Marketing 101

This post is a bit longer than usual as I know most of you are reviewing and finalizing your marketing plans for 2011. Some of you may be going through a re-branding phase. Gail’s Graphic Designs is right there with you.  My company name has changed to Gail & Co. You will begin to see changes in the new year. Read through the post and share with us your plans for 2011. It is my goal to help you put things in perspective.

Both a perk and peril of running your own business is it’s all about you – everything revolves around your skill set and what you present to the public and your potential clientele. Of course we want that impression to be representative of what we can offer our customers/clients, so that we remain memorable amongst the competition. That is what branding is all about—your brand, standing out amongst the others.

“A snappy logo and eye-catching graphic can instantly elevate you from ‘amateur’ to ‘professional’, as the care you put into your marketing reflects the overall approach of your business.”

A larger company may have a marketing company to fall back on; give the desired result and let the “experts” come up with a solution to make it happen. As an entrepreneur, that process works a bit differently. It falls to you to create that message, sell it, and make the most of the results for your business.

Without the limitless time or budget to implement marketing strategies that work, the first important thing to do is plan. When we take an overreaching look at what we want to accomplish, how much time we have to invest and what our budget is, we can set parameters that won’t break the bank or lead us down a path that requires damage control instead of the reaping of benefits. We want to ask ourselves what we want people to think the first time they see our logo and how we want to position our branding to potential clientele.

The first impression you make is the most important. That old saying “you don’t get a second chance to make a first impression” should set the cornerstone of your marketing plan, no matter what your business or profession. Whether it be in person or with an advertisement (on-line or elsewhere), when people first see your name they should immediately associate it with the service you provide. A strong branding message imprints your name and skill with a person, either with a clever slogan or creative graphic.

While we all want to do things ourselves, make our dollars stretch to get the most bang for our buck, there are times to spend the money and call a professional. Unless you are a graphic artist by trade, hiring someone with that skill would benefit you greatly as your creative is your first line of business offense. A snappy logo and eye-catching graphic can instantly elevate you from “amateur” to “professional”, as the care you put into your marketing reflects the overall approach of your business. It says you are serious about this and you are a professional – which means when it comes time to give a quote or close a sale, you can reflect that in your bottom line.

There are some easy traps to fall into on this front; do it yourself business cards and preprinted brochures are a clever lure. In five minutes you can have two hundred business cards for twenty dollars! That’s a steal. Maybe.

But let’s put it this way – how many people do you think are doing the same thing? What are the odds you picked the logo or package someone else in your field did? And how does that make you stand out in a crowd? Think of your favorite brands – the association you make when you see a certain selection of colors or typeface. It is almost subliminal, the way you react to just a “simple” logo. And while you may not be an entire department of branding geniuses, you do know something no one else does – who you are and how you want people to see when they see your name.

A logo can also set a sense of style for you to follow up on your own later on. That graphic can adorn your website, your Facebook page, your newsletter. Think of how nice it would be to hand out pens with a distinct flair; free samples and give-aways can keep you in a client’s line of sight or provide handy contact information.

An investment in branding your business can create a stellar first impression. When you catch the eye of potential clients and customers, you now have the most important base covered in making your business successful—you’ve caught their attention. Now, make it worth their while!

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