Well, to answer the 1st question, yes.

A logo is the front of any business, look around you in your everyday life and you will see logo's, from McDonalds to Apple. A logo is the very first thing people see when enquiring about your business and services, so it needs to speak a lot about you.

A professionally designed logo by a graphic designer will be a step in the right direction, your logo needs to be fresh, unique and inviting, and most importantly, modern and long lasting.

A logo should be memorable too, when you think of famous brand names, you instantly think of their logo, so it is very important you get it right.

When you are in the process of getting your Logo designed by a Graphic Designer it is important you provide clear and concise feedback during the creative process, and it pays to listen to your designer, they know best and have years of experience.

There are lots of different design companies out there, all with various price ranges. The price of your logo has a great effect on the quality of the logo, I really don't think Nike paid someone $50 to design theirs, so you have to bare that in mind when choosing. Research all the companies who will design within your budget, have a look at their portfolios, have a look at their client comments, and most importantly try and get a feel for the company, you just know inside when you cannot trust someone.

So onto the 2nd question, how much should your logo cost?

This depends highly on your budget, but be careful, some graphic designers will charge enormous amounts of money for a logo design you could have paid less for with a different designer.

Typically, logo designs can range from $50 right up to $500 and more, but if you are a start up company looking for a cool logo to kick start you business, then I highly recommend setting your budget at $80-$150, anything below $80 and you will be looking at rather a cheap and unprofessionally designed logo.

So we have outlined that a good looking professionally designed logo is very important for you business's image, and that budget has a very high factor on how the final logo will turn out, but if you stick to that budget of 80-150 you should get a low cost, but professional logo design.

By Gary S Robinson

Custom branded USB drives are drives that are used as promotional items for businesses and organizations. They typically have the company or organization logo imprinted on the outside of the drive and may include some preloaded marketing or informational content on the drive itself. Imprinting is done by means of a one to 4 color silk screen with full color available.

There are many opportunities for using branded drives. One such non-corporate scenario is by college admissions officers who give out customized flash drives at college fairs and while visiting high schools. The sides of the drive can have the college's colors and logos imprinted on them and a custom interface can be designed such that the drive automatically opens when it is plugged into the computer. At this point, the student can view videos, pictures, documents and other information about the college, whose presentation might be more effective and long-lasting for the students.

Another way that branded drives can be used is for fund-raising for your school or organization. Many non-profit groups such as school groups, churches, sports organizations for youth and parent-teacher organizations can use USB drives as a fund-raising program. You can customize flash drives with your school's or organization's logo in vibrant colors in either metal or plastic and offer them in various sizes for different prices. Create order forms with the options for flash drive size and color and promote them as you would do with any other fund-raising item. When your efforts are done, you can then send in your order, receive your drives and deliver them to your contributors. They will then have a useful tool to assist with their technological needs.

USB drives can be used as souvenirs for sale at museums. As most museums do not allow flash photography to be taken of the exhibits inside the museums, professional quality photographs can be taken of the exhibits and included on the flash drive units. The flash drives can also be filled with additional information and background related to the exhibits, a history of the respective museum, a schedule of hours and admission prices, a listing of future exhibits and a video tour of the museum if the flash drive is large enough. These can be purchased and given to friends as a means to encourage others to visit the visit the various museums or as a remembrance of the visit.

Custom USB drives can also be given to customers as an incentive to providing feedback on products, customer service and the like. Instead of offering a large prize that only a few people can win, limit the survey to a select few customers so their chances of winning a flash drive are increased. Provide the URL of a website on a customer receipt where the customer can go to answer a few simple but direct questions. Managers will be happy with the feedback they receive and customers will be happy with the flash drives they win.

These are but a few ways that branded USB drives can be used for a range of promotional activities.

By James R Thomas

Developing a brand strategy can be challenging, but is a vital step in creating a strong business strategy and lays the foundation for your business plan. Spending time investigating and researching, defining, and building your brand is critical for your future success and defines your business, marketing and internal communication plan.

To help you develop your branding strategy, we have created a simplified seven part process to guide you through each step. While some of it is easy to do on your own, you may need a professional for other parts of this process, especially to facilitate agreements for several stakeholders, review outcomes, or assist you in the development of logos, web and collateral, customer research and analysis.

There are two fundamental pieces to the branding process:

1. Your brand positioning and unique value proposition
2. Your name and visual identity

Critical to an effective branding strategy is a clear definition and agreement by all key team members about your objectives, target audience and values. Therefore, prior to proceeding with the branding process, it is critical to align team members, both management and employees, to ensure key issues and concerns are addressed and that future positioning considers all stakeholders' values and goals.

Part I - Stakeholder Positioning, Clarifications, Industry Research
This part of creating a brand strategy clarifies expectations, vision and core beliefs of the stakeholders. To succeed you must discuss issues candidly (the sooner the better) and invest sufficient time in addressing how personal goals will fit into your future brand. Part of this process is an evaluation of industry and competition, preliminary organizational chart and financial analysis.

1. Record each stakeholder's current orientation and agree on a desired state
2. Devise a strategy to move each stakeholder towards alignment
3. Develop high level organizational chart and commitment level
4. Prepare initial industry research to discuss brand positioning ideas and values
5. Prepare financial analysis
6. Create project plan

Part II - Create Value Propositions
In part II of the branding process, you will define your core messages, identify customer segments and define benefits of your brand for your target audience.

1. Develop your Unique Value Proposition (UVP), core messages and supporting messages
2. Develop your brand positioning statement
3. Create your supporting messages for different customer groups and services
4. Differentiation: You may match a competitor on every dimension of value except one
Excellence (in at least one element of value): You become the best choice for your customers

Part III - Develop your Mission and Vision
This step in the branding process defines your Vision & Mission so as to clearly and concisely convey the direction of the organization and the key measure or measures of the organization's success. Its prime audience is the leadership team and/or stockholders (investors).

Part IV - Develop your Name
Once you have an understanding of what your brand is representing, its customers and your primary market benefits, you can proceed with the naming process for your brand. Part IV of the branding process therefore deals with the naming of your brand.

1. Define attributes and value propositions that will drive the brand
2. Develop naming ideas, brainstorm and record your ideas (consider: Service/Trademarks, online search results to compete against, naming considerations)
3. Use the competitive research you did earlier and the brand definition work you have already done
4. Create a way to evaluate and tally the results of your naming research so you can make a decision (consider sound, associations, competiiors names)
5. Agree on a name and register name

Part V - Prepare your Visual Identity
Once you have settled on a name, it's time to create the visuals for your brand. This includes your logo, your style guide and all assets related to your visual identity.

1. Review competitive findings on colors, logo types and branding to differentiate yourself
2. Review logo trends and agree on direction
3. Develop your logo for different media types, sizes, applications
4. Develop a style guide to ensure clear communication guidelines for use of your logo and graphics

Part VI - Create a Launch Plan
Now you are ready to put things into action. Start implementing all the ideas, train and educate employees and finalize your plan with the financials and activities to reach your goals

1. Finalize business plan, marketing plan
2. Develop your collateral, website and visibility
3. Evaluate, differentiate and define brand touch points
4. Launch internally - then externally
5. Develop standards & guidelines
6. Nurture brand champions

Part VII - Implement & Launch
Now you are ready for prime time! Measurements and strategies for review and adjustment should be in place. Quarterly review of your goals and ensuring your brand plan and business plan continue to align with your sales and marketing activities to benchmark success.

