Branding Your Business Part II
In Branding Your Business Part I, we began discussing how to most effectively brand your company. In Part II, we will continue by adding more crucial areas where you should implement your new brand. Considering its pervasive nature and obvious importance, let's start with content development and copy writing.
It's helpful to have the same company or source in charge of all your content development and copy writing in as many of your materials as possible, as well. Again, this is to insure that your carefully created branding message will be as effective as it possibly can be.
New Media Design and Development: Web Design and Development
In today's business world, a Web Site is less of a luxury and more of a necessity. Just having one isn't enough, though, because a site's functionality and appearance will strongly reflect upon your company in the eyes of any visitors. This is especially important considering the sheer number of consumers and business clientele now doing research and shopping online.
Elements of Web Design and Development may include eCommerce Tools, Flash Animation and Other Effects, Web Design or Re- design, Web Content Updating, Search Engine Optimization, etc.
Internet Advertising and Marketing
Any online advertising and marketing you are employing outside of your Web Site should also be branded. This category often includes Online Advertisements (such as banner ads), Email Signature Graphics (don't forget to take advantage of this one!), eNewsletters, Link Partnerships (graphic or text), Search Engine or Pay-per-click Listings, etc.
Interactive Programs
Today's technology now lets companies interact with the consumer when they use their marketing materials. This gives the consumer the option of viewing exactly what information they are most interested in learning about in a more engaging manner. Interactive Programs usually include Online, CD, CD Business Card, or DVD Presentations or Demos of Products, Services or Companies; Online Games; etc.
Video Production: Television Advertising Spots
Like magazine ads, television spots allow you the opportunity to leave a relatively quick message with a specifically targeted audience. Unlike its print counterpart, however, TV commercials utilize more of the viewer's senses. When this is combined with the incredible numbers of viewers that an advertiser may reach, it is obvious how important it is to make sure your brand is implemented, whether its a 10 sec., 15 sec., 30 sec., 1 min., or infomercial length ad.
Corporate Videos
The significance of corporate videos over brochures and other such mediums is their ability to increase attentiveness and impress a viewer through stimulating more senses, just as with TV advertising. Whether you are passing out CD business cards, looping video during a tradeshow or sending out product demo videos, make sure to incorporate your branding message in all of the video clips, graphics, music and narration. Just as with publications, corporate videos may be Business-Business, Business -Consumer or Internal and may also include Safety, Training and Informational Presentations or Company Introductions, Events etc.
Media Relations:
Media relations is the process of keeping members of the press informed about new products, special announcements, etc. in the hopes of getting the press to write about them. This includes press releases, placing products with writers and editors, staging media events, etc., and should most certainly embody your brand message, as well.
Follow this article, and with a talented team working on your brand, you'll see impressive growth and success in your business.
Good Luck!
Copyright © CVP Productions 2004
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About the Author:
Michael Millhollen is the Head Graphic Designer at CVP
Productions, an award winning full service Design, Animation &
Video Production studio based out of The Kansas City Metro Area
but servicing the entire U.S. Visit http://www.cvpproductions.com
to see if they're the right company to assist you with all of
your promotional & advertising needs.
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