Why online reputation management is essential in building a lasting client base.


online reputation managmentOnline reputation management can be a tricky process. Besides the fact that reputation management can be highly involving, there is also the challenge of setting expectations with a client, while defining what good reputation management is.

One of the most common misconceptions of reputation management is that it is based around posting fabricated reviews and testimonials online. This is not true.


We Will Never Create Fake Reviews for You

True reputation management, and the most effective kind, is the balanced act of managing your online presence by actively promoting a positive image and changing the way that consumers look at your business. Reputation management specialists understand how consumers search for you, and what influences their decision making process. By promoting the right image for your company, as well as responding to and managing any negative content, you are able to build a strong reputation based on high integrity and transparency.

Let’s take a look at how it works.


The Basics of Reputation Management

Reputation management is about promotion and engagement. Effective content is essential for your reputation management and so is honest and meaningful dialogue with your audience.

Some of the most popular platforms for the distribution of your content will include

  • Social Media accounts
  • Blog posts (guest posting and your own blog posts)
  • Online reviews and testimonials
  • Online forums relevant to your niche
  • Press releases

Online reviews and testimonials can be posted on behalf of your customers; however, it is essential that they are legitimate. The potential damage that can be caused when fake reviews are exposed is not worth the short-time gain in reputation.


Owner Versus User Generated Content

Any content that you produce will be valuable to improving your reputation, but it is the content that directly engages consumers that will be the most effective. Our agency encourages businesses to communicate with their market on the most relevant platforms. For example, if there is a particular online forum or social network group where your market talks about you and your competitors’ products, it is beneficial to build a presence in that community. The aim is not to aggressively promote your offerings but rather to establish yourself as an authoritative brand, and one that consumers can trust. Staying active in these communities will also allow you to respond and perform damage control on any negative content that is posted by consumers.

User content can be positive or negative. It is important to understand that you will never have total control over what your clients post online, which is a key reason why reputation management exists in the first place. Your approach to user content can be both proactive and reactive. You can be proactive by delivering an exceptional customer experience. You can react to negative impressions by repairing relationships with consumers or presenting your own side of the story. Responding appropriately to negative impressions will significantly boost your reputation, as it shows consumers that you are willing to engage and ensure that their needs and concerns are taken care of.


Search Results Have a Major Impact on Your Reputation

Search for your company online. What are the most popular results? Do you see positive reviews and consumer impressions? Understanding how consumers find your business is critical to developing a strong reputation. If a potential client is bombarded by negative impressions when searching for you, it is less likely he will choose to do business with you. Producing powerful content, that is high ranking and positive, can help to offset any negative impressions.

Generating positive reviews can be as simple as including an optional testimonial form with any completed sale or interaction. Capturing these impressions, while also asking for permission to post them on their behalf, allows you to build a repository of legitimate reviews to use in reputation management.

An effective campaign will implement the best strategies to build a strong reputation for your new business and improve the online reputation of your existing company.


Continuous Management for Sustained Growth

We will work with you to assess your reputation management needs while determining the best strategy to grow your reputation in the future. With figures indicating that over 90% of consumers will research your company online, you simply can’t afford to ignore your reputation.

Let’s face it; your company won’t go anywhere if it is perceived poorly by your target market. Honesty and integrity is the best way to establish a good reputation. A professionally-led campaign will boost your reputation by releasing targeted content and positive reviews through all of your available channels while also addressing negative reviews and restoring consumer confidence in your brand. The approach will be search engine friendly and can improve your overall online presence. More exposure means more interactions, and a strong online reputation will mean you receive more leads for your business.


Talk to us to begin the process of reputation management today, and enjoy real growth benefits in your business.


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BMGBlog-how much should
Even if you have a working knowledge of Search Engine Optimization (SEO), using an SEO company can help you take your business to the next level online. Failure to use quality SEO practices will make it difficult for your business to succeed in the online marketplace. Once you decide to use the expertise and services of a good SEO company, it’s time to choose the right one according to your needs. However, you may be wondering about the cost of SEO, as well as what you should be looking for in a good SEO company.

