How To Succeed In Business By Being Smart About It. (Part 10 In A Series)
This is part of my series on smart marketing for small business. Other posts in this series are available at the bottom of this post, on my beBee blog wall.
When you are starting your own business, or even rebranding an existing one, there are a number of things you need to do. And these break into two distinct areas.
1. Things that you can do yourself, and
2. Things that you might need help with.
So your very first order of business is to sort out which goes where.
Do-It-Yourself Branding Is Almost Always A High Risk Idea
A lot of people who start small businesses tend to do so on the basis of a connections they have developed, a product or product line they have created or have gotten the license to represent or a marketable skill set they possess.
They may be very sure of themselves when it comes to sitting down with an interested prospect who is ready to buy, but may very well need a lot of help in really defining their company, creating the right communications strategy, developing the branded image and effectively targeting their marketing so that they can attract those interested prospects in the first place.
One of the key reasons that the majority of business startups fail has very little to do with the quality of their offering, their skills or even their salesmanship.
It mainly has to do with the simple fact that they started their business without allowing for professional help to do the things that they are not good at. What this means is that they end up positioning themselves inaccurately or amateurishly which leads to any or all of the following situations:
They either miss their target audience, or
• They connect with their target audience, but send them the wrong message which, in turn confuses them, or
• Their target audience, who will judge them by the quality of the corporate identity and branding they have created, will see them as amateurish and not develop the confidence they need to do business with them.
Creating & Building Your Business Means Doing It Right…From The Start
The majority of people who start small businesses tend to completely underestimate both the need for and the cost of creating a communication strategy and a corporate identity that identifies and puts forth the true USP (Unique Selling Proposition) of their company.
There are a number of reasons why this can happen. Money is the most prominent. But there is also the outmoded notion: “If you build it, they will come.” While this notion speaks to the confidence that the business owner has in their product or service, this becomes a very difficult row to hoe in today’s ultra competitive billion web site business universe.
It Starts With Finding Economies of Scale
Most small businesses can’t afford a full service advertising agency to create an earthshaking campaign that will make them a household name overnight. What’s more realistic is finding a strategically oriented creative person who can see their USP, and build a professional corporate identity around it.
The economies of scale kick in because a multifaceted individual who can create communications strategies, write and art direct the materials needed to get a business off to a professional looking start, will cost a good deal less than three individuals doing each of those functions in tandem. This person will also have access to the other services you need (web site design, photography, printing etc), but will not broker these services, so you will not have to pay markups on them.
All in all, it’s a very smart way to go about establishing your corporate identity, or rebranding your company in a way that will effectively reach and talk to the people you need to talk to in order to make your business grow. It will also give you more time to do what you’re good at and because you will be spending less time trying to figure out how to do the things you’re not good at.
Articles from Jim MurrayView blog
The last couple of decades in the life of planet Earth have been very strange ones indeed. · As a wr ...
Whenever I write anything about America I have to take into account that it is actually two countrie ...
Many businesses used the COVID epidemic as an excuse to to reduce service and goad people into becom ...
You may be interested in these jobs
Manager, Enterprise Application Integration
Found in: Jooble CA Organic - 1 week ago
City of Vancouver Vancouver, BC, Canada
Requisition ID: 37755 Company · Located on the traditional, ancestral and unceded lands of the xwməθkwəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish), and səlilwətaɬ (Tsleil-Waututh) Peoples, Vancouver has a commitment to becoming a City of Reconciliation. Vancouver consistently rank ...
Found in: Talent CA - 10 hours ago
The Engineering Institute of Canada Fort McMurray, Canada
Responsibilities : Review shift log daily regarding recent electrical-related issues in the plant. · Provide technical support to operations & maintenance during troubleshooting activities to recover plant production, as required. · Lead or provide technical support during incide ...
Found in: Talent CA3 - 5 days ago
Pleasant Hills Care Solution Inc Caledonia, Canada
Education: · College/CEGEP Experience: 1 year to less than 2 years Tasks Calculate and prepare cheques for payroll Calculate fixed assets and depreciation Keep financial records and establish, maintain and balance various accounts using manual and computerized bookkeeping systems ...
11 months ago #2
Marketing charlatans……LOL..love it.. relics who are well past their best-before date espousing wisdom from their laptops.
11 months ago #1
Jim, To often entrepreneurs are so intent on that 24/7 income without working at it which they are promised by the on-line marketing charlatans to even think about the facts of building a business. And so it goes.