День: 21.03.2021

How to Construct Your Brand in 2018

Branding is one of the most vital components of any commercial enterprise, large or small, retail or b2b. A powerful brand method gives you a significant advantage in increasingly more aggressive markets. However what precisely does «branding» mean? How does it have an effect on a small business like yours?

Basically, your brand is your promise to your buyer or client. It tells them what they can anticipate out of your products and services, and it differentiates your product/service offerings from your competition. Your logo is derived from who you are, who you want to be and who people believe you to be.

Are you the innovative loner in your industry? Or the experienced, reliable one? Is your product the overly-priced, top quality option, or the under-priced, high-quality choice? You can’t be each, and you can’t be all things to all everyone. Who you are should be determined by what your primary customers need are and what they need you to be.

The bedrock of your brand is your logo. Your website, packaging, and promotional products - all of which must incorporate your logo - speak to your brand.

Brand strategy & equity

Your brand strategy is how, what, where, when and to whom you propose to communicate and delivering on your brand messages. Where you promote is part of your brand strategy. Your distribution channels also are a part of your brand strategy. And what you communicate, both visually and verbally are a part of your brand strategy, as well.

Consistent, strategic branding leads to a firm brand equity, thus, the value created to your employer’s services or products that allows you to charge extra for your brand than what similar, unbranded products would command. The most apparent example of that is Pepsi vs. an unknown brand of soda. Due to the fact, Pepsi has constructed a powerful logo brand equity, it can charge more for its product - and customers will pay that better charge.

The delivered value inherent to brand equity traditionally comes in the form of perceived personal attachment. As an example, Addidas affiliates its merchandise with superstar athletes, in the hopes that customers will switch their emotional attachment from the athlete to the product. For Addidas, it’s now not just the shoe’s characteristics that promote the shoe.

Defining your brand

Defining your brand is similar to a journey of business identity search. It can be tough, time-intensive, and uncomfortable. It calls for, nothing short of answers to the following questions:

What is your company’s objective?

What are the advantages and characteristics of your services or products?

What is your existing and prospective customers perception of your business?

What traits do you want them to affiliate with your business?

Do the research. Research the wishes, habits, and wants of your existing and potential customers. Don’t depend upon what you think they assume. Get into their minds and know what they think.

Because defining your brand and growing a brand approach can be complicated, consider taking advantage of the information provided by a nonprofit small-business consulting organization or a small business improvement institution.

Once you’ve narrowed down your brand, how do you spread the word? Here are some easy, time-tested suggestions:

Create an extremely good logo. Place it anywhere and everywhere.

Write down your brand messaging. What are the key messages you need to communicate about your brand? Every worker needs to be aware of your brand attributes.

Incorporate your brand. Branding extends to each aspect of your business - the way you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, the whole lot.

Create a «voice» for your business that reflects your brand. This voice must be applied to all written communication and included inside the visual imagery of all substances, online and offline. Is your brand approachable? Be outgoing. Is it formal? Be less formal. You get the gist.

Develop a tagline. Write a memorable, significant and concise statement that captures the essence of your brand.

Design templates and create brand standards in your advertising materials. Use the identical coloration scheme, logo placement, look and sense all throughout. You do not need to be elaborate, just consistent.

Stay true to your brand. Clients may not return to you or refer you for future business if you waiver from that brand promise.

Be consistent. This suggestion was intentionally reserved for last because it involves all of the above and is the most essential suggestion I can give you. If you’re unable to consistent, any efforts at creating your brand will fail.

How to Construct a Sluice-Way for Your Yard

A sluice-way is a wooden trough that is designed to carry water from one area to another by letting gravity do the work. Natural springs or underground streams are great sources of water than often can be rerouted to a pond area or create a running water feature in your yard. If your elevation grades work to allow you to pitch your sluice-way downhill, the water can be moved for free without the aid of pumps for years and years at no cost.

I was lucky enough to have an underground water table that is so high in the ground that my basement has a year round stream running along the base of one wall in a concrete trough. This trough exits the basement through a four inch pipe to daylight about eighty feet or so away from the building. At the point where the pipe meets daylight, the pipe itself is approximately four feet above ground in a stone retaining wall. The area grades from that point slope down and away and generally end about ten feet lower where the land flattens out. The lower property has a small stream that winds it’s way to our eight acre lake. The stream is year round except for the very driest of summers. I have seen the stream dry only once in thirty five years and that was for only a few weeks or so. Over the years I have landscaped lawn areas from the house to the lake (approximately 750 feet) that provide beautiful walking areas. A few benches here and there, some shaped yews and flower pots with deer resistant plants and for me it is heaven in the summer time to just sit quietly and listen to the summer winds. My kids and grand kids have played here for years and have now begun to add their own touches to the property. One day while sitting, I stared at the pipe coming from the house basement and thought what a great way to create a free waterfall or small pond if only I could get the water over there! The idea of a sluice-way quickly became reality after a brief discussion with the wife and off we went to get building materials.

I decided to use pressure treated lumber for the sluice as it would last for many years and after a few years of running water through it, should not be harmful to plants or fish. I chose six inch wide by sixteen foot long boards as they were the longest the lumber yard carried in stock. I set up my saw horses and started to build my sluice. I built the bottom using two boards side by side making it twelve inches wide. Adding some short twelve inch long pieces to one side as braces provided added strength to keep it from sagging. Next the sides were made of one board each making the finished trough twelve inches wide and six inches deep. I used good galvanized screws for assembly as they will not back out over time and a bead of good silicone caulk at each joint would provide a good temporary seal between the boards.

Over time as the caulk aged and failed, dirt, leaves and other debris would seal the joints from inside making the sluice virtually water proof against leakage. Starting at the point where the water exited the basement drain pipe I set the first sluice with one end to capture the water and other aimed towards where I wanted to create a small pond and garden area. I found out later I had to add a baffle board at the water entry point to channel the water into the sluice when water flows were high enough to shoot out past the sluice way instead of just dropping into the sluice. I built a total of three sixteen foot long sluice ways and by zig-zagging them down the hillside actually moved the water almost forty feet horizontally from where it started out. It requires very little slope to get water to run. I was lucky enough to have a six foot high rock out-cropping that by placing the last sluice on top of the rock and by letting it hang out in mid air several feet, it created a six foot high waterfall that drops into a small fish pond I built below. I place goldfish in this small pond each summer for the kids to feed and watch. The constantly falling water from the sluice keeps the water well aerated and cool all summer long. My sluice-way has been in place now for about twenty years and except for an occasional removal of excess leaves and slight re-alignments has worked fine with no further maintenance.