As a business owner, you are savvy enough to know that branding
isn't just for large multinational corporations. However, when
it comes to branding there is still too much attention given
to colours and designs and not enough given to achieving brand
power. Visibility and repetition are the keys to success and
can even overcome average designs.
When you are imagining what your logo should look like, don't
stop there--imagine where it will go. Imagine the knowledgeable
and helpful staff behind it. Now you are thinking brand power.
The Logo
Ideally you want your logo to represent the reason why you
are in business in the first place. Read your mission statement
and how you intend to win in business, then look at your logo.
Ask yourself, "does this design represent our company's
beliefs and the services we will provide?"
Invest, but don't over spend on the logo. One could argue
that visibility is more important than looks if you had to
choose. Let's examine Google's logo. It has a simple, almost
amateurish look. This is probably planned, but it's not going
to find its way into too many coffee table design books. And
it does not matter, not one little bit. The success of Google's
logo is visibility. The logo is everywhere. It's achieved global
familiarity and with it trust, if not awe.
This is why you should include your logo on every piece of
communication. Put it on every web page of your site, business
cards, letterhead, envelopes, invoices, yellow page ads, building
signage, newsletters, web buttons, promotional collateral,
even small ads. If you've got a solid business and you give
that logo visibility, you'll find yourself with some brand
power. Then perhaps if your logo is next to a competitor's,
they'll click your hyperlink. Familiarity will lead to increased
sales.
Web Presence
Since you haven't overspent on your logo, you can put a little
extra into your web presence. It's not good enough to have
just any website, it must have a clean design, easy navigation,
and quality content. All these things are ingredients of Internet
brand power.
One of the most common misconceptions is that you are "done" once
the site is uploaded to the web. Nothing could be further from
reality. It is only the beginning. Now you must achieve high
search engine rankings. And this takes time and sustained effort.
This is the web visibility game and if you don't know how to
play it, you would be well advised to get quality help. Your
website is your store no matter what you are selling and you
need to get visitors in the door and convert them into customers.
Tip: Launches are newsworthy. Once your website is live and
you've had a chance to polish it just a little bit, you should
issue online press releases about your new company. It's an
affordable and effective way to get instant interest.
Print Collateral
Depending on your business, you may need a marketing folder
with sales sheets inside or perhaps a tri-fold brochure. You
can also prepare a one-page corporate overview and have an
online printer turn it into a marketing slick for a few cents
per print. A one-pager can be a vital catalyst for conversation
or a leave behind when you meet a prospect.
Make sure you write short sentences in short paragraphs and
bold your headings - prospects will skim first and then read
deeper if you have them hooked. Your one-page overview should
begin with your USP (unique selling proposition) and then lead
into the target audience benefits. List a comprehensive set
of services. Don't forget your physical address, phone number
and web address.
There are two trains of thought when it comes to the call
to action on a marketing piece. Since you have a great new
website, you certainly want to encourage people to visit. However,
some companies are now moving back to emphasizing the phone
number over the web address. Phone interaction gives you an
immediate "live" opportunity to convert the visitor
into a consumer and also get some feedback.
The Modern Marketing Mix
You've got your logo, letterhead, all your print collateral,
and website. You are now ready to present your business to
your audience through marketing. It's best to have a multi-faceted
approach to your marketing plan. You can launch a direct mail
campaign or sponsor an event. The traditional methods of print,
television, and radio advertising as well as trade shows are
also effective if they well executed and in your budget. A
quick tip: running a promotion or offering a free service are
both good launch practices.