1. Benchmarking
2. Adjustments
3. Quarterly and Annual Planning
4. Strategic Reviews

By Inka Traktman

The Meaning Of Alpha

Do you know what becoming a leader means? Of course you do, right? Well, what I'm going to give you today is what nowadays top entrepreneurs think about this concept. In fact the business field is the perfect one where we can take advices regarding this topic, make sense?

I don't want you to misunderstood this concept at start so before anything else you have to connect the concept of becoming a leader with the concept of becoming an Alpha. That's right, if you stand at the second position, you are not a leader.

No one really born leader, someone's DNA could be more focused on this goal but are our living experiences and our actions that make us a leader and not who we are. In front of others, you are not what you are but what you show them. A sadly concept but it's the true.

So, from this, we are going to understand a great concept and this concept is: Everyone, and I said Everyone, can become a leader, it's all a matter of choice if you want to or not. Do you want to be an Alpha or just another Beta?

If you want to be an Alpha you probably want to keep reading this article as I will show you how. So...

How To Becoming A Leader

Let me ask you this: Are you a Beta or an Alpha? It's really not so simple at first to answer this question so lets answer some more simple questions. For example, if you are out with your friend who actually choose the place? If one of your friends choose it, well you are not an Alpha, I'm sorry. If you are speaking with a person who you are attracted, who is the first one how break eyes contact? If you, then again you are a Beta.

So, if in some way you know you are not an Alpha or just you think you are not yet, how can we convert our Beta state to an Alpha one and becoming a leader? At this point if you think that keeping eyes contact forever with everyone will solve your problems, I guarantee you it's not enough!! I'm joking, in any case...

Becoming a leader would take some time and it really depends on your actual mindset and not your actual situation like lots of you think. If you are a Beta means your mindset is not the leader one yet, and you seriously need to take action if you want to succeed in life, literally. A leader must have a huge quantity of charisma and positivity. You do not follow anyone, you really like others advices but at least you make your own actions and you decide with your own mind, no matter what. All you do is for the people you care about and you want only the best for them. You love the life god gives you and you want to take full advantage from this great gift. You want to succeed, you have a lot of energy, you love challenges and you want to win and all you want to do is creating a better life for you and the people who trust and follow you.

Now think about this: At this point of your life, not yesterday or tomorrow, right now, if you were someone else, would you to join you on any kind of business? If the answer is NO then we have some work to do. But don't give up because only knowing that you can do it, only trusting in yourself and only taking seriously action will make you reach 90% of the goal of becoming a leader.

Live your life at best, do everything you think is right and never give up, believe in yourself. Surround yourself only with optimistic people who trust you and build a small empire with them. Help people as much as you can without losing your posture, you help them because you love them not because you follow them. Stay away from those how try to betray you in any way to leverage them selves. Never stop learning and teaching others what they need. You can't becoming a leader by your own, because you will be a leader if you have followers. Others make you a leader, and more important, be strong, you love yourself and the way you are.

I would like to go on forever but I can't so I will give you something very important. Go and check the link below where you will find a free video training series from one of the best network marketing entrepreneurs that will teach you how to becoming a leader.

By Martin Pellizzer

It's always been the custom of companies to supply free gifts and presents to their customers and also to their colleagues or shareholders. The things are commonly presented as a way for these individuals to get to recognise you and your business a great deal better. In business terms, this is what's called promotional advertising. There are certain reasons why business promotional products are necessary. We will be looking over a few of those points as we move on. For starters, let us discuss several of the most popular promotional tools which businesses may spend on. These are some of those items, in no particular order of importance:

    * Desktop Merchandise -- mouse pads, sticky note pads, note pads, calculators, rulers, writing instruments, pencils, tension balls, and coffee mugs.
    * Household Items -- keyrings, fridge magnets, bottle openers, and recyclable grocery bags.
    * Miscellaneous Products -- sports totes, umbrellas, golf balls, t-shirts, hats, and publicity chocolates.

Alright, so what is the sense guiding the issuance of promotional items? The most crucial reason has already been given away at the onset and that's to showcase your company. Aside from that, the merchandise are given away to improve the awareness of folks with regards to the benefits of using your products or services. Both of these reasons basically join hands in order to make way for yet another motive which would be to multiply earnings for your business. Clearly, a company prospers because of the aid it enjoys from customers and the simplest way to get consumers is usually to lure them with free stuff. Free stuff would undoubtedly encourage customers and as a consequence, more clients would mean improved sales and profits.

The advertising side is actually achieved through the appropriate personalization of the promotional merchandise. The items listed earlier ought to be personalised with the logo, name and contact details of your company. These promotional giveaways have shown to improve the overall response levels coming from future prospects and backers. One other reason why these should really be distributed is to develop customer dedication. This is absolutely fundamental specifically if the business niche you are in is very condensed.

Suffice it to say that the circulation of corporate products is unquestionably a cost-effective kind of endorsement which definitely leads to remarkable things for your business. Consumers are normally fascinated by things which are given freely. Thus it is definitely the best course of action to get in touch with a dealer of promotional items to present you a range of things, all at cost-effective price points that you can give away to your customers.

BudgetPromotion.com.au is a website operated by a company called Promotion Products. Promotion Products Pty Ltd is an Australian Promotional Products supply company based in Brisbane supplying a national client base from decoration facilities and warehouses in Brisbane, Sydney, Melbourne and Perth.

By Sarah Brisbane

In its simplest definition, "branding" is becoming the business that you want to become.

This means a business succeeds in creating a perception about its products or services through its message and the experience people have with that company. The goal is to build trust and loyalty. Based on this brand experience, the customer wants to buy from the company again and again.

People want to be part of what they feel good about. When it is time to choose a restaurant, law firm, hospital, plumber, watch, or car, some element of a particular seller's brand influences the buyer's decision. Customer loyalty is the result of successful branding.

Now more than ever small businesses need successful branding. Based on a set of objectives (or brand strategy) a company's brand message is created. A company's brand is earned. It is the collection of many experiences and associations and can take years to establish. It can also be destroyed in a day.

A company's brand identity is created. The identity (logo) is the critical first visual impression, the frosting on the cake, the tip of the spear, the feel that people see. A vital step toward establishing your brand is first giving your business a professional brand identity. Properly and consistently implemented, the logo is the common thread, or anchor, that unifies all of a company's visual marketing.

The identity is the face of a business. As stated, visual branding is when a company's identity aligns with its brand objectives. Professional visual branding is the successful alignment of a company's brand objectives with its desired graphic personality.

Brand Objective + Identity = Visual Brand

In this context, when I refer to a logo or a corporate or brand identity, I am referring to the visual brand of a business. A short-sighted approach is to get a logo fast & cheap. A long-term solution is a thoroughly researched and carefully designed name, logo and sub-line that reflects and directs the brand objectives of a business. Your logo is how people will identify and remember (or forget) your business.

Especially for smaller businesses, when done properly, a successful visual brand provides a remarkable advantage in the marketplace.

Contact Identity Graphic Design and mention this article for a no cost consultation. Whether starting a new business, launching a new product, or needing to upgrade your company's presence, Identity Graphic Design can give you the remarkable advantage of a dynamic visual brand.

