If you’re the owner of a multi-billion dollar company, this blog
post is not for you. However, if you’re a mom and pop organization or a new
business and would like to learn how to brand it on a low budget, read on…
Large corporations spend millions on creating a brand
message, but the ones that stick in our minds are based on simple concepts
which have a creative spark.
The secret? Branding
that can be used creatively without explanation. Branding is not a difficult thing to do if you know who you are and how
you want to be perceived by others. Yet quite often you might not be
focused on your brand. Some may decide
to put their attention on products or services in an effort to bring in customers
and revenue. That's fine if you're the only small business selling a particular
product or service, but that's a rarity. This is why branding is imperative not
just for big corporations, but also for small businesses. In fact, it may be
even more important the smaller your business is.
Many get caught up
with the word “brand” and believe it’s this colossal term reserved for
corporate powerhouses. The reality is that every company—and in this day of
social media, most individuals—should establish what their brand equals.
How do you effectively brand yourself and your business?
Create a standout logo
A good logo will go a long way. Unless you are able to
create one on your own, which looks professional, you’ll need to hire an
expert. At SK Consulting, we can help you create an image that lets people know
what you and your company stands for instantly.
To save money, it’s best to have a rough idea of what you’d
like. Brainstorm with friends and do some basic research. Don’t worry, it’s
fun! Check out other company logos. Determine which ones you like and which you
don’t. Then hire an expert to design it
based on your input.
What makes a good logo? There are a few key elements that
make for a successful logo. Ask yourself, if your logo is:
- Functional:
Will it work on a letterhead, a business card as well as a large poster?
- Aesthetic:
No one likes an ugly image.
- Original:
If you use clip art, it will be obvious. Create original art.
- Appropriate:
Have the image speak to your business and you. A plumber wouldn’t have a rose in
his/her logo.
- Timeless:
Pick a logo that will work into the next decade. Tweaks to logos are
common (The American Red Cross, Pepsi, Coke), but the basic brand and look
remains the same.
- Simple:
A complex drawing with obscure references might confuse potential clients.
Keep the drawing clean and simple.
Come up with a slogan
The word “slogan” comes from the Scottish Gaelic
Sluagh-ghairm, which means army cry or battle cry. Don’t confuse this with your
elevator pitch or your mission/position statement. It needs to be short and
sweet, something you can say in a single breath, or battle cry.
If you can capture the right catchphrase, people will spread
your message far and wide. A good slogan sticks like glue in people’s minds,
reminding them consciously and unconsciously of your product, over and over.
With the right slogan, you can get free word-of-mouth
advertising around the proverbial water cooler. People love a good slogan. Just
consider several from the last few decades. None of these mention the company
name, but are very recognizable:
- Where’s
the beef?
- When
it absolutely, positively has to be there overnight!
- I’m
lovin’ it!
Of course your slogan can also include your name, which can
only help you brand your company. Here are a few that work well for the
product:
- Got
Milk?
- Subway.
Eat Fresh.
- M&Ms
melt in your mouth, not in your hand.
What is YOUR war cry?
You can create your slogan on your own or with a group of
friends. Everyone likes to pitch in ideas, but your slogan/war cry should
complement your logo and the rest of your brand. Hiring an expert can help ensure that your
strategy is effective and efficient for years to come.
What is your elevator pitch?
You need to be able to sell yourself within a short pitch
that can be easily delivered in the time it takes to climb a few floors in an
elevator. You need to be able to answer the innocent question, “What do you
do?” in such a way that the person wants to know more.
It’s OK for it to sound a bit sales-y as long as the concept
is clearly communicated. If you’re shy about selling, you have to get over
that. Every business owner must bite the bullet and admit they are (or need to
be) a salesperson.
The first step will be to try out your pitch to yourself.
Say it out loud, preferably in front of a mirror or on video. You can record
yourself on your phone and play it back. How does it sound? How would you
respond to your own pitch?
After you create one that you like, you need to practice it
over and over and over and over (and over). Practice it in the car, in the
shower, as you’re cooking, etc. Drill it until it is second nature, so that you
don’t need to think about it at all. It should just come out naturally (which
means if you keep getting tripped up on a certain phrase, change the phrase).
Next is the hard part for most people. You need to practice
it on others (people who are not you). Start with friends, people who are
supportive of your goals. If you stumble, try again. Friends will understand.
Do this until you can actually take it to the next level, delivering it to
someone you don’t know, at a networking event or other social setting. It is just a matter of practicing with others
until you aren’t worried about your pitch at all and it just flows out easily.
Trust me, it won’t take long.
If You Communicate
it, They Will Come
If you communicate your brand message to your target
audience properly and your brand positioning is easy to understand, not only
will your consumers/clients/customers be great brand ambassadors for you, but
your employees or future employees will be too.
When your consumers are fans of your brand and identify with it, they,
too, will become vocal in spreading your brand’s message. Word of mouth
marketing has always been important in extending a company’s brand and
offerings, but it is even more crucial in this age of social media. You want
your consumers singing your praise across the various social media platforms,
not only in the form of "Likes" but also in sharing their positive
experiences and pictures. Just as you reward your employee, you should give
perks and special treatment to those avid customers and fans of your brand who
promote your products and services. Their endorsement is more powerful than any
commercial or copy you could produce.
Are You on the Right
Path?
If you are unsure whether your brand is working for you,
contact us. If you are a new business, a
small business or an organization wanting to change directions, make sure you
have an expert in the field of branding involved. Not having a strategic plan and jumping into
the fire can hurt your business in the long run. We are here to help you develop a brand,
develop a plan, determine your target audiences and how to reach them. For more information on the services provided
by SK Consulting, visit www.stonekingconsulting.com.
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