Attention Startups! Branding Is Important!

Are you planning on setting up a new business? Or are you already on your startup adventure? No matter what stage you are at in your business life cycle, the two areas of importance are: what to do before investing in branding and after you implement brand identity design.

What is brand identity design?

We have all heard the word, ‘branding’.  Some understand it well and others think they do.  But, when the term ‘brand identity design’ is used, the majority of people (even the smartest of the smarts) get confused. To keep things clear: branding is an act of forming and improving the perception of a business in the eyes of its customers. Artists might appreciate the fact that, in essence, branding is an abstract concept. Brand identity design, on the other hand, refers to tangible items. It’s a design package which includes logo design, business stationery, promotional items, etc.  Brand identity design encompasses the official brand colors and fonts, making sure it is consistent across all platforms.   

Before investing in branding

You really should decide whether and how much you are going to invest in branding before you complete your research and development stage. Why? Because branding has a direct impact on the recognition of your business. The sooner you introduce your startup to the world in terms of visual exposure, the better you’re going to do when you actually enter the market with your products or services.

Every business owner should know that marketing starts before the launch of a product or service.  The process requires time.  Branding, however, should start as soon as the decision on your company’s name is set. Design your logo so it sets the tone for your vision.  Then start showing the world your logo so they can start to wonder what it stands for.  Start building the excitement.  Once people remember your logo, they’ll eventually recognize your ads without even seeing your name but by simply connecting the design principles (colors, fonts, layout) to your brand’s standards.

After implementing brand identity design

The brand identity design includes a variety of items that should be designed by the same person or team for consistency. Imagine a professional, luxury real estate business with stationery that doesn’t exactly match its logo and website or a set of envelopes and papers that are different than the symbol they are promoting. Counterproductive!

No matter how extraordinary your company’s services may be, customers may have trouble taking the business seriously. Instead, they will go to a competitor that took care of such simple details. The point? An investment in branding is a simple and worthy way to either gain a competitive advantage or to keep up with the competition.

This is especially true for startup businesses.  The first few months are crucial for survival – let alone the ability to compete with long-standing companies with deep pockets. Startups can’t afford to lose a client because of minor inconsistency across branding elements.  This is an easily avoidable situation.

It is almost an understatement to say that startups have a limited budget.  But, the great thing about effective BRANDING is that the cost is minimal.  Unsure where to start?  Contact the experts at SK Consulting!  From concept.  To creation.  To Implementation.  We’re there with you every step of the way!

Attention Startups! Effective and Efficient Marketing is a Must!

We all would love to win the lottery.  And in the entrepreneur and startup world, landing a large investment at the onset is just as likely as winning said lottery.  So, it’s likely that you don’t have a great deal of cash to spend on marketing for your business. And that sucks.  But, you can still develop an effective and efficient, successful marketing plan – even with limited resources.  How?

The majority of startups don’t have enough money to hire a marketing expert right away. Therefore, it’s up to you to determine the best route to take to get the word out regarding your startup. If you’re working with a very small budget, the road to success can get tough. But, keep the faith because here are a few guidelines that will get you started in the right direction.

1. Solidify your brand.

You must have a solid concept regarding what your business is, what you desire to accomplish, and why it even exists before you can even think about launching a successful marketing campaign. Make sure you know exactly who you are, since understanding this will greatly help you determine how to position both you and your company.

·         Stay true to yourself.

Be yourself and stay true to your original business concept. Show people who you really are and don’t pretend to be somebody you’re not.

·         Determine why you’re unique and what sets you apart from your competitors.

This is your key selling point. What can you offer the world in a special and unique way that no one else can? If you’ve ever watched Shark Tank, you know how detrimental it is to show up without a solid understanding of what sets your business apart and what the competitive landscape is.  The Sharks will rip you apart…and so will your prospects.

·         Be consistent when presenting your image.

Don’t try to change your image to attract a variety of audiences. Present a consistent overall look and feel so you’re crystal clear about who you are.

If your business is experiencing an identity crisis, it’s best to address it prior to marketing your company. If a brand is continually changing their approach or image, it can be a huge red flag to potential customers. While every startup will inevitably face challenges that will make them rethink or even second-guess certain things, branding is the one aspect that you can control 100 percent right from the start.