The remarkable advantage is the perfect impression created without saying a word. It's instant credibility, in the blink of an eye.

Make the investment into your business that will yield returns for years to come.

Visit http://www.TheRemarkableAdvantage.com to learn more.

In 1993, Bill founded Identity Graphic Design, specializing in branding for business with company & product naming, slogan development, corporate identity design, creative campaigns and full-scope design implementation into print and web.

Bill also enjoys teaching the next creative generation as an adjunct professor of graphic design at Lawrence Technological University in Southfield, Michigan.

In his spare time, Bill is a practical joker, true family man, and is always up for a game of Risk.

You can contact Bill by phone: 586.558.9795 or email: Bill@IdentityGraphicDesign.com.

By Bill Kleist

In the business world brand and branding have become very popular terms. Often, though, their meaning is misunderstood. Having a good grasp of what branding is all about will help anyone who wants to be successful in business.

A common definition of brand may be a trademark or distinctive name that identifies a product or manufacturer," but the term has come to mean so much more. The trademark, or logo, is what I refer to as a visual brand.

THE BRAND, THE LOGO, AND VISUAL BRANDING

One way to describe a brand is first to identify what it is not. A brand is not a logo. Throughout history craftsmen, noblemen, and tradesmen used a form of branding with unique shapes and letterforms in order to identify their work, property or position.

These symbols have been used throughout history to not only identify "who owns this," but also "who made this," and for persons of significance, "who is this."

Today, brand doesn't merely describe the symbols or icons that label. In business, a brand is not the surface perception the seller presents to the buyer, but the internal perception the buyer has of that seller.

Surface perception: a symbol or wordmark with the intent to identify and distinguish-a logo.

Internal perception: the emotional and rational connection buyers have with a product or service-a brand.

A brand resides in the hearts and minds of those familiar with it. It's the visceral reaction that occurs within people when they look at, hear of, or experience that company's goods or services. A brand is formed through impressions that take place on these three levels. The impressions either positively or negatively impact the brand of a business.

To illustrate, what comes to mind when you see or hear reference to the "golden arches?" The fast-food chain, McDonald's®, has an international brand presence. For some, this name makes them hungry for hot fries and burgers, and brings back wonderful memories. Others may have an entirely different perception.

McDonald's has invested millions over the years to establish and build its brand. The success of its branding endeavors is evident in that the company has retained leader status of an enormous fast-food market. Why? Any business that wants to be successful must be concerned with the message of its brand and that it generates good feelings in the minds of its buyers. The McDonald's brand is the perception people have of its restaurant chain. The perception people have is influenced on many levels. The company works to Influence its brand in many streams, including the company's charity foundation, the Ronald McDonald House, its updated fresh alternative menu, and its sophisticated new architectural look. "'McDonald's promises to be a forever young brand,' says John Miologos, vice-president of worldwide architecture, design, and construction at McDonald's Corp. 'We have to deliver on that promise.'" (Business Week 2006) To be "forever young" is one of McDonald's brand objectives.

How the company is perceived is its brand. The visual brand is the alignment of the company's visual graphic presence with its brand objectives. McDonald's visual brand, its identity, consists of the iconic golden arches-- its logo--which are strategically woven through everything the company does.

Today, even for the sole proprietor, having a professional visual brand can mean the difference between competing at the top of your game and just getting by. Does a logo appear out-dated or amateurish? Having an effective professionally created identity, or logo, gives a business a remarkable advantage over its competitors. It has the power to communicate credibility, leader status, and leave a positive impression that is remembered! Every startup business should budget a portion of its initial capital to building a visual brand, it is the foundation of their presence in the minds and hearts of their target market. A positive impression builds trust: trust leads to sales.

Business owners who make this investment realize how critical a dynamic visual brand presence is to positioning their company as a serious and competitive player in their industry.

Contact Identity Graphic Design and mention this article for a no cost consultation. Whether starting a new business, launching a new product, or needing to upgrade your company's presence, Identity Graphic Design can give you the remarkable advantage of a dynamic visual brand.

The remarkable advantage is the perfect impression created without saying a word. It's instant credibility, in the blink of an eye.

Make the investment into your business that will yield returns for years to come.

Visit http://www.TheRemarkableAdvantage.com.

In 1993, Bill founded Identity Graphic Design, specializing in branding for business with company & product naming, slogan development, corporate identity design, creative campaigns and full-scope design implementation into print and web.

Bill also enjoys teaching the next creative generation as an adjunct professor of graphic design at Lawrence Technological University in Southfield, Michigan.

In his spare time, Bill is a practical joker, true family man, and is always up for a game of Risk.

You can contact Bill by phone: 586.558.9795 or email: Bill@IdentityGraphicDesign.com.

By Bill Kleist

Take a while to think about what your business card says about you. After yourself, this will be the first impression of your company to many people you meet. If it's badly produced and amateurish then people will assume the same about your business, but it's easy to make your business card work better for you.

Here are The Design Mechanics top 10 tips for creating the perfect business card:

1. Say what you do!

Let's start with the obvious. So many business cards simply don't state what a company does. If you have a non-descriptive company name such as "A & J Associates" then make sure your company card actually tells people what you do.

People retain business cards for a long time and will forget your name and company name soon after meeting you. Therefore your card needs to remind them you are the people who print company logos on USB sticks.

2. Don't lose sight of what your card is for

Remember that the main reason for a business card is for people to get your contact details. As such make sure that your phone number, email address and website are all clearly legible. Make sure that phone numbers especially are in easy to read fonts. Many creative typefaces have poor numerals meaning numbers such as 1 and 7 can be mixed up.

If you have a long website address, then make it more legible by using different weights to break up the words, eg: www.mywebsiteaddressislongerthanyourwebsiteaddress.com

Also consider a QR code, where people can scan your card with a mobile phone and it gives them all your contact details in a digital format.

3. Don't use a non-business email address

Business email addresses are cheap to set up. Make sure the first thing you do is buy a domain name and hosting facility so that you can operate from a commercial email address from day one - nothing says you have only just set up or that you might not be here tomorrow than displaying a Hotmail, Gmail, BT Internet etc email address on your business card.

4. Don't print your cards yourself

No matter how tight your budget, don't be tempted to home-produce your company cards. Even if you have a colour-printer that can print on card, once they are in a card holder with your competitors' cards you will regret trying to save money on them.

Home-produced cards just don't wear well. The ink isn't fixed (so it will fade, or even worse run!) and the card will become tatty very quickly. The cost of commercial printing has really come down over the past few years, and with digital printing you can get anywhere from a couple of hundred to several thousand cards printed at really affordable cost, usually in a couple of days.

5. Get new cards if your details change

The last thing you want to do is apologise when you hand your company card over. If your details change, don't scribble them out and write your new number on just because you have a box of them left. Put them in the recycle bin and get some more. Do you want people to think you are doing so badly in business that you can't afford to buy new cards? If your details are likely to change, just buy a couple of hundred at a time.

6. Resist "free" card offers

We've all seen the adverts for free business cards from Internet-based printers. These offers seem too good to be true, and often they are.

Although the business cards are free (plus postage), they are not be printed on premium card stock and also have an advert on the back from the printing company who provided them - why would you promote someone else's company at no benefit to yourself, and why scream out that you are just starting up or not successful enough to be able to afford to buy business cards for your company?

