Creating a Brand Image

"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image." - David Ogilvy

Now that you have developed a marketing plan, the next step is to create a brand image for your business.

Do you have a logo? If you do have a logo, do you use that same logo consistently? Do you have certain colors and fonts that coincide with this logo, and do you use those colors consistently?

Creating a logo is the core of developing a brand image. People in your niche target market should be able to identify your organization simply by your logo.

Do you recognize any of these companies?






More than likely, you answered these very quickly. Of course they are: Coca-Cola, McDonald's, Apple iPod. These companies have branded themselves so well, that even just a silhouette of a Coca-Cola bottle triggers recognition of the brand. Nowhere in these advertisements did the name "McDonald's" or "Apple" need to appear.

While it might be unlikely that any of us will create the next household brand name like Coca-Cola or McDonald's, we can certainly learn from their branding model. Why reinvent the wheel?

It is completely obtainable to make your business as recognizable in your niche market and town as McDonald's is to the general public. If you sell insurance in a small town, why not brand yourself to be so recognizable that when people need insurance they think of you instead of the dozens of other agents? This rule applies to any business.

They key is consistency. In working with small businesses, I have consistently witnessed one mistake: Inconsistency among a brand image. For example:

A business will start up a newspaper advertising campaign using one logo and color scheme, and then start up a direct mail campaign with a completely different logo and color scheme. By the time the year is over, that single business may have ran 3 or 4 different types of advertising campaigns, with 3 or 4 different logos and color schemes. This happens. A lot.

This could go on for years, where the business struggles to find synergy with a brand image. Unfortunately this company is missing out on an opportunity to really brand themselves. In the end, this leads to mis-spent marketing dollars.

So if you don't have a set logo, or you don't particularly like your current logo...now's the time to make the change, and keep it consistent. If you don't have the skill or time to create a logo, outsource this  to an advertising company or a graphic designer. The little bit of money that it costs to do this, is well worth the time and money. Many advertising companies, including Kessler Outdoor, offer logo design at no cost to customers.

Now that you have developed a brand image, use that theme on all of your marketing materials including:

• Business cards
• Brochures and hand-outs
• Signage
• Promotional items, such as pens, post-its, etc.
• Websites, social media
• Traditional marketing pieces

The next topic that we will cover is creating your online presence with a website, social media, and more!

Saving money on advertising...

"A man who stops advertising to save money, is like a man who stops the clock to save time."- Henry Ford

If you are in the advertising business, you have heard your fair share of business owners debating on whether or not to drop certain advertising avenues in order to save money. If you are a business owner, I am sure the idea of cutting advertising in order to save money has crossed your mind a time or two.

Let's be honest...advertising can be one of your single greatest resources or one of your largest wastes of money. Like everything in life, if you don't have a plan, it is going to be difficult to accomplish your goals. Afterall, if you don't know where you are going, how do you expect to get there?

In my experience, there are 5 main components to creating an effective marketing campaign for your business.

1. Marketing Plan
2. Branding/Identity
3. Online Presence
4. Networking
5. Traditional Marketing

I will go through each of these components step-by-step in future blog postings. Stay tuned!

The Marketing Plan.

You were born to win. But to be a winner you must plan to win, prepare to win, and expect to win.
- Zig Ziglar

Before you spend another dime on advertising, make sure you have a set plan.

It is easy to get trapped into an advertising hole without a set marketing plan. Often times, what happens is that you throw a little bit of money into this and a little bit into that without a clear plan. Inevitably as you are looking at your P & L statements, it appears that your advertising dollars were a waste. Well, to a certain degree it was because there was no plan.

I love outdoor advertising. So much so, that it is what I do for a living! Prior to entering the outdoor advertising field, I worked in several media industries including: Newspapers, direct mail, online media, and yellow pages. Through this experience, I have seen a number of advertising programs either be a tremendous success story or a huge failure...in just about every advertising industry I have been involved in.

So what's the secret ingredients to creating an advertising success story? In my experience, it comes down to 2 elements:

1. Planning: Creating the marketing plan.
2. Relevant Message: What is your message going to say that speaks to your audience? As you develop your marketing plan, you will soon discover what your relevant message or messages is.

Creating your marketing plan sounds more daunting than it really is. It can be as simple as answering the following questions:

• Who are my potential customers, and who is my competition?
• Where are these customers and where is the competition?
• What product or service do I need to focus on to gain more market share?
• When is the best time to market to my desired target audience?
• How do I reach my target audience? 

What about your marketing budget? Naturally, this needs to be established. Just like personal household budget, establishing and sticking to a marketing budget will help keep you focused and on track.

The bottom line is this: If you were building a house, the marketing plan would be considered the foundation. Without a solid foundation, the house would certainly fall. Don't let your business fall. Start your plan today!

If you would like to discuss more on the topic of marketing plans, feel free to contact us.
My next segment will focus on the second step in an effective marketing campaign: Branding.