Branding: Its More Than Just Visuals.

• Author: Merki, Christine

First, let's get one thing straight: name recognition is not branding. The fundamental goal of branding is bonding with customers, many of whom you've never met--and differentiating your goods or services from the marketplace. Sure, there has to be a visual component: the right colors, the perfect logo, or a clever slogan. But ultimately visuals are only one part of an effective branding campaign. You also want customers to feel a certain way when they think about your business, which comes through every interaction.

"It's brand salience that ensures your solutions come to mind first in any buying situation--and that potential customers listen to what your content and ads have to say. In changing times, buyers of all types seek out brands they can trust, with values that align with their own. The chances are that new customers with new needs are coming into your category--and marketers who've invested in wider awareness and building perceptions have a valuable head-start," says Sr. Content Marketing Manager at Linkedln Jane Deehan.

Suppose you would like to brand your business and connect with the decision-making community. In that case, Alaska Business offers a variety of products to help you achieve your goal. In addition to a print campaign in our magazine, we provide a weekly Alaska Business Monitor...