I’ve talked about branding before on this blog, so I won’t go into what it is here. If you need to refer back to previous posts, I’ve included links back to these articles at the bottom of this post.

When embarking on the marketing quest for your information products, you need to decide a few things.

• Do you want to build a brand for your company as a whole?
• Do you want to build a brand for a specific product line?
• Do you want to build a brand for an individual product?

Which one you decide to do will determine how you go about your branding activities. And as nebulous as this may seem, it can have a long-term effect on your business profitability.

There is a reason that big companies spend so much advertising dollars to build a brand rather than to sell a product.

Once you’ve made your decision, it is time to get your branding elements in place. You don’t need to have all of these … just select the few that will best support your branding goals.

• Mission, Vision and Values — your customers may never see these statements, but they will be the basis on which the rest of your brand and customer interaction is based
• Logo — a visual representation of your brand, make it simple and easily recognizable
• Tag line or slogan — this is a short phrase that sums up the mission of the brand, keep it simple, active and powerful
• Signature music or jingle — not as prominently used in Internet marketing, but can be quite effective if you create audio or video products
• Mascot — another technique not used much in Internet marketing, but could really help you stand out

Some Previous Posts on Branding

• Branding Tips: Books and Ebooks
• What Is Branding and Why Should You Care?
• Let Them See Your Brand
• Let Them Hear Your Brand
• Let Them Experience Your Brand

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