Build Your Brand With A Marketing Strategy

By Linda Brodie

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The majority of small-time online businesses do not bother with branding, thinking that the latter is only for large companies or those with a big marketing budget. However, applying the habits of a big business to your own small website by developing a brand marketing strategy can help your sales to climb, and help you to make a bigger profit this year than in any other year. By designing and applying a brand to your own company, no matter whether you are selling products or offering a service, you can encourage potential clients into your website, and persuade them to stay long enough to make a purchase. Brand building can also help you to develop long-term relationships with your clients, a significant step when you want to make a living from a business website.
The first steps towards promotional branding of your product involves developing an action plan and setting aside a reasonable budget. This often means creating a brand marketing strategy, beginning with working out what your customers want from your brand, and moving towards an appropriate brand for your website, complete with a 'brand promise', a set of ideals and values which visitors to your site will associate with your brand. In most cases, it is a good idea to employ an expert to create this brand for you, as they are more likely to be able to spot gaps in the market which your products can fill, and will also ensure that the brand matches your website's themes.
One of the most important early stages in your brand building strategy will involve the creation of an image. Many small businesses start with a picture. This can be a photograph of yourself, or perhaps of a pile of books, or maybe even a hand-drawn image by a friend or relation. This picture should represent exactly what you want the clients to think about you, and represent the products or services that you are offering. For example, if you work from home and offer IT services, you may want to consider a brand marketing strategy image that involves a photograph of yourself sitting at your computer, perhaps with books or computer DVDs on a shelf behind you. This image will help to represent you at your work, and your client will not have to look at the text to understand that you are offering a from-home internet based service.
Short and simple messages like this form the basis of any great brand marketing strategy. You should not need a lot of text or content to get your brand's message across to the client, and if you are finding it hard to create a brand that does this easily, then you may want to consider talking to an expert and asking them for advice or tips about how to create the brand perfectly. Once you understand how to get your message to the client without having to write them an essay, you should find that your brand evolves naturally to suit your own needs and what you want to offer to potential customers.
There are so many different ways to extend your brand marketing strategy once you have developed the design and color scheme of the brand that you can sometimes be spoiled for choice. You might want to look into promoting your website through audio and video messages, and there are plenty of places on the web that provide free hosting sites for these brand messages. With this method, you can get attention for your website from people who like to use video hosting services or listen to audio broadcasts.
You should also concentrate upon the basics of any brand marketing strategy, including regular creation of different content for your website. Content for your site is essential, and you will have to make sure that you regularly write new texts in order to be interesting to visitors of your website. Once you have rewritten content for the site itself, you can also work at spreading that content to other areas, including writing essays for article directories, with a link back to your site.
Any modern brand marketing strategy should also try and make an impact through social media networks. These allow a brand greater access to the general public, and can also bring in new clients through connections to your social media pages.

