TOPICS AREA
BRANDING OVERVIEW
A brand overall represents the perception that customers have of a company. It is made up of a set of elements such as the name, slogan, logo, communication, company history and reputation. All these aspects then outline the branding strategy, which gives businesses the opportunity to define the steps to follow to give identity to their brand and achieve the set sales objectives.
The importance of the brand and branding strategy
A good brand increases the value of a company and makes it easier to acquire new customers.
However, it often happens that branding is seen by entrepreneurs as a very complex and expensive activity both economically and in terms of timing, or that it has reason to exist only in the case of large companies that have huge margins that can invest in communication.
This perspective is alienating and does not represent the reality of things, on the contrary: all companies, regardless of their size, should adopt a branding strategy to increase their value within the market, to gain new customers and retain existing ones .
A good brand increases the value of a company and makes it easier to acquire new customers.
However, it often happens that branding is seen by entrepreneurs as a very complex and expensive activity both economically and in terms of timing, or that it has reason to exist only in the case of large companies that have huge margins that can invest in communication.
This perspective is alienating and does not represent the reality of things, on the contrary: all companies, regardless of their size, should adopt a branding strategy to increase their value within the market, to gain new customers and retain existing ones .
The brand strategy, in fact, does not necessarily require large amounts of capital to be allocated to be implemented, but rather allows the necessary economic investments to be defined in an optimal way, as it is based on specific and measurable objectives that allow the successful achievement of the results desired by the company. This feature makes it an indispensable and functional tool for companies, especially for those that want to boost their brand and move up the market.
Businesses that have often been created over time, managed within a family environment, are the result of great personal commitment and great sacrifices on the part of those who raised them: in these cases, the approach is almost exclusively commercial, while marketing , communication and R&D play a secondary role. By doing so there is the risk that the product/service is not very recognisable, "chases" the competition and makes the choice fall on the price. It is precisely when you find yourself faced with this scenario that you need to bring your branding strategy into play. Let's now analyze it in more depth.
Businesses that have often been created over time, managed within a family environment, are the result of great personal commitment and great sacrifices on the part of those who raised them: in these cases, the approach is almost exclusively commercial, while marketing , communication and R&D play a secondary role. By doing so there is the risk that the product/service is not very recognisable, "chases" the competition and makes the choice fall on the price. It is precisely when you find yourself faced with this scenario that you need to bring your branding strategy into play. Let's now analyze it in more depth.
Brand Strategy and small-medium enterprises
Very often in the case of small-medium enterprises it happens that the commitment to communication is discontinuous or limited to certain needs:
"I'm not selling, I have a product to dispose of so I'm turning to an agency to do an advertising campaign and to sponsor my product on social media. In 15 days I expect all my needs to be satisfied." Or “my competitor advertises on social media or on billboards, so I have to do it too before it “steals” my customers."
This is not an effective technique. Marketing agencies don't have a magic formula to get your business up and running right away. Having your own branding strategy that is also high-quality is essential and requires time and consistency to ensure that it leads to visible results.
We must first of all optimize the budget to be allocated to communication in order to define our identity in detail and become the reference company for that specific product/service and target segment. In this way the company will be able to differentiate itself from its competitors, gaining a competitive advantage within the reference market. The branding strategy is built in three main phases:
1. Company analysis
2. Brand identity
3. Experience.
Let's delve deeper one at a time to define more clearly what you will need to develop your brand's branding strategy effectively and efficiently.
Analyze your brand to define its strategic positioning in the market
The investigation into the company's distinctive strengths and the analysis of its values constitutes the first fundamental step in building a branding strategy with solid foundations.
The entrepreneur must provide the communication agency, or whoever deals with the branding strategy, with information deriving from the historicity of his business. Let's first talk about the company's path in the market, the customer segments it addresses and the needs it is committed to satisfying. The analysis must be as complete as possible, determining a series of elements that will help the agency to outline a winning branding strategy. The investigation will focus primarily on the customer target and on the detection of so-called "flyer products".
Another fundamental element, also to understand the consumer's perception of your offer, is to identify the category in which the brand fits. The company's Core Business provides the information necessary to position the brand within a precise vision of the target customers.
Once the Core Business has been outlined, the category to which the brand is associated will also become evident. This will give us information not only on the company's positioning within its market but also on the existence of any competitors, whose presence will be decisive in deciding to place itself in a new category or approach an already existing one.
The investigation into the company's distinctive strengths and the analysis of its values constitutes the first fundamental step in building a branding strategy with solid foundations.
The entrepreneur must provide the communication agency, or whoever deals with the branding strategy, with information deriving from the historicity of his business. Let's first talk about the company's path in the market, the customer segments it addresses and the needs it is committed to satisfying. The analysis must be as complete as possible, determining a series of elements that will help the agency to outline a winning branding strategy. The investigation will focus primarily on the customer target and on the detection of so-called "flyer products".
Another fundamental element, also to understand the consumer's perception of your offer, is to identify the category in which the brand fits. The company's Core Business provides the information necessary to position the brand within a precise vision of the target customers.
Once the Core Business has been outlined, the category to which the brand is associated will also become evident. This will give us information not only on the company's positioning within its market but also on the existence of any competitors, whose presence will be decisive in deciding to place itself in a new category or approach an already existing one.
The Brand Equity represents another crucial point to investigate when analyzing the branding strategy. This is the strength of your brand on the market, which can be highlighted through its recognisability and perception by the general public, values that translate into economic feedback for the company and are established through a reasoned strategy.
