Marketing Your Product, Service, or Organization in Visual Basic .NET

Paint ANSI/AIM Code 128 in Visual Basic .NET Marketing Your Product, Service, or Organization

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Marketing Your Product, Service, or Organization
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Important Before you can use the practice les in this chapter, you need to install them
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from the book s companion CD to their default location. See Using the Book s CD on page xvii for more information.
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Troubleshooting Graphics and operating system related instructions in this book re ect the Windows Vista user interface. If your computer is running Windows XP and you experience trouble following the instructions as written, please refer to the Information for Readers Running Windows XP section at the beginning of this book.
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Building Your Brand
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The brand of a company or organization is its identity. It includes the name and logo, the fonts and colors used in materials sent to customers or members, and the design of those materials. It even encompasses the feeling you want the people you deal with to have about the product or service you provide. For maximum effect, your brand should be evident on all the materials you use to communicate with your customers or members, such as your business card, printed and electronic letterhead, envelopes, Web site, and product packaging, and on business forms such as applications, estimates, invoices, purchase orders, and statements of account. This helps to build and maintain brand awareness. Large companies spend hundreds of thousands of dollars annually establishing their brand by means of advertising and media campaigns. The desired result is a brand that is recognized by potential customers and elicits certain assumptions and expectations about the company or product. Some brands, such as Microsoft and Disney, use the company name to evoke a response, whereas others, such as McDonalds (the golden arches) and Nike (the swoosh), use a trademarked icon to connect with their customers.
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See Also For information about trademarks, see the sidebar titled Trademarks and Service Marks, later in this chapter.
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You might never engage in an advertising campaign with the sole purpose of building brand recognition. But that doesn t mean you shouldn t pay close attention to the identity you create and what it says about you. Your brand can be a valuable marketing tool, and to the extent that you succeed in identifying your brand with products or services that people want, it can be a valuable asset. Even a local organization such as a homeowners association or children s playgroup can bene t from a brand that instantly identi es the source of materials and their importance to their recipients.
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Building Your Brand
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Company or Organization Names
If you are just forming your company or organization, you will need to assign it a unique name, both to register the entity with the state and to distinguish it from other companies providing a similar product or service. If possible, the name should convey instantly what the company or organization does in all the environments where it is likely to appear. Here are some do s and don ts: Ensure that you can register your company or organization name as a domain name. Even if you don t intend to set up a Web site or a dedicated e-mail address right now, you might want to do so in the future, so it is wise to register a domain name that corresponds to your company or organization name from the very beginning. Browse through printed and online phone books to determine how you would search for a particular product or service. You might decide to make your product or service the rst word of the name. For example, if your organization supplies public-service information about solar energy, you might want to begin its name with the word Solar. Solar. r If no particular word de nes your company, you might want to begin the rst word of its name with a letter from the beginning of the alphabet so that it appears early in lists of similar companies or organizations. However, avoid clich s such as AAA or Acme. Acme. Avoid starting the name with the article A, An, or The; it might result in your A, An, The; company or organization being listed in places where people might not think to look for it. Similarly, avoid using digits at the beginning of the name. Avoid words that are dif cult to spell or to pronounce. Choose a name that includes at least one unusual or out-of-context word, to make it more memorable. If you will be operating in an international setting, or in a culturally diverse environment, ask a native speaker of the prevailing language(s) to give you feedback on your choice of name and logo. Some words or symbols in English can be derogatory or unintentionally funny to a person from a different background or have an unintended meaning in another language.
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