How To Choose The Right Color For Your Brand

By Brooke Semple

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A strong brand identity is much more than a logo. It is several visual elements that work together to form a distinctive and cohesive whole. This includes well-crafted typography selections, a memorable logo, various graphic elements that have the flexibility to span across all types of communications and a complementary color palette to tie it altogether.
If we analyze brand identity from the perspective of visual perception, the brain sees shape first (Logo), COLOR second and content (Company Name) last. This means that when a person sees your brand in the world whether it be on the street or in a magazine, it's the color that creates the emotional response in a person before the name of the business itself. Pretty important then isn't it!
"Choosing a color for a new identity requires a core understanding of color theory and a clear vision of how the brand needs to be perceived and differentiated. While some colors are used to unify an identity other colors may be used functionally to clarify brand architecture, through differentiating products or business lines. Traditionally, the primary color is assigned to the symbol and the secondary color is assigned to the logotype, descriptor or tagline." 1.
When putting together a family of colors for a brand, a palette of complimentary and contrasting colors are used to ensure that a good range of diversity in communications is possible and also that the integrity of the identity is kept in tact as it is put to work in the market.
So, how to do you choose the right one?
We will start with some color theory and by answering a few questions.
What does the color need to convey in an emotional sense?
What does it represent to your audience?
How does it differentiate you in the marketplace and in contrast to your competition?
Is it in alignment with your core business values?
To answer our first two questions we will apply some basic color symbolism to the exercise:
Red: Red shows energy, strength, love, passion, romance, warmth, excitement, blood, desire, enthusiasm, danger, joyfulness, speed, courage, prominence, intensity etc.
For businesses red can be used for portraying passion, excitement, and attention. Red can bring enthusiasm to your brand.
Blue: Blue portrays creativity, wisdom, gentleness, calmness, trust, loyalty, intelligence, devotion, confidence, comfort, ideas, harmony, friendship, patience etc.
A business can use blue to represent loyalty, confidence and trustworthiness. Most businesses use blue to build customer loyalty and brand reliability.
Green: Green typifies success, fertility, growth, endurance, freshness, nature, immortality, environment, good luck, youthfulness, safety, contemplation, joyfulness, hope, dependability, friendliness etc. Companies often use green for food and health products. Green can represent healthiness, plentifulness and dedication.
Purple: Purple depicts spiritual power, knowledge, dignity, influence, royalty, mystery, enlightenment, extravagance, sophistication, cruelty, arrogance, empathy, imagination, déjà vu, fame, sensuality, luxury, elegance, majesty etc. Purple is generally used for premium service businesses. Purple represents businesses as wise, celebrated and sovereigns.
Yellow: Yellow represents brightness, light, intelligence, imagination, social energy, respect, shine, happiness, optimism, purity, honor, perception, understanding, dishonesty, wisdom, betrayal, curiosity, mellowness, confidence, jealousy, mellowness, summer, philosophy, glory etc. For businesses yellow is a color of happiness, warmth and awareness. Companies use yellow to bestow feeling of relaxation.
Orange: Orange symbolizes enthusiasm, vibrancy, vitality, balance, justice, flamboyance, attention, attraction, endurance, steadfastness, fascination, heat, determination, autumn, creativity, encouragement, social structure, uninhibited, fun, kids, youth. Vivacity, potency and playfulness can be portrayed through orange. You can use orange if you want to display youthfulness and liveliness to your customers.
White: White exhibits peace, purity, spirituality, innocence, simplicity, precision, cleanliness, winter, snow, sterility, fairness, safety, innovations, holiness, feminine, positivity etc. White can be seen in medical and health services or hygiene/spa products. Purity, cleanliness and youthfulness can be pictured through white.
Black: Black means power, formality, classy, protection, sophistication, wealth, elegance, fear, depth, sadness, compunction, empowerment, bad luck, authority, reliability, prestige, seriousness, binding etc. Most corporate and high-end branding is done through black. Black gives the feeling of credibility, elegance, power, and strength. 2
While this list gives us some basic ideas and associations for choosing color the process is not so formulaic. Sometimes to stand out in the marketplace you need to combine association with the element of surprise.
For example, Alice Chocolates, who utilizes a pure white background, contrasting black as its primary color and pink as its secondary color. Pink and white may not immediately bring to mind the sweet and savory delight that is chocolate but it definitely speaks to its intended audience: Women. The adorable black silhouette of a childs face for the logo and name are in perfect alignment with these colors. As a whole the brand identity uses color effectively and also gives us the perfect example for differentiation.
How does it differentiate you in the marketplace and in contrast to your competition?
The colors in this example set Alice Chocolates a part in the marketplace by speaking directly to their target market in a unique and original way. This is not meant to be chocolate for everyone. This is chocolate for young women and emulates the timeless tradition of chocolate making. It is special and will be treasured as a result, as is its intention.
Is the color of choice in alignment with your core business values?
Does it convey the feeling that you want your customers to feel when they think of you and what have you offer?
Does it give them the confidence in you it should? Or does it put them at ease and make them feel at home?
Whatever your intention the color needs to be in alignment. By brainstorming and getting clear on your goals and target audience you can find the perfect color for your brand.
1) Alina Wheeler, Designing Brand Identity, An Essential Guide For The Whole Branding Team, John Wiley & Sons, Inc. 2009.
2) Meaning Of Colors In Designing, http://www.logoinn.net, 2009.

Brooke Semple is the Founder and Creative Director at Seesaw Design. She is an expert in branding and visual communications for business. She has worked with business owners, locally and internationally, spanning industries and inspirations, to create brands that are authentic and attract their ideal clients.

Plato's Theory of Forms

By Irteza Rehman

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The Theory of Forms is not simply an argument presented in one of his works which was sealed there, but is scattered in several dialogues; it was initiated in The Republic, Book X, the distinct features of the Forms talked about in the Phaedo, having gone back to The Republic in Books VI to VII for the allegory of the cave and the metaphor of the sun, with mentions and discussions in Meno, Cratylus, Symposium, Phaedrus, Parmenidus, Theaetetus, Sophist, Philebus, Timaeus and Seventh Letter. Plato has spoken on the Theory of Forms over a span of forty years, in which the theory has refined and attained a full-fledged illustration-no wonder Plato's works have added generously to Western philosophy.
Interestingly, even though the theory is about 'forms', Plato had not used this word in his dialogues, and instead referred to 'ideas' and 'eidos' to unravel his theory. This is not to suggest that forms are formed by the subjective reflections of any person, which is the meaning derived by the word 'idea' in English, but in fact are seen as the ultimate, intellectual truth.
Forms are, in the simplest sense possible, abstract metaphysical entities which are found in a different world from the physical world. They persist in the mind of Creator, or God, and they are seen to have several unique properties which are extensively mentioned in the Phaedo. To start off, forms are unchanging and eternal. They are fundamentally transcendent, as they do not exist in time or space. Their transcendence crucially explains why forms are unchangeable because forms do not relate to time and are eternal; they are also found in several places simultaneously and its existence in one particular place is not needed to allow its existence in another-thus temporally and spatially independent. For instance, as Plato speaks in his dialogue, the idea of beauty remains consistent and eternal. Instead, it may be perceived and seen as horses, garments or men in varying degrees of beauty, which are but copies of the forms.
Forms are also, indeed, the causes of the existence of what we can see. Since they are the pure-most idea that exists in a nonmaterial realm, unseen by the human eye, it comes to mind: how does one explain the material world which is the one we live in? Plato suggests that forms are the cause behind everything that exists in the material world and provides a reason behind why a particular object is the way it appears to be. It is logical to assume that all which exists in the world is, in fact, a mere copy of the true form, which is imperfect and keeps us from contemplating on the intellectual truth, which is superior to the physical truth which is distorted and changing. Plato's Phaedo provides a useful summary for this concept, listing the attributes of Forms (or souls, in context) as "divine, and immortal, and intelligible, and uniform, and indissoluble, and unchangeable."
Needless to say, Plato was not entirely firm about his Theory, having criticized its limitations in Parmenides, and even his student Aristotle did not agree with his philosophical thought on the matter. But this Theory has been in the footnotes of many a philosophical debates, having much room for discussion and speculation and being a precursor and comparative to Plato's ideas for government and politics.

Irteza Rehman is an online writer for many websites and he enjoys writing philosophy.