The analysis of Brand Equity is also associated with that of Brand Personality. We can think of a brand as an individual, with its own distinctive character and personality. Just like people, the company interacts with the external environment must correspond to its personality, in order to attract those who recognize themselves in the brand.
The analysis of Brand Equity is also associated with that of Brand Personality. We can think of a brand as an individual, with its own distinctive character and personality. Just like people, the company interacts with the external environment must correspond to its personality, in order to attract those who recognize themselves in the brand.
We continue by identifying the Unique Selling Proposition (USP), i.e. what distinguishes the brand from competitors and which defines the message we choose to communicate to the customer. This sentence summarizes the key differentiating concept of the brand, together with the positioning, the competitive advantage and the target to which the company is aimed.
The latter will then be explored in depth through the identification of Buyer Personas, which allow consumers to be given a face and a fictitious name, making the needs analysis process simpler thanks to an idea of the customer with detailed physical and psychological characteristics.
All this information is then used by the company to tell the public about itself through a communication filter: Storytelling. Let's be clear, knowing how to tell is a fundamental art in sales, a way to attribute added value to the product, to make it known and to ensure that the customer feels involved in his story. People remember a brand more clearly if it is told to them through a story that generates emotions in the interlocutor. Recent studies have highlighted how emotions are the driving force that involves and convinces every individual in the process of choosing and purchasing a product. Brand storytelling therefore has the dual objective of communicating the values of the brand and its Unique Selling Proposition as well as creating emotional bonds between the brand and people, increasing their trust and memory.
The analysis of all these elements will provide the agency with a complete palette to begin to outline the basis of the branding strategy, which secondly must consider the so-called "brand identity".
The latter will then be explored in depth through the identification of Buyer Personas, which allow consumers to be given a face and a fictitious name, making the needs analysis process simpler thanks to an idea of the customer with detailed physical and psychological characteristics.
All this information is then used by the company to tell the public about itself through a communication filter: Storytelling. Let's be clear, knowing how to tell is a fundamental art in sales, a way to attribute added value to the product, to make it known and to ensure that the customer feels involved in his story. People remember a brand more clearly if it is told to them through a story that generates emotions in the interlocutor. Recent studies have highlighted how emotions are the driving force that involves and convinces every individual in the process of choosing and purchasing a product. Brand storytelling therefore has the dual objective of communicating the values of the brand and its Unique Selling Proposition as well as creating emotional bonds between the brand and people, increasing their trust and memory.
The analysis of all these elements will provide the agency with a complete palette to begin to outline the basis of the branding strategy, which secondly must consider the so-called "brand identity".
The importance of identity in branding strategy
The brand identity involves all the elements that allow the public and the company itself to view the brand. In this phase, all the graphic elements that give consistency and visual identity to the new brand are created, based on what is defined in the previous analysis. These elements can be summarized in the name of the brand, its logo, the corporate identity and the tone of voice chosen to communicate with the outside world.
The name is the first sign of recognition of a company. Your choice must be strategic and must reflect all the characteristics and values that you want to place on the company and its products/services.
The branding strategy also refers to the logo, which is the sign of recognition for the excellence of each brand. To be effective it must be simple, recognizable and easy to remember, but at the same time original and versatile.
The corporate identity instead covers the design part that gives uniformity to the brand, involving the concept and mission of the company in the creative phase. It plays a fundamental role as it enhances the history of the brand, generating a competitive advantage in the market and leaving an indelible mark in the consumer's memory.
Finally, the branding strategy will also consider the tone of voice used by the company. A brand communicates in sync with the set of linguistic and stylistic choices that are made; what makes the difference is not so much the message but the way in which it is expressed. We must start first with the public, outlining the target I am addressing through surveys on age, interests and lifestyles that characterize it.
The brand identity involves all the elements that allow the public and the company itself to view the brand. In this phase, all the graphic elements that give consistency and visual identity to the new brand are created, based on what is defined in the previous analysis. These elements can be summarized in the name of the brand, its logo, the corporate identity and the tone of voice chosen to communicate with the outside world.
The name is the first sign of recognition of a company. Your choice must be strategic and must reflect all the characteristics and values that you want to place on the company and its products/services.
The branding strategy also refers to the logo, which is the sign of recognition for the excellence of each brand. To be effective it must be simple, recognizable and easy to remember, but at the same time original and versatile.
The corporate identity instead covers the design part that gives uniformity to the brand, involving the concept and mission of the company in the creative phase. It plays a fundamental role as it enhances the history of the brand, generating a competitive advantage in the market and leaving an indelible mark in the consumer's memory.
Finally, the branding strategy will also consider the tone of voice used by the company. A brand communicates in sync with the set of linguistic and stylistic choices that are made; what makes the difference is not so much the message but the way in which it is expressed. We must start first with the public, outlining the target I am addressing through surveys on age, interests and lifestyles that characterize it.
The last phase of the branding strategy: experience
In this phase we move on to the implementation of everything that has been developed during the analysis and identification of the corporate identity. The steps to follow branch into three different elements: the marketing objectives, the communication strategy and the social media marketing.
Marketing objectives can be very different depending on the company, its size, culture and the type of service and product offered. In order for the available budget to be invested effectively to bring about tangible results, it is useful to act following a marketing plan. The main steps are: analysis of the current situation, planning of the strategy and KPIs (Key Performance Indicators), planning of the activity (budget, development of the customer relationship, communication plan and choice of communication channels) and control of the progress through periodic checks.
