Effective branding is fundamental to any leading business, whether it be large or small. But many ‘start-up’ businesses overlook the importance of developing a brand, as it can seem costly and time consuming. Covering the following branding basics will ensure you are able to start marketing and promoting your business from the word go with confidence and professionalism - and without breaking the bank.



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We recently attended an event hosted by the City of Banyule at which Peter Alexander spoke about the success of his business, and the major role direct mail marketing played in turning the pyjama brand into a household name.

Peter's internationally renowned business began years ago from his Mother's dining room table, with very little capital. To attract more sales, he experimented with placing advertisements in fashion magazines and posting out mail order catalogues to the database he collated from responses to the advertisements.

As many businesses will know, utilising a database is fast becoming an integral part of all marketing strategies, whether it be through online or offline marketing. Peter got me thinking about how businesses should best approach their strategy to utilise their database for a direct mail marketing campaign by asking the question - "Is your business a stranger, an acquaintance or an invited guest into the home of your ideal customer?"  ...continue reading this post