Some companies also offer pre-templated designs for you to choose from. These can seem like a good idea until you turn up at a networking event and meet the 5 other people who chose the same design as you...!

7. Keep your business card "on-brand"

Your business card should carry the same visual look and feel as the rest of your marketing material. Make sure that if you lay out all your corporate material together it looks like it all belongs to the same company.

If you already have a "brand" in place, make sure that your designer is aware of what your other literature looks like and what your consistent marketing messages are. When someone visits your website after viewing your business card they should see the same logo, colours and visual elements. This is called "visual synergy", and the repetition will help clients remember your brand.

8. Make your card much more than a business card

Think about making your business card into a flyer for your company. Consider a fold-out card to show a portfolio or list client testimonials, or use a stand-up (tent) business card that can be some kind of quick-reference guide.

If you take appointments, make sure you use your business card as an appointment card, or use the back of your card to give instant written quotes or provide receipts.

9. Include a photo if people are buying "you"

If you are a consultant or in a business where people will be buying "you" rather than a product, then put your photo on your business card. Don't just take a photo on your phone; find a local photographer who will do a head-shot at a reasonable set price.

Think about how you want to present yourself, do you need to be in a shirt and tie with a plain studio backdrop, or do you want to portray a more casual appearance by having your portrait taken in a park for example?

10. Never accept a business card from someone without giving them yours in return!

Finally, never let anyone give you their business card without taking one of yours. A good way to give someone one of your business cards is to ask for one of theirs and make sure your hand extends at the same time with yours.

It would be a very rude person who wouldn't accept your card whilst expecting you to take theirs!

If you want to learn more about branding your business then come and take a look at www.thedesignmechanics.com for more information regarding business cards and other related topics.

By Dave Pannell

If you are a business owner and could prove to yourself that the right logo would increase sales, would you make your logo a high priority?

To help keep things clear, let's define some terms. Brand is a big buzz word, and it's important. It's also important to know that your brand isn't your logo.

The brand is what people think and feel about your business, product, or services based on what they see, hear, and experience. The logo is a slice of the brand experience. But it is a very important slice... like your first piece of hot pizza!

Your logo is the face of your business. It's how people recognize you and your business or product. The logo identifies: it's the face of a business or product.

Imagine networking in a room with 200 people, and you glance over and see someone you know walk in the door. You know instantly who that person is. How? You have identified them by their face. Things you know and feel about that person come flooding into your mind and emotions in a moment without saying a word. That is the brand experience.

That's an example of what a logo does for a business. When people see your logo-the face of your business, what people think and feel about your business follow.

What if a person doesn't know anything about your business except for the logo they see on a business card, a sign, or brochure?

Here is something every business owner should take note of: The importance of a face.

Psychological Science published an article in July 2006, summarized by Eric Wargo, with the results of research by two Princeton psychologists Willis and Todorov. In a series of experiments, they showed respondents photographs of strangers and asked them to measure specific character qualities, such as competence, attractiveness, trustworthiness and aggressiveness. Two qualities that people felt the strongest about was attractiveness and trustworthiness. So, without any information, except for the person's face, respondents strongly judged whether a person could be trusted.

Q: How long do you think it took them to look at a photograph of a stranger and come to that conclusion?

A: One-tenth of a second. In the blink of an eye!

Furthermore, the longer the respondents were able to look, the more solidified they became in their opinion! Their first impression remained the same and even grew more resolute.

Now, we don't like to think of ourselves as judgmental, but we must face the music: we are a judgmental species and we DO judge a book by its cover. (So, when you write a book, make sure you have a good designer because the right cover will drive sales!)

People will judge a stranger's trustworthiness without any facts, just their face-in 1/10th of a SECOND! One of the fundamental factors in business is trust.

    We often hear the phrase that Bob Burg turns in his book, Endless Referrals, "People do business with people they know, like, and trust."

    Marty Neumeier, in his book, The Brand Gap, says that "Trust is the ultimate shortcut to a buying decision, and the bedrock of modern branding."

What does trust have to do with your logo? Since the logo is the identity, the face, of your business, people are making judgments about the quality and trustworthiness of your business.

I have heard business owners declare that it's only price and service which matters and that a logo is just "fluff." If that's true, then why do the big guys spend the big bucks to get it right?

If your logo is out-dated or amateurish, you risk communicating that you are a novice or that you are not progressive or a leader in your industry. Your customers have to "get past," even on a subconscious level, that message in order to do business with you. Or, they may be going past you to your competitor who looks more competent, professional, reliable - someone they can trust.

Getting back to the phrase, "People do business with people they know, like, and trust," If a logo communicates trust, can it also help your prospects and customers know and like you? Sure!

Can your logo help people feel comfortable, like they know you? People will relate to a feeling and personality and feel like they know your business. Will your target market relate to your product or service if you look more relaxed & approachable, or strong and loyal, masculine or feminine? The right logo (identity) will communicate the right brand message and credibility that will give people the right impression and confidence to buy from you.

Attractiveness was the second strongest feeling that was measured in the Princeton study. We like what we find attractive. A logo that is busy rather than sophisticated, dull rather than dynamic, or common rather than memorable will not be as attractive and "liked."

If a prospect knows little about your business, and their first impression is your logo on a business card, stationery, vehicle, trade show display, sign or brochure, they will likely make the same judgment as the people in the study...in the blink of an eye.

It takes years to build a solid brand and a lot of work to keep it. Your logo can help build a solid brand, or work against it. Like a well-dressed and personable salesperson-- who never sleeps--it can get you in the door and give you the advantage.

Identity Graphic Design gives you the Remarkable Advantage of a credible visual brand...in the blink of an eye!

The remarkable advantage is the perfect impression created without saying a word. It's instant credibility, in the blink of an eye.

Make the investment into your business that will yield returns for years to come.

Reference, July 2006 www.psychologicalscience.org

Linda founded Identity Graphic Design with her husband in 1993. Her focus is new business development and assisting in the creative and marketing process for clients.

Her favorite part of her work is meeting entrepreneurs who strive against all odds until they succeed. "I meet authentic and exceptional people with inspiring stories. It's a privilege to help them promote their business and achieve new levels of success."

Linda also likes making homemade pizza and mouth-watering foccacia bread. Together, Bill and Linda have four adult children and one son-in-law, who are a never-ending supply of love, inspiration and fun.

By Linda M Kleist

There are a lot of benefits to building a community around your brand, and perhaps the greatest benefit is the fact that it creates brand awareness and loyalty. Today, people are looking for a deeper connection with the brand they support, and advertisements don't really give this.

While there are many ways you can build a successful community around your brand, it is important that you understand the driving factors that motivate consumers to become part of your community. Once you understand these factors, you can effectively find the audience you seek and form the community you want.

1. Shared beliefs and rituals

One of the main things that drive a community is the existence of shared beliefs and rituals among its members. These people have a unique experience of your brand that they share with other consumers, which basically defines the culture within the community. The members enjoy the feeling of connection they have with each other as well as with the brand.

One of the ways you can help create these shared rituals and traditions is by creating a story around your brand, something that will help the consumers engage and relate with it. When you build a strong culture around your brand, you can effectively raise the involvement and participation of your consumers, which makes for a successful brand community.