The communications strategy is an essential component in creating the brand strategy. We start by outlining the communication objectives, which are chosen considering the buyer personas identified previously. Finally, the most suitable communication mix is chosen which includes the drafting phases of the editorial plan and content creation.
The Social Media Marketing is the branch that deals with generating visibility on social networks. Now indispensable within every valid branding strategy, it allows the brand to interact directly with users, who, exploiting the potential of immediate feedback, express their opinions regarding the products/services and allow the company to obtain direct and without third-party filters. This functionality allows you to select a precise target interested in the brand on which to carry out targeted advertising, maximizing results in a short time. The primary objective is to generate interaction and sharing to increase the visibility and awareness of the brand.
N.B. To keep your company current and in step with the times, it is important to keep in mind that the company logo and the brand as a whole must be updated over time and in relation to the evolution of your business. This and constant monitoring of the external environment will allow you to create an effective branding strategy in line with market changes.
Branding strategy and multiple uses of the brand
The brand is an element that characterizes and identifies a company and its products. However, its role lends itself to many other uses, such as, for example, the Brand Extension: in this case, a company uses its already existing and consolidated brand for another product, new or renewed which may appear more or less to the same product category, to extend that already consolidated notoriety, reputation and values. An exemplary case is that of Walt Disney, which starting from cinema has expanded into many different markets up to the most recent streaming service Disney+.
When two or more brands collaborate in the creation of a product or in the marketing of two respective products sold together, it is called co-branding. The aim is to increase the perceived value of the offer. Some examples could be for example McDonald and CocaCola, Ferrari and Armani, different brands that produce different products. These are brands that share some values, or the same target segment, but beyond the giants just mentioned, this action can also be undertaken to ennoble or give notoriety to a more "unknown" brand. For example, a company that produces very high quality entirely Italian wines with "made in Italy" packaging, may wish to collaborate with a famous Italian brand that addresses what could be its own target, to acquire greater notoriety.
Finally, Brand Licensing defines an agreement by which one company allows another to use its brand on products upon payment of a fee or royalties. The most important example is certainly that of Luxottica, an Italian eyewear company, which in addition to its own brands has licensing contracts with brands such as Armani, Burberry, Chanel and many others.
The brand is an element that characterizes and identifies a company and its products. However, its role lends itself to many other uses, such as, for example, the Brand Extension: in this case, a company uses its already existing and consolidated brand for another product, new or renewed which may appear more or less to the same product category, to extend that already consolidated notoriety, reputation and values. An exemplary case is that of Walt Disney, which starting from cinema has expanded into many different markets up to the most recent streaming service Disney+.
When two or more brands collaborate in the creation of a product or in the marketing of two respective products sold together, it is called co-branding. The aim is to increase the perceived value of the offer. Some examples could be for example McDonald and CocaCola, Ferrari and Armani, different brands that produce different products. These are brands that share some values, or the same target segment, but beyond the giants just mentioned, this action can also be undertaken to ennoble or give notoriety to a more "unknown" brand. For example, a company that produces very high quality entirely Italian wines with "made in Italy" packaging, may wish to collaborate with a famous Italian brand that addresses what could be its own target, to acquire greater notoriety.
Finally, Brand Licensing defines an agreement by which one company allows another to use its brand on products upon payment of a fee or royalties. The most important example is certainly that of Luxottica, an Italian eyewear company, which in addition to its own brands has licensing contracts with brands such as Armani, Burberry, Chanel and many others.
OVERVIEW
License we mean the commercialization of licenses with which the licensor grants the licensee the right to use a patent, a trademark, a certain know-how or a fundamental element for the production and/or marketing of a product or service.
This form of partnership, due to the benefits it brings, has had great development at an international level (International Marketing). For the licensing company, the licensing agreement is a means of expanding the use of the intellectual property, penetrating a new market without having to make direct investments in production facilities and distribution networks. For the licensee, i.e. for those who use the license in their own country, it means being able to enter a new business quickly and with modest risks.
While on the one hand licensing allows rapid entry into new markets without having to bear entry costs, on the other hand it requires the company to have a strong research and development dynamic and constant attention to innovation. In fact, by granting licences, the company spreads know-how and therefore runs the risk that the licensee acquires enough knowledge to become a competitor when the contract expires. Therefore, if the company does not want to be caught up by licensee companies, it must maintain a constant development gap. Furthermore, the licensor also runs the risk that the licensee's behavior may damage the brand image or reputation of the company, in the event that the licensee does not meet certain quality or reliability standards.
This form of partnership, due to the benefits it brings, has had great development at an international level (International Marketing). For the licensing company, the licensing agreement is a means of expanding the use of the intellectual property, penetrating a new market without having to make direct investments in production facilities and distribution networks. For the licensee, i.e. for those who use the license in their own country, it means being able to enter a new business quickly and with modest risks.
While on the one hand licensing allows rapid entry into new markets without having to bear entry costs, on the other hand it requires the company to have a strong research and development dynamic and constant attention to innovation. In fact, by granting licences, the company spreads know-how and therefore runs the risk that the licensee acquires enough knowledge to become a competitor when the contract expires. Therefore, if the company does not want to be caught up by licensee companies, it must maintain a constant development gap. Furthermore, the licensor also runs the risk that the licensee's behavior may damage the brand image or reputation of the company, in the event that the licensee does not meet certain quality or reliability standards.
FCO is keen to share a 'brand extension' with business owners interested in expanding their business.
