DIVADIGEST: APRIL '05, ISSUE 16

Corporate Branding: The Integration of Small Businesses

Under most circumstances, the thought of business branding brings to mind images of large corporations or chains that enjoy business across the country or around the world. Most people would consider small businesses as being out of the branding mainstream. Owners of small establishments often get lost in the crowd when compared to these corporate giants. Though various experts have been crowing about it for some time now, they never seem to offer information regarding the “whys” and “hows” of branding a small business, much less how to pull it off without spending a small fortune.

 

Make Your Business Known

One of the problems that small business owners have always faced is making their business known and easily recognized by the majority of the consumers’ market. This is usually the case because the establishment’s owner doesn’t see his or her business in the same light as that of the large business owner. There’s no hard and fast rule that only larger corporations will be instantly recognized through corporate branding. If they are, it’s simply because they took the necessary steps to become recognized by the public through the use of branding tools. In order to change your image, then, you must think as they do in the big leagues. The place to start is with your letterhead, business cards and other printed materials that represent your company. By utilizing these forms of communication to create a serious business image, potential customers will see you as a competitive business, rather than just a hole-in-the-wall mom and pop shop.

 

Play Your Cards Right

The quality of your business cards and stationery will reflect the type of establishment that you are, and those who use low-quality printed material are sending the message that they’re a low-quality business. Small business owners who go the extra mile to have their company information printed on card stock with a professional design or logo make a much stronger impression and send the message that they’re a well-established, financially stable business that offers consumers security and quality. This is an important factor when potential customers consider giving their patronage to one company or another. If they feel as though a particular business can’t afford decent business cards, stationery or advertisements, then it speaks to them about the quality of their merchandise, as well. The strong presentation of your company to the public translates into credibility in the eyes of the consumer.

 

Logo A Gogo

Your business logo is one of the most powerful branding tools that you can possess. Through creative marketing strategies, that same logo can become immediately recognized as the representation of your specific business the moment that anyone crosses its path. For instance, when we see the “colonel” – an older gentleman with a goatee and a white suit – we automatically think of Kentucky Fried Chicken. Creating and marketing an image that specifically refers to your business – no matter how small – will put you in the same game as the big boys and increase your sales dramatically.

Once an effective logo has been established, you can now begin to use it on your business cards, letterhead and in ad campaigns. Before long, every time a potential customer sees your logo, your business will come to mind – even if it’s simply on a box that’s used to store or deliver products. Think of it as a constant source of advertisement. As the business continues to grow, the logo can be integrated into other forms of marketing, such as in the case of t-shirts, mugs, baseball caps and any other commonly used item. In each case, the item becomes a kind of business card and keeps your company in the minds of the consumers. Having your logo imprinted on high-quality merchandise also shows your commitment to business in a way far greater than smaller shops that never outgrew the “mom and pop” mentality.

 

The Real Thing

Snappy punch lines are another way to brand your smaller business. Just as the Coca-Cola Company adopted, “It’s the Real Thing!” as their punch line, your company can enjoy the benefits of practicing the same type of marketing strategy. This, combined with a unique logo, have the potential to be the catalyst for a booming business. With the addition of a catchy punch line, you can now tap into both the visual and audio advertising markets. Just remember that, when choosing a punch line, it should be appropriate to your type of business, so make it something that will help consumers to understand what your company is all about.

 

Worth the Cost

Many times, small business owners are put off by ideas such as these, dismissing them on the pretext that they’re too expensive. If given the benefit of further thought, however, they’d probably realize that the influx of business as a result of these marketing strategies is well worth whatever expense may be incurred to launch such a campaign. Through careful research, you’ll be able to find companies that can make this happen for you at a cost that won’t break the bank. Let’s face it, if the budget were that large, the business wouldn’t be small in the first place. Some marketing firms, such as DivaDesignWorld in Portland, Oregon, are prepared to create such an advertising campaign while offering a modest price structure. With their professional staff members, all facets of the marketing approach will be addressed with panache, creativity and professionalism – and they’re known for their flexibility and willingness to customize their design packages to meet the needs of the client.

 

Dollar for dollar, branding your small business is definitely worth doing, and using a successful marketing firm such as DivaDesignWorld is the first step toward making sound business decisions in the area of advertising. Before long, your company can be among those whose punch lines are household words and whose logos are among the most easy to recognize.

