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.