From the Licensee's perspective, the licensing contract represents an effective alternative to overcome the barriers to entry into the reference sector/market and the risk perceived by consumers at a functional and psycho-social level. It is known that overcoming these barriers involves high (and risky) investments in marketing, which are essential to achieve adequate levels of reputation, image and distribution coverage. The use of FCO "brands" acts as an attraction factor for intermediate and final demand: this makes it possible to achieve, with limited investments, a high level of notoriety in the sector in which entrepreneurs act effectively and immediately. The expected "utility function" consists in increasing national and international competitiveness.
The collaboration begins with the negotiation of a Brand licensing agreement, through which the licensee will be able to start or increase their business by exploiting the advantage and popularity of the licensed Brand on the products/services offered.
There are those who write for "pleasure", those who feel the need to keep a secret diary and those who, over time, have transformed a simple passion into a source of income. Perhaps by opening a successful blog, or by joining the editorial staff of a newspaper or, even, by using the new self-publishing platforms.
So, if you have never heard of this innovative way of self-publishing, but you dream of publishing a novel, an essay or a collection of poems, we invite you to read carefully: we will find out what is meant by the expression "self- publication”. publishing” and how this particular form of self-publishing works. We will also analyze the management of the business deriving from self-publishing and its framework from both a fiscal and contributory point of view: from the taxation of earnings to the possible opening of a VAT number, with related costs and obligations.
What is self-publishing?
Self publishing is an expression that literally means "self-publishing".
The expression, nowadays, refers specifically to the self-publishing of novels, short stories and other literary works without the involvement of a publishing house. “Self-publishing”, therefore, means self-publishing one's works in an “independent” way, using a website or digital platform.
Self-publishing is based, in fact, on the presence of dedicated platforms or portals, such as Youcanprint or Amazon's KDP, which allow authors to create their own works and subsequently market them.
The sale can take place in various ways: via the Internet, thanks to the numerous online stores, but also in "traditional" bookshops and shops, which forward the orders to the self-publishing platform, which in turn will take care of the printing. Once ready, the book will then be shipped and delivered to the reader.
At the same time, the author can decide to print and purchase some copies of his work, to try to distribute them independently through other channels (such as, for example, his personal blog or his social pages) or to market them at events and events. . cultural events, meetings with readers, etc.
Self publishing is an expression that literally means "self-publishing".
The expression, nowadays, refers specifically to the self-publishing of novels, short stories and other literary works without the involvement of a publishing house. “Self-publishing”, therefore, means self-publishing one's works in an “independent” way, using a website or digital platform.
Self-publishing is based, in fact, on the presence of dedicated platforms or portals, such as Youcanprint or Amazon's KDP, which allow authors to create their own works and subsequently market them.
The sale can take place in various ways: via the Internet, thanks to the numerous online stores, but also in "traditional" bookshops and shops, which forward the orders to the self-publishing platform, which in turn will take care of the printing. Once ready, the book will then be shipped and delivered to the reader.
At the same time, the author can decide to print and purchase some copies of his work, to try to distribute them independently through other channels (such as, for example, his personal blog or his social pages) or to market them at events and events. . cultural events, meetings with readers, etc.
Why choose self-publishing?
The self-publishing phenomenon has taken hold very quickly all over the world, including Italy.
The reason is quite simple: for debut authors of novels, short stories or other types of works, obtaining a good contract with a publishing house is certainly not easy. Indeed, in most cases, it is the publishing houses themselves that ask for monetary compensation to print and distribute the book.
For this reason, alongside "traditional" publishers, numerous sites have arisen that allow authors to self-publish their book at no cost and without rigid selections. Through self-publishing, therefore, anyone can publish a novel or a collection of poems and earn a percentage of the sales.
It is, therefore, an innovative and "democratic" way of conceiving publishing, which eliminates the monopoly of the large publishing houses. A phenomenon which, in some ways, follows the exponential growth of blogs and digital newspapers, which in recent years have become an alternative to journalism and "traditional" media.
The self-publishing phenomenon has taken hold very quickly all over the world, including Italy.
The reason is quite simple: for debut authors of novels, short stories or other types of works, obtaining a good contract with a publishing house is certainly not easy. Indeed, in most cases, it is the publishing houses themselves that ask for monetary compensation to print and distribute the book.
For this reason, alongside "traditional" publishers, numerous sites have arisen that allow authors to self-publish their book at no cost and without rigid selections. Through self-publishing, therefore, anyone can publish a novel or a collection of poems and earn a percentage of the sales.
It is, therefore, an innovative and "democratic" way of conceiving publishing, which eliminates the monopoly of the large publishing houses. A phenomenon which, in some ways, follows the exponential growth of blogs and digital newspapers, which in recent years have become an alternative to journalism and "traditional" media.
How does self-publishing work?
Self publishing works very simply. The author registers on a site or online platform, creates his work (uploading the content of his book) and chooses both the channels and the sales price.
Self-publishing, to be such, cannot involve costs, other than those of the copies that the author eventually decides to print and sell in person. According to the optical story, in fact, the book is not considered as a mere "product", but rather as a form of free and gratuitous expression of human creativity.
In this sense, the phenomenon of self-publishing was born in contrast to the so-called "vanity publishing", i.e. the tendency, on the part of some prestigious publishing houses, to request an "economic contribution" to grant authors the possibility of publishing their works. their works.
Self publishing works very simply. The author registers on a site or online platform, creates his work (uploading the content of his book) and chooses both the channels and the sales price.