Why You Should NEVER Choose a Cheap SEO Company

Of course, the cost of SEO will come into play when you’re choosing a SEO company. However, you should never make your decision based upon price alone. It’s also important to avoid choosing companies that offer extremely cheap SEO pricing. What’s considered a cheap price? If the company is charging less than $300 per month, you probably want to keep looking. Remember, when it comes to SEO services, you really do get what you pay for, so choose wisely.

SEO Strategies Should Be Unique to Your Business

It’s important to understand that a SEO company should employ SEO strategies that are unique to your business. Every business is different, so companies shouldn’t use a one-size-fits-all approach to SEO. Unfortunately, companies that provide cheap SEO services often use a set plan for every company, which rarely works out well for customers.

What Should You Look for in a SEO Company?

Beyond SEO pricing, what else should you be looking for in a quality SEO company? Here are a few things to keep in mind.

Content Marketing is Essential – It’s important to find a SEO company that uses content marketing as a SEO strategy. Content marketing is a technique that will work for any business. SEO strategies that don’t involve content marketing don’t provide results.

Ensure the Company Does Plenty of Research – To come up with a customized SEO strategy for your business, a SEO company should do plenty of research. Research and strategy services should include data analysis, brand strategy and planning, audience targeting, market growth strategy, business consulting and more.

Look for a Long Term Partner – When choosing a SEO company, you need to look for a long-term partner instead of looking at SEO as a one-time job. Look for providers that understand SEO in terms of return on investment to your business. Providers should be evaluated with a long term scope since a successful campaign will bring about a long-term relationship.

Your business can’t afford to just hire any agency. Instead of looking solely at the cost of SEO, it’s important to look for an agency that will take your entire brand and marketing strategy into account, providing you with the long-term, successful results you want.

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Webstite Design For New Businesses
New businesses are creating an online presence for their company on a daily basis, collectively launching thousands of new business websites. These businesses are all vying for online attention, each using various marketing tools to draw traffic to their sites. According to an October 2014 web survey hosted by Netcraft, there were over 1 billion websites online, with new sites constantly being added daily. With so many businesses promoting and marketing their websites, it’s imperative for any new business to stand out from its competition. Before addressing the digital marketing needs of the company with issues such as fresh SEO content and fast page loads, the website first needs to fulfil its initial job of clearly communicating what the business is and how it is relevant or provides value to its target audience.

Create a Functional Design

The foundation for any thriving online business begins with a thorough, comprehensive website design. Of course, the site should be appealing and attract visitors, but it should also be functional and easy to navigate. And because all businesses grow and develop at different speeds, a business’ website needs the flexibility to do the same so as not to lose traffic or customers over time. This is why quality website design and setup should be a priority for any new business.

Research studies report that over 94 percent of online users cite poor website design as the main reason they distrust certain brands. The goal of any new business is to gain traffic and convert potential customers; therefore, it is imperative that the site is strategically developed, highly functional and customized to the intricacies of the individual business’ consumer needs.

Avoid Templates

Businesses that are just starting out often go the route of using website template designs in an attempt to offset startup expenses and accelerate the site’s launch. While this may seemingly work at the outset, this route could easily interrupt web sales, damage brand reputation and possibly increase the business’ future web design costs.

Website templates are generally cookie cutter programs designed as “one size fits all” and offer very little (if any) customization built into their programs. Website design is an integral part of a business and is not an area where using template themes or designs and generic plugins are advised. These non-customized tools are built for the masses and are more susceptible to viruses and targeted hacks that can harm network systems and interrupt business operations.

Existing templates, widgets and plugins can also become more costly and cumbersome to work with because of the need to constantly keep them updated and current as continuing developments take place. Also, if your site uses plugins or widgets that become discontinued, your new business website can suffer with unpredictable downtime, links or pages that become inoperable, not to mention traffic loss to the site as a result.

