Branding Your Business
Part II

By Michael Millhollen

In Branding Your Business Part I, we began discussing how to most
effectively brand your company. In Part II, we will continue by
adding more crucial areas where you should implement your new
brand. Considering its pervasive nature and obvious importance,
let's start with content development and copy writing.

It's helpful to have the same company or source in charge of all
your content development and copy writing in as many of your
materials as possible, as well. Again, this is to insure that
your carefully created branding message will be as effective as
it possibly can be.

New Media Design and Development:
Web Design and Development

In today's business world, a Web Site is less of a luxury and
more of a necessity. Just having one isn't enough, though,
because a site's functionality and appearance will strongly
reflect upon your company in the eyes of any visitors. This is
especially important considering the sheer number of consumers
and business clientele now doing research and shopping online.

Elements of Web Design and Development may include eCommerce
Tools, Flash Animation and Other Effects, Web Design or Re-
design, Web Content Updating, Search Engine Optimization, etc.

Internet Advertising and Marketing

Any online advertising and marketing you are employing outside of
your Web Site should also be branded. This category often
includes Online Advertisements (such as banner ads), Email
Signature Graphics (don't forget to take advantage of this one!),
eNewsletters, Link Partnerships (graphic or text), Search Engine
or Pay-per-click Listings, etc.

Interactive Programs

Today's technology now lets companies interact with the consumer
when they use their marketing materials. This gives the consumer
the option of viewing exactly what information they are most
interested in learning about in a more engaging manner.
Interactive Programs usually include Online, CD, CD Business
Card, or DVD Presentations or Demos of Products, Services or
Companies; Online Games; etc.


Video Production:
Television Advertising Spots

Like magazine ads, television spots allow you the opportunity to
leave a relatively quick message with a specifically targeted
audience. Unlike its print counterpart, however, TV commercials
utilize more of the viewer's senses. When this is combined with
the incredible numbers of viewers that an advertiser may reach,
it is obvious how important it is to make sure your brand is
implemented, whether its a 10 sec., 15 sec., 30 sec., 1 min., or
infomercial length ad.

Corporate Videos

The significance of corporate videos over brochures and other
such mediums is their ability to increase attentiveness and
impress a viewer through stimulating more senses, just as with TV
advertising. Whether you are passing out CD business cards,
looping video during a tradeshow or sending out product demo
videos, make sure to incorporate your branding message in all of
the video clips, graphics, music and narration. Just as with
publications, corporate videos may be Business-Business, Business
-Consumer or Internal and may also include Safety, Training and
Informational Presentations or Company Introductions, Events etc.


Media Relations:

Media relations is the process of keeping members of the press
informed about new products, special announcements, etc. in the
hopes of getting the press to write about them. This includes
press releases, placing products with writers and editors,
staging media events, etc., and should most certainly embody your
brand message, as well.

Follow this article, and with a talented team working on your
brand, you'll see impressive growth and success in your business.

Good Luck!

Copyright ® CVP Productions 2004

About the Author:

Michael Millhollen is the Head Graphic Designer at CVP
Productions, an award winning full service Design, Animation &
Video Production studio based out of The Kansas City Metro Area
but servicing the entire US. Visit http://www.cvpproductions.com
to see if they're the right company to assist you with all of
your promotional & advertising needs.