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How to Brand your Brand

By Suzanne Vara

Branding your brand.  A brand is a message based upon a promise and expectations of  the product/service and overall company. The message is developed and distributed via various channels for consumers to receive and react. As consumers encounter, experience the product/service and develop a relationship they begin to influence the brand. Not every relationship will be positive as not believing the message in the initial encounter (think Taco Bell Drive Thru Diet Menu) or not being satisfied when interacting and experiencing leads to negative feelings which affects their overall brand image.  Before creating the brand message, the buyer persona and consider how your target market will perceive and accept your brand, it is critical to brand your brand.  Branding your brand is identifying the visible aspects and the collection of qualities along with physical and social characteristics which is the brand personality. The brand personality generates the emotional association with the consumer that helps to create the brand persona.  The brand persona is the public face of the product/service that you place in the mind of consumers by taking the emotional attachment and seeking consumer engagement and attachment.
A brand persona humanizes the brand to allow for the engagement and attachment by answering:
1. Who you are
2. What you represent
3. What makes you better than anyone else
4. What will brand mean to the target/consumer
5. What the target/consumer experience will feel like
Once the brand persona is created the buyer persona is created around this information and the brand is introduced to the marketplace.  The consumer engagement and attachment are what matches the brand persona to the buyer persona so long as the brand identity (name, logo, marketing & advertising materials) reinforces the buyer persona.  You can have a well received and trusted message but if the identity does not meet the expectations, the brand image is shattered and that targeted prospect has moved on.
Consumers treat a  brand the way that the brand treats them. Creating a brand persona that is based upon your own interaction and experience with the product/service provides an understanding of how your target may interact, perceive and accept your offering. Think of a brand that you are loyal to and how they treat you.  What characteristics do they match with your own personality that makes you like them which leads to trust and purchase? We purchase from who we like and we like them for a reason.  Create that reason with your brand persona and distribute to the channels where your target is.
How have you interacted with your product/service to develop your brand persona?
Looking for some professional advice on how to interact with your product/service to create the brand personality and persona? Let us know and we’ll quote you so you are not left scratching your head as to why your brand-to-target went awry.

Sales Video – A Must for better Online Marketing

by James Williams

New Delhi, India – February 6, 2012 – Talk to any online marketing expert and the first point they come up with is that most of the websites are loosing business, market value and money simply because they have not opted for a sales video. A short video on the landing page can do a lot of good to not only their marketing campaign but can also help in building better brand image and result in better conversion rate.

It is never too late to have a short video on the website that describes the company and its working well. The sales videos are designed keeping the demographics and characteristics of target customers in mind.

A Sales video ensures efficient and fast information delivery, reduces the chances of a potential client skipping over to a different webpage, induces emotion, energy and entertainment and results in increased conversions and sales.

A few experts also see sales videos as a perfect replacement of text on the landing pages. Other; however, are quick to point out that text cannot be completely eliminated but a major part can be replaced with videos as they are less SEO friendly. Overall, they certainly provide better return of investment.

The current market trend clearly depicts a shift of people’s interest from text to short videos. Websites have no option but to go along with the trend in order to ensure that they are not missing out on the entire new breed of internet surfers and customers who would never go through a piece of text but would instead be more interested in a sales video. They are watching more ‘How to Videos’ and even online advertisement videos than ever before.

People are sharing the videos which they like among their circle which aids in better marketing as well.

These are also a perfect replacement of sales letters which are not as much affective. They are as good as taking to the person one on one and increases the chances of him going through the details which is simply not possible in case of sales letters. A sales video might not be able to retain a certain few who like to scan first before going through the details but would surely be able to add up a number of other who simply does not have time or the interest in going through the long and boring text of sales letter.

The Importance Of Video In Online Marketing

by Angela Paige
If you are online and using the internet to market, than you have probably realized that you must have the most current and technologically advanced methods of promoting your product or service, while many Internet marketers rely solely on text marketing, more and more people are understanding the importance of video marketing.  Video is quickly becoming one of the most vital ways for an Internet marketer to get information about their product or service to their customers.  But why is video so vital to the Internet marketer?
The main reason why web videos are so important to Internet marketers is because it allows them to connect with their potential customers on an intimate basis.  Since there are so many Internet marketers consuming the web, it is extremely important that you stand out from the crowd.  Also, another reason Internet marketing is boosted by  videos is because it sets them apart from the various scams that make people leery of the internet .
Many people may have been burned or seen friends scammed online, so it is harder to earn people’s trust.    If you want to make a sale and gain the trust of a customer, video is a great way to engage and build credibility.
A great way to interact with your customers, and provide them with pivotal information is through using videos.  With a web video you are able to show the customer the product or service in action.  You can be honest and upfront about the product and build a relationship with the customer.  This is very important in turning a potential customer, into a purchasing customer.  One great way to utilize video is to simplify the product and give all of the information that the customer needs in less than three minutes.  If you are able to successfully do this, you will help gain loyalty from the customer and they will be more likely to purchase your product or service.
Videos are a great way to interact with potential customers, and also a great way to showcase your product.  One of my favorite ways to get in touch with my new customers is to make a quick video e-mail introducing myself  and making them feel special and welcome.  There are only so many words and photographs that you can use to get your message across, however, when you use video in conjunction with these other two communication methods, you will have a very successful stent at selling your product.  They key to becoming a world class Internet marketer is to be honest, give important information and build relationships with your customers.
Allow them to feel that you understand where they are coming from, and how the product will actually enhance their life.  And by using videos, you are able to successfully do this.

