There’s a little anonymous poem that I use from time to time to help illustrate the importance and value of advertising to boost brand awareness, increase sales, and grow a business. It goes like this:
The codfish lays ten thousand eggs. The homely hen lays one.
The codfish never cackles to tell what she’s done.
And so we scorn the codfish, while the humble hen we prize.
Which only goes to show and prove that indeed it pays to advertise!
You want to build impressions better than your competition. You need to build the right kinds of impressions that bring attention where you want it. Knowing where is a first step. Once you know, its time to honk the horn, make noise, and cackle-creatively. Branding goes hand in hand with growing a business and increasing sales. It takes a process that involves patience and persistence. But it pays off in many ways.
What you want in your business has to come about from vision, a plan, and the carrying out of that plan. Part of that plan should include branding and advertising, or cackling. I did this with my own shop. I wanted to grow and diversify. So I began a process of applying the very same branding principles that I was using with my clients that included some cackling. Here are some ideas that come from my experience. Perhaps they will inspire some ideas for you and your business.
The Tag Line
Most people and organizations focus on a name and a logo as their primary pieces of branding. I would add a good tag line to the list. All three contribute to how well a business, service, or brand is perceived, received, and experienced in the marketplace. The tag line provides the platform to be creative and expand the breadth of the brand. Keep it simple. Make it fun. Like, GEICO: Even a caveman can do it.
The Logo
A logo can be more memorable than a name. That’s because often things visual can be more powerful or have more impact than just words read or heard. A lot goes into creating an effective logo, including the right choices of colors and shapes that help define and properly portray the brand.
-Scott Franko
