BRANDS REDUCE RISK
Brands are valuable to consumers because they let us know where products and services came from. If we know the brand, we're more likely to feel comfortable purchasing because we're dealing with a known entity. Consumers trust a company to stand behind its brand -- they come to believe that a quality brand will remain high in quality. Put simply, brands reduce risk to the consumer in the following ways:

* Functional risk: A well-branded product or service is expected to perform to past standards
* Physical risk: A well-branded product or service is expected to not pose a threat to health or safety
* Financial risk: A well-branded product or service is expected to be worth the price
* Social risk: A well-branded product or service is expected to not cause embarrassment

In turn, consumers' reduced feelings of risk lead to reduced risk for the company. Strongly-branded companies can count repeat customers and good word-of-mouth advertising. They can extract higher prices for their goods and services, can negotiate better distribution, and can minimize distribution costs more than competitors with weak brands. And because brands can be legally protected, these companies enjoy a sustainable competitive advantage over their competition.

Source: The Guide to Branding, Zyman Institute of Brand Science

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FIVE SIMPLE MARKETING IDEAS
Ads, commercials, and extensive online campaigns all have their place in marketing, but sometimes it's the little, simple things that can make all the difference. To give your marketing a kick without a lot of hassle, try the following ideas:

1. Talk to your clients
The simplest, easiest, and often most informative market research often comes from your current customers. Choose five to ten of them and ask permission to conduct a brief phone interview. Keeping the tone light and conversational, ask: What were your key problems when you called us, and how important were our services in solving them? What did you value most about our work? What do you wish we offered that we do not? Then compile the data gathered and -- most importantly -- act on what you find.

2. Be creative with marketing
Consider adding something memorable to your marketing campaigns. One firm sent a mailing to foodservice companies vacuum-sealed in plastic pouches normally used to seal bacon. The same mailing was sent to technology companies in static shield envelopes. These sorts of approaches get noticed, but make sure it's not just a gimmick. Always have a clear objective for any campaign and decide how you'll measure its success.

3. Get the word out
Getting your company's name into newspapers, magazines, television programs, and the Internet is a great way to build credibility and recognition. Write press releases and get them out to the media. Pitch stories to magazines and websites. Doing so will position you as an expert in your field. When you get any press, leverage it by putting it on your website and adding it to your marketing kit. Remember, you're not advertising here. You're getting your name out and establishing that you know what you're talking about.

4. Leverage existing relationships
You know people. They know people. And those people know people. Talk to the people around you who might be willing to act as "cheerleaders" for your organization, who would refer you to others. Word-of-mouth is some of the strongest advertising there is, so be sure to use networking as much as possible.

5. Commit to email marketing.
Marketing via email is simple, cost-effective, and easy to measure. It allows you to reach a broad audience, to drive people to your website, and to establish your expertise. Create newsletters and other informational vehicles. Send only to people who have given you permission to do so -- don't be a "spammer." The key is, don't think of this as advertising. Try to give the people on your email list something they'll value rather than just ads and product announcements, and trust that because they've gotten to know your company, they'll come to you when they want to learn more.

Source: www.entrepreneur.com