Articles: Business And Economy

What Makes a Brand Identity?

Branding is an aspect of every business that consist of visual elements and are used for the company's marketing purposes. Therefore, most business owners would hire a professional logo designer to execute the concepts laid out by the company, which they believe will help communicate the company's business into the market. This logo will then be used as a marketing material that will appear on business cards, envelopes, letterheads, or other professionally related materials.

Establishing that brand identity is one of the initial steps that must be taken by a company if it wish to achieve market success. Hence, this process must involve careful brand planning and though to avoid damaging your business. You must also look into how the customers might perceive the message being delivered by your brand, to avoid having it work against you.

Designing the Brand

There is no need to reiterate the importance of your brand identity to the success of your business. Therefore, this is an area of your business planning and startup that must be left to the professionals, especially if you are new to the business industry. Although you might have a sense of creativity, graphic designing becomes an entirely different concept when it is associated with using it as a marketing tool.

Apart from being creative and visually appealing, the brand logo must have meaning and is able to convey essential information about your company. Here are some benefits you can get from hiring a professional to design your logo:

*The creation of your brand logo will serve as priority. Hence, you are able to set a specific time-frame for the completion of the job to ensure that it is being focused on closely.
*As a professional logo designer, it is their job to utilize their unique skills as a graphic designer and incorporate their expertise on the importance of logo in relation to the marketing side of your business.

Customizing Brand Design

Contrary to popular belief, designing your own company logo to use as marketing material is not expensive. But of course this is relative, especially if you insist on using high-quality materials for this but this is totally your own preference should you have enough budget for this. If not, then a sound concept and a skilled logo designer will be able to produce a strong brand.

After all, this is a business investment since your brand can impact your sales. This is a relatively inexpensive investment with a potential for a lucrative profit.

Understanding the Importance of Branding

Several businessmen tend to neglect the creation of a brand identity. Therefore, most of them fail in their business endeavors and yet they do not even realize where the lapses are coming from. A brand identity is as essential as some of the basic priorities in every business startup such as a business name, bank account, or operating system. And if ever a brand is created, most business owners do not look into the details of the brand and thus ending up with a brand that misrepresent their company.

Below is a list of common branding mistakes that must be avoided:

Failure to create an efficient brand planning.

Not giving full commitment to the management and review of the brand.

Inability to establish internal branding.

Lack of a sound marketing plan.

Trying way too hard to create distinction to the point of inaccessibility.

Branding your business is never easy but once you recognize the factors that could impede your business' progress, then you're on your way there.

Buying a business is a big step in your life. Owning your own business may be one of the most rewarding experiences when things are going well, and one of the most stressful experiences when things are going bad. The majority of people interested in buying a business have never actually owned one before.

First, you will have to examine the reasons why you want to buy a business. Perhaps you have not had much luck working for others in your life, or you may simply want a better life for you and your family. Owning a business is not just a job, but it is a literal way of life. At a typical job, once you leave to go home, you will not have to think about work until you return the next morning. When you own a business, you may leave, but have to return that night because one of your employees is having a problem, or you may be so overloaded that you not only have to work when you are in the office, but you will also have to work once you get home as well. It will take a lot of your time and effort. You have to ask yourself if you are ready for such a change.

After you decide that you are up for the challenge of owning a business, then you have to start looking at what interests you. Just because a business is successful for one person, does not necessarily mean that you will be successful as well. You have to find something that you will dedicate as much time as needed. If you do not like it, then you will not give what it needs.

You will need to know what to look for when you start looking at businesses.
Here are a few essential things:

1) Good documentation. A good business owner keeps clean, information books, which will allow you to easily track their success, lost, profit, and inventory. If the business owner does not keep good books, there is a higher chance that their way of doing business is not great as well. You do not want to inherit a mess for a business.

2) How long has the business been operating, and how long has the current owner owned it? It is important to find a business that has a long track record. This ensures you that you are getting a business that is well established and has a good client base. The time period in which the current owner has owned the business may give you some insight on the stress level involved in keeping the business. If the current business owner has only owned the business for a couple of months, then you may want to start asking questions.

3) Take a look at how they are doing business currently. Owners who are selling their business have a way of starting to neglect their business towards the end, whether it be by closing early, or allowing their inventory to diminish. This may be alienating customers and may hurt your business in the future.

After you find a business that you are interested in, you must then submit a written proposal to the current owner. If you have never owned a business before, this may be a daunting task. If you are unsure, you may want to review your proposal with a lawyer before submitting it. Your proposal should not only contain the amount in which you are willing to pay, but also the stipulations that you have for the sale. The buyer will review it and get back to you about it. Do not be surprised if the buyer returns to you with a counter offer. You will have to haggle with the owner so that the terms work for both of you. It may take several tries, but once it is all over, you will be the proud new owner of a small business. This is where the adventure begins.

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The 20th centuries internet boom showed us that even the smallest of business needed a website to compete in the market. As we entered the 21st century, this became even more apparent as everyday people gained internet access and started searching for products on services online. Over 90% of all American families have a home computer, and some form of internet access, whether it be dial up or high speed broadband. Out of those 90%, over 65% will search online first when making a new purchase or hiring someones service. If those numbers alone do not convince you to build a website for your business, then these reasons should:

1) Sell your products online- The ability to sell your products online, typically using an online shopping cart or eBay, could greatly increase your sales. Just thing, your products will be seen in more then one place, give you greater exposure. Plus, the overhead of displaying your products in an online shopping cart is FAR less then in a conventional store.