How to Design Energy Efficient Retail Display Lighting With LED Lamps

By Kim Zheng

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Do you own or operate a major retail store? No matter whether you sell electronics, clothing, or food, the lighting that you choose is critical. Lighting costs are one of the biggest expenses incurred in operating most retail establishments, but money alone cannot be your focus. Research overwhelmingly shows that lighting quality plays a major role in the likelihood of your customers making a purchase, which means that you need to do your best to provide bright lighting that makes consumers feel happy and that allows them to really see all of your products clearly. Today we will look at why LED is the ideal choice for retail display lighting.
Did you know that LED lights are actually the closest you can get to natural sunlight? With LEDs, the light is emitted naturally, rather than being produced by heat generation. This means that there is not an unnatural yellow or blue tint like you find with other lighting options. It also means that your lights will draw significantly less electricity from the grid, allowing you to greatly reduce your lighting expenses even while vastly improving your lighting quality. A win/win scenario like this is very rare in business, but LEDs make it possible.
When considering the actual design of your retail display lighting setup, you will want to look at all of the available options. LED strip lights are certainly among the most popular choices. Flexible light strips can be great for curved and oddly shaped displays, as well as for outlining a case that has right angles with a single row of lights. For freezers, refrigerators, and other straight lined cases, however, many retail owners prefer to use aluminum LED strip lights. These lights offer a high quality while also providing the ability to operate flawlessly at any temperature.
If you are also looking to highlight a certain product or to draw added attention to a certain element within a retail showcase, you will find that an LED spotlight or under cabinet light can be perfect. Low profile lights, under shelf lighting, and many other options are available in order to ensure that you are able to put the light exactly where you want it. These options make it easy to highlight a large display or even the store as a whole, while also adding focused attention to a certain product or a certain part of your display.
For a business owner, making the most out of your retail display lighting design means taking the time to strike the ideal balance between energy consumption, lighting quality, and light placement. With LEDs, you will find that these three things can be combined seamlessly and perfectly. LED lighting is incredibly energy efficient while also providing light that is vastly superior to other options currently on the market. Take the time to really see what LED lighting can do for your utility bills and your overall lighting schematic and you will understand why so many store owners these days are making the switch.

Looking for better ways to increase your retail sales potential by improving your retail store illumination? LED-Mate brings you cost effective custom lighting solutions. Kim Zheng is the company's main author of energy saving LED lighting articles, an experienced expert of super bright SMD based LED linear tube lighting for retail visual merchandising display and interior design lighting applications. He reveals technology aiming to improve retail display lighting by using high brightness LED fixtures. Learn more about retail store lighting from other articles and releases written by Kim Zheng, where he offers valuable advises and tips for environmentally friendly, energy efficient LED tube lighting for excellent lighting effects.

make packaging giant called the store branding

packaging is a form of visual communication has two purposes, first as a function of packing, protecting the product from all the things that can cause damage, the latter as a function of communication, provide product information as well as to persuade consumers.

But did you know there actually are not aware of packaging in a supermarket called "STORE BRANDING", yes that's the packaging that does not seem like the packaging in general. Store Branding is the packaging that is intended to give the impression / atmosphere of the brand image of a product that aims to motivate consumers who pass through buying interest. In the store's aisles between the shelves is the packaging that is not seen as part of store branding, if you look left or right rack will find the brand attributes of a good product just a color, quote, or if we look to the top of the shelves we'll see a row of headers that have an image of a certain product or on the roof we will find a variety of media hanger, it all is a unity of appearance of product packaging that is not visible to our eyes.

Our eyes can not see but our brains are not directly led to a certain product, then comes the "desire" in us to get that product, that's the power of branding stores.

if you want to see the attributes of store branding there are some common terms such as:
1. shelf
2. Gondolas
3. island
4. self stripe
5. devider
6. header

Ketikkan teks atau alamat situs web atau terjemahkan dokumen.

Batal

7. aisles
8. mobler
9. wing
10. cross merchandising
11. silling point
12. etc

for further information can contact thewiner2001@gmail.com
authors are practitioners store branding and worked as a lecturer
majoring in visual communication design at Jaya University Development
Jakarta - Indonesia

