How to create an effective brand?

There are several things that are important when it comes to building a brand. Number one, you look at the models for good branding.

One of the good models, for example is the whole series of book "for Dummies." You have Computers for Dummies, this for dummies, that for dummies, and they all have the same character logo used on the covers and on their Web site. it maintains a consistent color theme, which is black and yellow. Everything has the same graphic design, and so what that means is whether you're looking at the Web site or whether you're looking at the book, you know the company, you know the look.

If you think of Starbucks, what colors do you think of? Starbucks is associated with that green color they have, and so this is subconscious association. Psychologists call it contiguous association, and that's really what you're trying to build in branding. Hey, maybe your company won't get to that level, but if you work toward brand recognition in your neighborhood or area, city or state, that might be all you need to be successful.

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