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Marketing

Branding Pitfalls

Branding is the very essence of who we are as a business and can add enormous value to your product? However, there are also some branding pitfalls that are of particular concern to the handmade crafter. That is because our situation is unique; we are all individuals trying to carve out a share of the market. Because we don't have size on our side, we need to pay special attention to our branding and make certain we don't fall prey to these branding no-nos.

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WHY PEOPLE BUY - PART 2

Understanding the human mind

In Part 1of Why People Buy, we looked at Maslow's Theory of Need. Maslow believed that humans instinctively fulfil their needs and wants via a hierarchy, but that humans fundamentally will always want more. His theory maintains that certain needs will be instinctively fulfilled before others and that if you identify a need in your consumer you can target that need. But there are other factors that will influence human desires and to understand buying patterns fully you will also need to understand three main categories of people and how they are motivated.

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How to Promote your Small Business

As a micro enterprise or home industry, advertising your business may not be top of your list of things to spend your hard earned money on; however, without a clear marketing strategy you are greatly compromising your chance of success.

It is not necessary to spend thousands of Rand's on adverts (and this option should only be considered if supported by a regular and planned campaign anyway), you are a creative entrepreneur so why shouldn't you promote your business in a creative way?

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Logo_90Finding your logo

In Finding your Brand I talked about finding a name for your business, and now we're at the point where we should talk about designing a logo. This is really hard work for some people. To design a logo takes time, thought and a bit of imagination. A good logo can enhance your business and establish an image for you. The logo you choose can help you look more polished, and more established. When a person sees your product, shop, online store, he or she will see your name, and your logo, and that will stay in their minds. Even when they forget your name, they can remember your logo, and this will separate you from your competition.

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Finding your brand

Have you ever wondered how successful businesses become that way? Branding of an identity plays a huge support role in aiding success of a business.

Think about a major corporation, such as McDonald's. Now, some of you may hate McDonald's, but they are truly a good example of branding done right. When you think of McDonald's, you think of what? The golden arches. The french fries. A Big Mac. This is an example of what branding does.

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