| Your Brand, Your Success
By Barrett Niehus
http://www.freetrainer.com
Arguably, the most effective logo or brand name ever created is that of
the Harley Davidson eagle and logo. If you don’t
believe me, just name another corporate logo that is routinely tattooed on a
willing participant’s body. How many people across
the planet have voluntarily become a walking billboard for the
Harley Davidson Motorcycle Corporation? How was this brand recognition and
dedication created? Effective brand marketing,
proper positioning within a market, and selling to the markets most fundamental
wants. What lessons can be learned from Harley Davidson’s marketing
strategy? The answer is all of them.
Your corporate brand and associated logo present the fundamental essence
of your company. It is your name and logo that people
recognize. Your logo is a symbol of your company, and it is the constant
promotion of this symbol that creates recognition in your
customer’s mind. Therefore, always make sure your
logo adequately represents your company, and always include your logo on
your correspondence, and marketing material.
Branding you logo is an essential step in securing your market. Branding
requires that you continually present your target
market with your logo while associating the image with the services and
products that you offer. The intention is to hel0p
your customer create a mental relationship with the image so that
they know exactly what the logo represents whenever they see it. The mental
relationship can be a product such as IP Ware Software
(www.freetrainer.com) or an image
and lifestyle such as Nike (www.nike.com,) and Harley
Davidson (www.harley-davidson.com.) Regardless of the service or product,
your brand and logo should create a strong mental
relationship with your target market.
You should constantly promote your brand and logo, and
should always avoid significantly modifying it. Creating
brand recognition is a huge task, and every time you logo is modified, the
process must be started over. Promote your logo on all
of your products, on all of your correspondence, and most of all, on all
of your marketing material. Make yourself know, and use all accessible means
to brand yourself to your clients and prospects. The
approach is expensive, but when you are branded, your company is the first
one to enter a prospects mind when they think of your product.
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