Use promotions to build your company brand on Facebook

by Shayna Lashway

Over the last several years Facebook has become a place to not only engage with friends, but also to engage with brands. This is great news for companies looking to get involved with social media in hopes of growing their business.

Whether you are a local garden center or a national seed company, Facebook can be a great addition to your marketing plan. Today’s customers are using social media on a daily basis, and with over 800 million users now on Facebook, it’s never been a better time to establish your Facebook presence and interact with current and prospective customers online.

But, where do you start, how do you grow your audience, and most importantly how do you keep them engaged?

Of course, there is no simple answer and making the most of social media takes patience, creativity and determination. You’ll need to establish your goals and decide who will manage your Facebook page. You’ll also need to set aside time each day to monitor your Facebook page and create content your audience with enjoy.

Once you’ve decided who will manage your page and you have set aside resources to manage and grow you audience, you may be left wondering: what can I do to create buzz and keep my fans interested?

Generating social media buzz for your business doesn’t need to be costly or complicated. In fact, there are some tried and true techniques that big brands have been using for years. Creating interesting content, responding to customers, and engaging in a two-way dialog with your audience is a great start.

Then, once you’ve got the basics down, look toward promotions. Regularly running well-executed promotions is a surefire way to create social media buzz. Sweepstakes and contests are the perfect way to grow your audience and engage your fans, while also encouraging them to share your business with their network of friends. Why not host a photo contest and let you customers share their best garden photos? Or, why not hold a container gardening photo contest and reward the winner with a gift certificate to be used in-store? The possibilities are endless.

Running a Facebook promotion is easy, but first you’ll need to decide what your goals are and then decide what type of promotion will suit your needs best. You’ll need to determine if a contest or sweepstakes is right for you and if you decide to do a contest, you’ll need to pick what type of media you want your entries to be. There are photo and video contests, or you could also do essay, or you can do a combination of all three.

If a high number of participants is your goal, a sweepstakes is likely going to receive the largest number of entries. This is because sweepstakes are easy to enter, typically requiring little more than an e-mail address. If you’re looking to really engage your audience, a contest is going to be a better choice for you. But, what type of contest? Photo contests are a great option for many gardening businesses because people love taking photos of their gardens and they love sharing them. People also love to look at photos of plants and gardens, so you’re likely to get lots of participation from people who are just browsing and voting for their favorite photos.

Once you’ve decided on a format, you’ll need to decide what type of prize you’ll be offering. A prize can make or break a contest. It needs to be worthwhile for the participant to enter, and it needs to be extra worthwhile for them to share your promotion with their friends.

You’ll also need to decide your rules and how you’ll pick a winner. Letting your audience vote on contest entries can be a great way to get your fans involved, while multiple rounds of judging and voting can help extend the life of your promotion. Don’t overlook these types of details- they can set the whole tone of your promotion.

Once you’ve determined the details of your promotion, you’ll want to have your rules and guidelines reviewed or drafted by a legal professional. Then, you’ll want to ensure that your promotion meets Facebook’s promotional guidelines, which can be found at

The rules are straightforward, stating that a promotion must be administered through an app (which displays as a page tab), and that you may not use Facebook functionality as a means to enter the promotion. In other words, it is against Facebook policy to have users enter your promotion by: uploading a photo on your wall, liking your post, or making a post on your wall. Do so, and you risk having your promotion, or even your Facebook page, shut down.

So, what can you do? You’ll need to find a promotions provider than can make an app for you, or one that allows you to create your own app. A simple internet search can help you locate such a provider.

Once you’ve got all of the details and legal issues resolved, you’ll want to start thinking about how you will promote your promotion. This doesn’t have to be expensive but you need to promote your contest if you expect to get entries. Your own site, a newsletter or a note to your followers on an existing social network like Facebook or Twitter can be a great place to start. But, there really are tons of ways you can promote your promotion.

So, get creative and think about how you could tie a promotion in with your current marketing plans. Maybe you could have an annual photo contest that you promote throughout the year on your website, in your newsletter, and with in-store signage. You could even use a QR code that directs people right to your promotion URL. Any touch point you have with a customer can be a great opportunity to promote your promotion.

So, if you’re ready to take your Facebook marketing to the next level look toward promotions. Sweepstakes and contests will help you grow your audience and engage your fans in no time.


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