Business & Sales : Marketing

Do Your Customers Know Who You Are
By: Andrew Cass

Over the past ten months or so, since the launch of our website, I have written nearly 200 articles on a variety of subjects. Most have been related to business, advertising and marketing which are what we specialize in. On occasion you may have seen me write about my experiences with another product, a service or even certain vacation trips my family and I have taken.

This led me to think about my next article (really the article you are reading now) and its subject matter. I wanted to get across the point about how can customers remember your business. More importantly, how can you make it easier for customers to remember your business?

Back in the late nineties I was a huge fan of the television sitcom, Seinfeld. It was the show ‘about nothing'. In one of the episodes George Costanza was dating a young lady. As the episode progressed the young lady was no longer interested in George. He had a theory to brand his name in her mind with a quick tune as he walked out the door. The tune of the 'by Menin' commercial, he softly sung out, Co-stanza!, The young lady couldn't get him out of her mind after that. So his idea worked.

Now this is not to say that you need to go around humming a theme song for your business, but the moral of the story is, you need to build brand awareness to make it easier for your customers to remember you.

A great way of doing this is to create a logo and a slogan for your business. There is more than likely no more well known logo and slogan than Nike's swoosh and ‘just do it' campaign. They have spent millions to implant that image in the minds of everybody. Now chances are you don't have the budget for that, nor do you need that kind of budget when you start out.

First thing you need to do is get your logo and slogan created. Have a brain storming session with your employees, or if you are a sole proprietor, set some time away in the day and write down anything and everything that comes to mind.

Once you have something you feel really represents your business where customers will take notice, it is them time to put it into action. Put your new slogan and logo everywhere. Start with your website. Then put it on your advertisements and promotions, both online and offline. Add it to your letterheads and envelopes, business cards, and of course as a signature on all your emails that you send out (both personal and professional).

Continually doing this will increase your company awareness. It doesn't happen overnight, so do not be discouraged if things seem slow at first.

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Andrew Cass
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