Promotional Material for New Businesses
Promoting a business is one of the first critical steps when setting up a new business. But, it has to be done correctly to be effective and it has to be cost-efficient for the business’ future financial health.

Different types of promotions are used, depending on the kind of business and its overall goals. Using promotional materials is a method that can apply to most any business and keep it within reason. Promotional materials are used to bring awareness to brands and products. They’re used as business giveaways and are usually inexpensive in nature. Marketing material pieces can also go up in range to more high-end items, depending on the company and its objective. Continue reading nt-violetta

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brand_messagingIt is important to have a cohesive brand message throughout all of your marketing, advertising and promotional materials

In business branding, the name, the design, a symbol or a message that a company uses in all of its marketing collateral is what sets it apart and differentiates its product offerings from others in the industry. It is the core identity of the business; an all-inclusive, multi-faceted “picture” of everything the business represents. Business branding is crucial and a very important component to any new business starting out. It gives the business a significant edge among industry competitors.

Your business’ branding message should resonate throughout all of your marketing materials and articulate your business’ objective. It connects you to your target market and affects every component of your business, from customer service to sales. The message should be concise, cohesive and consistent and adequately reflect the business’ objective. It should highlight the business (both offline and online), its products and services and the staff. It should focus on communicating those benefits to the target market in relevant ways. Each and every nuance of the business and its core objective should factor into the branding message.

Effective Branding

Effectively building a solid brand starts with your business’ marketing collateral, ensuring that it represents your business brand completely. A variety of sales support tools including brochures, print advertising, product catalogs, sell sheets, blogs or content marketing are all a part of your business’ marketing collateral. Each of these tools facilitates the sales funnel, making the process easier. In branding, your business will use each of its relevant tools to deliver pertinent information to your target market and customer base. You do this by telling a story, delivering information and building relationships, thereby creating your “brand.”

Each type of branding tool requires its own style of communications to make it effective. You must consider your audience and your desired end goal when launching a branding tool. The communication used should be informative but also relatable to your potential customers. It should leave a lasting impression with the audience and inspire buyers to take action, whether it’s to motivate or persuade them. You want to leave them with compelling reasons to buy your products or services, be it immediately or at a later date.

Each of the branding tools should also complement one another. They should all work together so that there’s consistency in everything that represents your business. For instance, the brand’s trademark or logo should appear on each piece of printed material (brochures, business cards, etc.), but should also carry over into digital media (videos, television, etc.) as well, appearing within the promotion.

Marketing Tools

Although it’s impossible to convey detailed information about your business in some marketing tools (business cards, sell sheets), you can still implement your brand strategy everywhere your business exists. Since one of the focal points of branding is to differentiate your product or service, you can achieve this by using content marketing tools (articles, blogs) to focus on areas where your product is different than other competitors.

Branding opportunities exist in every aspect of your business. Creating a complete branding image with applicable, relevant marketing tools assures that your message is delivered effectively. Analyze each component to assess how they all fit together to convey your message.

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creating_a_personal_brandPersonal branding is a very unique and rewarding concept although it doesn’t always apply to all types and styles of businesses. Determining whether to create and promote a personal brand versus corporate branding is a matter of deciding what results you want to have for your brand. Do you want your company’s name and reputation to be connected to you as an individual? Or, would you rather focus on the product or service that’s sold and brand that instead?

There’s really no right or wrong answer to the question of whether to do personal or corporate branding because it’s all relative and contingent on the results that are sought.

However, there are several business facts and overall benefits that some brands would excel best with in going the route of personal branding:

Single person operations that focus on individuals like writers, authors and business entrepreneurs gain a following of clients who know them by the work they produce and the businesses they represent. For instance, the real estate mogul Donald Trump has become famously known for the lucrative property deals he has made. People will buy any book written by Stephen King, the famous bestselling author, because his name is on it, and he has been known to produce good material.

The personal branding route often attracts more customers because they feel more of an emotional connection with the person versus the company. This works quite well when the company’s owner has a consistent or highly visible communications platform with his customer base. This can include anything like digital media advertising, video production, web and/or print advertising and television. Anything that connects the buyer with the person establishes a business relationship connection.

Personal branding often allows the individual to change or restructure the company easier than corporate branding. One reason is because the person has established himself as an industry leader and expert, so any changes that are made are viewed as necessary or viable for the good of the brand.

What are some ways that a person can establish his personal brand and business identity?

  • Share the brand ideals and be creative with the methods you choose. Publish a weekly podcast that gives listeners free, applicable advice on getting a home mortgage loan. Or, write a book that shows readers how to get out of debt in six months or less. Share your business acumen and experience with the readers and further solidify your brand.
  • Succinctly communicate your business objectives, aspirations and goals. Share your experiences, tell stories and offer solutions. The more you share, the more you qualify your brand.
  • Connect with the product or service you sell and show that to the customers. Give them your own testimonial as to why you stand behind what you’re selling. Customers want to know and see that you have tried your own product. Always highlight your background and experience.
  • By becoming synonymous with your business, you brand is strengthened and highlighted at all times. Ultimately, the personal branding route ensures that you’ll leave an indelible mark on your target market.
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blog_google_places_revisedIf you own a business, whether it be a small home-based operation or a large corporation, you should make sure that your business is not just listed in Google, but also properly claimed and with the most up-to-date information possible. But before we discuss how to claim your business with Google, we should first discuss why you should claim your Google business listing.

