Monday, October 25, 2010

How to Create and Market Your Brand

NOTE: This is my first guest post, contributed by Edward SegalEdward is the author of two books, 
Getting Your 15 Minutes of Fame and Profit by Publicity.  He was the marketing strategies columnist for The Wall Street Journal’s, a PR consultant to more than 500 clients and press secretary to members of Congress. He is now CEO of the Marin County Association of REALTORS® in San Rafael, California.

If you saw an unmarked bottle of brown liquid, you’d have no idea of its purpose or taste.

But if the same bottle carried the famous Coca-Cola logo, you'd know exactly what was inside the bottle.  You’d even have a good idea of what the liquid tastes like.

Such is the power of branding, which can immediately communicate the purpose, benefits and advantages of a product or company through the use of a name, logo, symbol or phrase.

If branding works for Coca-Cola, Apple, Google and thousands of other companies and organizations, then it can certainly work for you to quickly communicate who or what your company or organization are, what you do, how you do it, etc.

Deciding what you’d like your image and reputation to be, and taking steps to effectively promote your brand, takes careful thought and planning.

To help guide you through the process, I’ve prepared a series of short videos on how you can create and market your brand.  The series is based on a workshop I conducted for the California Association of REALTORS®.
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