What's in Your Launch Box?

The Launch Can Be Overwhelming, Here's How to Make it All Come Together

Don't Think Branding. Think Brand Power. As a small business entrepreneur, you are savvy enough to know that branding isn't just for large multinational corporations. But how important should it be to your small business? To answer this question, let's take a look at the two parts that define branding. There are the visual aspects of typography, colors and graphics. And there are the emotional aspects of a brand, the customer experiences and associations with your product or services. The power is when one combines on-target design with positive customer experiences. Why is branding so important? Because business is one big game and in this game you should always be in pursuit of a competitive advantage. This applies to businesses of any size.

The Logo. Ideally you want your logo to represent the reason why you are in business in the first place. First, read your mission statement of how you intend to win in business and who your target market will be. When you are imagining what your logo should look like, imagine it on different mediums. Imagine it holding its own against your competition. Imagine the knowledgeable and helpful staff behind it. Imagine your vision for growth. Now you are ready to communicate what you want to a logo designer. When your vision for success is represented in all your communication materials and fueled by great marketing and design, your business will move with brand power. You will look like you are going places.

From the logo designer's perspective, the logo is the single most important part of your branding that you will develop. True enough, your marketing materials and websites will go through many changes, but your logo should remain stable—the anchor of all of your branding. This is the ideal. That being said, spend, but don't over spend on the logo. In the end, what prevents a small business from growing is poor marketing and you don't want to gut your marketing budget by over-spending on any one piece of the puzzle. Food for thought: is the success of Google's logo is through visibility and repetition or great design? The logo is everywhere, because the success of the company made it so. It's achieved brand familiarity and with it trust, if not awe. If they were a D List search engine with a few hundred visitors a week, what would you think of their logo?

You've probably heard this before, but it's worth repeating: 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, and certainly every ad. 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 contact you first. Familiarity begets trust and trust 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. Your website must have a clean design, easy navigation, and quality content. I know of one SEO firm that won't promote a website with less than 12 pages. Your web design should engage the visitor to explore. Always remember, "content is King," so give these visitors and the search engines quality content. Now your web presence has 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 electronic store front 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. Hire a copywriter to help create quality descriptions about your business and services. Once that is completed, you can put that writing to use in your print collateral, such as brochures, direct mail, sales letters, and ads. Depending on your business, you may need a marketing folder with sales sheets inside, a full page brochure or simple tri-fold brochure to mail or give away. If you are particularly strapped for cash, 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 print collateral should make use of your USP (unique selling proposition) and then lead into the target audience benefits. 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, many 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. Decide what works best for your business.

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. Budget determines the reach and possibly the success of your marketing campaign. While you are strategizing over promotions, print ads, press releases, brochures, direct mail and the like—you can quickly begin a Google AdWords campaign with a modest budget. AdWords will also quickly get your head in the game regarding your brand messaging, target audience, and marketing phrases. Choose a few options you can afford and then go for it. As time goes on make a wish list for marketing options down the road.

Tip: Running a promotion or offering a free service are both great launch practices. Business launches and grand openings are newsworthy, so be sure to deploy an online press release campaign. It may be many months before you have something else that is truly newsworthy to broadcast.

Tip: If you can write in an engaging manner, then you have tremendous affordable marketing power at your fingertips. Blogs bring web traffic and boost web visibility. Submitting articles to trade magazines or Ezines create interest and also bring traffic.

Tip: CEOs of small businesses need to master the art of self-promotion. You are not only in the business of doing XYZ, but you are in the business of promoting your business.

The Brand New You. You are set now with an intelligent launch. You haven't overspent on your logo, you've got a professional website, you've get excellent texts about your business, you are achieving great web visibility, and you have a sustained marketing campaign to get yourself in front of your target audience. Just don't forget that some of the best brand power will come from you and your employees. Passion and knowledge go a long way to building your brand and launch success.