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Every company knows that branding is an important part of promoting their products or services. Yet, not all realize how important. In today’s motto of more is better, companies seem to be turning to megabranding to solve their revenue problems. When sales are down, most companies begin scrambling to introduce yet another item or line of products. At first, this strategy might work, at least for a little while. Eventually, though, sales will drop again and, once again, out comes another product; hence, the term megabranding – developing new lines of products each with its own brand.

The problem is that megabranding creates a vicious cycle, one that cannot be stopped. What many companies are facing today is lower sales with no hope of returning to the original high. That is, unless they return to the simple brand message that gave them so much success in the first place.

Effective branding should follow the rule of KISS – keep it simple, silly. Branding is a process that can take years to develop through waves of marketing strategies. Within these waves is a single message. For instance, the Nike Swoosh logo today is still an inspiration for the amazing abilities of the human body in sports. Nike began with shoes only, and now, in spite of clothing and sports equipment, shoes are still the product for which the company is known. So, instead of generating new dairy products every time sales drop, try promoting the item for which you are known, ice cream. Develop a marketing campaign to put your message at the forefront using several different marketing tools, such as the following:

Flyers – The bonus of flyers is that they can be used as both direct mail and posters. Craft the headline to promote your message and make sure that the font size is readable from a distance.

Brochures – Take these to events or hand them out in the office. Brochures have a lot of room for information. Be sure to simplify with subheaders, short sentences, and information that supports your brand.

Postcards – These are an excellent direct mail piece because the message is out in the open for consumers to see when shuffling through their mail.

Media Ads – Develop ads for the internet, television, newspapers, and possibly even billboards. Enlist the creativity of graphic designers for developing a different twist on each advertisement.

Don’t forget about other valuable branding tools such as business cards, presentation folders, and giveaways such as calendars, magnets, or keychains. Anything that consumers can use in their everyday life that will promote your brand is a plus.

Next time you are searching for a way to bring sales up again, avoid the temptation to introduce a new product line. Instead, get consumers excited again about your company. Remind them of why you’re the best. So, roll up your sleeves, pull out the archives, and re-discover the lost art of simple branding.