Every business has a brand… even the ones that never officially “branded” themselves. Brands can be big, they can be bold, they can be crazy, they can be fun… and they can also be dull as butter knives. Guess which category most companies’ brands fall under?
Yep, the majority of brands are pretty doggone bland. That’s usually because of a number of reasons, including:
1. The brand was never created in the first place. It just kind of “happened”.
2. The brand was once strong but has ceased to be effective.
3. The brand isn’t being used company wide, thus leading to inconsistencies and market confusion.
4. The brand doesn’t make sense for the product/service/organization.
Obviously, you don’t want your brand to be forgettable. You want it to jump off the proverbial page and really spur people into action. But that doesn’t happen by accident.
I know a lot of entrepreneurs who tell me (earnestly, I might add): “I know I need to market my business, but I don’t want to make a mistake. I want to do it the right way. I just haven’t found the time to make that happen.”
Hm.
In other words, for these business owners, NO marketing seems to be a better risk than trying something that doesn’t quite fit…?
In general, I don’t agree with that line of thinking at all.
To me, it’s better to try to market your business in some way than to sit back and hope that customers, vendors and/or employees find you on their own. Even if you don’t choose the perfect marketing venue, it’s still likely to net you something rather than the nothing you’re guaranteed if you don’t market at all.
(With this being said, I will tell you that I’ve seen some pretty shoddy attempts at marketing, but they can hardly be called true marketing “campaigns”. A couple of ads or the handing out of logo-plated pens simply isn’t a genuine attempt at marketing.)
I understand the worry that an entrepreneur’s marketing dollars will be spent in the wrong way. It’s one of the reasons I enjoy working with business owners and helping them design marketing campaigns and platforms to increase their profits efficiently and effectively.
If you’re someone who has been hemming and hawing about whether to finally invest in marketing, I encourage you to join my Marketing Made Easy program (designed especially for small businesses!) in 2010. It’s a cost-effective, hands-on experience that lasts the entire year.
Send me an email at julie(at)jadcc(dot)com and we’ll get you registered. If you want more information about the program, head here. Don’t delay — this interactive group coaching session starts in a couple of weeks! Reserve your seat now!
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JADCC: The bridge between where you are and where you want to be.
We all have days where we get down in the dumps. Fortunately, those times usually pass. However, for some entrepreneurs, clinical depression can take a huge toll on their business successes.
How do you know if you are depressed? When it comes to entrepreneurs, the signs and symptoms of depression can vary, including:
Inability to complete projects. “Why should I start today? It’s already 4:00 p.m. I’ll start tomorrow instead.”
Days spent staring at the computer, unable to force even an email or a phone call. “It’s just too tough to decide where to begin.”
Inability to get out of bed to go to work. “I got twelve hours of sleep, but I’m still exhausted.”
A sense of pessimism surrounding everything. “Why bother to do anything? That guy will never become a client.”
A lack of focus. “Why can’t I remember anything?”
Slacking in performance. “I feel so stupid, but I just can’t seem to do work that’s good anymore.”
I’ve worked with depressed entrepreneurs before, and I can tell you that this isn’t something to ignore because it doesn’t magically disappear.
If you’re battling depression, it’s imperative that you find a way to combat it, such as with medications, therapy, diet, exercise and/or homeopathic remedies. Don’t delay. Make this one of your top entrepreneurial resolutions for 2010. That way, you’ll be able to give it your all next year.
You deserve nothing less than the chance to shine.
What’s in a name? Enough to encourage all entrepreneurs to think carefully before choosing their company monikers. That’s because there’s a huge difference between what’s cool and creative versus what’s going to get people to your business.
So what kind of names work best? Consider these suggestions:
♦ Make sure your company name gives at least a hint of what your business offers. “Curl Up and Dye” (a real company, by the way) is a good example. Even though it’s off-the-wall and humorous, you know immediately that it has something to do with hairstyling.
