| We live in a world that glorifies instant results -- instant | | | | a year, gather all of your marketing materials and |
| communication, instant gratification, instant success. So | | | | review them. This includes your website, print materials, |
| it's no surprise that many business owners expect | | | | advertisements, presentations, proposals, sales letters |
| instant results when it comes to building their company | | | | and emails. You also should consider your profiles in |
| brand. For a small business owner on a tight budget, | | | | social media, blogs and other postings. Is your |
| however, persistence and patience can lead to | | | | marketing message consistent and integrated into all of |
| success. | | | | your marketing pieces? Do you continue your |
| Your brand is your promise to your customers | | | | message in your social media communication? Can |
| regarding what you will deliver. It is what you stand for | | | | someone tell by looking at all of your marketing tools |
| including the quality of your products and services, | | | | that they represent the same company? |
| customer service, the shopping or service experience | | | | 2. Develop an annual marketing communications plan. |
| you offer and your beliefs and organizational culture. | | | | This step is critical if you want to present a consistent |
| Your brand is important because people align | | | | brand while staying on budget. Your company goals |
| themselves with brands they respect and trust. | | | | should drive your marketing efforts. Once you have |
| You communicate your brand through words and | | | | established your goals for the year, confirm that your |
| visuals, in particular, your marketing message and | | | | marketing message and goals are aligned. Develop |
| graphic presentation, including your logo. Your | | | | targeted messages for each audience you want to |
| marketing message should clearly indicate what client | | | | reach. Establish goals, quantifiable objectives, and |
| needs or pain points you address, your solution and | | | | tactics with timelines and a person assigned to each |
| what makes your solution different. Your logo and | | | | for accountability. Understand how to best reach each |
| graphic presentation should complement your | | | | audience and use these communication channels. |
| message and add meaning to your brand. For | | | | 3. Implement consistently. It's easy to get caught up in |
| example, if you offer legal services to corporations, | | | | the day-to-day operations of your company and let |
| you don't want a logo that brings to mind the movie, | | | | your marketing efforts slide. Resist the temptation to |
| Legally Blonde, while conversely, if you are selling to | | | | put your marketing efforts on the back burner. If you |
| teens, you need to steer clear of a staid, corporate | | | | find yourself skipping an issue of your newsletter or |
| look. | | | | blog, try scheduling time on your calendar for these |
| To communicate your brand consistently and | | | | tasks. Treat this time as you would any other |
| successfully, follow these three steps: | | | | appointment. If necessary, outsource projects to stay |
| | | | on track. |
| 1. Know where your brand is right now. At least once | | | | |