Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a stranger in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certified by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By us

Research shows that consumers typically spend less than seven seconds reading a label in the store, and that they only remember the first two or three branding statements they read. The more text there is on a package, the less likely a consumer is to read any of the branding messages.

So, how do you choose which words will represent your brand? Should you use the jargon of your target market? Be trendy, down-to-earth, or old-fashioned?

The best way to make words work for you is to choose words that address your customer’s needs. Four consumer needs that impact brand loyalty are emotional, social, intellectual, and security needs.

Emotional – People want to feel good about what they buy, so make sure that your brand gives consumers reasons to feel good about your product or service. Shout “feel good” by using bright colors and a clean layout for your branding collateral. Most importantly, make sure that your branding text is relevant, memorable, and easy-to-read.

Continental Airlines has an ad in their in-flight magazine, that reads Continental: Official Airline of Face-To-Face Meetings. They’re selling to emotional needs by offering reassurance in the language that their business customers use. That single line tells consumers, “Continental understands what’s important to you, and we’re very good at helping you make it happen. You can trust us with your business travel.” It’s branding that feels good.

Social – Humans have an innate need for affiliation, or belonging, and choosing words that appeal to that need is another way to build loyalty for your brand. Consumer preference data and testimonials are two resources for effectively selling to consumers’ social needs.

“More people choose Sally Bacchetta than any other freelance writer on the planet”, or “I learned skills in Sally Bacchetta’s sales training workshop that I hadn’t learned in 10 years of field sales experience.” You get the idea.

Intellectual – We all like to believe that we spend our money wisely. Satisfy your customers’ intellectual buying needs with words that describe the value of your product or service. One of my first lessons as a rookie pharmaceutical representative was to differentiate purchase cost from usage cost. My antibiotic cost more to purchase than my competitor’s, but because it afforded better outcomes and shorter length of treatment, the cost to use was significantly less. Using objective facts to fulfill your customers’ intellectual buying needs can strengthen the connection to your brand.

Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a stranger in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certified by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By usi

Emotional – People want to feel good about what they buy, so make sure that your brand gives consumers reasons to feel good about your product or service. Shout “feel good” by using bright colors and a clean layout for your branding collateral. Most importantly, make sure that your branding text is relevant, memorable, and easy-to-read.

Continental Airlines has an ad in their in-flight magazine, that reads Continental: Official Airline of Face-To-Face Meetings. They’re selling to emotional needs by offering reassurance in the language that their business customers use. That single line tells consumers, “Continental understands what’s important to you, and we’re very good at helping you make it happen. You can trust us with your business travel.” It’s branding that feels good.

Social – Humans have an innate need for affiliation, or belonging, and choosing words that appeal to that need is another way to build loyalty for your brand. Consumer preference data and testimonials are two resources for effectively selling to consumers’ social needs.

“More people choose Sally Bacchetta than any other freelance writer on the planet”, or “I learned skills in Sally Bacchetta’s sales training workshop that I hadn’t learned in 10 years of field sales experience.” You get the idea.

Intellectual – We all like to believe that we spend our money wisely. Satisfy your customers’ intellectual buying needs with words that describe the value of your product or service. One of my first lessons as a rookie pharmaceutical representative was to differentiate purchase cost from usage cost. My antibiotic cost more to purchase than my competitor’s, but because it afforded better outcomes and shorter length of treatment, the cost to use was significantly less. Using objective facts to fulfill your customers’ intellectual buying needs can strengthen the connection to your brand.

Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a stranger in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certified by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By us

Choosing A Good Name For Your Product or Service
Product and service names are important-- they make it easier for customers to remember the product or service involved. A good name will have lasting impressions and positive associations. This improves the effectiveness of advertising, facilitates word of mouth, and attracts even more customers, leading to more sales. A bad name for a product won't leave a pleasant taste in your customer's mouth, so please use consideration when naming your product or service.eeds by offering reassurance in the language that their business customers use. That single line tells consumers, “Continental understands what’s important to you, and we’re very good at helping you make it happen. You can trust us with your business travel.” It’s branding that feels good.

Social – Humans have an innate need for affiliation, or belonging, and choosing words that appeal to that need is another way to build loyalty for your brand. Consumer preference data and testimonials are two resources for effectively selling to consumers’ social needs.

“More people choose Sally Bacchetta than any other freelance writer on the planet”, or “I learned skills in Sally Bacchetta’s sales training workshop that I hadn’t learned in 10 years of field sales experience.” You get the idea.

Intellectual – We all like to believe that we spend our money wisely. Satisfy your customers’ intellectual buying needs with words that describe the value of your product or service. One of my first lessons as a rookie pharmaceutical representative was to differentiate purchase cost from usage cost. My antibiotic cost more to purchase than my competitor’s, but because it afforded better outcomes and shorter length of treatment, the cost to use was significantly less. Using objective facts to fulfill your customers’ intellectual buying needs can strengthen the connection to your brand.

Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a stranger in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certified by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By us

Is Colour Really Important to Your Business?
The colours you choose to represent your business can say a lot, so are you sure the ones you’ve used in your designs are saying the right things? Certain colours are naturally associated with particular industries. Green for “green” companies or environmentally friendly associations, Blue is used for water companies or legal/financial businesses, and I guarantee Purple makes you think of chocolate! But what about the rest of them……… ales training workshop that I hadn’t learned in 10 years of field sales experience.” You get the idea.

Intellectual – We all like to believe that we spend our money wisely. Satisfy your customers’ intellectual buying needs with words that describe the value of your product or service. One of my first lessons as a rookie pharmaceutical representative was to differentiate purchase cost from usage cost. My antibiotic cost more to purchase than my competitor’s, but because it afforded better outcomes and shorter length of treatment, the cost to use was significantly less. Using objective facts to fulfill your customers’ intellectual buying needs can strengthen the connection to your brand.

Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a stranger in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certified by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By us

Exploring New Product Innovations
Now more than ever, your options for trade show exhibiting are virtually endless. New products are being introduced rapidly, and competition has driven display manufacturers and vendors to offer more flexibility such as rentals and easily changeable displays. Trade show exhibitors’ needs, as well as union and exhibit hall regulations, have also driven display companies to make displays lighter and easier to assemble. Even large island displays have been revamped u

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Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a stranger in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certified by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By using words that resonate with your customers’ emotional, social, intellectual, and security needs, you position your brand squarely inside your customers’ comfort zone and increase the probability of purchase.

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