It’s one of those words that has the fascinating effect of causing one’s lip to curl… usually in a combo of fear, dread, and mild distaste.
Unfortunately it’s a necessary evil (and doesn’t have to be skeevy either), so let’s talk about how you can do it a wee bit more effectively than you might be doing it right now.
Then maybe I’ll go take my own advice. Heh!
While the quality of your company’s products or services will make a huge difference in the success of your marketing efforts, without proper branding and finding ways to grab your client’s attention, your fledgling biz can fizzle flat like day old soda pop.
Remember that starting a business is often the easy part. Pushing it into the public eye and creating forward momentum however, does require a smidge of actual planning.
They say the devil’s in the details you know.
So here are some ideas to take under advisement that hopefully will help you with your future marketing and branding efforts.
Design Elements (Like Logos) Matter
So consider holding brainstorming sessions when developing your logo. Never go with the first image ideas that come to mind.
Set them aside to look at later.
New companies sometimes want to push ahead very quickly and choose a logo too hastily. Put careful thought into it and consult often with the designers.
The best logos are simple, attractive, memorable, and represent your company’s priorities.
Visualize the logo on paper, on billboards, on coffee mugs, pens, key chains and apparel. Is it unique? Alternatively, could it be mistaken for the logo of another company? (Very bad in case you were wondering.)
When you have a logo you believe in, consider consulting with a focus group. Using a focus group can give you valuable feedback on how others perceive the logo and help you cut that bad boy loose if it’s a dud.
Choose a Great Tagline
A good tagline is to the point, makes an impact, and is easy to remember.
Think of Nike’s tag, “Just Do IT,” and GE’s tag, “We Bring Good Things to Life.”
Your tagline matters as much as your visual image.
Put some thought into it and make sure it really captures the essence of your company’s products, services and/or agenda.
You can go serious with it, or embrace a little tongue in cheek humor– think of Raid’s tagline, “Kills Bugs Dead.”
Consider what you want consumers to think of when they read or hear your tagline. Nike’s tag appeals to an athlete’s sense of endurance and determination.
GE’s invokes positive feelings –use of the word “life” makes the mind associate GE’s appliances with items that are working and functioning. They are not laying inactive and dead somewhere.
Raid’s tagline gets immediately to the point and uses poor grammar for memorable, humorous effect.
If your brainstorming sesh for taglines produce little in the way of results, hire someone else to write your tagline. Most freelancer writers will offer you a small selection of choices, guiding you in choosing the tagline that embodies your business perfectly.
Customizable T-Shirts and Apparel
After you have your new logo and tagline, get busy putting them to good use.
You can start by purchasing customizable t-shirts that feature your company logo and tagline. Use a printing company in your area, or compare printing companies online for the best bulk price.
Give these t-shirts out to your staff. This helps promote a sense of belonging and team pride. Positive workers are more loyal and productive, and customers often will pick up subtle cues about employees’ faith and confidence in a company.
Bring your t-shirts to hand out to customers at trade shows and other events. Do not skimp on quality. Choose shirts made of preshrunk cotton, and order your shirts in several colors.
In addition to t-shirts, might consider putting your company brand on key chains, pens, pencils, coffee mugs, mouse pads, baby clothing, cell phone cases, note pads and whatever else seems appropriate.
Technology related items, such as mouse pads, are exceptional choices, especially if your company is in the tech industry.
People rarely refuse free loot, and handing items like these out is a great way to spread the word about your company.
To gain even more momentum for your company, you want to do all you can to make sure your clients’ thoughts and feelings about your company are positive.
The psychological principal of this is very basic:
people want to feel good.
They will respond well to products, services and business models that make their life easier and enhance quality of living.
- Offer customer appreciation discounts, sales and loyalty reward type promos whenever you can.
- If you sell products, let customers sample them with no obligation to buy.
- Make your web presence friendly and open to feedback.
- Create specific pages on your website where customers can provide feedback about their experiences with your product, your services and/or the usability of your site.
- Create an in-depth, well-written page giving customers more information about your company. Don’t be afraid to use humor here either, if it fits your brand. (Humor can often engage people and make them feel more connected to you.)
- And finally, always remember that each and every customer is important to the growth of your business (or at that very least your character!) and treat them as such.
The more goodwill you spread, the more your business will flourish.
It’s almost inevitable!
Over to You
Do you love or hate marketing? Have thoughts on tactics you’ve used effectively? Feel free to drop them in the comments below, and if you like this post… be a doll and share it. 😉