If you’re a small business owner still creating a brand, or rebranding current marketing material, you may find there isn’t enough time or money to develop every advertising medium out there. At least when starting out, you may find it easier and more beneficial to pick one strategy and make it work. Advertising your brand is generally done through physical advertising offline, or online digital advertising. But which one should you focus on first?
Physical Branding
Physical branding is typically print of one form or another. It’s something you want to display where everyone passing by will see it. Printed signage is the traditional approach and it still works. You can do more than text on rectangular shapes. Today’s printers can create a variety of shapes, sizes, and artistic layouts. They can be stand-alone signs in frames or affixed to windows and buildings. The trick is putting them where they’ll get the most attention.
With banners and billboards, bigger is usually better. Colorful billboards along roadways can’t be missed, but they can be pricey. A cheaper alternative is weather-proof vinyl banners fluttering in the breeze so that they draw the eye. Banners can be attached with mounts or cord wherever people congregate.
Screen printing is the method of choice today for most printed signage, including banners. It can be done with a variety of inks on a variety of materials, such as sturdy chloroplast signage or magnetic signs you can attach to vehicles. It’s quick and affordable, even with photo-quality images. Screen printers can also print your name and logo on promotional items like tote bags or T-shirts you can pass out for greater brand visibility.
Digital Branding
Digital branding typically involves placing advertisements that can be either graphical or text links. There are such things as free ad exchanges, but paid internet advertising can get expensive. The upside is that you may be reaching thousands or even millions of people.
Any company can create its own social media profile on sites like Facebook or Twitter that get millions of visitors. It gives you a chance to directly interact with and learn from your consumers. However, it takes time and patience to build up a following.
This is a good way to gain attention and respect. Start a company blog and post articles containing useful information about your products and services, or industry-related topics. People will begin to see you as an expert and look to you for guidance.
Which is best?
Which type of branding you should focus on depends on your business. If you’re a traditional brick-and-mortar shop that depends on local customers, focus on physical branding for faster results. If you’re a digital company with the whole world as potential customers, you’ll want to focus on digital branding. Eventually you may integrate both. At first, however, it’s important to discover and master the medium that your ideal customers are using.
Dixie Somers
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