Let's Play Chinese Whispers

By Gail Gibson

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Do you play this game in your business? Does it start with someone saying something but then not telling anyone else? Then someone thinks they heard a message so they tell someone else their version? That's how the whispers begin...
On the other hand what's worse is when there is no sharing of any kind, or zero communication. Imagine the consequences of this scenario. No one knows anything, ever. Where do you stand?
So what is the message here? It's about effective communication and why it's vital for the growth and success of any business, small or large. With it your business with thrive. Without it your people will drift away and your business will suffer.
Communication is one interaction that you do every day. You open your mouth and you speak (on occasion without really thinking) Why then is it the case that many business owners fail to communicate with their people?
Consider the impact of poor communication within a cricket team for example. The captain may have a game plan or strategy to achieve his/her goal. Proudly striding out onto the pitch, the captain knows what he/she wants to do and how he/she will play the game. The rest of the team follow; scratching their heads not knowing who will bowl first, what the game plan actually is, or how they might include different tactics to improve their chances of winning the game. What do you think the result will be?
Now let's see what good communication can do for the cricket team. Before the game the captain shares his/her strategy, giving the team an opportunity to participate and to make suggestions. The input of each team member is valued and it allows for the team as a whole to work together toward their end goal. Now as they all proudly stroll onto the pitch, each individual knows what they have to do and how they have to do it, to score runs and to take the wickets required.
When you look at your business right now, which team are you in? Are you the captain who keeps to yourself, without sharing? Think about the adverse effect of you being the solitary captain. Will your team win, more importantly do they know how to win, or do they have brilliant ideas that you perhaps haven't thought of that can provide an ideal solution?
Effective communication starts at the top. As a business owner it is crucial to view your team as inclusive, meaning you are a branch of the team and the combined branches will make your team performance better. Be seen as a role model who is open to discussion. The greater the level of interaction and communication exchange that you offer, the greater the level of involvement and empowerment your team will feel.
No longer will people feel undervalued, unsupported, and at times afraid of you as their boss. Positive engagement with and the acceptance of original ideas and innovations between you and your team will lead to increased productivity, flexibility and responsibility.
Set the standard in your business as someone who respects the thoughts and input from all team members. Share your challenges. Recognise and celebrate your success, with your team. After all, without these key people, your grasp of success may have been out of reach. Communicate with your team on a regular basis. Provide plenty of opportunity for people to develop a clear understanding of what is expected and how you will help them. Listen and encourage active participation to build team rapport. Demonstrate that you value each person as an individual. Banish the Chinese Whispers, once and for all.
Share the vision, share the journey and share in the success!

Gail Gibson
True Expressions
Discovery~Change~Transformation
Motivational Speaker, Coach, Trainer, Business Writer & Author of "Making Connections"

integrated design (graphic designers how to survive and win)

Many of the factors that made the graphic designers left out in the industry, great ability but consumers do not want to use it, why?
Competence is not a guarantee that a designer will succeed in the world of work more capabilities such as:
1. work experience,
2. new ideas,
3. courage to try,
4. leadership
other capital is a must-have to survive in the competitive creative business.
Thinking opens with a wide range of disciplines approach, mainly based design, such as interior design or industrial design, marketing, management and other opportunities will open up a graphic designer to be superior to wherever he is. Integration of knowledge in graphic design will bring fresh ideas and unique that has value not only on his ideas, but the resale value later. Another advantage over the ability of consumers will judge us and give us confidence to work on design projects.
Examples of graphic design collaboration with other science are:
1. store design
2. branding design
3. exhibition design
4. creative advertising media
5. etc .

The author is a practitioner in the field of store branding and lecturer of graphic design studies at the Pembangunan Jaya University, Jakarta - Indonesia.