2. Opportunity for expression

Another factor that defines a successful brand community is one that gives its members the opportunity to express themselves, their personalities and their opinion of the brand. Think of it this way - the more involved they are with your brand, the more opinionated they become about it, and this is why they need an outlet for expressing their ideas and thoughts.

This is the reason why it's better not to censor your members too much in your brand community. Because if they find that they cannot express their opinion and criticisms in the community, then they will either lose interest in your brand or they will vent out in other ways, which could pose a bigger problem for you.

And you could look at it this way - letting your consumers vent out will let you know what you can do to improve your product or service, which can result in a better brand. People who are really involved with your brand usually have a lot of suggestions for its improvement.

3. Chance for recognition and reward

Another reason why consumers enjoy participating in a community is because of that chance of recognition and reward. Your members want to feel special - they feel different and exclusive in their connection with your brand, and because they advocate and support it, they want to be recognized and rewarded. The days of hiding behind an anonymous persona are gone. Nowadays, people want to be recognized for their passion and expertise. They want to stand out from among the pack and be noticed for their contribution.

So when someone contributes a good idea or suggestion, make sure to acknowledge it. Encourage participation by putting up games and contests that reward the best users. The more you recognize your members' efforts at brand advocacy, the more they will spread the word about your brand.

Once you understand the driving factors behind a brand community, you can effectively create a successful one that will really engage and involve your consumers. You may even be surprised when you don't even have to create it yourself - as long as there are people who share a commonality with your brand that enjoy interacting with each other and expressing themselves, they will end up forming a community together. Just make sure that you don't take the backseat and take steps to participate in this community building.

"Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word of mouth marketing firm, is skilled at making networks "work" and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops - taking companies and professionals from buzz-worthy to bucks-worthy, http://buzz2bucks.com."

By Maria Duron

If you are unacquainted with the print industry and copy procedure you might not be familiar with some of the terminology and processes that are available. Once you have had your flyers, posters or business cards printed there are still options available to make your promotional material stand out. One option is to look at the print finishing methods available and choose accordingly. Print finishing literally refers to any process that is applied to the materials after they have been printed. While this may seem like a comparatively small part of the entire print process itself, print finishing can actually involve a substantial amount of complex processes that can really make a difference to any printed materials.

One process which you may require for your final documentation is that of laminating. This coats the printed material with a thin layer of plastic which is sealed with specific heating equipment. Printers usually offer various options like matte laminate or gloss laminate finishes which act as protection for your materials and can improve the overall look of the product. Laminating really adds a durable and strong quality to your chosen documentation.

Print finishing offers a number of elements that can make your printed materials really stand out including methods such as creasing and die cutting. Die cutting encompasses the removal of surplus paper that is not required as a part of the finished design. Hand in hand with the cutting of the document, there is also the option of creasing or folding. Die cutting and folding are specific to the layout produced by the designer so dependent upon the design, these methods may be used. Some jobs may not actually require any folding, for instance double or single-sided pamphlets. Documents such as folded leaflets with require this finishing process, done with precision in any printers who offer print finishing.

Many also offer print finishing techniques such as embossing and foiling. Perfect for unique wedding invitations and also items like business cards or corporate invites. They can really make the difference to your document and can really make a memorable impression upon clients and customers, which is what you want in any business. There are printing services around that focus on the precision of print finishing and take pride in their work and designs. The printers should always be willing to show you examples of their work and samples of services available. Many have many years of experience within the printing industry, and understand deadlines and the importance of your printed materials.

By Mick Lancaster

With businesses expanding throughout the world, there is a need of making them recognizable, or you cannot establish yourself in the marketplace. Every single organization wants to make it big in the industry, and they make use of varied marketing techniques to promote their brand. However, what they forget is the importance of a business card. Visiting cards are extremely essential as they can speak for you as an entrepreneur just as a logo speaks for your organization. If you make use of samples bundled in an efficient software, you can create amazing cards without a fuss.

Utilizing a pre-designed template to create your business card has many benefits, and by creating a card for business promotion, you can accrue huge gains:

    * Choose a template that best suits your company's image, and start by doing a bit of editing to it.

    * You can choose to keep the colors and fonts same or change them according to your needs.

    * Make sure that the colors you choose look good when the card is printed. In addition, the fonts should be readable and very clear. These two elements are crucial in enhancing the visual appeal of your card.

    * Next important thing is to change the text of the business card samples, in accordance with your needs. You can mention your products and services on your card, to make it look interactive and interesting.

    * Another very important thing is to put your logo or insignia on your card. Having your logo on your visiting card would make you look like a credible organization.

    * Pay attention while designing a card and make sure that it does not look cluttered.

    * Including all the contact information in your card is vital. Do not forget to mention your contact number, your company's address, email id and your website. If you are operating from your home, it is important that you mention the residential address too.

    * One more thing that many business cards do not have is the photograph of the owner. If you put your professional photograph on the card, it will have more impact, and the client will be drawn towards your card. It will also give a distinct look to your card.

    * You can choose to make your card either vertical or horizontal. Making a vertical card might as well attract the attention of many people. So, choose the best design from the samples and create attractive cards for business promotion.


By Edgar Paul

When it comes to ratings, you'll quickly discover that positive reviews can help your business and negative reviews will hurt your business. With the plethora of review sites out there, writing a review (for better or for worse) is easier than ever. Here's what to do:

    * Remember, for the most part, people who take the time to write a review are going to sit at the far side of either end of the spectrum. Either they'll rave about your business or they'll rip you apart. Most people who read review sites and utilize them to make decisions will take this into consideration, but if they are overwhelmed with negative reviews it could drastically influence their decision about your business.

    * Monitoring these sites for mention of your business is the first way in which you can ensure that you are maintaining a positive reputation online. A quick way to do this is to set up a Google alert for your business' name. This means that anytime your name is mentioned online, Google will notify you with a link to that reference.

    * As a business owner, many of these sites will let you monitor, mediate and respond to customers on their site. If done properly, this can be a helpful thing to do, but you must tread lightly. You don't want to stir up any anger amongst customers and bring more negative attention to your business if it is something that will just get buried amongst glowing reviews.

    * Many small business owners have discovered that negative complaints often arise from poor customer service. This can be from your receptionist, employees, or even online interactions. To avoid such negative reviews, ensure that the people who work one-on-one with your customers have the same values and goals of positive customer service as you do. If you're not able to have someone in your office at all times, consider hiring a virtual receptionist that allows your customers to get assistance at all times.

    * Strive to make your customers' experience a positive one and then encourage them to leave reviews. Many popular review sites have stickers that you can place in your windows that encourage people to go look up your business on their site. You can also offer an incentive for leaving positive reviews, such as 10% off your purchase if you bring in proof that you left a review. Doing this is a great way to ensure that your company page maintains a positive image on popular review sites.

Business Resource: Having a virtual receptionist promptly and politely answer your phone creates a professional corporate image and says you care and are ready for business.

By Rich Ahlgren

The season for sporting events is back and it is time for cheerleaders to travel with their favourite teams to perform at the games. Weather you are engaged in football, basketball, ice hockey or any other sporting event both at the college and professional level, as a cheerleader you will have to carry around the various uniforms, and equipments for both the home and away games. Carrying such gear would require a bag that is sturdy enough to endure the constant rigorous of such movements.