Self-publishing, to be such, cannot involve costs, other than those of the copies that the author eventually decides to print and sell in person. According to the optical story, in fact, the book is not considered as a mere "product", but rather as a form of free and gratuitous expression of human creativity.
In this sense, the phenomenon of self-publishing was born in contrast to the so-called "vanity publishing", i.e. the tendency, on the part of some prestigious publishing houses, to request an "economic contribution" to grant authors the possibility of publishing their works. their works.
Self publishing and copyright
There is another issue that makes self-publishing a very advantageous option for aspiring writers: we are referring to the transfer of copyright, with the self-publishing system, in fact, the author will not have to cede, not even temporarily, the commercial exploitation rights of the published contents. The self-publishing model is based, in this sense, on three principles:
1. creative control remains in the hands of the author (the platform, therefore, will not be able to modify the content of the work);
2. the copyright and commercial exploitation rights belong to the author (who will be entitled to a share of sales)
3. marketing and distribution depend on the author (who, depending on the platform chosen, will be able to take advantage of specific services).
There is another issue that makes self-publishing a very advantageous option for aspiring writers: we are referring to the transfer of copyright, with the self-publishing system, in fact, the author will not have to cede, not even temporarily, the commercial exploitation rights of the published contents. The self-publishing model is based, in this sense, on three principles:
1. creative control remains in the hands of the author (the platform, therefore, will not be able to modify the content of the work);
2. the copyright and commercial exploitation rights belong to the author (who will be entitled to a share of sales)
3. marketing and distribution depend on the author (who, depending on the platform chosen, will be able to take advantage of specific services).
Self-publishing and ISBN
One of the main doubts for aspiring writers who would like to opt for self-publishing concerns whether or not it is possible to apply an ISBN code to their work. What is it exactly?
The ISBN code serves to uniquely and permanently identify each title (or edition of a title).
This is a code that allows you to insert the book into specific inventories or catalogues, therefore very useful for the marketing phase. Thanks to recent agreements with the Italian ISBN agency, even authors who opt for self-publishing can register their works and obtain the relevant ISBN codes, without necessarily having to indicate a publisher. This method is called, in fact, "author publishing".
One of the main doubts for aspiring writers who would like to opt for self-publishing concerns whether or not it is possible to apply an ISBN code to their work. What is it exactly?
The ISBN code serves to uniquely and permanently identify each title (or edition of a title).
This is a code that allows you to insert the book into specific inventories or catalogues, therefore very useful for the marketing phase. Thanks to recent agreements with the Italian ISBN agency, even authors who opt for self-publishing can register their works and obtain the relevant ISBN codes, without necessarily having to indicate a publisher. This method is called, in fact, "author publishing".
How to make money with self publishing?
As we have seen, self-publishing a book is a very simple and, above all, free operation.
However, earnings can also come from self-publishing a novel or any other literary work. At the beginning we talk about limited figures, especially in the case of emerging authors. However, with the passage of time - and with a good self-promotion campaign - good results can be achieved: just think of the many novelists, poets or essayists who can, by taking advantage of the opportunities offered by self-publishing, have obtained a great success in terms of both audiences and sales.
In short, for those who have a certain talent and also have time and energy to "invest" in promoting their works, self-publishing is an excellent way to slowly build a nice business!
As we have seen, self-publishing a book is a very simple and, above all, free operation.
However, earnings can also come from self-publishing a novel or any other literary work. At the beginning we talk about limited figures, especially in the case of emerging authors. However, with the passage of time - and with a good self-promotion campaign - good results can be achieved: just think of the many novelists, poets or essayists who can, by taking advantage of the opportunities offered by self-publishing, have obtained a great success in terms of both audiences and sales.
In short, for those who have a certain talent and also have time and energy to "invest" in promoting their works, self-publishing is an excellent way to slowly build a nice business!
How to manage the self publishing business?
At this point a question arises: how to regularize the earnings deriving from self-publishing activities?
In fact, we know that, for authors who dedicate themselves to self-publishing, earnings are proportional to the number of copies sold: both physically, i.e. those ordered by customers in bookstores, and digitally.
It is the platform itself that creates a sales report and sends it, monthly or quarterly, to the author, together with the receipt indicating the royalties accrued and the withholding tax applied.
Therefore, at least in an initial phase, the self-publishing business does not require the opening of a VAT number.
From a tax point of view, in fact, income from self-publishing sites is not counted among sales, but rather among royalties (calculated based on how many copies of the book are printed and sold).
Fiscally, therefore, books are "artistic and intellectual works" and, therefore, they are not configured either as independent work or as a business activity: the person in charge of the sale, in fact, is the platform itself.
All this might lead one to think that the payments sent by self-publishing portals are not taxed, but this is obviously not the case. Income deriving from the economic exploitation of copyright - called royalties - are subject to ordinary taxation.
We remind you that if the company that owns the self-publishing platform is not Italian, it cannot be a tax substitute. Therefore, the receipt is not subject to withholding and the compensation is paid gross.
At this point a question arises: how to regularize the earnings deriving from self-publishing activities?
In fact, we know that, for authors who dedicate themselves to self-publishing, earnings are proportional to the number of copies sold: both physically, i.e. those ordered by customers in bookstores, and digitally.
It is the platform itself that creates a sales report and sends it, monthly or quarterly, to the author, together with the receipt indicating the royalties accrued and the withholding tax applied.
Therefore, at least in an initial phase, the self-publishing business does not require the opening of a VAT number.