Simple tip: Use the same company name and your name consistently.  If people know you as James T. Kirk, then use that name everywhere in exactly the same way.  Don’t be James on your business card and then Jim on LinkedIn.  The same is true with your company name.  

2. Clearly define your key goals and metrics.

The less money you have to work with, the more you need to be completely clear and detailed concerning your goals. Of course, you want to make money, but not every marketing endeavor is going to make money. Therefore, you need to figure out all the potential outcomes in terms of what you actually consider ‘success’; whether that means a certain amount of lead generations, more subscribers to your list, or more traffic to your website. All of these things combined mean more publicity regarding your startup and can eventually result in making more money.

3. Determine your budget.

This is a complicated, yet simple step. Determining your budget simply means figuring out how much cash you can actually afford to spend on marketing and how much time you can spend both planning and managing your marketing campaign?

This step often confuses people since they don’t exactly know the amount of money it requires to achieve results. It’s kind of like “which came first, the chicken or the egg” scenario.  Unfortunately, no magic number exists. For most startups, this dollar amount boils down to putting aside only as much as you can spare.

Tip:  Focus on internet spending first.  Other marketing avenues can come once money flows in.

4. Choose your target niche.

Although your products may appeal to the masses, that also presents somewhat of a problem when marketing your business. Overall, the more customers you desire to reach, the more money and time you will need to pull it off. Choose a segment, or niche, of your potential audience and focus on that. Not only will it decrease your marketing expenses, it makes sense regarding messaging.

5. Follow and engage with your audience through social media.

In order to succeed, you need to market your brand where your potential customers are. If your niche is in the fashion industry, using Pinterest is a great way to connect to your female-based audience. However, if you want to reach young male gamers, Pinterest is not the ideal social media channel to use.

Study the various social media outlets and find out where your target audience hangs out so you can connect with them. Spend your time and resources on the ones that are most conducive to your brand.

6. Focus on quality content and audience interaction.

Although you may not have a great deal to offer people in terms of discounts and giveaways in order to attract potential customers, you can present good, quality content that’s related to your target audience.

The most successful brands continually share interesting content that’s frequently not obvious advertising or a direct call for action. They often post and share ideas that their audience is most interested in. Interact with your audience. Directly connect with them by responding to their comments. This is huge in terms of building a long, trustworthy relationship with your potential customers.

7. Know your partners and potential partners.

Find key experts within your particular industry and start interacting with them. Follow your brand’s influencers on Facebook and Twitter without coming right out and asking them to directly promote you. Simply continue to comment and share the good content they keep posting. The key is to develop a solid relationship with people. You can do that by continuing to publish useful content that your audience can benefit from. Over time, one of your brand’s influencers will eventually notice it and then share it, which results in getting you exposed.

8. Listen and observe.

You can’t simply launch a marketing campaign and receive instant results. It doesn’t work that way in the real world. You must listen and pay close attention to what’s actually happening.  See what is trending in the news and on social media.

Chances are your initial marketing efforts will probably fail. Successful marketing is all about refining your methods so you can determine what works best for you. Go back and evaluate each step of your campaign. What areas can you improve upon? Are you targeting the wrong audience? Are you using the wrong social media channels for your particular niche?

Marketing your startup can be overwhelming.  There are so many components to consider that you may feel like a failure before you even start.  Don’t go it alone.  Enlist some help.  SK Consulting would be happy to help you effectively and efficiently navigate the marketing landscape.  From concept to creation to implementation – we’re there with you every step of the way!

Just Starting Out? Market Within Your Budget

We’ve all heard the riddle:  If a tree falls in a forest and nobody is around….does it make a sound?  Think of that riddle in the marketing world.  It’s like having a high-quality billboard promoting your business placed in the desert.  Nobody will see your efforts or know that you exist.  As a business owner, you know you need to market your business, especially if you’ve just very recently opened your doors. It’s the only way you can attract customers to your brand!

Unfortunately, budgets are typically tight.  Small business owners rarely have the large budget needed to compete with the ‘big dogs.’  Without a sizeable wad of cash, marketing becomes extremely difficult.

But it isn’t impossible!

Start with the basics and go from there.  (and don’t spend your money on a billboard in the desert!)

Create the Very Best Logo You Possibly Can

Creating a logo will cost a little bit of money upfront, but it’s an investment that will pay for itself in a relatively short period of time.  We wouldn’t recommend trying your hand at design with this important part of your brand.

