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How will they remember your company? Marketing is about "branding" your business. And branding is about putting your company name out there in such a way that your targeted audience remembers you even when your company is not in their presence. For instance, what do you think of when you hear, "Nike?" Do you think of shoes? What kind of shoes? Do you think of long-lasting? What about confidence? And sports? Think about the other high-profile products on the market today, what do you think of when you hear the names of those companies? Do you automatically know what product(s) that company sells? Do you have an image in your head? What does that image say to you? Do you hear a jingle or song and right away relate it to a particular product or company? When you begin your marketing campaign, it's important to determine the "brand" you want to portray when people hear your company name. Don't be too quick in picking your "brand." Take your time. Is your "brand" something you will be comfortable in using year after year? Is it something that can grow as your company grows? Is it something that cannot be easily mistaken for another company's brand? Is it something worth fighting for when others try to ride on your shirt tails? Once you have your "brand" down, you'll need to work on your marketing campaign. Do you have an advertisement in mind? Will that advertisement be a television commercial? Does the jingle or skit portray your "brand"? Think marketing in every aspect of your business, including the actual process of doing business. Think about your "brand" and leave behind a signature "extra" with every service or order! Julie of Jules Jewelry developed a signature sterling silver heart dangle that she includes with every piece of jewelry she creates and takes it one step further by including that very same dangle on the gift bags she puts the jewelry in. I read somewhere that a lady started a housecleaning business with the word Daisies in the name of the company. When her gals finish cleaning the home, they place a small vase with daisies on the kitchen table to signify they'd been there. What can you do to remind others of your "brand"?
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