Customize for Growth

Businesses should build their web presence based on their desired status rather than their current state. This means customizing the site, its pages and content using the business plan and projected growth figures as a guide. It should also allow you, the website owner, the ability to make minimal changes as required while your business grows and develops over time. To achieve these fine points, it’s important to define a strategic blueprint for your business’ web design and online strategy, employing customizable and scalable solutions in lieu of website templates and one-size-fits-all programs.

In conclusion, a custom built website for your new business is the most cost-effective solution, saving both time and money in the long run. Custom web design will enable the site to easily scale as the new business grows and expands its product and service offering. Creating a unique brand presence online over a template used by thousands, assists with differentiating your brand from competitors and gives your new business the appearance of big brand appeal and credibility.

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Open for Business sign

Overview of why online marketing is best for new businesses

Business marketing has many methods of working, depending on the goals of the business. It’s a way to let people know about a business and what products or services are offered. A popular and most often used form of marketing includes traditional, offline marketing, which is a method that a lot of new businesses start off with before they move to online marketing. However, there are a lot of businesses that only do online marketing and are very successful at it. It allows new businesses to get into marketing quicker and compete effectively with other businesses in its industry. Young companies also gain a marketing advantage because it can penetrate some of the same markets as larger, older businesses by using the same or similar online tools and software. Overall, it is the most effective form of advertising and one that is the best solution, especially for new businesses.

Online marketing is an efficient and productive way to cull a branding image and online position. Creating a brand can is more than designing a logo, creating a slogan, using certain images or colors that all go towards the company’s “look.” These different methods that businesses use online makes it ideal because it’s quicker, more effective, more cost efficient and much easier to adapt to as compared to other methods.

Technology has advanced to a level where most all businesses are expected to have a website or an online presence of some sort. This is essential for profitability because consumers now look for and expect businesses to have some sort of web presence. This is especially critical for e-commerce and some types of service businesses because consumers like to compare before they purchase. Companies who do not have a presence often lose out on potential business to other competitors in the same industry. The majority of online buyers need and want to have a comfort level with a business before they buy. Because it is so easy and affordable today to have a website presence, every new business should take steps to create one and make its presence known in its industry.

Online marketing provides new and existing businesses with a way to offer stellar customer support. With traditional offline businesses, this can be a challenge. But online marketing allows 24/7 services because technology creates that availability. Business owners or staffers can respond to customers almost immediately, versus long response times. With email and online chat features, any business can be more effective with its service offering. Customer retention increases and so does profitability.

Online marketing also provides a way to make information easily accessible for clients. Technological capabilities allow customers to find out information about the business, find product related content and updates and company changes. Depending on the business and the type of customer base, customers like to research and read about a product or service before they purchase. They will depend heavily on the information provided on a business’ website before they make a selection.

New businesses benefit from an online marketing presence because it provides an ideal solution for doing business. Just like with customer support solutions, prospective customers access the business via the business’ web presence. Proper and effective marketing a storefront business creates a way to increase the customer base and provide quicker customer sales. This is much more advantageous than a traditional brick and mortar business and usually more profitable. Customers also enjoy the convenience of surfing and shopping and making their selections or requesting more information that they can read at their convenience.

Online businesses can design, build and grow any business effectively and profitably with the right tools and design. The economy is leaning heavily towards online businesses because of customer’s preferences and convenience. Online marketing makes it easy for customer’s to find information and  verify a business before doing business with it.

For more information on how to promote your business online, please contact the internet marketing experts at BMGcreative.


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9 ways to market your business online & BMGcreative Logo

There are many methods use to market online. Some are more compatible than others depending on the business, what is offered and how the method is utilized. The online landscape is exceptionally large and any online business can use more than one method to bring traffic and exposure to its online doors. Listed are nine ways to market your business online to bring maximum results.

1. Local Listings and Classifieds

The online marketing environment encompasses a wealth of untapped potential for local businesses. Local listing advertising is a powerful but highly under-utilized marketing method by many new businesses that may not understand how best to attract local clients.

Businesses that wish to delve into advertising through local listings should first ensure that the website is optimized by using specific keywords relative to the business. This helps customers find local businesses when they’re searching for specific products or services. Make this action more effective by placing your local street address and business phone number on the landing page(s), content pages and each internal page of your website.

