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You, Inc. What it Takes to Build a Personal Brand
It’s a brand new work-world. And I do mean “brand.” It used to be that only businesses worried about branding. To thrive, they worked diligently to distinguish their company from the competition. This meant carving out a niche based on competitive advantages and specific corporate attributes. In other words, they crafted and maintained a strategic brand – a unique, useful promise to current and prospective customers to gain brand equity and loyalty. This was business, after all.
Matchmaking 101: Creating Sales Tools That Build Your Brand
If youre like other entrepreneurs, you know a good logo is important to branding your company. You may already have a great logo. Now what? How can you create a variety of marketing materials that build your brand? In a word: Coordinate. All your materials should tie to one another graphically. They should convey the same look and feel, or image, and evoke a similar emotional response in your customer. When viewed side by side, your stationery, brochures, and other promotional materials should create a cohesive family. Of course, your materials dont need to match each other completely, but some elements should remain consistent from one piece to the next:

Key Ways to Convey Quality
Lets say that what differentiates your product or service from the competitions is quality. It may seem like advertising quality would be a breeze, right? Unfortunately, its not. Customers hear the word quality all the time often from companies selling low-quality products. In this sense, quality is like trust. If a salesperson resorts to You can trust me, its often an indicator to beware. Accordingly, if a company is too direct in how it advertises quality, customers may ignore the claim or be suspicious of it. So how can you prove that your product or service is the real deal? Following are some often-overlooked ways to convey quality.

5 Tips for Writing Quick-Read Copy
Click here. Buy now. Free trial offer. The world of advertising is full of short and snappy copy promising instant gratification. After all, most prospects simply dont have time to read thoroughly. They skim. They glance. But if youre betting theyll wade through long paragraphs of narrative copy, its time to adjust your expectations. Your copywriting must be clear, compelling, and to the point. These days, the best copy is served a-la-carte, allowing readers to sample one message here, taste another message there. Which leads us to the most important rule in writing copy that sells: Make it digestible. Rely on headlines, subheads, captions, and bullet points short snippets of copy with key nuggets of messaging. Long blocks of copy tend to overwhelm readers. They snooze, you lose.

Success Stories Boost Branding
Whether your business is local (like a home remodeler) or global (like an online specialty retailer), you can make a tremendous brand impression by telling stories-real-world stories illustrating how your business has benefited customers.

Global Branding Starts Here
Telling memorable stories about your customers real-world experiences can build your credibility, add moxie to your sales/marketing and luster to your brand. Stories are readily available to any business that has satisfied customers-and that means every viable business on the planet. You can adapt customer stories to a variety of business needs, for instance by tailoring their length and details to fit different venues and audiences.

Establishing a Brand Scorecard
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand franchise and brand equity.
What to Do, What to Avoid: DIY Logo Design Checklist What Not to Do When Designing It Yourself
Have you ever noticed how many articles there are on creating your own marketing materials? These articles concentrate on things you should do like know your audience, and say it with pictures. Now, Im not saying thats bad. Thats great. But you should also know what NOT to do. Thats what this article is about. Specifically, its about what most do-it-yourselfers are TEMPTED to do but shouldnt.

Logo Design & Your Favicon: Spotlight Your Brand Online
By now, youre probably familiar with the term sticky website. The phrase refers to a site that compels visitors to stick around. In order to entice visitors to stick around, however, your site must first project the image that you are a credible (i.e., large) company. If potential customers dont have this comfort factor, they are likely to bounce before they even see what you offer. There are many aspects to developing a credible, sticky website, but one easy and valuable way is to create a favicon.
Business Identity Secrets
A few years ago I owned a toy company. At the time, I heard an interesting philosophy on packaging: that you should design your toys package so artfully that when children opened it and touched your product, they were just a little disappointed. Maybe this sold more toys in the short run, but I can guarantee it didnt in the long run. Because when perception trumps reality, your brand is the loser.
Niche Branding
It is a common misconception that if youre not casting a wide net with your marketing, youre leaving money on the table. Actually, the opposite is true. Its more expensive and usually less profitable to sell a range of products to a wide audience. Furthermore, if your product or service is too similar to a competitors, price will always be an issue. When price is your only point of comparison, its tough to build a successful brand especially if you are a small business. Targeting a niche market is a great way to avoid these issues. But how do you find the right niche?
Wake Up and Smell the Coffee
Just when I was beginning to wonder whether another great experience was going to surrender to the short-term gains of operational excellence, Howard Schultz gave me faith.
Sales and Marketing is 24/7
Last week there was an article on Forbes.com titled Genuine Business Lessons from Donald Trump by Shaun Rein, who is the founder and managing director of the China Market Research Group. He writes for Forbes on strategy, leadership and marketing, and I found his insights to be right on.
What is Brand Equity?
Brand equity is a marketing term used to refer to the marketing impact of a given product in association with a brand name. It tries to examine how a given product will perform in the market if it did not have the privilege of that brand name.

More Mileage from Branding
Lets say your online business-or your local business with an online presence-has some really strong customer stories. Where can you place these stories on the Internet to enhance your brand, boost credibility and support your sales and marketing? There are numerous online ways to use customer stories. You could try any or all of these:

Personal Branding Tips
A great deal of time and energy are expended to create memorable brands that add value to company marketing strategies and (in the case of public companies) pique the interest of the investment community. While company brand equity is certainly important, the significance of personal branding should not be overlooked as a key to success.
Does Brand Imitation Work?
To Copy or Not to Copy, This is the Question.vWe all know that its tempting to copy the competition. There is safety in conformity a certain comfort factor in being similar. After all, the other company knows what its doing, right? Not always.