From a tax point of view, in fact, income from self-publishing sites is not counted among sales, but rather among royalties (calculated based on how many copies of the book are printed and sold).
Fiscally, therefore, books are "artistic and intellectual works" and, therefore, they are not configured either as independent work or as a business activity: the person in charge of the sale, in fact, is the platform itself.
All this might lead one to think that the payments sent by self-publishing portals are not taxed, but this is obviously not the case. Income deriving from the economic exploitation of copyright - called royalties - are subject to ordinary taxation.
We remind you that if the company that owns the self-publishing platform is not Italian, it cannot be a tax substitute. Therefore, the receipt is not subject to withholding and the compensation is paid gross.
How to open a VAT number for self publishing?
When, at a certain point, the income deriving from the self-publishing activity becomes substantial, there are those who decide to manage the business from an "entrepreneurial" point of view: to do so, it is necessary to open a VAT number as a sole proprietorship and carry out registration in the Company Register via the ComUnica form.
However, since it is an "atypical" sector - that of digital publishing - you have before you:
some pros, such as the application of a reduced VAT rate of 4%;
some cons, such as exclusion from the flat rate regime.
The case is different for those who choose to open a VAT number as a writer, to carry out this activity as a freelancer: you will, in fact, be able to easily adopt the flat-rate regime and sign up to the INPS Separate Management.
However, we are talking about two very different situations in terms of tax and contribution framework, each with its pros and cons.
When, at a certain point, the income deriving from the self-publishing activity becomes substantial, there are those who decide to manage the business from an "entrepreneurial" point of view: to do so, it is necessary to open a VAT number as a sole proprietorship and carry out registration in the Company Register via the ComUnica form.
However, since it is an "atypical" sector - that of digital publishing - you have before you:
some pros, such as the application of a reduced VAT rate of 4%;
some cons, such as exclusion from the flat rate regime.
The case is different for those who choose to open a VAT number as a writer, to carry out this activity as a freelancer: you will, in fact, be able to easily adopt the flat-rate regime and sign up to the INPS Separate Management.
However, we are talking about two very different situations in terms of tax and contribution framework, each with its pros and cons.
Strategic marketing
In marketing, an important part of the company's communication success comes from defining strategies. A discussion that is even more valid for internet marketing (or digital marketing), which is constantly and rapidly growing.
Alongside the classic media, such as the press and television, the innovative methods of digital communication are increasingly used, which are decidedly accessible, economical and above all effective.
In this in-depth analysis we will talk about the most cutting-edge tools in strategic marketing and their techniques. Using them competently is essential for the success of the company.
In marketing, an important part of the company's communication success comes from defining strategies. A discussion that is even more valid for internet marketing (or digital marketing), which is constantly and rapidly growing.
Alongside the classic media, such as the press and television, the innovative methods of digital communication are increasingly used, which are decidedly accessible, economical and above all effective.
In this in-depth analysis we will talk about the most cutting-edge tools in strategic marketing and their techniques. Using them competently is essential for the success of the company.
Marketing strategies: what do we mean?
Marketing is a discipline that in itself we could define as strategic. This is because it represents a crucial factor for 99% of business and starts from the pursuit of concrete and important objectives.
Strategies are nothing more than a process that helps a company identify and coordinate the achievement of certain corporate objectives: they constitute the framework that leads to ensuring that the various daily activities implemented (and these are the techniques) actually lead to achieving the objectives. Which in turn need to be measured and measurable, and therefore with a precise time limit which can be monthly, quarterly, half-yearly or annually.
Marketing strategies are, therefore, those actions that together allow the company to achieve its business objectives. Their application takes into account multiple factors (such as company type, competitors, products, services).
The definition of strategies is essential to keep the company healthy, since they identify its growth methods. Strategic planning is essential because without it it's a bit like driving a car with your eyes closed. Planning this is the basis of marketing strategies and is nothing more than consciously establishing the resources, the budget, focusing on the strengths, but also the weaknesses and then identifying the strategies to enhance the potential and overcome the obstacles that tend to occur. Otherwise it's a leap in the dark.
Marketing is a discipline that in itself we could define as strategic. This is because it represents a crucial factor for 99% of business and starts from the pursuit of concrete and important objectives.
Strategies are nothing more than a process that helps a company identify and coordinate the achievement of certain corporate objectives: they constitute the framework that leads to ensuring that the various daily activities implemented (and these are the techniques) actually lead to achieving the objectives. Which in turn need to be measured and measurable, and therefore with a precise time limit which can be monthly, quarterly, half-yearly or annually.
Marketing strategies are, therefore, those actions that together allow the company to achieve its business objectives. Their application takes into account multiple factors (such as company type, competitors, products, services).
The definition of strategies is essential to keep the company healthy, since they identify its growth methods. Strategic planning is essential because without it it's a bit like driving a car with your eyes closed. Planning this is the basis of marketing strategies and is nothing more than consciously establishing the resources, the budget, focusing on the strengths, but also the weaknesses and then identifying the strategies to enhance the potential and overcome the obstacles that tend to occur. Otherwise it's a leap in the dark.
Strategic or operational marketing: what are the differences
Strategic and operational marketing are two aspects of the same discipline, marketing, which is important for them to go together. Strategic marketing is concerned precisely with the planning part and its study: it involves the definition of strategies.
Operational marketing, on the other hand, concerns the concrete and applicative part inherent to marketing techniques and tactics, as set out in strategic marketing planning.
