What company doesn’t want to be the Golden Arches of its industry? Moving consumers from brand indifference to brand recognition to brand preference to brand loyalty is the goal of many marketers and small business owners.

Many people think of branding in terms of large, well known names: Disney, Coke and McDonalds to name a few. These companies use logos, typestyles, taglines, creative design and full blown campaigns in a variety of advertising media. Their consistency (and large advertising budget) makes the brand indelible in the minds of consumers.

For small businesses, branding on this scale may not be realistic and those who attempt it are often disappointed.

In order to create a brand, you first need a good understanding of what your business stands for and how you bring value to your customer--in a way that is different or better than your competition. This should be a strong and distinct message that focuses on what problems you solve and what benefits you bring to your clients.

Once you’ve arrived at your value proposition, the challenge becomes staying at the forefront of customers’ minds. Like your brand, the message needs to be distinct and memorable. This can be expensive, so think creatively to create a plan that incorporates something unique -- something that has a longer shelf life than a print ad or radio spot.

People need a wide range of cues to help them recall your company, which is why promotional merchandise can be a great way to promote your brand. Think beyond the brochure and create a ‘signature item’ that is useful to your prospects and truly embodies your brand.

If you’d like to learn more about branding, check out the upcoming seminar: Marketing Makeovers presented by the Maine Marketing Association on October 22, 2007 from 8:30 - 12pm at the USM Glickman Library. This half day event features case studies on branding and re-branding and also delves into the topic of how a strong brand effects the valuation of your business.

For more information about the Maine Marketing Association, please visit www.mainemarketingassocation.org.

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