This is part four in a four-part series on how to build your company’s brand image. Read part three.

Beyond the marketing of your website, there are a number of ways to establish your brand image. You may be doing many of these now.

Focusing on a mix of marketing strategies will spread your name more quickly and effectively than simply doing one thing. But again, it’s important to be consistent throughout all of these efforts. Same messaging, same image, same tone of voice.

• Public Relations – Get to know the reporters and editors who cover your industry and location. Share important company milestones or news with them so you get coverage in the newspaper or trade publication. Submit an op-ed or letter to the editor if you have a strong, compelling opinion on something in your industry. Issue search engine optimized (SEO) company news through services like PRWeb that will drive people to your site. PR provides terrific potential “third-party” coverage that can help to position your company, products and services in a way that can have a great impact on your target audience. Reading a review of your hair salon in the local paper carries much more weight than a paid advertisement.
• Events and Trade Shows – Make sure your booth, booth graphics, hand-o
uts and even booth uniforms clearly portray your brand image. Carry your colors, logos and taglines through everything.
• Sponsorships – Identify possible events and organizations that you can sponsor in order to gain face-to-face visibility with your customers and prospects. Many speaking opportunities come along with a trade show sponsorship package, for instance. It may really be worth that investment if it puts you in front of the right people.

And don’t forget customer touch points. Make sure your company name, logo, company colors, tag lines and other clearly identifying items are evident wherever you touch a customer. It’s a simple way to reinforce your brand. Consider:

• Caller ID – Especially important for home businesses. Make sure you have a business line established that is identified with your company name, not your last name.
• 800-numbers – If you can use your name or an important brand attribute in the number, it’s easier for your customers to remember and reinforces your brand image with them every time they call.
• Website URL – Again, use your company name if you can. You want your customers to find you easily.
• Yellow Pages listing – Include your logo, website address and a tag line if you have one.
• Business cards and stationery – Make sure everyone in your company has the same cards and uses the corporate letterhead.

While it takes a lot of energy to create and build a brand, it will pay off throughout the life of your business. It’s hard to measure the exact value a brand brings, but we all know how it impacts our purchase decisions.

Now’s the time to make it work for your business.