What's
In Your Launch Box? 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.
However, when it comes to branding there is still too much attention
given to colors 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
of
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.
Quick 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
are well executed and in your budget.
Quick Tip: running a promotion or offering a free service
are both good launch practices.
If you can write in an engaging manner, then you have tremendous
affordable marketing power at your fingertips. Blogs bring
web traffic. Submitting articles to trade magazines or Ezines
create
interest and also bring traffic. RSS feeds may very well
become such an integral part of business success that they'll
make
the meta tag craze look silly.
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.
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 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.
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