 

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Design Your Marketing For Women: The Impact of Women As Consumers

The days when only makeup, perfume, and cleaning products were the main products marketed to women are over - and this has been true for some time now. A reputable marketing research firm has found that online spending by women is dramatically increasing. It seems that women are using the Internet more to research products and compare prices before making a purchase as well.


Monique Danielle of DivaDesignWorld (http://www.divadesignworld.com) pays close attention to marketing trends, and uses the information to better serve her clients. She gives the following information to help you design your marketing to appeal to women.

From the findings of the marketing research firm’s 2004 survey, you can see that marketing to women is becoming increasingly more important. First, however, you must know how to design your marketing in a way that appeals to women in general. You begin by knowing what is important to most women.

 

What Women Want
Convenience and time are major factors for women. They are very busy, and they have many different roles to fill in their day to day lives. For most women, there don't seem to be enough hours in the day to do all that needs to be done. If they can find a way to get more done in less time, they will usually do so.

 

As an example, women are more likely than men to use online bill paying when the option is given to them. When a woman considers running errands to pay bills or do shopping that must be done, but she has the option of paying those same bills and making those same purchases over the Internet, in most cases she will choose the Internet. Don't make the mistake of thinking she will choose this method because she is lazy, or because she doesn't feel like running the errands. She will most likely choose this option because it will enable her to cook dinner, bathe the kids, help with homework, and get the house straightened up all while she is paying her bills and doing her shopping. Multi-tasking is a woman's domain.

 

It's All In The Details
While women are more likely to pay their bills online, they aren't as quick as men are to make purchases over the Internet. Women are naturally less trusting than men, and building a woman's trust takes more time and thought. Women want to know everything that they can know about the product and the company before they even consider making a purchase. They want all the details - company information, product details, support information, warranty information, and more.

 

Know Your Audience
Visual appeal goes along way towards making a sale to a woman. This means that you need to view your site from a woman's point of view. If you are trying to sell cars to a female shopper, a picture of a half naked woman draped over the hood won't do. A picture of a woman - dressed in appropriate attire - working on the assembly line where the car is made would do better. A picture of a professional woman driving the car is also a good idea. Women want to be recognized and respected for their intelligence. They've worked hard to get where they are, and they know they deserve the respect and recognition.

 

Over half of the population of the world is female. Learning to market to this half of the world is important for the success of your business. If you need more information or help in your efforts to design your marketing for women, contact Monique Danielle at http://www.divadesignworld.com.


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Increase Sales By Building Customer Loyalty

Gaining new customers is vital for any business, but keeping customers who have already shown their trust in you is even more important. When you gain a new customer, your goal should be to satisfy that customer to the point that they will buy from you again and again in the future - no matter what the competition is offering them.

 

Building loyalty with a customer begins with the first sale, and continues with each subsequent sale. Here are some ways to help you build that loyalty.

 

1. Make sure that the product or service that you are selling is the best that it can possibly be. This will ensure customer satisfaction. If the product or service is one that will need to be purchased over and over again, you definitely want it to do what you promised it would do. Offer guarantees, and honor your guarantees. Building trust is hard, but it is the first step to building customer loyalty.

 

2. Know what your customers think about your product or service. Include a feedback form either in the packaging, or on your website, and ask them to fill it out. Use the information they provide to make your product or service even better. Offer them a freebie for filling out the form.

 

3. Send your customers a thank you note after each purchase. Let them know that you appreciate their business. You may also consider offering them a discount on their next purchase as a thank you gift.

 

4. Get their information at the time of purchase, and their permission to send them company up-dates. Keep them informed as to what is going on at your company, or with your product or service. Send out a newsletter at least once a month. This is a great way to remind them that you are there.

 

5. Put your customers in touch with others who might help them. This doesn't mean that you direct your customer to the competition. It means that you direct them to other products or services that are in some way related to yours, without being direct competition. Your customers will appreciate it. You can also use this method to work out a joint venture with the owner of the other products or services, and have them direct their customers to you as well.

 

6. Consider giving your customers things such as calenders, refrigerator magnets, pencils, or other things that can be used as a promotional items. Your customers will use these things, and will constantly see your business name. This will help to remind them that you are there, and make your contact information easily accessible to them.

