Tuesday, June 26, 2007

Why bother building a Brand?

Picture this scene: At a conference in Dallas not long ago, a graphic designer from Kentucky sits down with another gentleman and exchanged business cards. One looks at the others logo, and studies the name on my card. He knows that logo and asks if they’ve been in touch in the past. The other echoes the same sentiment realizing they know each other from somewhere in time.Although they weren't able to pinpoint when or why they'd exchanged mail previously, they guessed it had been at least five years back. Neither had an extraordinary memory. Rather, one had created a distinctive visual identity for the other’s logo, while the other had devoted effort to linking a name with creative marketing. For at least five years the look and reputation had lurked in the other's memory banks, while thousands or hundreds of thousands of other business identities had come and gone without leaving a significant trace. Why? Memorability. This short analogy illustrates a key element of successful branding.
I’ve touched on branding recently in a few posts to show you the customer how important a good brand can be for your existing and new customers!
WHAT IS BRANDING?Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more.Though most people associate brands with big firms, the smallest enterprise can use branding techniques to ensure similar rewards. When a home-based entrepreneur ties a nicely designed tag on all her products telling the story of who she is and where her creations come from; she's branding her goods. When the local super market bundles groceries in bags bearing its logo instead of generic "Thank you!" or plain bags; that's branding.While we associate brands with national names like Coca-Cola, Wendy’s or Breyer’s, branding doesn't require the economic windfall of a Nextel. Branding doesn't even require a product or a tangible delivery mechanism.
Techniques of branding include association of a company with logos, distinctive colors, slogans, musical sounds or songs, unusual qualities, mascots, packaging, a memorable name, behavioral hallmarks and much more. The attached article concentrates on why well-executed efforts to create a brand -- instead of merely doing good work or producing good products -- pay off.
To further understand the benefits of branding and position your business for such please read the attached article as it goes into greater detail what can be achieved with some properly timed effort.

Such effort and branding can be found in a one of our booth displays. Research and learn from the attached article on how to properly brand your services/goods. Then talk to us concerning your forum into the trade show arena. Whether you need banner stand exhibits, table top pop up display, trade show exhibit truss, a fabric trade show exhibit, a customized trade show exhibit, or striking trade show booth graphics, A Smash Hit Displays is your branding headquarters. Learn from the best in the business on how to reach the next level for your trade show marketing.

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