An ideal bag for carrying your cheerleader gear would be a duffel bag. Getting the bag personalized so that it is matching with your uniform or your team colors and maybe a photograph and name or some message would make it even more interesting. Having the cheerleaders duffel bags personalized with their names, the name of the team they cheerlead for and an inspiring message will be a great morale booster not only to the cheerleaders but to the team as well. There are quite a number of styles and varieties to choose from with regards to the material to be used and these bags can be designed with your team in mind.

They bags can have your team name, team colors and team logo incorporated into its design through the many different decoration selections available from the vendors. The logo and the name can either be embroidered or printed and you can have the mascot of the team also included so that you have a bag that fully represents your team. When the cheerleaders carry these bags on their trips to the games, they will fully represent the team and will improve the image of the team with fans and the public at large.

A duffel bag is a great bag for cheerleaders because it particularly includes compartments that can carry items that are necessary such as water bottles, uniforms, and even compartments to set apart dirty shoes and clothes from clean ones. A personalized duffel bag makes the work of a cheerleader a much more a fun experience and gives them the opportunity to promote the image of their team as a brand. You can find online vendors who will let you buy personalized duffel bags even at a discounted wholesale price and you can discuss with them how you want your bag made.

Some vendors have website where you can design the duffel bag so that all they need to do is complete the work of printing it and shipping it to you. If you want your bag to really look good when personalized, it would be wise to have it in the colours of your team and include the team mascot included in the bag and the team bag could be either large or small. Nonetheless it is important to have the raft size of bag. You must ensure that you choose a duffel bag that will last for long because its durability will be tested against the frequent trips that the team will take especially on away games. The duffel bag must also be sufficient for carrying all your cheerleader equipment. The duffel bag is the most acceptable bag for cheerleaders and comes with a shoulder strap, handles and a zipper closure and is a very convenient sports bag.

By Andrew Sherman

Printed plastic pens are still one of the cheapest giveaway options for promoting a business. In the summer they will always be great to advertise with especially when they come in bright and flashy colors that match well with the mood of the weather. Plastic pens will be available in many varieties and you can find them in very superior quality that you can use to advertise your company with. Printed plastic pens can be used to increase the visibility of a brand's identify by distributing them to prospective customers.

Printed plastic pens are inexpensive and hence budget friendly. Promotional companies are very aware of this fact. This coupled with the fact that these pens are very convenient makes them very attractive for promotional campaigns. The pens can be manufactured with very bright and colorful designs that make them look very captivating to anyone they are given to. This is a plus for anyone looking to market with them in the summer because as summer giveaways, printed plastic pens will look resplendent in the summer and will definitely draw attention ensuring that your promotional campaign achieves immense success.

The ability of printed plastic to look resplendent in appearance makes them the ideal and yet quite affordable promotional giveaway items and this is one major reason why many companies prefer to use them in the summer and also like them made with a combination of trim colors that are mixed and marched thus bringing the attention of the pen to its recipients. People use pens a lot and there will be times when you need to use a pen and cannot find one. This is another reason why printed plastic pens make sense as a cheap summer giveaway. A pen giveaway will always find itself in the hands of someone and will always be used.

There is no doubt that the functionality of pens makes them a great promotional item that' come at a bargain. Plastic pens are not a passive promotional item and they are always being used and they promote while they are functional. People will pick up a pen easily and the printing area for your logo and message is sufficient enough for your company to fit information relating to your company such as the logo, the message and maybe even your website. During the summer, plastic pens are ideal for promoting because they get your logo and name out there very affordably and at a faster rate compared to any other type of promotional item or other forms of advertising and marketing.

Plastic pens when printed will work wonders for your marketing and this will translate into sales and revenue because time and time again it has been proven that there is no better marketing tool than them. With these pens, you can begin your summer promotion right away by giving them to people with the purpose of increasing your levels of exposure. Marketing to a summer audience requires that you use creativity and plastic pens when printed with bright colors can be used effectively for this purpose. When making plans for your summer giveaway, these pens should in your plans.

By Andrew Sherman

Every heard that you shouldn't put all of your eggs in one basket?

Well that's true in business just like any other area of your life.

Businesses grow and change and it may be time for yours to do the same.

Here are a few signs that it is time for a marketing makeover.

Marketing is important to a business because it is not only how you get the word out about who you are and what you do, but also about how you strengthen your position in the market.

Since you have a two-fold reason for using it, you need a strategy that can hit the mark on more than one front.

Signs That It's Time For A Makeover

When you perform a makeover, you are using the same basic structure, but you are putting a new face on it so others will stand up and take notice - again.

Here are some signs that it is time for a marketing makeover.

You've Lost Your Focus

When asked where you see your business in five years, can you answer?

It is a sign that somewhere along the way, your business has gotten off track.

Without a clear path, the business will suffer from stagnation.

Re-evaluate your goals so you can see clearly how to proceed once again.

You've Lost Your Target Market

Look at your analytics and if you have had no unique visitors in a while or no one is buying, there is something wrong. Could it be your products or perhaps, but it is more likely that the needs of your target market are no longer being met with the marketing strategy you currently employ.

You Are A One-Trick Pony

Email marketing is a great way to build your list, but other tools need to be used to keep your customers happy and new traffic visiting your website.

Marketing is not an exact science - It takes trial and error to find a combination that works for your business needs.

And, that combination may not work forever. You will have to adjust to the market and what the customers demand.

Profits Are Stagnant

You are making money but no more than you were last month or last year.

Pretty soon, you could be overshadowed by the competition without some changes.

Your Circle Of Influence Has Not Expanded

Growing a business is about networking. You find others with common business interests and form mutual partnerships.

This can lead to greater opportunities that increase business revenue.

If the focus is always on you and your needs, then you are not learning or interacting with others.

Join forums and social business networks, but participate fully and not just to meet your needs.

You're Bored!

If you are bored, then so is your customer base. Inject new life into your business with a new marketing campaign.

Does your business need a marketing makeover? See if you fit the profile above in any way. If you do, then check out my Online Business Makeover to get your business back on track!

I hope that this information has been helpful to you and if so I'd love to hear about it!

Please leave me a comment letting me know at least one tip that you plan to use immediately because you're know it will make a difference in your business.

Have an amazing day!

Pam Lawhorne

I teach entrepreneurs and business owners how to use social marketing to increase their income while building their brand and their business.

For additional tips and training, please visit http://www.pamlawhorne.com

By Pam Lawhorne

When a depressed economy impacts your business and your brand, it's easy to panic and be reactive. But a down economy can actually present opportunities to build your brand up. Here are three strategies you can take advantage of now:

1. Deal from a position of strength, not weakness.

A natural reaction to sluggish sales is to cut your expenses any way you can. But reducing expenses that can impact the strength of your brand can have a long term negative effect. For example, suppose you cut back on your customer support hours, or reduce your customer support staff. This may result in cost savings, but it could also lead to customer dissatisfaction and even losing customers because they can't get questions answered or problems resolved in a timely manner. When you need to cut expenses, start with budget line items that are not customer-critical.

Remember that customers keep you in business, during good times and bad. You need to work to do things to maintain customer loyalty, especially in a down economy. To keep your brand image strong, invest in the things that keep your customers coming to you instead of going to your competitors.

