Branding: It’s More Than Just Visuals

Dec 16, 2022 | Marketing ADvice

marketing visuals

Pressmaster | Envato

christine merki

By Christine Merki, Sr. Account Manager, Alaska Business

First, let’s get one thing straight: name recognition is not branding. The fundamental goal of branding is bonding with customers, many of whom you’ve never met—and differentiating your goods or services from the marketplace. Sure, there has to be a visual component: the right colors, the perfect logo, or a clever slogan. But ultimately visuals are only one part of an effective branding campaign. You also want customers to feel a certain way when they think about your business, which comes through every interaction.

“It’s brand salience that ensures your solutions come to mind first in any buying situation—and that potential customers listen to what your content and ads have to say. In changing times, buyers of all types seek out brands they can trust, with values that align with their own. The chances are that new customers with new needs are coming into your category—and marketers who’ve invested in wider awareness and building perceptions have a valuable head-start,” says Senior Content Marketing Manager at LinkedIn Jane Deehan.

Suppose you would like to brand your business and connect with the decision-making community. In that case, Alaska Business offers a variety of products to help you achieve your goal. In addition to a print campaign in our magazine, we publish The Monitor e-newsletter weekly; it’s sent each Thursday to a specific group of business leader subscribers. Display ads on feature highly targeted positioning opportunities. A Spotlight Digital Profile on our website can help you grow your online presence and offers unique content for increased SEO value. Or tell your story with a Business Profile designed to provide high visibility and longevity in our magazine. When you partner with Alaska Business, you can show and tell our readers who you are and what you can do.

For more marketing advice contact the Alaska Business marketing professionals at 907-276-4373

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In the February 2024 issue of Alaska Business, we engineered a special section that inspects the many ways architecture and engineering enrich our lives, from creating beautiful and functional spaces to crafting functional and safe transportation corridors. In addition to the built world in which we live, this issue celebrates small businesses and the many functions they provide, whether they're developing tools in the healthcare industry or opening new dining locations.

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