Research and hire a company with a portfolio that speaks to you.  And what’s great is, once you pay for the logo – it is yours.  You own it and can use it however you see fit!

It is important to note that your logo should incorporate the color scheme of your business.  You want people to take notice of your logo, but don’t make it too artsy.  You want a simple design that speaks to your business and can be easily reproduced on promotional and collateral pieces.

Start a Blog

There are many reasons to start a blog.  And don’t worry, if you’re not a good writer, there are many freelancers and businesses, like SK Consulting that can help.  Here are some benefits:

• Attracting an audience
• Building rapport with customers
• Establishing authority in your industry

Blogging can get expensive so shop around to find the best writer for the right price.  You can try your hand at blogging, but make sure you have a second and third pair of eyes to edit your work and incorporate SEO and key phrases.

One great thing about starting a blog is the fact that you can fund it later on down the road when there’s more cash to go around. All you have to do is look for a content writer to join your team when the time is right.

Get on Social Media

Social media is one of the easiest ways to do a little marketing without spending any money. It’s free to start a business account on platforms that include Facebook, Instagram, and Twitter.

There are two approaches you can take. If you have the time, you can join as many social media platforms as you can to attract people to your brand, or you can choose just one or two to spend your time on. No matter which method you choose, make sure that have time to update your accounts often.

Also, make sure there’s a strategy behind your posts.  After all, social media is more than pretty pictures and sales pitches.  You need to be educational, relevant and authentic! Testimonials and videos are sure-fire ways to grab attention of potential customers.

Do Some Guerilla Marketing

Guerilla marketing is a fun way to get your brand noticed! Here are some low-cost ideas:

• Network, network, network – there are many free networking groups that you can join and share your business and business card with others
• Use creative, inexpensive signs to point to your store (think sidewalk chalk or sandwich board signs)
• Give away free samples at an event – find events that align with your business and show up with free samples
• Use inexpensive promotional items to share your logo and website

You don’t have to have thousands of dollars burning a hole in your pocket to do a little marketing! You can get your business noticed by new customers and clients without spending money you don’t have. Need help establishing your marketing goals within your budget?  Contact the experts at SK Consulting today!  From concept to creation to implementation – we’re there with you every step of the way!

Attention Small Business Owners! You CAN Compete with the Big Fish!

With tight budgets and limited time, small businesses often struggle to stand out against the competition. But with a little innovation and elbow grease, a small business can improve their visibility and remind consumers why they should be chosen over the larger fish in the pond.  The following business marketing ideas can help make your business one to remember.

Get Involved at a Local Level

One of the best budget-conscious marketing ideas is to look at ways to increase your involvement in the community. It can be through volunteering, hosting a networking event, or sponsoring a fundraiser. This kind of community involvement proves to be invaluable for a multitude of reasons.

In addition to the obvious benefit of increased brand awareness, these activities can also produce valuable connections that might never been created. More important? More community involvement and interaction increases the likelihood of local websites and social media sites mentioning your business.  This provides Google with valuable signals to help boost your business’ appearance in the coveted Google local search results, ultimately helping you gain more potential customers.

Repurpose Your Content

Recycle and repurpose content to increase ROI. Recycle content by updating a popular post. For example, take one of your most popular posts from last year, update that article with new, relevant information and republish it.

You can also repurpose by posting the same content in different formats. For instance, take an article and create a podcast using the same information. Recycling and repurposing content stretches ROI.

Make Sure your Website is Current

Does your website look like it hasn’t received an update in decades? Make sure your site is using the most current technology.   There are many platforms available to make your website stand out and that are easy to use on the back end.  If you need help designing and providing content for your website, contact the experts at SK Consulting.  Websites don’t have to be difficult to be effective.  If you don’t have an updated website (or a website at all), people will take notice – and not in a good way.  After all, you don’t want to spend so much effort driving people to your website if it sucks.

Be Strategic, Realistic, and Consistent With Your Organic Search Marketing 

Using a blog on your website for content marketing is a cost-effective business exercise. Also, you do not have to be a magician to rank highly for keywords on Google that will deliver sales. Perform a detailed keyword analysis of your competitors and write content for long tail keywords that have less competition to start with. Even when competing with players with larger marketing budgets, it is possible to build up organic visitors to your website over time. Know your message and understand what you want to be known for.