What's Your Brand Image ROI?
If youre like millions of other small businesses, creating a professional visual image is key to your success. After all, your image - as seen on your business cards, marketing materials, packaging and website - is the first and sometimes only chance you have to introduce your company to potential customers. If your customers like what they see, youre one big step closer to getting their business.

Brand equity vs value
In light of recent major financial brands going 'belly up' in more ways than one, brand value is taking on a whole new light!

How to Write the Perfect Resource Box & Articles that Get Noticed
When you use article directories like EzineArticles.com or articlemarketer.com, you have the ability to enter an "author's resource box" at the end of each article. Believe it or not, how you put together your resource box plays a very important role in whether or not people click on links to see the author's website - which is the whole purpose of distributing articles in article directories in the first place!
The Power of a Brand Name and how to make your own brand powerful
There are certain characteristics that a good brand name has. This article goes through the importance of a brand name and steps that you can do to ensure that your brand follows these guidelines.

2.5 Ways to Improve Small Business Customer Service
Great customer service is one of of the pillars that supports a successful small business. Offering great service to your clients, prospects and vendors will help establish your reputation, build trust, create brand equity and fuel growth. What are the customer "pain points" when it comes to service? How can your small business become better at delivering a great service experience?

Using FREE to Build Your Small Business Brand
I ended a recent article with the suggestion that all of your website content should be offered for free. I thought it would be a good idea to follow that statement up with some ideas and rationale on why free content helps create awareness and build brand equity.
Can Pricing Strategy Affect Your Brand
Can your pricing strategy affect how your clients perceive your small business brand? I read an article yesterday about soaring fuel costs in the travel sector and how Canada's much maligned national airline (Air Canada) will be implementing a series of fees to recoup costs. The problem with this type of pricing strategy is the effect it has on your ability to build brand equity.
Do Bean Counters Understand Brand Value?
A company's brand has real value. Brand makes up 48% of Coca Cola's brand enterprise value. But outside of the Fortune 500, do CFO's and financial managers of small to medium size companies understand brand value?
Brand Management - Grateful Dead Style
This article makes the slightly whimsical argument for the Grateful Dead as the exemplar of brand management in the music industry and beyond.

Personal Branding
This article describes the power of personal branding as a strategic asset.

Other brand equity Related Articles

Make Yourself Stand Out
Did you know that on Coca-Cola's balance sheet more than 90% of their value is represented by their "brand equity"? If building a unique brand is good enough for them, don't you think it could do some good for you?

Can Pricing Strategy Affect Your Brand
Can your pricing strategy affect how your clients perceive your small business brand? I read an article yesterday about soaring fuel costs in the travel sector and how Canada's much maligned national airline (Air Canada) will be implementing a series of fees to recoup costs. The problem with this type of pricing strategy is the effect it has on your ability to build brand equity.
Start-up Financing & Equity: What is Dilution?
Equity dilution reapportions a stockholders percentage of equity (stock) in a company. Heres a scenario to demonstrate how equity dilution works.
How to think out of the box regarding Equity
Equity is expensive and investors want to buy assets for 10 to 30 cents on the dollar. There are a number of different sources for equity that can be accessed.

How to Determine Your Business Success with Financial Ratio
If youve ever wondered how well your business is doing - truly doing - one way to clear up the mystery is to use financial ratios. Financial ratios are used by accountants and bankers to evaluate everything from your current income ratio, to debts, to inventory, and even your return on sales or capital investments. A lower ratio means a more severe problem. Another important assessment step in financial ratios is estimating your debt equity ratio. The debt equity ratio compares debt and equity and the two types of capitalization.
You, Inc. What it Takes to Build a Personal Brand
It’s a brand new work-world. And I do mean “brand.” It used to be that only businesses worried about branding. To thrive, they worked diligently to distinguish their company from the competition. This meant carving out a niche based on competitive advantages and specific corporate attributes. In other words, they crafted and maintained a strategic brand – a unique, useful promise to current and prospective customers to gain brand equity and loyalty. This was business, after all.
Establishing a Brand Scorecard
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand franchise and brand equity.
What is Brand Equity?
Brand equity is a marketing term used to refer to the marketing impact of a given product in association with a brand name. It tries to examine how a given product will perform in the market if it did not have the privilege of that brand name.

Joint Venture Equity
Since institutional equity providers prefer larger deals, developers looking for $3 million in equity, for example, have a hard time getting their attention. But if an organization has the capacity to do seven deals a year, for instance, then the amount of equity inches up in the aggregate of $20 million to $30 million over 12 months, and it hits the threshold where it makes sense.
How to Create Better Customer Relationships
To that end, it is vital for all organizations (profit and non-profit) to engage more frequently in customer service. Service is as much a part of the marketing and branding process as sales, in fact it might be even more important. The reason is that we are in a service-based economy. What that means to organizations is a need to constantly engage clients so their equity speaks well of your business to promote your brand. In an age of connectivity brand helps visibility as well as revenue vitality.
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