♦ Make sure your company name can be purchased as a domain. You have a fabulous idea for a name, but when you Google it, the site has already been taken. You might want to pick another name (or, if you’re totally into your company’s name, you could always see if you could buy the site from someone else.)
♦ Make sure your company name couldn’t be misinterpreted. Sometimes, a name sounds good until you realize that it could give people the wrong impression. Host a focus group and make certain that the name is coming across in the manner you originally intended.
Are these hard and fast rules? No — just consider Starbucks. It’s not a star, it’s not a buck… it’s a coffee shop. However, if you want to get a following quickly, especially in the Internet age when social networking is key, it’s best to make your niche as apparent as possible in your business name.
I know that it seems like a daunting task, especially if 2008 and 2009 threw you for a loop with the economic turbulence. However, it’s well-known that if you want to succeed, you need to define goals that you can follow.
So get out a pen and paper or start a document on your computer. Then, begin to outline your goals. If you’re having trouble deciding what to write, just let your mind go free. Write down the biggest goals you have, making them as measurable as possible. For instance, instead of saying: “I want to retire early”, state: “I want to retire at or before age 50.”
Once you’ve written your goals, take each one and break it down into steps on how to reach that goal. (Think of it as a map — you’re moving from Point A to Point B.) There could be four steps or 84 steps.
The average consumer is bombarded with around 3,000 different product advertisements in one form or another every single day. So what makes you think that your merchandise or service offerings are going to stand out?
While you might adopt different marketing tactics to get a temporary surge in sales — a coupon, a time-limited price reduction, a 20% off sale — it’s not enough to help you in the long term. What you need is a strong brand. But that’s something most businesses, especially small businesses, seem to lack.
It establishes who you are and what you do immediately.
It encourages people to begin to associate you with a service or a product. (Not convinced? Think of the words “fast food”. Did McDonald’s “golden arches” instantly come to mind? That’s powerful branding!)
If you don’t have a brand (or you couldn’t define your brand to save your life), that’s telling you something. You need to get a handle on what your brand is. From there, your advertising and marketing will be much easier to develop, not to mention more lucrative.
I’m really getting into the holiday mode, so I’ve decided to offer a Thanksgiving special on my 2010 Marketing Made Easy Coaching Program. The sale is ONLY 3 days long - November 24th, 25th, 27th.
As you’ll notice on my website, the regular price for 2010 Marketing Made Easy program participants is $225 per month. However, If you sign up during the sale dates mentioned above (11/24, 11/25 and 11/26/2009), your monthly cost will be instantly reduced to $183 per month - that’s a $500 savings! (And who can turn down $500 off?)
Looking for a reason to join my 2010 Group Coaching Program that’s been designed exclusively for small business owners?
I’ll give you 17!
You’ll get to network with like-minded entrepreneurs who understand what you’re experiencing.
You’ll benefit from working with an expert coach as well as credentialed guest speakers.
You’ll spend 12 months tightening your business processes.
You’ll receive one-on-one coaching guaranteed to make you answer the tough questions and get to the bottom of what’s keeping your business from breaking records.
You’ll discover the secrets to marketing your product or service the right way.
You’ll have opportunities to ask questions of other entrepreneurs and provide them with your own answers/thoughts.
You’ll be held accountable for the success of your business every step of the way, which is one of the smartest ways to ensure success.
You’ll be re-energized to do well throughout the entire year.
You’ll have a better understanding of how to maximize your cash flow.
You’ll wind up with business plans that you can use in 2011 and beyond.
You’ll spend less time worrying about the “what ifs” and spend more time being proactive.
You’ll develop the skills to begin marketing like a pro.
You’ll become more confident in networking and sales situations.
You’ll save 25% if you sign up with a friend or colleague (who will receive 25% off, too).
You’ll be more fired up to make the most of each day.
You’ll be able to carry what you learn with you for the rest of your career.
You’ll be able to mentor others with the insight and info you receive.
