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Creating Your Brand
You should pat yourself on the back. After much work you have identified the ideal product geared to a previously ignored niche market. That is not an easy accomplishment. Now that you have devised and perfected your product the time has come for relaxation, right? Wrong. You are now entering the most critical phase of your product��s life cycle. Initial branding and associated marketing efforts are crucial to setting your brand off on the right foot. Many times, poor branding at the onset can forever taint sales thus negating all the hard work that went into product creation.
The initial step is to analyze your niche audience. A small business is best off targeting a smaller market within a larger macro market. An example would be for business card printing. You could be a general business providing business card printing,womens nike air max, or maybe you can cater specifically to law firms. You would know the market better than the competition, and attorneys would be drawn to a specialist printer. You would also be able to tailor your message to be custom designed to appeal to that small niche.
Once you know your niche and understand what moves them, then it is time for initial branding. The brand is your product's reputation and "feeling". This needs to be created through repetition. Studies have shown the average consumer needs over 10 exposures to an advertisement for a product for it to stick. Using the printing example, the owner would utilize various interactive and direct mail avenues to advertise their online business card printing services and custom business cards specifically designed for different types of law practices.
Associating your brand with a charitable effort is a great initial step. You can do good for your community while at the same time giving your brand credibility and inspiring trust. When doing these programs you should not be shy about publicizing your good deeds. That can serve to give the charitable cause good publicity along with building your brand.
Getting your brand's name out is paramount. Many creative techniques exist towards this end. They are limited solely by the imagination. Free promotional materials handed out can provide for walking billboards for your brand. Direct mail can supplement this effort. Obviously, the interactive arena provides many avenues to publicize and nurture your new brand. Social networking web sites are a current favorite of those seeking to solidify brands.
Find and analyze a needing niche market. Craft your brand to appeal to this segment's needs and desires. Nurture and protect your brand's reputation. This will lead to a trusted brand and prosperous company. Protect your brand like you do your own reputation. Once stained, it is difficult to ever recover. Common sense can answer most questions, and for the more complex issues there are many professionals available to consult. Give your brand the attention it deserves.
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