It seems as if lately we've seen a huge resurgence in the popularity of the comic book superhero. It could be attributed to many things, I suppose…not the least of which being that we could all use a little super hero intervention these days. It got me to thinking — even for those of us who may never have picked up a comic book, isn't it surprising the amount of "brand recognition" we have for the average superhero? And, how can we translate that technique into our own marketing plans?

Any self-respecting superhero has to have a great looking costume. Now, you can liken this to your product packaging, your website, your promotional materials…essentially anything that visually depicts either your company or brand. Regardless of the form it takes, you want to be sure to take the time to craft yourself the proper costume. Take into consideration what market you are in, and how that market might be more receptive to certain colors, fonts, imagery, etc. Having the right look for the right market is as essential as having a superhero having the right costume to highlight his particular powers. For instance, what good is a cape to Aquaman, anyhow?

Having a distinctive image, whether that be a big red "S", or a little black bat insignia — plays a big part in your branding. This ties in nicely with your "costume"…it plays to your strengths, and serves as a singular image by which your customers can easily recognize you. Even the villains know to do this, so don't leave this facet of your character to chance. Select something that will grow with you and your business — something that will hold as much significance for your brand today as it will 10 years from now. It is much more difficult to change these things after you are established than to take the extra time to conceive it right the first time around.

When you are putting together your line, establishing your web presence, stationery, or even a business card — you should be working within a consistent framework. Pick a color scheme, a font, a graphic, and use it consistently.

Why is this so important? Let me give you another practical example. Have you ever sent your spouse shopping for a product you regularly use — only to find yourself providing the description of the packaging of the product, in addition to its name? Wouldn't it be great to have that kind of recognition with your own customers? We've all heard of the "rule of 7" in advertising — think how much easier it will be to close that sale if during each of those seven times your prospect saw the same imagery.

Now, what about your super catch phrase? Not all the superheroes have them, but quite a few of the great ones do. Whether it is the Lone Ranger's "Hi, ho Silver!", or Buzz Lightyear's(R) "To infinity, and beyond!" — having a great tag line leaves a lasting impression — long after you've flown, sailed, or rode away. Your own tagline doesn't have to have super powers to be effective; but, it should be a compliment to, and a reinforcement of, your brand. A helpful exercise to brainstorm for a tagline is to make a list of all of the products or services you offer. Next, list some descriptive terms to apply to your niche market. Are you using specific colors that could be employed in your tag line? If you get stuck, refer to a dictionary or thesaurus…try to come up with synonyms, rhyming words, etc. This process often leads to that "ah ha!" moment when the perfect tagline presents itself.

Does Super Branding Work for The Average Guy?

You bet it does. Recently I was reading an interesting news item in which a CEO noted that his company participated in many community events, and the company provided the employees with branded apparel (shirts, jackets, etc) to wear at these events. He noted that they gained a spike in business after each event — and in many cases, prospects specifically cited the logo wear as the impetus for making contact.

Don't Forget Your Super Tools

I almost forgot to mention these. What kind of superhero doesn't have cool gadgets? Think of Wonder Woman's golden lasso, or Spiderman's web…it is paramount to have the right tool for the job. The same holds true in creating promotional items for your business. Select items that compliment what your company provides. Do you sell sporting goods? Consider something useful, like a logo branded water bottle, pedometer, or tote bag. If your company creates gourmet foods, why not offer a logo branded oven mitt, bottle opener, or apron? Not only do promotional giveaways create good will, they also provide ongoing advertising.

Never fear — you don't need to go into debt to create your own promo items. With the rise of such on-demand services as Cafe Press, you can print a myriad of items that feature your logo, and you can print as few as you need. Another great service, Designashirt.com, offers fast and easy custom T-Shirt designs. With services such as these making branded wear more affordable, you may want to consider doing a little "super branding" of your own.