The words "brand" or "branding" leave most folks scratching their heads. In a nutshell, the term brand denotes the perception(s) held by an individual or a demographic group about your company, product, service or you. "Branding" are the activities you undertake to ensure that individuals acquire and maintain the perception you'd like them to have. For instance, you may want your company to be thought of as professional, courteous and offering a good product at a good price. Or, you may wish to be seen as exclusive, high quality and high priced. Appropriate and consistent branding activities, in conjunction with your company's regular work, will yield the desired perception with your target audiences.

I hope that makes sense to you. My wife read that paragraph and still had questions. If you find yourself confused or curious, email me and I'll try to help: khart@hartboillot.com

At Hart-Boillot, we help many companies build their brands, using many strategies and activities. I'm asked frequently how best to build a strong brand. Consistency is the cornerstone of any brand development.

-        Use your logo consistently - color, size, position, quality

-        Develop a consistent tone for your messaging - inspirational, serious, humorous

-        Place ads consistently - same size, position, art direction, frequency

-        Don't change your story - tell it over and over again, the same way each time

-        Treat your customers and your employees consistently

-        Deliver your product or service consistently

Consistency can overcome the impressions created by unsophisticated graphics, unpolished messaging and boring story telling. Be consistent and you've got a fighting chance at having people experience and believe what you hope they will. Be inconsistent, and they won't even know what you do.

• Unless you stay in bed with the covers pulled up over your head, your day is constantly bombarded with businesses trying to push their products and services on you.  Just driving to work confronts you with several sales pitches - ads on the radio, billboards and store signs along the street, the clever slogan on the truck driving next to you, and so forth.  The Internet has opened a whole new ball game with regard to advertising and many feel discouraged trying to compete with this medium. With all of this going on, the question arises - Does direct mail advertising still work? The short answer is 'yes.' For small business in particular, a well conceived direct mail campaign has a lot of advantages over the myriad of other alternatives. Those advantages include:
• Targetability: You can choose the customer you want to reach in the market of your choice.  If you find the response rate in a particular market is not working, you can change your focus very quickly. 
• Personability:  It is a more intimate experience for the customer because your marketing piece can address them by name and you can craft the message to appeal to their specific needs and interests.
• Measurability:  It is not a guessing game if your marketing campaign is effective.  You can track the response rate accurately and change your plan according to these results.
• Tangibility & Predictability:  You are using a predictable vehicle to deliver your message - the U.S. postal service - and you can be certain that people will see your mail piece.  They can also refer to the material as often as needed.
• Cost Effective: You can adjust the quantity and complexity of your campaign to accommodate your ever changing marketing budget.  Your advertising budget is better utilized because you are targeting the niche markets you want to reach.  As with targetability, unresponsive leads can be deleted from your mailing list quickly and easily.
• Timeliness:  Designing, printing, and mailing can be completed according to your marketing plan.  Printers handle large volumes of pieces and can usually give your company an accurate time frame for when your printing job will be completed.  If you choose not to use a designer for your pieces and you are rushing to meet a deadline, you can design a simple piece without all the fancy text and frills.  If done right, even though the piece is simple, you can still convey your message effectively.

Roger Homan, co-owner of United Coupons, has an insider's point of view about why direct mail still works:  "The features and benefits of our company are a return on investment. All clients need to know whatever they are going to invest into their marketing, they need a tangible return, others need targeted areas saturated, shelf life for their ad, cost effectiveness or just exposure.  Whatever the clients' immediate needs are, direct mail can be the solution.  A client may want a high end brochure, pamphlet or flyer. This can all be handled with a solo mailing program. Trying to reach new consumers who just moved into the neighborhood?  United Coupons has recently started a direct mail New Movers Program." Direct mail providers such as United Coupons have become much more sophisticated in helping you reach your targeted audience. For many small businesses, direct mail still may be the best route to go!

For further information, feel free to contact Roger Homan of United Coupons at: