I absolutely adore curating other people’s good ideas, and I take particular joy in presenting these ideas from Amy Tobin, who runs a business that focuses on small businesses.
Branding is an interesting topic. And it applies as much to small and smallish businesses as it does to corporate giants like Procter & Gamble or Cisco.
Here are the 12 things a small business can do to really screw up its brand. Interestingly, but perhaps not surprisingly, many of them are relatively easy to avoid. A little clearheadedness and a bit of planning are all that’s necessary. An MBA in marketing is not necessary:
- Not having a logo. Huh? Hard to believe but true. Ready Amy’s comment on this one. In fact, read her whole doggone article.
- Changing your logo too much. How much is too much? Probably when your target market gets confused about who you are.
- Not having a brand image. You should use the same font and layout for important documents and publications. And everyone should be held to the same standard.
- Lacking a corporate voice. Be it snide, silly, smooth, or sonorous, you need a “voice,” aka personality. Create a document that describes it, and make sure your employees adhere to it.
- Not providing customer service training. As with #3 and #4, everyone in your company needs to be trained. Because each of your employees is in sales.
- Not having a crisis plan. Be prepared. A crisis can happen, even if your business is selling your mom’s home-baked cookies.
- Lacking a good email signature. It’s good to let people know how to get hold of you. And for heaven’s sake, include your logo. To which I add, include your Twitter, Facebook, and LinkedIn info.
- Neglecting signage. Even if you’re selling you mom’s home-baked cookies, you need a sign. If you’re showing off your product on the sign, just make sure it doesn’t look like steaming cow pies.
- Having a tired website. Keep it updated and fresh. And, as a copywriter, I say keep it free of misspellings and grammatical weirdness.
- Not having a social media voice. Create a plan and go for it. Even if you find Facebook an annoying time sink.
- Having no idea of what your customers think. Do a survey, or just pick up the phone.
- Lacking a marketing plan. According to Ms. Tobin, if you have a plan, there’s a good chance you won’t have problems with points 1-11.
Though Ms. Tobin is specifically addressing small businesses, I think her ideas are a great refresher for anyone who works in marketing at a company of any size.
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