How do I create a consistent brand and corporate identity?

Our branding experts at ICE Innovation recommend that your company use the same name, logo and tag line on every point of contact with your branding, both inside and outside your company. This includes fonts, colours and icons wherever used, ensuring your logo is never squashed or stretched.

How do I measure my branding success?

Every time a prospective customer calls your company (or franchise, branch office, etc.), your receptionist or call handler should gently probe them as to how they came to call your company.

How much will a good branding expert cost me?

Branding is a long term investment, not a cost to your business. Your branding is not just about creating a pretty logo. It isn't even about creating a business card or designing a website. Yes, ICE Innovation could put a price to these, but the price for branding is as much about all of your elements behind your brand that you cannot see, as what your customers do see on the face of it.

I have an average logo or no logo at all... What are my choices?

If you want your company name and branding to pop into someone's mind, ICE Innovation ask you to be aware that memorable pictures stick in their mind rather than words. About 82% of the population think in pictures, so if your entire brand image is not as visually appealing as it could be, you are missing out on about 82% of customers you could have had that don't even get to enquiry stage!

Should I focus on just one core service or all our services?

Ever heard the phrase "Jack of all trades, master of none"? If you want to become known as the 'market leader in your industry' then you need to decide what your number one core service is and then target your branding and marketing activities towards that primary product or service. If you want to dilute your brand so that nobody could actually tell your future prospects what you are an expert at, then market everything you have to sell at everyone!

Should I update my marketing materials regularly?

Many businesses make this marketing mistake, but it’s particularly true for small businesses...

They decide to have a company brochure and pay for the design. Then they order 5,000 copies, which takes them three years to use up! Because they've got so many of them, they refuse to get a new brochure until all those are gone! Big mistake!!

Should we train our employees on our branding strategy?

Think of your employees as potentially walking, talking, living, breathing billboards. Pump them up about the name, logo and strapline. Train them to be community ambassadors in your marketing campaign. Reward them when you find them doing it right.

What is an Intranet?

An Intranet is a password-protected website, containing non-public information that is generally only accessible by your company employees.

What is an Extranet?

An Extranet is a password protected website, which is developed mainly for use by your external audiences, such as business partners, outside sales reps, and special customers.

What is the difference between a Brand and Branding?

A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.

Branding is the development and blending of tangible and intangible attributes to differentiate the product, service or corporation in an appealing, significant and compelling way.

What is the purpose of brand management?

Brand Management boosts the perceived value of your products and services to your customers by ensuring all of your branding and marketing materials are consistent.

Word of mouth marketing... Where do I start?

Your best and most cost effective marketing tool in your arsenal is your WOM (word of mouth) marketing tool.

Which hosting provider should I choose?

Have you ever received huge amounts of spam and don’t know why?

Is your website slow when loading up?

Has your website gone down for periods of time, disrupting your emails or causing problems with your IT?

How do I create a good strapline/tagline?

Straplines / taglines influence your customers buying behaviour by evoking an emotional response. Your strapline should be a short phrase that captures your company’s brand essence, personality, values and positioning. It also distinguishes your company from your competitors. Ultimately, your strapline is your slogan, clarifier, mantra, company statement or guiding principle that describes, synopsises or helps to create an interest.

How often should you post to your business blog?

Frequency isn’t as important as quality and consistency so try to post regularly and keep your readers informed.