It’s no secret that Google is the largest and arguably most important search engine in the world. As a business owner, your goal is to get all your ducks in a row with Google, before you ever enter the world of SEO or Internet Marketing on a professional level.

 

If Google doesn’t know you exist, you might as well not…

 

Today an overwhelming number of consumer buying decisions

start with an online search. And whether you own a small shoe store or an entire shopping mall, you want your business to appear when someone nearby searches for shoes. Whats the cheapest, easiest, and fastest way to make that happen? Claim your local listing in Google Places.

 

Claiming your listing

 

The process is much simpler than it sounds. If you’re pretty tech-savy and can follow step-by-step instructions online, go to Google for Business and follow the on-screen instructions. You’ll need to verify that you are in fact the owner of the business. You’ll also have to enter your physical business address. Google will verify that the address is correct by sending  a postcard through snail mail with a pin number on it. Once you receive the postcard, you can go online and enter the pin to verify that you received the postcard at the correct address. Be careful when entering your business information as it can be difficult to change later. The most important thing to pay attention to when setting up your Google Places account  is choosing the type of business. Do not say that you are a storefront if you do not own a physical retail location and do not say that you are a corporation if you are a small local business. This can result in your listing being removed and can be very difficult to change later.

 

What’s so great about a Google Places listing

 

As you may know, many businesses spend large amounts of money on Search Engine Optimization and Pay Per Click campaigns. The goal of both of these marketing strategies is simply to get your website to the top of Google Searches. If your business is verified with Google Places, your business listing should appear at the very top of google the same way that an expensive ad would appear. You can customize your logo, add photos, ask customers to write reviews, and all of this is absolutely free.

 

Do I still need an SEO strategy

 

While verifying your listing with Google Places is a great first step, it most certainly isn’t the last step you should take in promoting your business online. Your SEO strategy should include not just a few steps, but an entire team of people working on your website to make sure that you show up in various searches for relevant keywords to get not just a lot of traffic, but traffic that can easily convert into leads or customers. The best way to beat your competitors online and appear above them in online searches is to speak with a professional SEO specialist to determine your individual needs as a business, who you’re trying to attract to your website, and let the professionals handle the rest.

We would love to speak with you directly about your local SEO strategy or your overall internet marketing strategy. Whether you want to start small or hit the ground running and beat your competitors, we can help you find an SEO strategy that’s right for your business. Give BMGcreative a call today or fill out our online form and we’ll be happy to discuss your complete online marketing strategy.

 

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Branding concept, keywords with iconsBusinesses should be very careful when setting up a new business image or redesigning an existing one because they realize they’re creating an overall experience. That’s what happens when a business decides to form a corporate image or identity. The choice of everything including images, colors, words, patterns and more all become a part of that experience and one that they use to translate their business intentions to customers.

Creating a corporate identity focuses on several key areas the business uses to express the brand’s image. It is largely a multi-sensory experience that’s generally not affected by the business’ financial performance and can include areas like:

  • General branding: names, logos, mottos, slogans, images, colors.
  • Physical communication methods: business cards, websites, corporate letters, brochures, logos.
  • Marketing style: via website, blogs, advertising, forums.
  • Physical branding: locations, uniforms, buildings, furniture, decor.

Taking all of these areas into account, it is possible to have a brand that accomplishes the business’ objectives. Everything the company portrays outwardly should work together in cohesion and match the company’s message. For instance, if the business is something trendy and upscale, the uniforms should reflect that as well and be something that appeals to that market. This would include things that are fashionably stylish and nothing “dated.” Also, the office furniture, the website and any marketing or advertising should reflect cutting edge, trendy colors, designs and logos that would appeal to that market. Yes, the task of building a corporate identity should be carefully considered in all areas because it will be the first and lasting impression that the company makes with the customer.

 

What to consider

 

What’s the best determining method to brand a business and establish a solid corporate identity? Should the business go with methods that have already been tried and proven? Or, should it be completely creative and take a design or communication risk? Determining the best method to convey a brand depends on the message and the style that’s desired as an end result.
A business entity should focus on several key areas in order to build a professional, all-encompassing, firm corporate identity and can include:

  1. Creating a positive reputation in that respective industry. The consumer market is generally curious as to how/where corporations stand on certain issues, and portraying that early on sets the tone for how they’re viewed by others.
  2. Establishing credibility. This is in direct line with the reputation but also includes being coherent with the brand’s message and marketing communications. Everything that the brand does, says, conveys and portrays establishes its credibility.
  3. Becoming and staying relevant to the industry’s demands. Launch processes that will survey the target market, ask questions and get a feel for what’s needed. When businesses are connected to their industry, they are better equipped to answer those demands because they know what the industry wants and desires.
  4.  Marketplace differentiation. Corporations need to ensure that what they’re doing and saying is different or at least unique from others like them in the same industry. Will the difference be a business move or one in politics? Can the corporation establish a unique branding identity by offering something that their competitors are not?
    Business identity is more than just a logo or a picture. It’s an overall synopsis of how that corporate structure is viewed, what it represents with its products and services and ultimately how customers and clients interact with them.
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