Marketing a Business

Your logo appears on everything from your letterhead to your website, reaching customers, prospects, suppliers and the press. In other words, your logo reaches everyone and is the first impression someone will have of your company; therefore your logo needs to create a favorable introduction. Present yourself clearly and dynamically and you will look like […]

Branding is one of the most important aspects of any business, large or small, retail or business to business. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
Branding basics
Simply put, your brand is your promise to […]

Have you ever noticed how many articles there are on creating your own marketing materials? These articles concentrate on things you “should do,” like “know your audience,” “say it with pictures,” “write clearly.” Now, I’m not saying that’s bad. That’s great. But you should also know what NOT to do. That’s what this article is […]

If you’ve ever had anything professionally printed, you’ve probably been asked for an “EPS” copy of your logo. Ever wonder why you can’t just use a JPG, like the one on your website? What is the difference between EPS (Encapsulated PostScript), JPG or JPEG (Joint Photographic Experts Group) and GIF (Graphics Interchange Format)?
In brief, EPS […]

One key way to build brand equity is to create a set of design “rules” that tie together the look and feel of all your marketing materials. These rules are often referred to as “brand standards.” Ideally, brand standards do the double duty of creating awareness of your brand and differentiating your brand from your […]

If you’re like millions of other small businesses, creating a professional visual image is key to your success. After all, your image — as seen on your business cards, marketing materials, packaging and website — is the first and sometimes only chance you have to introduce your company to potential customers. If your customers like […]

There are plenty of benefits to having your products sold in catalogs. But, be wary! There are pitfalls as well in this sales/distribution channel.
Giving away the farm
Many catalogs will ask for a multitude of discounts and concessions before they even place one order. You give them a set price for your product. But they insist […]

As the year starts to wind down, many businesses and entrepreneurs are making plans and budgets for the new year. Those plans could include anything from setting up goals for new products to preparing marketing, sales and PR/publicity campaigns. When it comes to your publicity plan, WHEN you launch your campaign can be just as […]

Understanding the dynamics of competitors within an industry is critical for several reasons. First, it can help to assess the potential opportunities for your venture, particularly important if you are entering this industry as a new player. It can also be a critical step to better differentiate yourself from others that offer similar products and […]

The call came into my office and the voice on the other end was very energetic, almost giddy: “I have finalized my marketing budget and need your help launching an advertising campaign for my new product,” he breathed. “Congratulations,” I replied, “but before we implement an ad campaign, I want to make sure you have […]