Developing Your Brand Package

Your brand package consists of the tools and resources you use to communicate your image. The key to its effective application lies in the consistent use of your image package, which includes your business name, tagline and logo.

Business Name. Your business name is a highly personal choice; however, there are 2 criteria you should consider. First, the name should be descriptive. In other words, people should know what you do by hearing your name. Second, it should be easy to pronounce and remember.

Tagline. Your tagline is your business motto or catchphrase. It should tell people what is unique about you and establish some mental image. Ideally, it should also evoke a positive emotion. Try to limit your tagline to 7 words.

Logo. The most important element of your logo is that it should be memorable, and blend nicely with your business name and tagline to form your image package.

Your image package should speak to the vision you are trying to create for your business. However, what you choose for your business name, tagline and logo are less important than how they are used. The key is consistency and repetition. You want to make sure your image package is visible to customers and potential customers as often as possible. Here are 9 simple ways to do this:

1. Stationary. Put your image package on your letterhead, fax sheets, envelopes and all other forms of correspondence.

2. Business Cards. Likewise, display your image package prominently on your business cards.

3. Brochures. Include your image package on all of your paper and electronic marketing materials including brochures and one sheets.

4. Website. Your image package should appear on every page of your website. It should also appear on all website documents that can be downloaded by visitors.

5. Publications. Include your image package in all of your written content such as newsletters, booklets, and manuals. Even more importantly, write on topics that speak directly to the image you are attempting to create. For example, if you are trying to cultivate an image as a wellness expert, develop publications that provide useful wellness information for your readers.

6. Blog. As with other forms of publication, write blog posts that provide information and resources for your readers in the areas of expertise directly related to your brand.

7. Social Media. Create a powerful profile that embodies the brand image you are trying to cultivate on every social media website that you use (e.g., LinkedIn, Facebook). You can also start or join user groups that are connected to your area of expertise.

8. Presentations. Whenever you make a presentation, make sure all of your presentation materials contain your image package (e.g., PowerPoint slides, handouts). Consider facilitating free presentations as a way of communicating your brand image.

9. Elevator Presentation. Many people overlook the elevator presentation because it is verbal, not visual. However, it is vitally important because a good elevator statement will tell people who you are (e.g., credentials), what you provide (e.g., value proposition), and who you serve (e.g., market niche) in a brief 20-second statement.

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