STRATEGIC BRANDING

Keys to Branding Success!

Do your name (and logo) generate a positive reaction from
colleagues and competitors, as well as industry leaders?

The answer needs to be y e s…regardless of whether you are a creative professional,
proprietor of a small local business, or an international entrepreneur…

This article was originally designed for corporate executives, but there are effective branding strategies that can prove
useful to everyone marketing themselves in today’s ever-changing economy…especially authors, artists and other creative professionals!

The Strong brand

What constitutes a strong brand? There are many elements in shaping an effective author’s brand. It must reflect the author as well as their writing and its presentation. To qualify as a Strong Brand, it must be one that is clearly recognized and that offers positive customer and industry interaction.

Overview

Here are a few simple brand design techniques used to generate a strong brand and aid your Brand Positioning

~ Consistently use your logo (and any slogan you may have) to reinforce your branding identity. Limit yourself to one of each, although elements of a complex logo can be utilized separately. In examining my logo which introduces this post, you will see three elements: A Pen, representing my authorship; A paintbrush, for my periodic usage of artistic touches; and A Geometric Flower, for the floral designs I have often shared with friends and clients. 

~ Employ your “corporate” colors whenever possible…and remember that there are differences in the identification of color coding for print vs. online usage. You may find that utilizing variations in the colors that introduce your work effective in your attire and accessories for public appearances as well as in your marketing materials. I employ the signature gold frame of Hawaiian Heirloom jewelry on the book covers of the Natalie Seachrist Visionary Hawaiian Cozy Mysteries and the distinctive coloration of individual books at points of interest within large project layouts.

~ Utilize your “corporate” font where appropriate, coordinating with others to achieve easily read text in both hardcopy and online formats. While this is a nice idea, some of my favorite fonts are simply not available in website building programs that utilize their own proprietary fonts…And depending on your publisher and/or printer this may not be possible on a consistent basis.

Homework

Don’t neglect your homework! Does the style of your authorship fit within a single genre? Analyzing market realities may help you determine if it is time for a shift in genre. Is your current market niche indeed ideal, or might it be time to make a change on which you can expand your success. Regardless of your decision on this issue, it is good to analyze the desirability of periodically enhancing your personal and product image. Does the style you are employing effectively reflect your genre? Are readers/listeners attracted by your personal presentation, as well as your artwork and other images? On a personal note, when did you last review your vision for success as an author? Do you have a business and/or development plan to help you achieve your goals? 

Clientele

How do you describe your clientele?Can you succinctly pinpoint the demographics of your current base of readers and listeners? How do these data compare with your desired clientele? Your answers should reveal potential changes in the focus of your branding efforts.  Some experts assert that periodic surveys may yield unwelcome responses, but I propose that even negative responses can fortify your sense of purpose and lead to clarity in strategic planning! Effectively surveying family and friends, as well as the readers and listeners with whom you have grown close, may yield a fresh view of your public image and reveal unexpected ideas for achieving success!

History

Seek new success in your past!No one lives in a vacuum. Even if it is time for a clean sweep, taking stock of the myriad aspects of your day-to-day work can yield far more than negativity. Remember, you ARE where you ARE because of your history!  Considering what you've  already paid in time, energy and resources, it's worth reviewing your journey!  Even if you are experiencing a downward trend, or have accomplished only modest growth, you can review the people and activities that have helped you accomplish each level of success. Hopefully, you have scrapbooks or folders of evolving logos and stationery, advertising campaigns and special events. And from past successes, you may recognize patterns that are worthy of reconsideration! Even a fifty-year old logo’s starring role, or a picture of yourself may determine the suitability of melding the past with today's trends! 

~ Examine the branding strategies that have effectively highlighted you to-date ~

Aloha, Jeanne