If strategic marketing studies the business, operational marketing concerns the actual application of what is defined therein. The integration and interaction between strategic and operational marketing, strategies and techniques, leads to the main marketing tool: the marketing plan.
Strategic and operational marketing are two aspects of the same discipline, marketing, which is important for them to go together. Strategic marketing is concerned precisely with the planning part and its study: it involves the definition of strategies.
Operational marketing, on the other hand, concerns the concrete and applicative part inherent to marketing techniques and tactics, as set out in strategic marketing planning.
If strategic marketing studies the business, operational marketing concerns the actual application of what is defined therein. The integration and interaction between strategic and operational marketing, strategies and techniques, leads to the main marketing tool: the marketing plan.
Strategic marketing: inbound or outbound?
There are so many strategies that marketing can implement and their definition is fundamental for the success of a business. They can be inbound or outbound.
The term outbound can be translated as "outgoing". Outbound marketing is a traditional methodology aimed at interrupting the audience through unwanted and unsolicited content and is therefore of the "push marketing" type: it pushes towards action.
Some examples of outbound marketing are newspaper and magazine advertisements, an online banner, telemarketing, flyers, sales staff, and many more.
The term inbound, however, defines a marketing methodology whose purpose is to attract customers to your company through valuable content and a tailored customer experience; it is the consumer who gives his consent to interact with the brand. It is an attractive approach, it is no coincidence that we talk about "pull marketing". An example of inbound marketing? The newsletter which is obtained from the customer upon consent and sending of data.
It is essential not to simply understand inbound marketing as digital and outbound marketing as traditional: both can be applied to the two contexts. The right mix at a strategic level, depending on whether the reference market is B2B or B2C, proves essential.
There are so many strategies that marketing can implement and their definition is fundamental for the success of a business. They can be inbound or outbound.
The term outbound can be translated as "outgoing". Outbound marketing is a traditional methodology aimed at interrupting the audience through unwanted and unsolicited content and is therefore of the "push marketing" type: it pushes towards action.
Some examples of outbound marketing are newspaper and magazine advertisements, an online banner, telemarketing, flyers, sales staff, and many more.
The term inbound, however, defines a marketing methodology whose purpose is to attract customers to your company through valuable content and a tailored customer experience; it is the consumer who gives his consent to interact with the brand. It is an attractive approach, it is no coincidence that we talk about "pull marketing". An example of inbound marketing? The newsletter which is obtained from the customer upon consent and sending of data.
It is essential not to simply understand inbound marketing as digital and outbound marketing as traditional: both can be applied to the two contexts. The right mix at a strategic level, depending on whether the reference market is B2B or B2C, proves essential.
The importance of online marketing
Do you know how many searches are carried out on Google every day? Over 4 billion, every day! It means that the number of users looking for answers on the search engine is truly large, but also that it is possible for companies to define their own target audience, with the appropriate marketing tools such as the Google Analytics measurement plan , and establish ad hoc strategies in order to achieve business objectives.
The digital world has become increasingly important for companies, including for implementing sales of channels that are out of the air, including points of sale. Digital marketing activities allow you to create advertising campaigns with a budget that is much more affordable than that of other media, but also to monitor their effectiveness in real time, thus being able to improve marketing strategies and optimize the return on investment.
In Digital Marketing there are two important sectors: B2B, or business to business, and B2C, or business to consumer. The company can interact on one or both fronts. The definition of strategies also depends on this factor. We give you some examples.
Do you know how many searches are carried out on Google every day? Over 4 billion, every day! It means that the number of users looking for answers on the search engine is truly large, but also that it is possible for companies to define their own target audience, with the appropriate marketing tools such as the Google Analytics measurement plan , and establish ad hoc strategies in order to achieve business objectives.
The digital world has become increasingly important for companies, including for implementing sales of channels that are out of the air, including points of sale. Digital marketing activities allow you to create advertising campaigns with a budget that is much more affordable than that of other media, but also to monitor their effectiveness in real time, thus being able to improve marketing strategies and optimize the return on investment.
In Digital Marketing there are two important sectors: B2B, or business to business, and B2C, or business to consumer. The company can interact on one or both fronts. The definition of strategies also depends on this factor. We give you some examples.
Examples of digital marketing strategies in the B2B sector
The basic strategies that are present in B2B marketing are both inbound marketing and outbound marketing. The main ones are:
- Earn average. Strategies that allow you to obtain media attention in a free and natural way. An example? The sharing of a post by followers or positive reviews on social media and Google.
- Digital PR. Online public relations are an essential aspect for achieving the brand's web reputation. Digital PR strategies lead to the identification of optimal partnerships with other companies and influencers, giving rise to actions to stimulate interaction with the company among its target audience.
- SEO or Search Engine Marketing. Paid promotional actions that allow you to optimize your positioning on search engines. A fundamental element, in reality, also in the B2C sector. The most important search engine is Google. The tool for carrying out paid advertising is Google Ads, even on an established channel like YouTube (owned by Google). This type of strategy is among the most common and used.
- Social media marketing. Another fundamental strategy, also for the B2C sector. Presence on social media is a central factor and requires constant commitment, both at a strategic and operational level. Furthermore, it allows you to interact directly with the customer and proves to be the most effective tool from the point of view of both leads and conversions.
The basic strategies that are present in B2B marketing are both inbound marketing and outbound marketing. The main ones are:
- Earn average. Strategies that allow you to obtain media attention in a free and natural way. An example? The sharing of a post by followers or positive reviews on social media and Google.
