Advanced Branding Techniques

There are many branding techniques that are more advanced and may require more careful planning but create a great impact for your business.  These advanced branding techniques go beyond media placement techniques to really bring your business to potential customers.

Step One: Make yourself available to the media

Television, radio, and newspaper reporters are always looking for stories that will engage readers.  Magazines and online publications are always looking for contributors.  You can offer something to these media outlets while also promoting your business.  Simply contact the media or make yourself available as an expert to reporters.  If you run a resume service, for example, you could make yourself known to the business reporters in your area.  Simply let them know that you are available for quotes and as a resource.  Each time you are mentioned in the media, simply make sure that you are introduced as part of your business, and you will generate quick placement for your business.

If you can write even tolerably well, you can also create your own articles and publications, each one mentioning your business in your by-line or in the actual article.  A local paper or an ezine might be happy to make you a regular contributor or columnist – and the mention of your business will simply draw in more customers.

Step Two:  Invest in related product branding

There are many companies that can create a range of products – everything from t-shirts, bottled water, caps, pencils, paper clips, mouse pads, and much, much more.  These can be a great way to give your customers value for their money and also place your company name and logo right in customer homes. 

Ideally, you should select a product based on usefulness and relatedness.  That means that you want your potential customers to hold on to the give-away because it is useful but you also want them to be using your give-away when they might need your product or service.  If you create food product, for example, a fridge magnet with your company logo is ideal, because many people keep grocery lists on the fridge door, meaning they will be looking at your company name and logo before their next shopping trip - possibly buying your food product as a result of the subtle on-fridge reminder.

Step Three: Hire actors for in-life placement

It sounds strange, but many people do this.  The idea is based on the fact that many people like to eavesdrop on subways and in shops.  Hiring two actors who will loudly talk about how great your business is means that you will be using the same marketing techniques as many large corporations.

Step Five:  Crusading

If your product is related to a cause, consider contributing to your community.  Not only will this help you feel great, but also it will make others connect positive feelings with your product.  If you create toys, then donating toys and putting on a puppet show at a children’s hospital will do the world some good – and will show potential customers that you are a humane company as well as a good one.