Branding: It’s More Than Just Visuals

By Christine Merki, Account Manager


irst, 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 Sr. 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 provide a weekly Alaska Business Monitor e-Newsletter, which is 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.

Call your Account Manager today for more information and let the bonding begin.

A headshot image of Christine Merki (Account Manager - Alaska Business) smiling

Christine has worked in Anchorage media for almost 20 years. Her writing talents have earned her top honors as a recipient of the Alaska Broadcasters Association Goldie Awards. Her sales and marketing skills have helped countless clients connect with their target audience to achieve annual goals. She unapologetically lures clients in with her homemade raspberry jam and lives with her salmon slaying beau and a ferocious cat named Maggie.

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