- Digital PR. Online public relations are an essential aspect for achieving the brand's web reputation. Digital PR strategies lead to the identification of optimal partnerships with other companies and influencers, giving rise to actions to stimulate interaction with the company among its target audience.
- SEO or Search Engine Marketing. Paid promotional actions that allow you to optimize your positioning on search engines. A fundamental element, in reality, also in the B2C sector. The most important search engine is Google. The tool for carrying out paid advertising is Google Ads, even on an established channel like YouTube (owned by Google). This type of strategy is among the most common and used.
- Social media marketing. Another fundamental strategy, also for the B2C sector. Presence on social media is a central factor and requires constant commitment, both at a strategic and operational level. Furthermore, it allows you to interact directly with the customer and proves to be the most effective tool from the point of view of both leads and conversions.
Examples of digital marketing strategies in the B2C sector
Just like in the B2B sector, marketing strategies are both inbound and outbound. Social media and the SEO aspect are fundamental. Other examples of strategies that prove effective are:
- Activation of push notifications. These are those messages that appear pertinently during navigation and which invite you to take concrete actions: activating the receipt of notifications, reporting new content on YouTube or alerting you to commercial offers.
- Direct sales. One of the most common marketing strategies is direct sales without any intermediaries. An example? The very creation of an online e-commerce, to be made operational effectively, paying particular attention to the UX at a mobile level: the mobile phone is the most popular method for purchases.
- Insertion of guests on authoritative portals. Significant reporting of your company in areas where the customer expects it. For example, in the case of a restaurant, presence on a portal such as Tripadvisor is essential. Everything can be implemented through a guest post, i.e. a post hosted and published by a portal author. A tool that ensures immediate visibility, in a complementary target and that provides an external link capable of implementing positioning. More results with a single strategy.
- Video marketing. The preferential channel for creating videos with content marketing methods that offer added value? Youtube, the social network par excellence for video marketing. An effective strategy can also include collaboration with famous YouTubers, capable of giving greater visibility to the contents.
- Marketing via email. A strategy that has now become a classic of digital communication and which sees the highest ROI (or rules of engagement). Email marketing leads to reaching your customers via email in a direct and promotional way. A strategy, typical of inbound marketing, which allows you to acquire information on your target but which can also be of the outbound type, with messages that are not sent subject to the customer's voluntary participation. The risk, quite frequent if specific actions are not carried out, is that they may be included in the spam category and not be considered. They are to be used with due care, it is strongly recommended to request advice from expert technicians in the sector if you want to take this path.
Just like in the B2B sector, marketing strategies are both inbound and outbound. Social media and the SEO aspect are fundamental. Other examples of strategies that prove effective are:
- Activation of push notifications. These are those messages that appear pertinently during navigation and which invite you to take concrete actions: activating the receipt of notifications, reporting new content on YouTube or alerting you to commercial offers.
- Direct sales. One of the most common marketing strategies is direct sales without any intermediaries. An example? The very creation of an online e-commerce, to be made operational effectively, paying particular attention to the UX at a mobile level: the mobile phone is the most popular method for purchases.
- Insertion of guests on authoritative portals. Significant reporting of your company in areas where the customer expects it. For example, in the case of a restaurant, presence on a portal such as Tripadvisor is essential. Everything can be implemented through a guest post, i.e. a post hosted and published by a portal author. A tool that ensures immediate visibility, in a complementary target and that provides an external link capable of implementing positioning. More results with a single strategy.
- Video marketing. The preferential channel for creating videos with content marketing methods that offer added value? Youtube, the social network par excellence for video marketing. An effective strategy can also include collaboration with famous YouTubers, capable of giving greater visibility to the contents.
- Marketing via email. A strategy that has now become a classic of digital communication and which sees the highest ROI (or rules of engagement). Email marketing leads to reaching your customers via email in a direct and promotional way. A strategy, typical of inbound marketing, which allows you to acquire information on your target but which can also be of the outbound type, with messages that are not sent subject to the customer's voluntary participation. The risk, quite frequent if specific actions are not carried out, is that they may be included in the spam category and not be considered. They are to be used with due care, it is strongly recommended to request advice from expert technicians in the sector if you want to take this path.
Strategic marketing: there is still a lot to say
Strategic marketing is a complex and central issue in marketing, even more so with the advent of the digital world which has brought spaces for interaction and action with a potential still in progress. A topic that we could never stop talking about and which leads us to reflect on how much communication necessarily requires management with specific and high-level know-how. Which is why the skills of a digital web agency are proving to be increasingly important.
Strategic marketing is a complex and central issue in marketing, even more so with the advent of the digital world which has brought spaces for interaction and action with a potential still in progress. A topic that we could never stop talking about and which leads us to reflect on how much communication necessarily requires management with specific and high-level know-how. Which is why the skills of a digital web agency are proving to be increasingly important.
FCO BUSINESS GROUP coordinates the Licensing, Marketing and Publishing activities.
FCO intends to play an important role in the markets in which it operates, placing itself pro-actively in order to identify trends and to supply quality products at competitive prices on national and international markets.
Our Branded orientation is multi-format: from digital content in videos, PR content and networking, experiences that become conversations, digital leaders who integrate the brand into their stories, Branded Content for thought generation and communication strategies.
In this way, we offer precision, efficiency in investment and over time by combining multiple agency solutions in a single work plan.
Thanks to Our "International Experience", we collect reviews from different countries aiming to continuously improve customer care (& our Brand awareness). The presence on Global Markets gives us the Opportunity to share our reality with many people.
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