E is for Economical: AbuLLard's ABCs of Branding
Marketing on a Shoestring
For small business, it’s a numbers game. You need to
get the word out to as many people as you can, as fast as you can, and as
consistently as you can. How do you do that when you don't have a large
Oddly, many secrets of creating a good brand are
inexpensive and often just good business. We have found that all too often
companies jump into the aspects of the implementation without first figuring
out what it is they really need to say or what the best channel of
implementation is. This can result in spending a lot of money on
inappropriate or ineffective marketing and advertising.
Perhaps the hardest step is the first one: Create the
brand vision and strategy. If you spend the time to do this – it will save
you money and moreover any marketing will be much more effective.
By developing a clear brand strategy and making sure
that everyone in your company not only understands it but acts according to
it, you will present a consistent “face” to your customers. A clear message
makes it easy for you to develop a good brand reputation. It also makes it
easy for your customers to become your sales people which is the essence of
Our second major finding is that small businesses try
to save money by doing it themselves on the desktop. True, desktop
publishing has made it easy for “everyone” to create their own
presentations, letters, and other documents but it hasn’t given “anyone” the
training in design principles, printing, and presentation techniques. These
are the disciplines that are required to create a brand image that carries a
clear consistent look and feel across all marketing materials.
The look of all marketing brochures, documents and
presentations contributes to the overall “brand image.” A consistent,
professional image helps establish your brand in a memorable way that will
make it easy for people to remember you, and talk about you.
Get professionally made templates and build them in
to your IT systems. Make sure everyone in your company understands how to
use them and the importance of using them. Get some basic training on how to
use them effectively. One company we worked with is showing about a 90% cost
savings in the creation of presentations as well as significant savings in
the creation of proposals.
A third recommendation is that if you are going to
work with a Branding and/or Marketing Professional, let them know what your
budget is. This way they can make sure you put your dollars where they make
the most sense. If they don’t know your budget, they can’t advise you
wisely. So help them help you.
If you need help doing this,
contact AbuLLard. He'll be glad to help!