Tell People You Can’t Help Them

Remember, not everyone is your customer.  No matter what you’re working on or offering, you can’t help everyone. No product or service is perfect for every person and every situation.

Instead of hiding flaws or issues, be open and transparent about them, so when you talk about the benefits of your business, people will believe you. And the funny side effect is that you’re likely to turn those who are not a good fit with your business into your advocates.

Write a Mini-eBook

If you have a fresh, controversial, or unique solution to a problem in your industry…write a book! Advances in digital publishing have made it possible for just about anyone to write a book. As a product or service provider, you can use your book as a key piece of your publicity strategy. Launch your book, and your brand goes with it!

Encourage Customers to Review Your Business

Increase positive customer reviews! A 2016 BrightLocal study revealed that 84 percent of consumers trust online reviews just as much as personal recommendations, and 74 percent say that positive reviews make them trust a business more.

Remember, negative reviews can severely damage a brand’s reputation. Consumers are more inclined to share bad experiences than good ones. That’s why it’s important for brands to be proactive about getting positive reviews. If you provide great service, the ask shouldn’t be a hard one to make.

In fact, according to data from that same study, 7 out of 10 consumers will leave a review if asked to do so. In addition to improving your brand’s online reputation, businesses with a higher number of positive reviews may also rank higher in search results.

Find Your Niche

Focus on a specific niche within your industry. For small businesses, it can be challenging to compete with larger companies that are established and have access to more resources. One marketing strategy for differentiating your business is to carve out a small niche of customers.

Rather than market your product or service to everyone, narrow your target down to a limited segment of customers. As your business and brand grows over time, then you can look for opportunities to expand your customer base.

Re-think Mobile

Mobile is becoming more and more popular not only for searching the web, but also for making purchases. With mobile payments increasing, consider other mobile purchasing trends, like buy buttons. These tools are increasing as customers are feeling more comfortable purchasing on mobile devices. This means that purchases might be made more directly through websites and social platforms like Facebook. Utilize mobile marketing to ensure that you are giving your customers every opportunity to purchase. Adapt to their needs.

Blog with a Purpose

Show your customers that you are relevant!  Don’t just write a blog to write a blog or to sell, sell, sell.  The biggest mistake small businesses make is when they create content to try and sell instead of help. Write content that actually adds value to your readers. Don’t worry about giving away any secrets you may think you have, just focus on helping your audience. Every time you write something before publishing it just read it and ask yourself: “is this helpful?” Keep blogging.  Be consistent.  Inbound marketing is a long-term commitment with a huge payoff.

Ideas?

These are some pretty great small business marketing ideas, if we do say so ourselves. And there are plenty more.  How do you effectively and efficiently market your small business?  If you don’t, contact us today!  We’d be happy to help you take over the pond and enter the ocean! 

There IS a Difference Between Branding and Marketing

When we tell small business owners that we are branding and marketing specialists, we get one or more of the following reactions:

• ·         There’s a difference?
• ·         So, what does that mean?
• ·         You do promotional products too?
• ·         That just means you design logos and websites, right?

No. We do not do promotional products (but we can recommend a fantastic promotional product business).  Yes.  We do logos and websites.  But, we won’t do the latter if a brand is not in place.

We help individuals and businesses discover their brand.  They’re ‘why’.  Their solution to consumers’ problems.  THEN we help them promote their ‘why’ – why they do what they do and why consumers should choose them.  You shouldn’t have a marketing plan in place if you don’t know your brand.  After all, if you don’t know your brand, nobody else will.

What’s the difference between branding and marketing?

1. Marketing is your message. Your brand is who you are.

Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

When done right, your brand is your reason for being. It is the unique, authentic, singular value you offer to your customers. It permeates the culture of your company, and it is communicated to your customers every time they see, feel, touch, or experience your brand—not just when they experience a marketing message.

2. Branding comes first, marketing second.

If you have a logo, a package design, or a slogan, you may think you have a brand. What you actually have are a set of marketing materials and messages.

Whether they forget or purposely neglect it, many blow off step one of the branding process.

What’s step one? You must determine and define your brand value in the marketplace. Only then should you move on to developing a brand strategy—followed, last of all, by crafting a marketing campaign.

3. You own your marketing; your consumers own your brand.

Compared to branding, marketing is easier to control and to comprehend. You write the headlines, you choose the art, you post the Tweets. You measure conversions or awareness, and determine whether your marketing is a success or a failure.