For more information please contact the author at thewiner2001@gmail.com

Surefire Ways to Kill Creativity

By Jim Kleypas

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I have been reflecting recently on the often vague, and sometimes paradoxical, quality of marketing communications that we call "creativity". Anyone who has been in the Marketing Communications business for any length of time knows from experience that "creativity" is very difficult to define - and also knows that ads deemed to be creative in design may have won awards but failed to change perceptions, create preference, or raise awareness levels - all legitimate goals for creative advertising. Why is this so? How is it that good Agencies, with good clients that have good products get stuck in the downward spiral of frustration over a lack of "creativity"?
When I was new to the Advertising Agency business, a Mentor shared with me some of his observations on the subject of creativity. His insights have proven to be both profound and timeless, and I find them to still be amazingly relevant. I thought I would share them and ask what others think. These thoughts were all developed from the Agency perspective, but, experience has taught me that whether you are the Agency or the Client, you should be able to recognize them as symptoms of a relationship headed in the wrong direction.
Over the next several weeks I will post these observations to provide the opportunity for review and comment. As you will see, they were originally written a little tongue-in-cheek but, in my opinion, they are very insightful. So, here you go, five "Sure-Fire Ways To Kill Creativity":
*Don't bother to tell your creative team anything about strategy, goals, product advantages, consumer benefits, or any of those kinds of details - Make them "dig out" all those facts - that will teach them how to be resourceful.
*Be vague about the budget - Even though you know how much you are willing to spend, don't share that information with your creative team. It will keep you in control if you can always drop the "that costs too much" hammer.
*Maintain your distance from the team - Meeting with your creative team might give them a chance to understand your point of view, your likes and dislikes, and some of the more subtle benefits/advantages of your product.
*Assign a Committee to review all creative submissions - If you look around, you can surely find someone to find something wrong with everything that is presented.
*Be unavailable at deadline time - You can miss all the last minute hair-pulling. Of course, some advertising may appear without your final review and approval, but, you can always pin the blame on someone else.
Are you beginning to see a trend that you might recognize in some of your own Agency/Client relationships? If so, take heart. You are not alone and many, many others have had to deal with similar situations. Let me know what you think and/or what your experience has been in the "creative" arena.

Jim Kleypas
President
BK&A Advertising

5 Attributes of an Effective Logo

By Kara Jensen

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Designing a logo for your business can often be a challenging undertaking - involving time, resources and internal debate. A logo sets the stage for your company's visual brand for years to come. It will dictate color, fonts and graphics that will be applied to everything from your website to advertising to promotional materials.
An effective logo has very specific attributes. Check out these 5 logo must-haves to keep your logo design process in check.

1. Versatile - A logo must be versatile because it has so many potential applications. It should work in color or in black and white. It should work when it's imprinted on something as small as a pen and as large as billboard. It should work on TV or on a car wrap. It's critical to consider all the possible applications when designing a logo.


2. Timeless - A well-designed logo can last more than 30 years. The longevity of a logo contributes to brand awareness, so it's important that the design does not reference design trends or a specific time period. It's best to avoid over stylized fonts or design gimmicks like gradients and drop shadows that will go in and out of style.


3. Simple - A logo should be legible and iconic. Some of the most effective logos are the most simple - comprised of basic shapes, such as circles and squares. Take a look at Target, Apple or WWF for example. The design isn't earth shattering nor does it try to convey every aspect of their business. The logos essentially act as a stamp and offer a visual clue to the company name or purpose.


4. Consistent - the application of your logo must be extremely consistent. That's why companies (big and small) have a brand guides that dictates how a logo should and should not be used. The consistent use of the logo will define its overall success. Most logos are simple and from a design perspective not incredibly interesting. It's the consistent application over and over again that helps the consumer/client to begin to link the brand mark with the company.


5. Unique - The purpose of a logo is to create a visual representation of your business. One of the key aspects of marketing is defining your company's unique value proposition. What sets you apart from the competition? So naturally it's critical to have a logo that is unique. This can be difficult to achieve, since it's also important the logo is simple and appropriate for your industry. But this uniqueness can come from a myriad of qualities including the name, color, fonts, shape and composition. Keep in mind, logos aren't meant to be literal, they should be a visual peephole into the values and story of a business.

So the next time you embark on a rebranding, let these five attributes be the litmus test for successful logo design: versatile, timeless, simple, consistent, and unique.

Kara Jensen, Creative Principal at Bop Design
Bop Design is a San Diego Web Design and Marketing Agency
Bop Design is a boutique marketing communications firm. We express your business' values through branding, advertising, print design and custom web design and development. We also help attract your ideal customer through affordable seo services and search engine marketing. Our focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.