You know the tune: “Raindrops on roses, whiskers on kittens, bright copper kettles, and warm woolen mittens…” Maybe it’s just a convenient title, but this famous song from The Sound of Music has me thinking about what I love to do most. In the field of marketing and branding, we think of possibilities and creative solutions to ensure recognition and loyalty with your customers, and those solutions are based on key principles. These Are A Few of My Favorite Things about solid marketing that will drive your business:
- Brand Identity: Know Who You Are
As the business owner (or the marketing director – or both!) find that only you understand your Brand, then you have a problem. You need to specifically define your brand, and communicate it – repeatedly and effectively, only then will your brand catch on with your audience (your customers, your employees, your promoters). This isn’t just a “tagline.” Brand identity touches everything including your business offering, your message, the delivery of your message, your logo/artwork, and your company culture. One of the surest ways to lose customers and stall your business growth is to be “out there” with a confusing brand identity. Keep it simple and don’t over-complicate it.
- Build Your Network with Purpose: Sometimes, Less is More
Not every person you meet wants to buy your product or service – you already know that. You also know that just because someone isn’t a great potential customer for you, doesn’t mean he/she isn’t a great advocate for you. So, your network is important, but avoid the trap of thinking that everyone you meet is good for your network. Focus your energy on developing deeper relationships with business associates who really “get” what you do and why you do it – these are the people who will introduce you to great opportunities that you want.
- Catching Eyes: Get Your Graphics Right
You can’t get away with graphics that look outdated or amateurish. Modern marketing requires top-notch graphics. If you do not have an in-house graphic designer, my advice would be to hire an outside graphic designer to help you convert your ideas into images.
- Social Media: Remember What It Is, and What It Is Not
Social Media is a great tool to aid in brand awareness, it is not meant to be your website or to directly generate sales. Utilize social media to complement to your overall marketing strategy. Consistency is key; interact each day on social media by commenting or liking your clients or potential clients posts. Know what social media sites are meant for professional communications, and which ones are meant for personal. It doesn’t hurt to use both but be sure to use them appropriately to your audience.
- Disciplined Messaging is Good Marketing: Get everyone On The Same Page
It is critical that all your employees speak your Brand and your Offering in the same way (not necessarily in a scripted way, but consistently and with discipline). Educate your employees on what you are putting out there in the marketing world. Encourage your employees, even if they aren’t in the marketing department, to read your company’s blogs, posts, updates, etc. This way they don’t feel lost when they do have the opportunity to sell the business.
To end this post, I want to leave everyone with one more piece of advice … continue to remind yourself of these five things. It is so easy to get lost in all the aspects of marketing that sometimes the simplest things are forgotten, which can lead to marketing disasters. If you would like more advice on marketing your business feel free to reach out to me via email, firstname.lastname@example.org.