Build Your Brand
Who cares about brand?
As a small business owner, I realize that small businesses have different priorities when it comes to marketing. They have less marketing budget, and fewer people to handle the marketing tasks. Corporate marketing vs. small business marketing is an “apples vs. oranges” comparison. They are two different types of marketing, each with a different “flavor.”
Fortunately, small business marketing is not that hard, when you know how to do it right. The tactics I explore in this book can be done by one person, whether you are a small business owner, or the person in charge of marketing for a small company. Even better, the tactics I explore in this book are not that expensive. You can use each of these tactics for $500 or less.
In this section of the book, I’ll explore branding issues that small business owners need to consider, including:
- Picking a good name for your business (and picking a good domain name for your web site).
- Developing a brand identity that includes a strong logo and business card.
- Establishing though leadership — that is, making your voice heard through blogs, webinars, and public relations.
- Developing a strong set of marketing collateral, such as web sites, brochures, and sales sheets.
Some of these issues might seem a little too obvious. As a business owner, you might think, Why should we talk about naming my business? I’ve already got that covered! But you might be surprised how many business owners don’t take the time to really think through their business name. They end up with a name that turns customers away, or doesn’t truly reflect what their business
