Mini-Biz Buzz

As you get your company up and running, you need to create a marketing plan. During this process you have to determine what problem your product or service solves. Some people say “What’s the pain (problem), and what’s the gain (solution)? Once you answer these questions, you will start to understand the best way to market your business.

Here are a few examples:

Spanx – Smooth, lightweight undergarments that shape like a girdle.

Slip n’ Slide water slide – Warm weather fun, without having to leave home or spend a lot of money.

Skinny Cow ice cream sandwiches – Delicious frozen treats, without the high fat or calories.

These examples infer the problems and show the solutions that the products offer. This allows the company to identify their target market, and shape and direct their marketing strategy and advertising campaigns.

Additionally, when you know what problem your product/service solves, it takes some of the dread out of making sales calls. It helps you focus on the value of what you’re offering.

Think about a time when you came across something that made your life
easier or more enjoyable. You were happy and maybe even grateful.  When you keep in mind that people will benefit from what you’re selling, and you approach people within your target market, you will actually be excited to talk to them.

So, as you move through the branding process, add this question to your list. It will do you and your customers some good.

By now you have started to determine what your brand is. If you’re still working on it, don’t be discouraged. This process can take a long time, sometimes even months, and that’s ok. This is a very important process and you want to get it right, because once you determine your brand it will be reflected in virtually every aspect of your company.

That is the next step. Once you have determined your brand, you want to make sure it is reflected in your packaging, the design of your website, the atmosphere of your brick & mortar store, your marketing materials and online properties, your philanthropic endeavors, and anything I have overlooked.

Make a list of the characteristics of your brand. If you are just starting out, go through these characteristics as you set up and create everything. If you are already in business, go through every area of your business and determine what needs to go, what needs to be changed and what is already working – then take the steps to bring everything in line with your brand.

Once you do this, you are ready to present your brand to the world. Using previously discussed marketing ideas, start getting the word out. Use your social networks to connect with current and potential customers. Start becoming active in the community via your business, either online or in person. With a strong brand, it becomes easier to find marketing opportunities because you have a clear approach and objective.

Finally, continually evaluate all aspects of your company to ensure that your brand is being consistently reflected. As you move forward, people will remember you and your company because you will be identified with your brand, and that is the point.

Last week I wrote a post about how to determine your brand. Once you know “who” your business is, you can start creating your brand. This includes setting up all marketing materials you will be using so they reflect your desired brand. There should be consistency between your online sites, business cards, and mission statement. These are all parts of one thing – your brand.

1. Blog/website: Get a domain name that is the same or in some way connected to your business name.  It should tie to your business in a clear way. You may just have a blog, but if you’re selling online, you will want to have a webstore. If that’s the case you should think about having a blog, too. (read last week’s post).  No matter what, be consistent with color scheme, graphics, font, as much as you can, with your website/blog and all of your other online properties.

2. Business card: The card should have a picture or logo (some kind of graphic), company name, your personal brand statement (mine = Bring Your Idea To Life), as well as your preferred contact information. Don’t have more than 2 phone numbers and 2 emails. You’re not their “In case of emergency person”, so limit the contact info to a reasonable amount.

3. Facebook profile: You can set up a business page, but you don’t have to. If you are going to use your personal page, give it a professional overhaul, if necessary. Don’t include any boozy or obscene pictures. In fact, have someone take a few pictures of you specifically for use on your site. Whatever you’re wearing should reflect the general vibe of your company – hip, conservative, relaxed-but-effective, whatever you’re going for. Then, turn on the privacy options that disable the ability for people to tag you in pictures and videos (allowing people to see the ones tagged of you). This will give you some control over what people see on your site. Finally, fill out the profile info completely, including your blog and website URLs.

4. LinkedIn profile: LinkedIn has finally decided to catch up to the other social networks. I have talked them down in earlier posts, but I’m taking it all back. Although still very much an online resume, you can now update your status, create a business page and interact other LinkedIn members more dynamically. Complete your profile in a way that sells you as an expert in your field and use the same picture you use on Facebook.

5. Twitter profile: Use your Facebook photo as your Twitter avatar. Also, use a distinct background for your profile page, fill out your profile and include a link to your blog, website, or Facebook profile.

6. Email address: Make sure your email is set up something like this: first.lastname@yourcompany.com.  Don’t miss the opportunity to jam your company name down people’s throats, so to speak. You want to seep into their consciousness. Constant exposure to your name and your company’s name is a great way to do it.

This sounds like a lot, but it’s not as much as it seems. I can not stress enough the importance of consistency with your marketing. Without consistency, you can not create a strong brand.