 

7. Socialize with your customers. Get to know them on a personal level if possible. Meet them for coffee or lunch. Invite them over for dinner. Consider putting together a "get to know you" party for your customers every six months, or once a year.

 

8. Find out, and remember, the important days in your customers lives. Birthdays, anniversaries, and holidays are important to them. Send them cards for these occasions.

 

9. Offer special deals for repeat customers. For instance, you may consider making every third or fifth purchase free or half price. You may also consider giving them their choice of a special gift after a fixed number of purchases.

 

10. Let your customers know that you are there to help. Give them your contact information. Tell them that if they need any help using the product or service that you are more than happy to help. When they contact you, get to their problem as quickly as possible, if not immediately.

 

Getting repeat customers isn't hard if you handle it right. If you need more ideas on getting and retaining customers, contact Monique Danielle at Diva Design World (http://www.divadesignworld.com). She can help you put together a program to ensure that you get as many new and repeat customers as you can handle.

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What Color Are Your Sales?

There are many factors in determining whether or not you make a sale. The text of your ad copy makes a huge difference, but studies show that the color used on your sales material is equally important. Psychologists know that different colors have different impacts and influences on people's minds - and therefore their emotions and reactions.

 

Colors can be used to make particular text stand out. The use of color can also liven up your sales copy. But while you want your ad to be attractive and eye-catching, your first motive for using color should be the effect that the color has on people.

 

Pay close attention to the colors that are used in the stores that you visit. Look at the colors used in the packaging of the products that you buy. You probably don't realize it, but these colors probably had a big influence on your purchase. Note that colors affect people of different ages in different ways as well. Bright vibrant colors are generally used on products and advertising meant for children.

 

Colors are also used for the purpose of branding. Chain stores tend to use the same coloring from one chain to the next. Wal-Mart's colors are blue and white. Blue has a calming effect and also represents trust, while white represents cleanliness. You may not think that these colors would persuade people to make purchases. They aren't meant to. These colors are used as a way to get people into the store. The packaging on the products in the store is used to make people want to buy.

 

When choosing the right colors for your sales copy - whether it is a printed brochure or a webpage - there are many factors to take into consideration. You want colors that are not blinding. The color cannot make the text hard to read, or the material hard to look at. You also don't want to use boring colors. The colors that you choose should relate to what you are selling. For instance, if you are selling flowers, you would want to use bright colors, as opposed to dark colors. If you are selling to children, and you have chosen to use the color green, you would want to use a bright, vibrant green - not hunter green.

 

Next, determine which color model to use. There are three basic models: RGB, Pantone, and CMYK. RGB stands for red, green, and blue, and it is the model that is used in the production of webpages. The reason is that computer monitors and televisions use this color model. Pantone colors create exact color matches, and are best used for branding purposes, such as the colors used on logos and letterheads. CMYK stands for cyan, magenta, yellow, and black. This is called the four color process and is most commonly used on printed material, such as brochures and photographs.

 

Finally, determine what mood you want to create, or what emotion you want to illicit by using the information below.

 

Green - nature, environment, health, good luck, renewal, youth, vigor, spring, generosity, fertility, jealousy, inexperience, envy, misfortune.

 

Blue - peace, tranquility, calmness, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, loyalty, sky, water, cold, technology, and depression.

 

Red - love, valentines, danger, desire, speed, strength, violence, anger, emergency exit signs, stop signs and blood. Red can evoke a fight-or-flight response, raise blood pressure and make the heart beat faster.

 

Yellow - joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy, dishonesty, cowardice, betrayal, jealousy, covetousness, deceit, illness, hazard, spirtuality and inspiration.

 

Orange - balance, warmth, enthusiasm, vibrance, flamboyancy, and is demanding of attention.

 

White - reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, and marriage.

 

Black - power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger, underground, good technical color, mourning and death.

 

Purple - royalty, spirituality, nobility, ceremony, mystery, transformation, wisdom, enlightenment, cruelty, arrogance, mourning. Purple is considered an exotic color.

 

Remember that color plays a great role in determining if you make a sale or not. If you need help in determining which colors to use in your sales material, Monique Danielle of Diva Design World can be a great help. You can get in touch with her at http://www.divadesignworld.com

 

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