I recently participated in a really fun, energetic and resourceful Tweet Chat by SmallbizTrends.com sponsored by FedEx about branding. Great ideas, comments and suggestions were flying across the stream! One in particular caught my attention and ire though, when they said they go cheap and the lowest price possible.
That cheap mentality when it comes to your visual brand is the wrong way to go and it usually looks like what it cost! Cheaper may save you a lot of money, but it won’t make the statement you want it to.
In its most basic form, a brand should reflect who you are and what you stand for. It is a promise of a future experience and it is vital that you deliver on your brand’s promise.
The biggest concern, particularly for small businesses and start-ups, is how to create an effective brand when funds are in short supply. No matter what your budget — $500 or $50,000 — an effective brand can be created.
Whatever you do, don’t go cheap or low cost or what I like to call POLYESTER on your brand and branding!
Do, however, go cost effective when it comes to your marketing, branding and visual imaging. Remember: Your brand, image and reputation are greatly impacted by how you look as well as what you say. Once it’s out there, it is difficult to take it back and even more difficult to change a consumer’s mind.
Think core elements — the bare minimum to embody your brand — and then add on as you can afford to. Core elements include a logo, a domain name, a website, a social media presence, and business cards. Also essential are mission and vision statements and a unique selling proposition.
If your budget is limited, research local resources and get good referrals. There are some fantastically talented folks out there who don’t charge an exorbitant amount and yet produce some incredible work. Just don’t put it off until you have “enough” to commit to branding. If you wait, you’ll never do it. Invest in the best, most professional presentation of your brand that you can afford.
An effective brand presents your business favorably enough to get customers to buy and is memorable. It’s all about having a consistent voice across every touch point.
Here are some key associations, websites and blogs that can give you some insight, suggestions and fundamentals about your personal brand and marketing it.
- American Marketing Association — A professional association that helps you deepen your marketing expertise to achieve better results.
- American Advertising Federation — The oldest advertising trade association that educates you on the latest trends in technology, creativity and marketing.
- Public Relations Society of America — A community of PR and communications professionals who help you stay on top of emerging trends and industry news.
- Advertising Age — An online and print publication that allows you to stay on top of the news and ahead of the game. Check out Ad Age’s list of top 50 marketing blogs.
Don’t go PLOYESTER on your brand and branding. Go silk but find it on sale or discounted, or even at a close out! Invest in yourself on all fronts. It will make a difference in how you are perceived, noticed and stand out.
That is what branding is about isn’t it?
