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Marketing your small business- how to decide on your corporate identitySo you have just come up with a groundbreaking, earth shattering, and eye catching business idea. You have tried it, tested it and got the nod of approval from your friends, family, pets and business partner, now all you have to do it sell it ☺

It has been said that with the age of technology we live in a world where the customer has made 90% of their purchasing decisions by the time they make contact with you, so now, more than ever, it is crucially important to ensure that your brand is conveying the right message.

Whether you are selling a service, such as accounting, or a product, such as Banting bread, step one is to decide on your company’s look and feel. A brand identity boils down to one factor- how do people FEEL when they look at your company branding? Do they feel happy, sad, empowered, sophisticated or even hungry?

Many psychological studies have shown that colours evoke an intense emotional response from people this, in turn, influences individuals purchasing decisions. For example a strong use of colour, such as the black and white of the Sharks Rugby uniform creates a masculine sense of power, it makes onlookers feel like they are dealing with a force to be reckoned with; this would typically attract an energetic, male audience. However, a brand like Forever New focuses on a soft neutral pallet, which creates a warm, inviting, feminine feel. Now imagine the Sharks branding attempting to sell pretty dresses to young females? LOL!

So how do you as an entrepreneur decide on the feeling you want to give to your customer experience?

Firstly, look at your target market. How old are they? What gender are they? What income bracket do they fall in? What areas do they live in? What to they do for work & what do they do for fun? And MOST importantly- what does your customer want from YOU?

Once you have researched your client base take a look at this awesome little colour chart below- how does your target market fit into this and how can you incorporate these colours to create the ambience you need for your business?

Tip- Sticking to simple clean lines and solid colours will avoid complications when you want to print your branding.

color-emotion-guidePheZuluBusinessManagment-Branding-SME

Ensuring that you have the correct colours and sentiments within your brand identity will help set the tone to and get your ground breaking, earth shattering, eye catching business idea off the ground ☺

PheZulu is your “one stop SME shop”, assisting with everything from Accounting, Business Management, BEE, Consulting, Company Registration to Payroll and Mentoring.

For more information please visit our website www.phezulu.net or give us a call on 087 945 0449

Bridget Nel

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