is for ...

Dear Alun

Are you one of the people who think that 'branding' is reserved for the big boys? When you think of branding, do you think of companies like British Airways, Coca Cola and Sony? Do you think a 'brand' is just about having a flashy logo?

If you do, then it's time to look a little closer to home - at your own business, your own brand and how you can build it. One way is through your newsletter and this issue of the A-Z of Newsletters will give you some ideas on how you can do this.

I hope you find it helpful. Click here to let me know what you think about the A-Z of Newsletters and how I can improve it for you.

Best wishes,


B is for Branding

Your 'brand' is not just the logo that you use for your business. Your brand does include your logo, but it also includes all the styling you use to promote your business and communicate with your clients, prospects and suppliers. Your brand is also about the way in which you communicate with people and the way in which you do business.

Building a strong brand is vital for a successful business these days. There is so much competition for what you do, that you need to build your brand to make your business stand out from the crowd.

How can you use your newsletter to build your brand?

  • Make sure that the design of your newsletter follows that of the rest of your marketing. Include your logo and your corporate colours; follow the design of your website if you can. When someone clicks from your newsletter to your website, the brand should be consistent so they know they've gone to the right place.

  • Walk your talk. Decide on your values and stick to them in what you write in your newsletter. For example, if one of your values is about providing helpful advice to anyone who asks for it, then use your newsletter to give away advice, rather than writing pushy sales pieces.

  • Take ownership of your brand. You need to pay attention to your customers' needs, but you should still control what you want your brand to mean to them. Use your newsletter to explain your brand to your readers and help them get to know it.

Building a brand is not something you can do overnight. It takes time to build and requires on going effort to maintain. Publishing a regular newsletter is a great way of establishing your brand and your reputation with all your readers - whether they are clients, prospects or suppliers.

B is also for ... - the web development company that is building the new website for Newsletter Know How. Talk to Karen if you need help with your website - she's full of great ideas. We're launching the club next month and it'll be ideal for you if you need a bit of regular help with your newsletter. Basic membership is free; if you need a bit more, you pay a bit more - the maximum monthly fee will be what you charge for your hourly rate. Click here to pre-register with no obligation to join; when the club opens, you'll be one of the first to know.

Business Link - lots of free advice, including information about branding. If you're in the UK you can also speak to an adviser on a regular basis for free.

Books - or rather ebooks. If you'd like to write an ebook about any area of running a small business and have it promoted for free, contact Susan Lock. She's setting up a new website library of ebooks. Authors get a cut of the price paid for each book and a good plug for their business.

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