Advertising and branding
Advertising: the basics
Advertising is a vital component of the promotion
element of your marketing strategy, along with
direct marketing, PR, exhibitions or a website. The
aim of each of these is to promote your business and
communicate the information you want to send to your
intended audience, usually with a view to increasing
sales.
Until a customer deals with you directly and
actually buys your products or services, your
advertising may help to form their first impressions
of your business. While advertising can attract new
customers, it can also turn potential customers away
if it seems amateurish compared to your competitors.
Branding: the basics
 Every business wants to be a customer's first
choice. Building and managing a brand can play an
important part in making that happen.
The concept of a brand extends far beyond just
your company logo to your business' core values and
to every interaction you have with customers and
suppliers. In effect, your brand creates and
maintains your reputation and so reflects your
customers' experience of your organisation.
Customers and employees can build up emotional
attachments to certain brands, allowing for strong
loyalties and even a sense of ownership. This can
help maintain employee motivation and augment your
sales but it can also cause problems if you don't
consult these stakeholders as your business grows.
A strong brand can make any business stand out
from the crowd, particularly in competitive markets.
If you want to build and manage a brand, you'll
need to focus on what your customers want and how
you can guarantee to deliver it. You'll need to be
consistent in your service and every other point of
contact customers have with you - for example, phone
calls, letters, faxes etc
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