“the process of branding should be considered in global terms”
Ever wonder why companies like Coca Cola, Pepsi, Anheuser Busch, McDonald’s and other well established, well recognized companies spend millions in advertising annually? Anheuser Busch spent 52 million on ads just during the Super Bowl last year. Why would that benefit them? I mean, doesn’t everyone know who those businesses are? And if that’s true, what would motivate them to budget multi-millions in order to promote their brand? Simply put. Because it works, and works well. Large companies have analysts who know, I’d assume, to the penny what that return looks like. I am very confident a company is not investing 50+ million dollars into a few 15-20 second television clips, over the course of a few hours, if that did not provide a solid return on said investment.
Obviously, the “branding process” begins with a unique look. A design that not only speaks to what you do, as much as it does allow people to know “why” you’re different. There’s a reason why Pepsi went with blue. You’re image should be clean, protected and widely dispersed. It all begins with a vision. We put effort into thoroughly understanding our clients vision and expectations before agreeing to any project. Once you have a design you’re happy with, said design needs to be readily available do reproduce in any format. Be it business cards, website, signage, videos, letterhead, hats, etc. etc. Having your logo protected and in the correct files for the appropriate situations will save a business owner time, frustration and money! Get numerous files of your design, understand what each file is and what its used for, you can thank me later.
I don’t know of one “small business” that has the capacity to invest millions into advertising and branding theirselves the way large conglomerates do, that doesn’t mean it’s not possible to increase your presence in any respective market. It requires persistence and commitment. There’s a plethora of ways to promote your brand online and yes, still through print advertising. Ask any of my fishing references. I took a Facebook page from it’s inception and grew said page to over 20,000 fans, in under 3 years, without investing .01 in advertising. We had weeks where we reached over 3 million people, again without spending a penny promoting the page. My mother always used to say, and say very assertively, “if there’s a will, there’s a way”. Today, I could not agree more with that statement. Back in the day, it used to drive me absolutely insane. She was so right! Let’s face it, business owners are inundated with responsibilities and it’s absolutely challenging. Prioritizing efforts and allocating energy to what will increase the bottom line, in my opinion, is critical to success. “Any advertising, is good advertising.” Branding and name recognition today, is as important as it’s ever been. There’s much more competition and less purchasing power from the consumer. Making your statement, standing out and taking a different, unique approach can and often does, pay dividends.
I worked previously for a large advertising firm and an older gentleman once asked me about a company I was working with who had a logo I really liked. He asked me “what are they going to do with a silly, fancy, logo??” He said with his fingers making quotations and a smirk on his face as he said it. He continued, “Having a fancy logo is fine… If that’s what they like. But… who’s going to see it?” And I learned a valuable lesson. He said, “It’s like having a billboard in the middle of the forest, who’s going to see it??” His philosophy was to create a simple, clean logo design and a concise slogan which communicated the benefits of what the company offers. Then put that, literally everywhere possible. From anything printed, on the internet, in publications, on radio, on television, on telephone poles at intersections, anywhere and everywhere you’re able to. “The more, the better.” He always exclaimed. The idea was simply, branding your sales message and logo as much as feasibly possible. Make it easy for your prospective customers to not only find you, but to do business with you specifically. Thank you Mr. Gaines, hope you’re well!
Please, message any of the guys over at 5150 Plastics or Bass Addict Tackle & Coffee Shop and ask how we’ve helped them expose their brand to more people, inexpensively. Be-it a new, unique logo design, or printed promotional materials, website help, search engine or social media help, we have experience helping small business increase their visibility and acquire more customers. We’d love to help you too, send us an email or give us a call and let’s get started!