When your customers take action and buy into your marketing efforts, there’s a reason.  That’s branding.  Many things influence your brand, you cannot manufacture brand value yourself.

Essentially, if you are authentic.  If your services provide a value.  If you have a clear understanding of the need you fill.  If you believe in your product or services and have a passion for it, potential customers will see that your brand is here to stay.

You must know the difference between branding and marketing, and don’t confuse your tactics. Marketing is storytelling. The most powerful branding happens when you listen, not when you talk. Your consumers will tell you what your brand is—or what they need it to be—because they alone know.

The strongest brands use their understanding of the difference between branding and marketing to build marketing campaigns that work hand in hand with their brand positioning strategy. They listen to their customers, and let their values, hopes, and desires define the brand’s position—then craft marketing campaigns to communicate that value through simple, creative, show-stopping executions.

If you do not see a return on your investment with your marketing efforts, it could be your brand!  Never fear – we’re here to help!  We can help you discover your story, your why and find that core element that sets your brand and your business above the competition.  Contact SK Consulting today! 

Small businesses have small budgets.  We get it.  But, don’t limit your creativity or your marketing strategies because of it.  

There are a lot of things you can do to promote your business without spending a lot of money. You don’t necessarily need to go big – go small and intimate! 

1. Get personal.

Customers love the opportunity to make something their own. Studies have shown that the majority of consumers said receiving a personalized incentive would improve consideration of the brand.  If there’s a way for you to allow customer customization, give it a try and see how your audience responds. Not sure how to add a personal touch to your business? Anything that gets your customer’s name on your product works -- using frosting to write the order name on your donuts, or offering free monograming on your inventory of purses or apparel.

2. Promote customer engagement.

In today’s social world, whatever you can do to make your small business more shareable is good for marketing. What is something you could implement that your customers would find Insta-worthy? Create an opportunity for photo ops and increase your social reach without spending a cent. Try a selfie campaign, Facebook Live, a contest for the most creative slogan.  Add a prize component to entice people to use your custom hashtag or tag your business in their posts.

3. Say thanks.

How often do you let your customers know that you appreciate them? You’d be surprised the power a simple “thank you” can have on creating customer loyalty. Everyone likes to feel appreciated. While a card can often be effort enough, let’s try to remember that we’re thinking outside the proverbial box and go for something bigger. How about hosting a special event where guests can sample new menu items, or you highlight one of your customer’s businesses?. Try utilizing Meetup.com or another event website that can gain the attention of new customers as well as current ones.

4. Develop a loyalty program.

If you’re losing customers, you need to establish a way to cultivate repeat business. If your target audience is Generation Z – you’re LUCKY!  They are more willing than any other generation to sign up for loyalty cards in exchange for deals or discounts. Your loyalty program can be as basic as a punch card or as elaborate as a membership that rewards customers based on how often they visit or even how much they spend.  

5. Utilize LinkedIn.

LinkedIn is a frequently skipped social media networks for small businesses. But why? While not the most exciting platform, it does provide unique opportunities for marketing your business. Without even spending any money, you can connect with people in your community by creating a group, joining existing groups and reaching out to other small business owners and potential customers in your area.  This platform is geared toward the more professional audience.  EVERYONE has a Facebook page.  But, show other business professionals that you and your business mean business by using LinkedIn.

6. Survey your current customers.

If you’re not sure what types of marketing or promotions your customers will respond to best, ask them. A simple survey can provide endless insight into what you’re doing right and wrong, and what you’re not doing that you should be. Include a raffle-like component, where one participant will win a prize (such as a $100 credit to your business) to encourage your audience to take part.  Your customers are your best PR tool.  If they respond that they love this or that, ask them for a testimonial on this or that.

Small business owners fight an uphill battle every day.  There are corporations that offer some of the services you do and have spent the big money promoting it.  The small mom and pop store down the street from a WalMart struggles.  But, don’t brush aside everyone’s inherent need to feel special.  Nobody wants to be an account number, a credit card number, a client number.  Customers will come back (and probably be willing to spend a little more) for authentic, genuine, person-to-person customer service. 

That’s something us true small business owners can hang our hat on.  If you need help finding your strengths and being the David against the Goliath, contact SK Consulting today!