Developing your brand package

Your brand package consists of the tools and resources you use to communicate your image. The key to its effective application lies in the consistent use of its image packwhich includes your company name, slogan and logo.

Business Name. Your company name is a very personal choice; however, there are 2 criteria you should consider. First of all, the name must be descriptive. In other words, people should know what you do when they hear your name. Second, it must be easy to pronounce and remember.

Motto. Your tagline is your business motto or tagline. You must tell people what is unique about you and establish a mental image. Ideally, it should also evoke a positive emotion. Try to limit your tagline to 7 words.

Logo. The most important element of your logo is that it should be memorable and pair well with your company name and tagline to form your image pack.

Your image package should speak to the vision you are trying to create for your business. However, what you choose for your company name, tagline and logo is less important than how they are used. The key is consistency and repetition. You want to make sure that your image pack is visible to customers and prospects as often as possible. Here are 9 simple ways to do this:

1. Stationary. Place your image pack on your letterhead, fax sheets, envelopes, and all other forms of correspondence.

2. business letters. Similarly, display your image pack prominently on your business cards.

3. brochures. Include your image pack in all of your electronic and paper marketing materials, including flyers and flyers.

4. Website. Your image pack should appear on every page of your website. It must also appear on all website documents that visitors can download.

5. Publications. Include your image pack in all of your written content, such as newsletters, brochures, and manuals. Even more important, write about topics that directly relate to the image you’re trying to create. For example, if you’re trying to cultivate an image as a wellness expert, develop posts that provide useful wellness information for your readers.

6. Blog. As with other forms of publishing, write blog posts that provide information and resources for your readers in the areas of expertise directly related to your brand.

7. social media. Create a powerful profile that represents the brand image you’re trying to cultivate on every social media website you use (eg LinkedIn, Facebook). You can also start or join user groups that are connected to your area of ​​expertise.

8. Presentations. Every time you give a presentation, make sure all your presentation materials contain your image pack (eg PowerPoint slides, handouts). Consider providing free presentations as a way to communicate your brand image.

9. elevator presentation. Many people overlook the elevator presentation because it is verbal, not visual. However, it is vitally important because a good elevator statement will tell people who you are (eg, credentials), what you offer (eg, value proposition), and who you serve (eg. , niche market) in a short 20 second statement. .

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