Your Business With James Caan 2017 - 244

BRAND IDENTITY

Digital publishing services allow
you to design your own cards easily
online, but do make sure you show
your design to someone else before
you press Print. The design should
look simple and clean so that a
potential customer can quickly figure
out who you are and what you are
about. It is worth investing money in
having professionally designed and
printed cards - this will also enable
you to incorporate your brand into
other stationery like letterheads,
compliment slips and leaflets.

IN YOUR EYELINE

Point-of-sale marketing can include
dump bins placed next to a till to
attract people's attention while they
wait in line and tempt them to pick
up low-cost branded products like
sweets, toys or small ornaments. This
tactic has been successful in launching
a number of consumer brands, such
as new ranges of chocolate bars.
Posters ads can also be effective
next to shop tills because standing
in a queue is the perfect time to
get potential customers to look
at brand marketing. You can tell
customers about special offers
with a poster. And remember,
eye level really is buy level.

Exhibitions are a
unique opportunity
to meet customers

IT'S ALL ABOUT...BRANDING

A CLEAR, WELL DESIGNED LOGO TELLS PEOPLE A HUGE AMOUNT ABOUT
YOUR BUSINESS STRAIGHT AWAY - WITHOUT YOU SAYING A WORD
With so much competition, developing

you to choose from. Although this may

your brand identity has never mattered

be seen as an unnecessary expense

more. Your company's message needs to

- you may think you can do it yourself -

be reflected across all aspects of your

ensuring your logo looks professional

marketing strategy and that's something

can make a significant difference to how

that starts with your logo.

potential customers perceive you.

Your logo will appear on your website,

Without a clear and appropriate font

even your product, so think about what

that reflects your business and its

you want it to signify. Get it right from

services or products, your branding may

the start and you can carve yourself a

not have the desired effect. You should

cohesive brand identity; get it wrong and

also encourage consistency and boost

redesigning further down the line can set

familiarity through the use of colour

you back in terms of brand recognition.

scheme (think of Sainsbury's orange)

It's a good idea to brief a graphic

that can be extended from your logo

designer to create a variety of logos for

244

Choosing the right typeface is key.

business cards, letterheads and possibly

across other platforms.



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http://europe.nxtbook.com/emp/Careers/JobsandCareersAutumn2017
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