Marketing & Brand Strategy


Establishing a brand for your company is an important strategy for a comprehensive marketing plan. Your brand is your promise to the consumer, and it determines what the consumer will expect when buying your products and services. Other marketing strategies include printed materials, Internet marketing and direct mail.

Branding Strategy

Branding positions your company in relationship to your competition. Consistency is the key to branding. If you let your customers know that you deliver a high-quality product at a reasonable price, you must deliver products that meet this brand message so you don’t disappoint the consumer. Branding can be created with elements such as tag lines, distinctive logos, proprietary typeface and colors, and interesting graphics. These elements should reflect the tone of the business. An elegant dress boutique may use calligraphy for a typeface with soft colors, while a children’s store might use block letters and primary colors.

Traditional Marketing

Companies can use a combination of traditional marketing strategies along with innovative electronic techniques. Printed marketing materials such as flyers, brochures and advertisements along with direct mail items like postcards and coupons are effective in producing increased sales. Commercial printers can produce custom-printed pieces with high-quality graphics and special finishes like embossing and die cuts. Other print marketing tools include banners, newsletters and magazines. Radio and television advertising are also effective marketing strategies.

Online Marketing

For a comprehensive marketing program, businesses combine traditional marketing strategies and branding with electronic marketing. Advertising on the Internet and using social media websites such as Twitter and Facebook have become common practices. The video website YouTube is another media option that gives the company the opportunity to demonstrate the product, its features and its benefits to the buying public. Nowadays, people expect to be able to log onto a company website to find out more about what it has to offer.

Tag Barcode Technology

Tag barcode technology is a recent innovation that connects a printed piece with the Internet. This marketing strategy works by printing a logo-like graphic on a printed piece like a business card or brochure. The consumer then passes his Smartphone application over the tag to “read” the graphic. Your website opens up instantly, giving the consumer on-the-spot access to a wealth of information about your products. The tag or graphic can be designed to reflect the qualities of your company.

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