Internet Marketing: Attract More Clients With A Brand Identity

Summary : Images are tied to our emotions in powerful ways, so strategically using your logo and brand identity materials (business cards, letterhead, brochures, website, etc.) to enforce this connection is a great idea. Branding techniques give you credibility, and strengthen print and web marketing efforts.

Most everyone understands that people buy products and services from E-businesses they know, like and trust. As I have done, you've probably wondered how you can foster more of this "Know-Like-Trust" factor in your web marketing and business relationships. Images are tied to our emotions in powerful ways, so strategically using your logo and brand identity materials (business cards, letterhead, brochures, website, etc.) to enforce this connection is a great idea.

Brand Identity Kit

A brand identity kit contains many of the attributes that contribute to the "Know-Like-Trust" factor, in the following ways:

• Know
  A creatively designed set of marketing materials will make you stand out in your field. Symbolically designed materials, where the graphics communicate and tell your story, can lead to the prospect feeling that they understand who you are and what you do. This branding technique helps them to form a connection with you and your business. This contributes to your memorability, and breeds a feeling of familiarity.

   

  Through the consistent, repetitive use of a logo and the supporting visual elements in your marketing materials, people will feel as though they "know" you and your business, even if you have never met face-to-face. Especially for E-businesses, this connection is vital since doing business online lacks the face-to-face dynamic. Branding creates a familiarity where there was none before.

   

• Like
  If a prospect responds well to a business's marketing materials, they will be more receptive to both the business owner and doing business with them, as well. An appealing logo design featuring an icon attached to your company name can also make your company seem more approachable, friendly and fun. It can even endear your company name to your potential clients. Cartoon logos are highly effective in this capacity, though not appropriate for all professions. Your company's desired image should power your logo design efforts.

   

  You can also foster a feeling of compatibility through clear information in your marketing materials ­ both in the type of information provided, and the way that it's laid out and presented. People like to read text that is straightforward and well written. This element of branding establishes receptivity.

   

• Trust
  A high-quality, professionally printed brand identity kit can make you look capable, established, and enduring. Professional materials also impart an air of integrity to your business. If your materials look polished and put together, they lead people to believe that working with you will be similarly pleasant. To perpetuate the feeling of professionalism, be sure your branding efforts are consistent throughout all marketing materials. Solid logo design should work and be used both in print and on your E-business web site, for example. Your web design efforts should carry the same feel and style as your printed brochures, and so on. Branding consistency across print and web marketing will aid in creating trust.

Each of these branding factors compound to give you ­ and your E-business ­ greater credibility. This in turn, leads people to trust you more and offer bigger projects, sales, or orders. Branding techniques strengthen your print and web marketing efforts.

Copyright © 2005 Elf Design, All Rights Reserved

About the author : Erin Ferree is a logo, print, and web designer who has been making it easy for small businesses to stand out and to be visible, credible, and memorable for the past nine years at Elf-design