2. Search Ads

Businesses use search advertising for customers to find them in the search engines or within specific web pages. Search ads can be modified to target particular demographics or specific consumer interests. The type of advertising most utilized, search ads can be targeted to specific groups, products, locations or topics. Using search advertising is highly profitable and can include paid or free campaigns for efficacy.

Businesses use search ads to attract consumers with specific buying interests by using targeted key words in its marketing campaigns. When consumers launch specific searches, they are returned a list of relevant businesses. To make full use of this type of marketing, businesses should focus on advertising through the search engines and culling rich content that will draw traffic to the website.

3. Contextual Advertising

The online consumer drives contextual advertising by providing the template that businesses use to pitch products or services. By using the information gathered through online search results, businesses can create specific marketing campaigns targeted at what the user is seeking. Search engines gather this user information that relates to specific search topics or products. The consumer drives this search because the engine is tracking particular keyword(s) and terms.

To maximize the potential in contextual advertising, businesses should design ad campaigns that center around specific search terms. To broaden marketing appeal to a specific demographic of consumers, ad campaigns should include a range of media advertising methods that include video, text and graphics.

4. Geotargeting

Businesses can further maximize their marketing methods by utilizing geotargeting, a method of sending specific messages to consumers by using the GPS location devices on smartphones and mobile devices. This type of location-based target marketing is used successfully by businesses that provide specific products or services or businesses that want to market to consumers in specific locations.

Geotargeting finds customers based on their location and funnels specific marketing content to them through various channels that can include online ads, video marketing or content-based marketing. It can include both organic and paid methods, depending on business goals and budgets.

5. Social Media Marketing

Social media marketing has been a popular marketing method for quite some time. It is rising quickly in popularity and businesses are starting to use this method to market online and draw more traffic to business sites.

To make social media marketing successful and flow easily, businesses should employ a social media manager software or tool like Buffer or Hootsuite. This will assist in a myriad of tasks like managing social accounts, scheduling posts or tweets and creating cohesion across all social media platforms.

Through this style of marketing, it is easy to connect with your audience, whether those are buyers, clients or readers. Establishing a connection is usually done through friend requests, requests to join groups, interacting on pages or live forums or even having others follow your business on social platforms. After connecting, businesses should start interacting through blog posts, articles, video marketing or through a Q&A dialogue.

6. Organic Content vs. Paid

The biggest difference in organic content from paid content is how and at what speed customers arrive at your site.

While consumers may land on your site via search engines through organic content, paid content increases the chance that your content will appear on the first or second page of the SERPs. Organic content can also land on the first or second pages, but it will take longer and more work (building content, keyword focus, etc.). The question then becomes, how quickly do you want your business to appear on the top pages.

Paid content results will end when the ad expires. Organic results will continue because it has no dependency on advertising results.

7. Display Advertising::: Affiliate Marketing/Cross Promotion

Display advertising represents different formats that can include text, images, video or audio. Its main goal is to deliver the advertisement and content to site visitors. It’s important to use display advertising within context and couple it with methods that are conducive to the business.

Businesses can use cross promotion activities to promote or highlight a particular product or service. Businesses use cross promoting methods that highlight other products and increase potential sales. As an example, this may include highlighting a study guide that complements or pairs with a textbook for sale.

Affiliate marketing is a method that benefits the affiliate marketer and the brand. When the affiliate promotes the brand’s product, he earns a commission. Online businesses will find this method easy to implement because it’s simply getting affiliates to market and promote your products to target markets.

8. Online Videos

If videos aren’t already a part of your online marketing strategy, they should be. Videos are not only a great way to engage a customer. Depending on your business you may want to create videos that convey a message to your future customers reminding them why they want to engage your business or shop at your store. If you’re selling products online, product demonstration videos may be helpful to consumers as well.

Online videos are also a useful tool for search engine optimization. Typically videos that are viewed often and well-rated will rank higher than blog posts. The key to success with online videos is creating videos that are engaging and fun to watch while portraying the image that your brand represents.

