by: Steven Presar
[Creating a Positive Brand Image for a business' identity is
extremely important. This article explains the process of
creating a positive brand image.]
any business to become truly successful, it needs to
positive brand recognition for its product.
is especially true in small businesses, where there
thousands of similar companies vying for the customer's
attention. The easiest and most fruitful way to think of a brand
is as an IMAGE that the audience remembers.
means that successful branding of a service or product
matter of creating an image that is Positive, Relevant, and
and foremost, you want to create an image of your product
or service (or company, for that matter) that is positive.
want to create an emotional association (such as happiness
or fun) with the product. According to researchers, there are
two basic ways that you can create these associations.
first way is through direct experience. In this approach,
customer's experience with the product or service impacts on the
way that they see it -- i.e. a positive experience means a
positive association. This can be very important if you are
trying to reach repeat customers.
is usually hard to use direct experience to brand a
or service using just a web site. However, remember that a
person will often judge your company based on their experiences
with your web site. Therefore, it is very important that you
make their experience a favorable one -- one where they can get
their information quickly and easily.
second approach to branding that can be used more easily
web environment is to create indirect associations. This can be
done in a number of ways. The words you choose to describe your
products, the name you give them, and the graphics/pictures that
you use on your web site can help to create an emotional
first step is to determine what qualities you wish to
project -- do you want to focus on the reliability of the
product, or the speed, or the money possibilities?
you have made this basic, vital decision, then you need
look for words, descriptions, and graphics that will project
these same qualities. If you look at the naming of car models,
you can see some good examples of this -- A Dakota, for
instance, creates an association of wild ruggedness, while a
Mustang projects the image of spirit and speed.
that there are also many other factors that will also
indirectly affect how your company and product are branded.
way that you interact with your customers is one of
important of these. Make sure that your company reflects the
same qualities that you want to have associated with your
product or service.
you may be sending your customers conflicting
messages. For instance, the name of your product might be
CHEETAH, but if it takes three weeks for you to respond to
emails, your brand will probably NOT be associated with speed!
your product or service can be a difficult process.
Often, it will take many repetitions of a message before a brand
becomes recognized. It is therefore very important that you put
thought into the process before you start selling your image.
Steven Presar provides news and articles regarding starting or
maintaining a small business at
http://www.Agora-Business-Center.com And works with individuals
and small business owners who would like to grow their business
on the Internet at the following site:
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