2) Give information that you would not normally be able too- You do not want to clutter your physical store with posters that talk about the history of your business, your mission, policies, etc. If your physical store looks cluttered, then it will hurt your business. A website can be organized in a neat manner with any and all the information you want displayed. Plus, providing information about your business will make the customer feel more informed, which in turn will make them more likely to do business with you.

3) Websites are global- A website is globally accessible, provided your domain name is known or searchable. Can you name one of form of advertising that is available to anyone in the world, 24 hours a day? You may gain clientele that you would not normally be able to market too in the real world.

4) Website are cheap- Sure, initially it will cost you some money to create and setup your website, but once your website is up, it will remain up as long as you keep paying for hosting and your domain name, which averages about 6 dollars a month. You cannot place an ad in the local newspaper for 6 dollars a week, much less 6 dollars a month.

5) Clients will be able to view your store and contact you 24 hours a day. You business probably has set hours in which you are open. Once you close your doors for the day, no other customer can come in and make a purchase. With a website your products are available for purchase 24 hours a day.

6) Minimize customer problems and questions- Again, this goes back to the information situation. If a client has a problem or question about your products or services, instead of tying up your phone line and time, they can go online and read the information that you have provided, or at least direct them to a website that can help them (ex: If you sold them a Sony walkman, you can direct them to the Sony website for any troubleshooting.)

7) Chances are, you completion has a website- The amount of businesses with a website are on the rise. With numbers reaching 80%, you cannot afford to NOT have a website, because chances are your competition already has a website.

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When you write personal correspondence either in letter or email form, you know you dont have to worry quite as much about how you say things. You always want to have good spelling and decent grammar, of course, but your personal friends and family are not going to nitpick and disown you because of a few mistakes. However, when it comes to writing business letters, you want to make sure they are perfectly worded and completely without error. On top of that, they must be clear, to the point, and as brief as possible.

Business letters are all about business. You dont want to send anything that sounds too personal, but you also dont want to sound too stiff with someone with which you have been doing business with for a long time. Always start and end with the proper terms like dear and sincerely, though there are other terms that are acceptable. Look up the proper formatting for business letters, and never stray from that formula for the best outcome each item. There are a few different formats that work, but the most formal works the best, even when you feel the business is more on the casual side.

When it comes to the contents of business letters, you want to make sure your point is clear and that you have said what needs to be said in as few words as possible. Skip over flowery descriptions, as they may alienate some people. When you are writing a letter for business about a particularly touchy subject, you want to write a few drafts, and then put it away to look over again in a few hours or even the next day if that is possible. You will always want a fresh perspective so you are sure you have said what you need to say in the best possible way.

Lastly, check, recheck, and then triple check for spelling and grammar. If you arent sure, look it up. The few moments that it takes to do that can mean a huge difference in what happens after your business letters arrive at their destinations. Spell check on the computer is great, but it will not catch everything. If you have to, read the letter backwards, sentence by sentence, so that you can catch any problems. Even better, have someone else read it over. They will have fresh eyes and will catch problems that you did not.

To maintain a successful business website, you have to keep your visitors coming back. Unless you offer them something to come back to, then chances are they will not. You will need content on your website that not only interests them, but also changes regularly.

1) Articles- Articles give your visitor something to read. Undoubtedly, sometime in the future, you customer will have a question, or want more information about the product or service that they received from your business. If the articles pertain to your business and the products and services that you offer, then they will be able to access the information.

You do not necessary have to write these articles yourself.

You can post information about your products directly from the package, or makers website.

There are several article directories online that provide good, quality content at no cost to you. It is as simple as visiting the directories, searching for articles that suit your business, and then copying them into your website. You are only required to provide a link back to the original authors website.

2) Contests- Who does not want to win something? By offering contests (especially if they change frequently) gives your visitors something to come back for. When the visitor signs up for the contest you may also want to include a link to your newsletter.

The key is to change the contest frequently, whether it be weekly, monthly, or semi-annually. Just remember, the more you change your contest the more times your visitors will come back to your site.

3) Coupons and Discounts- You may want to provide coupons or discounts for your previous clients to entice them to return to your website.

You can use the coupons a number of ways. A few ideas are:

-A buy one get one free.
-A specific percent discount (such as 10%)
-Free or discounted shipping

Discounts are easy to administer, provided you have a shopping cart. The typical way discounts are given is by code. A code word such as springtime allows customers with the code word to receive a discount.

Alternately, you may want to provide a printable coupon on your, and accept it at your physical location.


4) Forums- Forums provide something that everyone craves: conversation. If a forum is provided on your site, the visitor will have a reason to visit your website frequently, whether it be to ask a question when help is needed or to keep up on a conversation.

You can host your forum from your site, or choose to use a third party forum, whatever your prefer. Both have their pros and cons, it just comes down to what is best for your business.

5)Blog-- Believe It or not, people are interested in what you have to say! A blog will not only allow you to update your clients on your business and life, but it also gives you a great opportunity to add those much needed keywords to your website.

There are quite a few free applications available that make blogging easy.

6)Newsletter- A newsletter is one of the best ways to keep your visitors coming back time and time again.

You will want to include part of a unique article or tip in your newsletter, and then a link to the rest. This will force your viewers to visit your site to get the remainder of the story.

Once again you do not have to write all the content yourself. Using free article directories will cut the time it takes to put a newsletter together in half.

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