow your business.

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4 Basic Rules of Business Branding (Part 4)

Business Branding Rule #4: Consistency is king

Now that you have your logo and slogan, it’s important to stay consistent.  In every piece of marketing from your letterhead to advertising spots, the logo and slogan should always remain consistent.


If you’ve hired a professional graphic artist or marketing firm to create your business look, they should have provided a digital file with your logo and slogan in a variety of positions and sizes (to accommodate different sizes and methods of media).  Once your design is set, do not waver from it.  Ideally, keep the logo/slogan layouts to no more than three different layouts to accommodate different media such as website, letterhead, and print and web advertisements.


Make sure that both your print marketing and online marketing are consistent.  The design and color scheme should remain true to your website theme.  You’d be surprised how many people will type in your URL when directed through an advertisement, only to get thrown off by a website design that looks nothing like the ad.  When you don’t make the effort to keep your branding consistent you run the chance of confusing your potential clients – hence, losing revenue.


Action Steps

1. Go back and review Tip #1.  Does your current logo reflect the type of image you want to portray?  If not, hire a graphic designer to design a new logo and choose appropriate colors.  Ask a friend or colleague for a recommendation, or go to to find a freelance graphic designer.  Expect to pay $75 – $250 per logo.


2. Go back and review Tip #3.  Does your slogan really grab your ideal client?  Put yourself in your client’s place.  What slogan would make you want to hire you?  Refine it, if need be, to reflect the most focused message possible that invokes immediate action.


3. Review Tip #4.  Does your marketing contain a consistent message and design?  If not, follow your company logo (design and color) and make necessary adjustments to all marketing pieces, including your website.

4 Basic Rules of Business Branding (Part 4)

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4 Basic Rules of Business Branding (Part 3)

Business Branding Rule #3: Keep the slogan short and sweet

Remember, you only have a few seconds to grab someone’s attention.  That means you have about two seconds to convey your message.  The brain can process information at amazing speeds, and you’d be surprised by how much information can be conveyed in a split second – but only when it’s done properly.


Your slogan should always be attached to your logo, appearing directly below or next to the image.  Make your slogan seven words or less – again short and sweet.  Be sure the slogan says what you do without making it sound dry and uninteresting.  For example, let’s say you are a business coach.  You could create a slogan that clearly and concisely conveys what you do – without having to provide a lengthy elevator speech.  Here are some examples:

  • “The Small Business Guru”
  • “Take Your Business Global”
  • “The Home Business Coach”
  • The Referral Coach™  – already taken
  • The Strategic Coach™ – already taken
  • The Accountability Coach™ – already taken

4 Basic Rules of Business Branding

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4 Basic Rules of Business Branding (Part 2)

Business Branding Rule #2: Let the logo do the talking

In those crucial first few seconds of grabbing a client’s attention, your logo must convey a clear, concise message that is easily understood.  For example, if you fix computers, consider including an image of computer and stethoscope to convey that you’re a computer doctor.  Or, if you own a hair salon include an image of old-fashioned vanity lights and shears.


Get the idea?  The key is to identify at least one tangible icon that represents your business.  The slogan should do the talking, while the logo is visually supportive of the message of the slogan.

4 Basic Rules of Business Branding

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4 Basic Rules of Business Branding (Part 1)

If you want to understand how to effectively brand your name, you first need to comprehend the basics of business branding. Business branding isn’t a complicated process, but the success of your business branding relies on the relevance, quality and consistency of its design.

Most business owners fall short when branding their business because they try to overcomplicate the process. However, if you follow the basics of business branding and resist the temptation to lose the focus of the message, you should be well on your way towards creating an effective brand.

The most important basic factor in branding your business is conveying a message. You only have a few seconds to capture the attention of potential clients, and in those few seconds, your brand must clearly convey several points. Make those few precious seconds count by making it easy for your audience to comprehend your specialty with just a glance.

Stick to these 4 Basic Rules of Business Branding and watch your business grow.

Business Branding Rule #1: Choose colors wisely
It may be your desire to choose colors that are most appealing to suit your personal taste, but they may not always be the most ideal for the success of your business. Advertising and marketing firms understand the emotions that colors convey and always choose the colors of their marketing carefully. Here’s a quick reference for the emotions conveyed by common colors.

Red: Very emotionally intense color. Associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Use it as an accent color to stimulate people to make quick decisions.

Orange: To the human eye, orange is a very hot color, so it gives the sensation of heat. Represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. Use it to catch attention and highlight the most important elements of your design.

Yellow: Yellow is the color of sunshine and produces a warming effect. It’s associated with joy, happiness, intellect, and energy. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety.

Green: Symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety and has great healing power. Dark green is also commonly associated with money.

Blue: Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Avoid using blue when promoting food and cooking, because blue suppresses appetite.

Purple: Symbolizes power, nobility, luxury, and ambition. Conveys wealth and extravagance and is associated with wisdom, dignity, independence, creativity, mystery, and magic. Light purple is a good choice for a feminine design; use bright purple when promoting children’s products.

White: White is associated with light, goodness, innocence, purity, and virginity. Considered to be the color of perfection and conveys safety, purity, and cleanliness. Use white to suggest simplicity in high-tech products.

Black: Associated with power, elegance, formality, death, evil, and mystery. It usually carries a negative connotation, but denotes strength and authority. Combined with red or orange – other very powerful colors – black gives a very aggressive color scheme.

Black: Associated with power, elegance, formality, death, evil, and mystery. It usually carries a negative connotation, but denotes strength and authority. Combined with red or orange – other very powerful colors – black gives a very aggressive color scheme.

4 Basic Rules of Business Branding (Part 1)

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