2. Invest in your brand by taking advantage of market-driven deals.

This is not the time to slash spending on your marketing activities; in fact, history has shown that brands that invest in marketing during recessions come out stronger in the end.

There is a hidden advantage in a down economy for brand marketers. Soft business conditions impact the media, too, and that means great advertising deals are available. Media outlets such as publications, radio and televisions stations, and websites may be willing to deeply discount their ad rates and throw in extra incentives for advertisers who commit to a multiple insertion contract. Print publications with websites will often discount ad space for a combination buy.

Go after the media outlets that target your specific audience and don't be afraid to bargain. Ad space is negotiable. Similarly, explore the possibility of getting discounts and incentives from any other marketing suppliers.

3. Reach out and help someone.

Everybody feels the pain in a down economy, but no one more than those on the bottom rungs of the economic ladder. This could be the time for your brand to do good by making a donation of time, product, or money to a good cause that helps the less fortunate. You can make a contribution directly or indirectly, via a program in which you pledge to donate a portion of the income you receive from customers.

Why would you make a charitable contribution now? Sure, it is the right thing to do -- but just as important, it is a very effective public relations strategy. When you make a donation, you can talk about it prominently and it has residual and lasting benefits. Donating to a food bank or helping an organization that feeds hungry kids is a way to show your brand has a heart. Aligning yourself with a good cause can have a significant "halo effect" on your brand.

Today, very few company, product, or service ideas are truly new and unique. You can almost be guaranteed that someone, somewhere, has developed a product or service similar to yours. A prospect who has to choose between two competing brands that are essentially the same will likely choose the brand that is also doing a little good for the world.

Barry Silverstein has over 30 years of experience in branding, advertising, and marketing. He ran his own direct and Internet marketing agency for two decades. He is a branding/marketing consultant, professional freelance business writer and the author of the new eGuide, Branding 123: Build a Breakthrough Brand in 3 Proven Steps. Branding 123 is available for $2.99 at the Amazon Kindle store, for the nook, iPad, and at Smashwords.com in any eBook format. More information is available at http://www.123eguides.com.

By Barry Silverstein

Thinking in computer terms, a logo is actually just an icon, or a graphic representation of an object, concept, or message. Sound simple enough? Maybe. But if you've ever been on the creative end of designing one, you know that there's nothing simple about it.

It's interesting that logos have only been widely used for about 100 years. Originally, local merchants would sign their goods so that consumers would be able to differentiate between brands. The signatures served as early forms of trademarks. As the number of merchants increased, more formal logos were developed to lend an identity or personality to various products to make them stand out among the others.

With the number of companies springing up today, computer designers are frequently being asked to create interesting and unique logos that will stand out among the competition.

But how do you create an identity for a company that is just starting out? There's no history to fall back on, no personality, and no corporate culture. It's easy to become emotionally attached to an idea, but another to lose sight of the company's goals in the marketplace. The logo design process can take months to finalize and many times ends in frustration.

The Nike Swoosh, McDonald's Arches, and the Apple logo are sure winners in brand identification. But only because we've seen them thousands of times on billboards, commercials, print ads, and t-shirts. In the first decade after each company began, they were still struggling for identity among their peers. It takes time for a corporate identity to take shape and even longer for its graphical representation to mean something to its customers.

Some of the simplest logos are the most memorable. Maybe because the companies that have been around the longest designed their logos during simpler times. Or maybe because they were just simple companies back then.

There's nothing wrong with simplicity. Bass Ale's logo is an understated red triangle. And Microsoft is simply Microsoft. But the mere sight of it brings to mind images of Bill Gates. Not many logos are so identifiable that it makes people think about the company's founder. Except for maybe Apple.

If you desire a more intricate design, by all means, go for it. As long as it's somewhat unique and visually represents who you are or what you do, you'll make out okay. But don't sweat it if you only use a font treatment for your name. Some of the biggest and most notable companies in the world simply use their name as their logo.

Because in the long run, it's your products or services that will ultimately make or break your brand in the marketplace. Not many people choose one company over another to do business with because of their logo. If you're good at what you do, your customers will remember it. Your logo will just make it easier for them to find you when they want to buy more.

Jeff Weiss provides web, marketing and SEO services for clients related to Hollywood film and video production, and a variety of age and health-related services. You can find him on online at http://www.JeffWeiss.com

By Jeff Weiss

What goes around comes around...

Charting the rise and fall of electronic stores group Loyds is to uncover a retail enigma on a complex scale. Based in the North West of England the original Loyds Retailers was a subsidiary of Ada Halifax owned by Philips.

Ada (Associated Domestic Alliances) was used by Philips as a holding company and in the 1960s a clutch of retail and rental stores throughout the United Kingdom and Northern Ireland joined Loyds as subsidiaries of Ada Halifax.

This amalgamated chain of around 300 outlets (mainly independents) had been owned or part owned by Ekco, Pye or other companies in the Pye/Ekco group.

When Philips took over the Pye/Ekco consortium they added additional concerns that had previously been acquired, fully or in part, by Philips or other companies in their ownership (with the exception of 100 stores in the midlands trading as Alex Owen and Collis respectively).

As a substantial proportion of these organisations remained in part ownership, the operators were able to exercise considerable autonomy and stock whatever branded merchandise they preferred.

Clearly this presented a cumbersome, convoluted, and wasteful retail scenario and Philips decreed that major rationalisation was required.

They kicked off reorganisation for increased efficiency and profitability by buying outright those stores still in part ownership.

Next for deliberation was the development and implementation of a plan for overall rationalisation to comprise these core objectives:

1. Standard trading name
2. Standard marketing programme
3. Standard purchasing policy
4. Standard pricing policy
5. Standard distribution policy

It was around this time that I became heavily engaged in the second of these core objectives: marketing... From being the advertising agent for just one of the subsidiaries I found myself pitch forked into the maelstrom of activities leading up to the re-branding launch, with personal responsibility for the publicity and merchandising requirements of all existing outlets.

During the pre-launch phase, centrally controlled standard policies for marketing, purchasing, pricing and distribution were gently eased in while the subsidiaries still traded under their original names.

After due consideration the standard trading name was agreed as Loyds.

The change was effected almost seamlessly overnight one Friday in August 1970 and champagne corks popped in area offices throughout the UK as sales rocketed during the weeks to follow.

The euphoria was short lived though...

A few short months later sales dipped back to pre-launch levels.

Worse still and contrary to the diktat of the rationalisation master plan, expenses soared out of control. In mid 1971 Philips belatedly activated a damage limitation exercise and restructured the senior management of Loyds.

Acknowledged company doctor Len Govier was recruited from Granada and appointed Chief Executive.

Len rapidly steadied the ship by dramatically reducing overall operational costs, and once the dust had settled, embarked on restoring the programme of expansion, bringing Alex Owen and Collis into the fold.

Their aggregated 100 stores were re-branded in the autumn of 1972 as Loyds...

Len Govier's final act was to take Philips retail division into the burgeoning out-of-town hyper mart bazaar and he accomplished this by putting one of the old trademarks to work again: this time Eclipse.

He opened the first of these outlets in Halesowen in 1972.

Despite quantifiable progress, cracks were starting to show in the relationship between Len Govier and the meddling mandarins at Philips UK headquarters in Century House London.

