After introductions, Bill Smith began the session by defining the term “Branding.”
- According to the AMA (American Marketing Association), a brand is the “name, term, sign, symbol or design, or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
- In short, everything begins with branding: Advertising, Marketing and Public Relations.
Advertising, Branding, Marketing, Public Relations:
What’s the difference?
- Advertising is a paid and controlled channel for communicating your message, while marketing is more systematic and active. Public Relations involves exposing your company through media sources with little control on the positive or negative outcome.
- What role does branding play? Branding is the foundation for these concepts. Your brand sets you apart, makes you memorable, and allows your customers to perceive the quality and nature of your business.
- Without your brand, all other concepts of communication are not as strong.
- Let your brand show that you are the expert in your field of business and confirm your credibility.
- Branding yourself can increase your notoriety and build a solid reputation in your industry.
Logos and Slogans
- A good logo generates successful brand recall in your potential customers.
- Logos may or may not represent the actual product you are selling. The key is to find a unique logo that will appeal to your target market. Play with the concepts of color, minimalism, humor, or the imaginative.
- While logos tend to be a permanent fixture for the representation of your company, slogans can change as new changes occur in your business.
- A catchy slogan needs to be memorable, and it needs to contain the key benefit or service that your business provides.
- Slogans can be very formal or humorous!
Questions to Ask Yourself
- What is the personality of my business?
- How am I going to attract my target market?
- What do they think of my brand?
- What would I like them to think?
- Who is my competition?
- Does the slogan match the logo?
Bill Smith provided a visual for differentiating the concepts of communicating your brand.
It was great to see some new faces at the Roundtable this month!
This month's Roundtable Hors d'oeuvres were provided by one of our Start It Right! participants, Chef Tonya Parkes-Burkett with A Quick Fix Personal Chef Service, LLC. The food was delicious! Thank you Tonya!
Next Roundtable Meeting: Wednesday, June 9, 2010
Topic: MONEY
Facilitator: Bill Smith
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