BZA News Aug 2006: Building recognizable brand pay per click cost free traffic

Never, in fact, has effective communication, especially on the web, been more important in business than today.

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The Fresh Twist Newsletter — August 2006 | Issue 18

Building a Recognizable Brand

By Barbara Zaccone

Central to building a recognizable brand is having a logo that is unique and identifiable. Whether you are a startup in need of your first logo or in the process of bringing your existing brand to a new level, here a few points to consider:

What type of look and feel do you want to communicate? Begin writing some words that describe the image you are trying to convey. For example: sleek, contemporary, friendly, warm, classic, corporate, traditional, formal, homey, etc.
Well recognized logos are those that can be absorbed at a glance. Take a look at some of the most recognizable brands: IBM, GAP, Mobile, Open from American Express, Chase, Apple Computer, etc. What makes them so long lasting and iconic? Their simplicity. People process imagery in their mind more quickly than words alone.
Another aspect to consider is how successfully the logo can be implemented across all media. The logo should translate equally across business cards, a web site, letterhead, t-shirts, even a coffee mugs.
Color speaks to the senses. Brown evokes earthiness, woodsiness and richness. Gray suggests authority, practicality and corporate mentality. Red reminds us of strength, aggressiveness and vitality. Choose colors that convey your brand and image.
When all is said and done you should have various logo sizes (small, medium, and large) in versions suitable for both web and print, as well as a black-and-white and color version.

Armed with this new found knowledge you will be positioned to expand your current business or launch your new company with an image that is sure to please. The investment in both time and resources will provide you with a payback for many years ahead.

Advanced Digital Textiles
Exceeding the demands of conventional fabric printing

It is no easy task to educate potential clients on new technology. BZA worked closely with Advanced Digital Textiles to create a site architecture and design that both educates and communicates the benefits of digital fabric printing. In order to facilitate the lead qualification process we built a quote request form where visitors can specify their project details in order to receive a response within 24 hours.

The client’s goal was to also build a site that would generate sales leads. Shortly after the site launch the client implemented an aggressive pay-per-click (PCC) campaign which has generated considerable traffic turning visitors into prospects. In addition to PCC, BZA worked with the client to implement strategically rich keyword content which has been successful in generating cost-free traffic from natural search results.

The result is a simple and well organized site that informs, sells, and turns viewers into buyers.

News

BZA to Attend E-commerce Solutions Conference

BZA is committed to bringing the latest e-commerce solutions, tools and technology to our clients so that they can operate profitable online businesses. As part of this strategy BZA will be attending the Miva Small Business Conference held from August 29-September 1, 2006, in San Diego, California. The event is designed for business owners who utilize MIVA's robust suite of products and services to power their online businesses. For more information visit http://smallbusiness.miva.com/conference_2006/

BZA to Exhibit at NJ Multi-Chamber BIZ EXPO 2006

BZA will be exhibiting at the New Jersey Multi-Chamber BIZ EXPO 2006, held September 28th from 1-6pm at the Birchwood Manor in Parsippany. Attendance is expected to be over 1,000. For more info visit the North Essex Chamber site (http://www.northessexchamber.com).

BZA Selected to Develop Web Site for CKC Kitchen and Bath