In March 1973 Len parted company with Philips to set up his own TV rental company.

Later that year and in a desperate attempt to pump fresh life into the ailing high street retail chain, around 50 outlets which still under-performed were restructured and re-branded as Loyds Rentals.

Once again the management was reorganised and the group tottered along for a time but it became increasingly apparent that Philips had become disenchanted with their retail division.

In 1975 parcels of stores were sold off to Currys and a programme of closure instigated for the remainder.

Eclipse though continued to prosper and expand until 1976 when Philips finally lost patience, threw in the towel, and hived off the outlets in Halesowen, Glasgow, Manchester, Bristol, Cardiff and elsewhere. The buyer was Comet.

Could Philips have made a success of Loyds had they persisted?

I doubt it.

Retailing and Philips were uncomfortable bedfellows from the outset...

Postscript:

I was an active participant in all of these initiatives and while Loyds was a disaster for Philips, it proved a godsend for me, transforming my fledgling ad agency into a major player. It was purchased outright by Saatchi & Saatchi in 1974 and re-branded Saatchi Green.

What goes around comes around...

JIM GREEN is a retired marketing consultant and bestselling author with 40 traditionally published titles. http://writing-for-profit.com

By Jim Green

In today's technologically advanced world, building your brand has never been so easy and yet so complicated. There are so many platforms you can utilize, and one platform that has marketers standing up and taking notice is social media.

There really is no better time for brands to take advantage of what social media has to offer than today. But of course, it's important that you plan your strategy before jumping in, as you may very well crash and burn if you don't utilize social media properly in your branding campaign.

Managing channels

Because this is where most people are, social networking sites have become the place for people to talk, discuss and air out their concerns about your brand. This is why both business and personal brands need to ensure that they're managing their social media channels well - otherwise, it may develop out of their control, which is not a position anyone wants to be.

The key here is to ensure that the channels for communication between the people and your brand are always open. Though you may offer customer support on your website, not all of your customers or clients will always follow proper procedure when it comes to their concerns. They want a response fast, which is why you will see them posting in your Facebook page, in a community forum, in your blog. So it's very important that you make sure that their concerns are quickly addressed.

Customers like knowing that they are valued, and this means that any concerns they have should always be responded to and not ignored. Though you wish that they would always use the proper channels when airing out their problems, they may not know about this channel, or it may mean that their problem hasn't been addressed yet or hasn't been addressed well, which is why they are using other channels to get their message across.

You should actually consider this a good thing, because it means that they really want you to address the problem. Rather than making bad reviews or complaining in other media, they are posting their concerns in your social media accounts so that you can respond to it. Think of it this way - a customer that complains is a gift. Without social media, the complaint may be routed in more harmful ways, and could result in crippling your brand.

That's what great about social media - it's incredibly viral and fast. This is also what's bad about social media. This is the reason why it's essential for brands to make sure to monitor their social media accounts well so that they can easily respond to any concerns or problems.

You should look at it this way - social media is an excellent channel for communicating with your audience. Nowadays, it's not enough for you to communicate with people via advertisements or marketing campaigns. You have to deal with people personally to build your brand. People want to interact with you - they want to know who they're conversing with.
This is why you can't tell your customers or clients to do it the right way and use the proper channels. You should be happy that they're airing out their concerns in channels that you have access to, rather than outside channels that you cannot address.

In building your brand, you always have to deal with people, and you should make sure to treat them with respect. Don't ignore or turn away their concerns just because they weren't routed in the proper channels. Make sure that you monitor all your accounts so that you can address any problems quickly and efficiently.

"Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word of mouth marketing firm, is skilled at making networks "work" and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops - taking companies and professionals from buzz-worthy to bucks-worthy, http://buzz2bucks.com."

By Maria Duron

It seems that the concept of branding and brand asset management have become the buzzwords of the era, but the truth is, with the evolution of the Internet, and growth of the so-called "social media," if you aren't trying to build a web presence, you are missing out on one of the most important marketing tool in existence today.

If you are reading this, chances are good that you either have a website and you are trying to improve it, or you don't have a website, and you are trying to build one. Either way, you are probably experiencing a lot of anxiety over the complexity of the task as well as the cost and eventually what the benefits of it will be.

Regardless of your concerns, rest assured that today there are many web-based turn-key services available where you pay a small monthly fee and software programs are provided that practically design a site for you.

The most important concern you should have is why you are creating your web presence, whether on your own website or on sites such as Facebook, what your target market wants from it, and how you can spread your personal brand. What follows are five steps to building a brand asset management system online.

1. Make everything match your name and/or that of your company. If you wanted to find Ford online, wouldn't the first thing you tried be http://www.ford.com? There's a good reason. It's logical. Chances are good that your customers and clients will try to do the same thing when they try to find you.

2. Promote your brand offline. Regardless of the means you use to promote yourself and your business, include your web address.

3. Use good SEO. More online consumers find what they're looking for via a web search than any other means. But with 2.5 billion current web pages, and more than seven million being used every day, searching has become a matter of wading through thousands of results. SEO is a tool that is used to optimize your chances of being among the top results that a search engine finds and presents to users.

4. Use good PR. Let the print and online publications in your field know about your site. Trade periodicals often publish reviews of good sites by professionals in their field of coverage. Further, every other site you use such as Facebook should also refer to your main website.

5. Online directories. You can often submit your site to directories for free, or there might be a nominal fee. But it's worth it. Also, here's a stunning fact: in searches for some of the main professional services, many of the top search results aren't individual websites, but directories.

The most important thing to remember when promoting your brand and bringing about managing that brand is to make your brand reflect your personal brand the same way all of your documentation does. After all, when your business reflects a professional appearance, you will too, and the public will respond in like manner to it.

By Jamie Simpson

What step will you take if someone close to you gets really sick? You will obviously take them to the hospital immediately. You won't wait for them to just get better on their own. You won't take them to a medical student either. You will, most certainly, not take them to someone who has no knowledge of medicine or whatsoever. After all, your health is more important than anything in this world.

Why am I telling you all this? Well, the reason is that when a particular thing affects us so much, we ensure that we get it done correctly and from the right people. The same practice should be adopted when you are ready to create a custom logo design for business. Trust me, it is something that will have a direct impact on your business and your business will have direct impact on you and your family. If something goes wrong with your logo, then it will negatively affect your business which, in return, will negatively affect you.

This is the reason why when you are ready to create a custom logo design, you must go to a specialist to get the job done. You must never go to a design student to create your brand image and help you stand-out in the corporate world. Tell me, will someone with no experience in the world of business be able to create your business identity keeping in view your market and competitors? I certainly don't think so. This is something that only an experienced, qualified and expert logo designer can do.

So, the right person for this job is an experienced designer who has created several success brand identities in the past. As you continue to work on different things or projects, you get to learn different, new and amazing things. The same thing happens when logo designers create logos for different businesses. They learn lots of new and powerful trick through their experience.

Remember, the right person for this job is an educated person who has studied this field and is fully aware of all the design tools, software as well as trends. There is a huge difference between an educated and uneducated person. I am sure you know that and I don't have to say anything about the difference. This is why you must always hire a qualified logo designer for this important task.

So, now you know who the right person is when it comes to creating your custom logo design. Don't rush and hire one wisely and strategically.

By Brenda Elva