You’re retired but not ready to put your feet up. Your mind is sharp and you’re healthy. You’ve got a product or service to offer. Now what?
Aside from the business logistics involved – any combination of relevant elements, including supplies, tools, location, staff, licenses and inventory – you’ll need to address an issue all entrepreneurs face, regardless of age – your brand and all it entails.
What exactly is a “brand”? The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” It’s fair to summarize this simply as your business name, logo and conveyed value.
Regardless of your target market, your business will be initially judged (usually in mere seconds) by its presentation. As consumers, we’ve all developed an innate filtering process that’s put into action when we enter any sort of commercial environment or buying mode. We decide very quickly whether a product ad, website or storefront is a good fit for us. Without any real thought, we conclude, based on years of observation and consumption, if a business “feels” right.
Does the presentation look professional? Is it clear what they’re offering? Are the colors and fonts appropriate? Does the logo resonate? At a glance, we answer these questions for ourselves and take action – deciding to either learn more or move on. The process is fast. Using instinctive reasoning, we determine if a business or product deserves further attention. This is the value of branding in a nutshell. Regardless of the quality your business is offering, if the presentation is poor, you’re losing sales.
Crucial to branding is consistency. Once the business focus is clear – a target market and aligned image is established – your marketing toolkit must be utilized properly to ensure the brand’s perceived value and strength is maintained. Logo, color scheme, website, social media posts, print ads, vehicle wraps – whatever you’re presenting, be consistent. Keep the brand strong.
Although you might be tempted to conserve start-up dollars by utilizing available online platforms for marketing components such as website development, this can often work against you in a couple different ways.
What initially seems simple can turn into a confusing and frustrating exercise that sucks hours of time away from more important business-related tasks. Additionally, since most DIY online tools rely on ready-made designs for their supposed simplicity, there’s a real danger of your website looking and functioning very much like your competitor’s. It’s vital to establish a unique identity and hiring a professional for your marketing is a strategy that’s usually worth the investment. Not computer or internet savvy? There’s no shame in that – your skills are elsewhere. Be realistic about what you’re capable of tackling yourself.
At some point, you might be told a Facebook presence is all you really need to establish and maintain your online marketing. It’s not. By all means, take advantage of the key social media platforms, but don’t think it’s enough to build brand strength online. Websites still matter – in fact, more than ever. Your site gives you complete control over your presentation – think of it as a stage or tradeshow booth, designed to project exactly what you want. Social media alone can’t do this.
Don’t neglect branding and marketing – or fall prey to a commonly heard and illogical notion – “I’ll invest in proper marketing when sales pick up.” Get serious about your brand and take action as soon as possible – then stay consistent. Remember, you’re always being judged.
Dave Bush is a freelance web and graphic designer specializing in marketing for small business. Visit his website at www.davebush.com
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