Web Marketing and Traditional Advertising are more Effective with Proper Branding

Which is better?
~ Direct mail campaigns versus Email campaigns
~ Print/billboard ads versus Web banner ads
~ Broadcast/radio commercials versus Podcasts/Webcasts
~ Newspaper/magazine ads versus electronic newsletters/Blogs

It really won't matter if no one knows your product or service because you haven't branded your business correctly. Some companies and businesses spread their ad dollars around with direct mail, radio, broadcast and web. But without long-range branding plan you are wasting your time and money.

The Age Old Branding Question

Let's presume that you own a ‘brick and mortar’ jewelry store, plus you sell your products online. How do you convert casual browsers into buyers in both situations? I can say it in one word.
BRANDING.

People buy brands. A brand should represent everything you stand for. What do you think of when you hear the name ‘Tiffany’s’? Expensive, chic and elegance are a few words that come to mind.

Ask yourself, How do you want people to identify with you or your brand? Find and identify a niche in your market and exploit it any way you can.

Logos, Taglines, Mascots and Attitude

The long-range branding of Nike has been a steady-on, unwavering approach. They show imagery with ambient sound effects followed by their familiar Nike logo swoosh. Sometimes they add the tagline, ‘Just Do It’. This is their branding attitude.

Aflacs’ insurance commercials feature a bumbling duck. This cute, feathery, accident-prone mascot became the quintessential reason why you need to buy insurance - - their insurance. Aflac took this sleep inducing subject and made it entertaining and memorable.

Local Branding Hero’s

The home town branding factor can bring you excellent recognition. Can you think of a restaurant, car dealership, jeweler or any local business brand that sticks out in your mind? Identity is branding’s most common denominator. You have to stand out in the crowd or get lost in the clutter.

Give your customers a reason why they should do business with you.

Where to Start

Start by consulting with a full-service public relations agency or advertising agency. We use Rourk Public Relations in Virginia Beach, to help establish our company brand. David Rourk, President of the company, has captured in words our business philosophy, unique product and value to customers. This branding has helped VISIONEFX become one of the leading Web design companies in Virginia.

Good branding will last the life of your business. Go forth and brand!

About the Author
http://www.visionefx.net - Visionefx President Ricardo Vidallon has been in the creative business of advertising, cable broadcast, animation and the World Wide Web for more than two decades. His work has been featured on the Christian Broadcasting Network, Inc., Fox News and NBC Entertainment. His career track in Web consultancy includes the global companies of Reynolds and Reynolds, CMGI Solutions, and Automark, Inc.