Intro to Branding & Advertising for small business– August 19 – 23, 3:00-5:00 pm. Having 16 persons registered for the course, they are using Scribus; a free and open source software (FOSS) to create business logos, brochures, business cards and advertising materials. This course will focus on branding and marketing for customers.
So what is branding, anyway? Branding is the process of building a positive collection of perceptions about your business in your customers’ minds. Customers of your business may make a purchase (or avoid a purchase) based on their perception of your brand.
When people encounter your business’s name, they automatically conjure up impressions and memories that determine what they believe about you:
- Sources: Their notions may be the result of communications you’ve had with customers, or they may be the result of good or bad publicity or word-of-mouth.
- Exposure: Your customers may have a deep well of perceptions about you, or your slate may be nearly clear of any impressions whatsoever.
Regardless of whether the beliefs a customer holds about you are many or few, good or bad, or accurate or inaccurate, they comprise the image of your brand in your customer’s mind — and they influence how your customer thinks and buys.
Your brand image lives in your customers’ minds, whether you intentionally put it there or not. Branding is the route to making sure that the brand image you have is the brand image you want.
Think you have a great product? Unfortunately, no one’s going to know about it unless you advertise.
Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business. But be warned: it is not a panacea.
Below is a list of what advertising can do for your business,
- Remind customers and inform prospective customers about the benefits of your product or service
- Establish and maintain your distinct identity
- Enhance your reputation
- Encourage existing customers to buy more of your product/service
- Attract new customers and replace lost ones
- Slowly build sales to boost your bottom line
- Promote your business to customers, investors, and others.