9. Mobile Marketing

Mobile marketing is growing very rapidly as consumers are using their smartphones more to shop, find deals or discounts, and connect. Businesses can capitalize on this growth by implementing mobile marketing in its online campaigns.

To reach more potential customers, ensure that there is a business presence on social media platforms like Facebook, Twitter or LinkedIn, among others. The business website should be continually updated and optimized for mobile marketing, making it easier to connect with your customers without having issues.

You can use mobile marketing to build and grow your email list as well. By using applications that integrate with your business email marketing program, you can capture email addresses (with permission) and create marketing messages to target your audience and specific demographics.


There are numerous options for promoting and marketing your business online. Each of these methods may not apply to every business model; however, it is reasonable to expect that application of a few them can yield profitable results. Some of them may require adjustments to fit your business model. Simply test each one that seems applicable to your business and develop the online marketing plan that is most successful.

To learn more about how to market your business online, contact the marketing experts at BMGcreative for more information.

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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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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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Rebranding-ProcessWhen you’re ready to promote your company or a new product, “branding” is important. However, are you really familiar with what branding is and what it means? While “branding” has become a buzz word thrown around regularly, many companies don’t understand what it’s all about or how to use it to improve their success.

A brand is far more than just a slogan or a logo. While a logo and slogan can both be important, companies need to build a solid foundation to ensure success over time.

Many companies make the mistake of thinking that advertising and marketing is the same thing as branding. While these concepts often work as a team, the end goals are very different.

What is Marketing?

Advertising and marketing is short term and tactical. It’s all about creating a message to grab the interest of consumers. A good marketing team uses advertising campaigns to promote the company or product to targeted audiences, providing communication from the company to the customer. Marketing focuses on promoting the best parts of a company to a target market, and it focuses on making a sale.

What is Branding?

Branding is a long-term, strategic method used to keep the customers brought in through marketing efforts. Branding focuses on building associations between brands and memories within the minds of customers. It’s all about creating value and trust, which is important because consistency, quality and a good reputation is what turns buyers into loyal, repeat customers. Branding involves the entire customer experience – the experience a customer has from the first contact with the company, to the packaging details of a product, to the way employees interact with customers.

A brand may also include the use of graphical elements used to represent a company. A standard theme is created to be used throughout all marketing materials and products to establish familiarity with customers. A strong name, unique colors, a logo, unique imagery, and symbols are all essential components that should be used when creating a brand. However, creating a good brand identity requires more than just creating something that is aesthetically pleasing. It also needs to communicate value to your customers.

The Objectives of Branding

When establishing a brand, the goal isn’t to get customers to choose you over the competition. The goal is to make sure that potential clients see your company as the only company that can meet their needs and solve their problem.

A few of the important objectives of branding include:

  • Clearly delivering the message of the company in a way that customers can understand
  • Establishing and confirming the credibility of the company
  • Connecting with customers emotionally
  • Generating brand loyalty
  • Motivating buyers
  • Establishing a perception of value and quality
  • Linking together your company’s products and services

The Advantages of Branding

Developing a good brand for your company will offer numerous advantages, including:

Advantage #1 – Recognition and Loyalty – Companies that effectively use branding techniques enjoy the advantages of recognition and loyalty. A strong brand is more likely to be recognized and remembered by customers. Companies benefit from customer loyalty since a strong brand makes customers more likely to trust your company when they want to purchase other products or services.

Advantage #2 – Linked Products and Services – When you build a strong brand for your company, it makes it easier to link your company’s products and services. This increases the likelihood that customers will purchase other products or services your company has to offer.

Advantage #3 – An Image of Quality and Value – Branding offers the advantage of creating an image of quality and value. Most consumers believe that a branded product or service offers higher quality.

Of course, these are only a few of the advantages a company can enjoy when creating a strong brand. Creating a strong brand can also convey an image of expertise, experience, size and reliability to potential and current customers.

To run a successful business, marketing and branding must be combined. However, remember to create individual goals for each area. While marketing campaigns can come and go, your brand’s value will be what keeps customers coming back to your company again and again.


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