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 Setting Marketing Strategies Analyzing the Business Climate Creating Your Market Identity Planning Your Advertising Coordinating Company and Salesperson Marketing Developing Public Relations Strategies Enhancing Customer Service | Creating Your Market Identity Once you’ve set your marketing strategy, the next step is to translate that strategy into an effective, consistent identity to use in your promotions. Tips for Designing a Powerful Logo
Some tips adapted from G. William Gray, “Is Your Business Image Working for You or Against You?” Florida REALTOR®, and Julia Ptasznik, “Branding Your Business,” CAP Online, JY&A Media TIP: Before choosing a final logo, get second, third, and even fourth opinions. Ask people who will be more objective than your spouse or your mother. Don’t tell them which one is your favorite until after they have chosen theirs. —Julia Miller, “Creating a Cohesive Brand Image,” in HomeOfficeMag.com,November 2000 TIP: Integrate your business name, message, logo, and sell line. The more you integrate all components of your business communication, the more likely customers will remember your company and what it represents.—Susan Heck-French, “Positioning Your Real Estate Company,” in ALQ Real Estate Intelligence Report, Spring 1997 TIP: Consider creating a sell line to accompany your logo on all marketing materials. A sell line is a short statement about your business or service. An example for the imaginary King Real Estate Co. could be, “Our customers are treated like royalty.” Planning Your Advertising > | |