One of the most important considerations when starting a new business venture is what kind of image will set you apart and make your business stand out, while effortlessly portraying what you do, and attracting your ideal client or customer. Below is a seven day plan for branding your business and creating an image you'll be proud to share with the world.
Day 1 – Identify Your Image
Take a day, get centered, and spend some time, with pen and paper, really thinking about who your target market or ideal client is – gender, age, income bracket. Who do you want to attract to your business.
Then think about who you are, what your business is about, and what kind of image you want to project. I work predominately with women, so most of my branding has a feminine look and feel to it. I'm also a very positive, upbeat person and want to work with similar people, so I always tell my designer to create designs for my business that are bright and cheerful. If you work with men then you might want to consider a more masculine logo or brand look. If your business is child based then you may want a logo that uses bright primary colors and simple lines and shapes.
Whatever look you are going for be sure to put some serious time and thought into it. Your brand is going to be with you, representing who you are and what you stand for, for a long time to come.
Day 2 – Put it in Print
Once you have decided on the professional image you want to project, your next step should be transferring that idea to paper, or rather cardstock, in the form of business cards. Your business card may be the first impression many people get of your business. This is not the place to cut costs, or skimp. Hire a professional printer and spend a little extra to develop a logo and brand look that you love – one that easily communicates what you do.
If you do a lot of online networking be sure to add your Twitter, Facebook, and LinkedIn information to your cards. Of course it goes without saying that your website URL should be displayed boldly on your cards. Do not have a website? See Day 3.
Now invest in a fabulous business card holder, one that fits your brand style, and hit every networking event you can find putting those cards in the hands of everyone you meet.
Day 3 – Brand a Winning Website
Whether you own a brick and mortar storefront or an online service business, you need a website. More and more people search online, before looking anywhere else, for a business these days.
Your website needs to match your business cards in color, style, font, and logo. Your goal is to begin building brand recognition, a brand that people recognize on sight and associate with reputability. The way to do that is to keep a consistent look and feel through all of your business materials and media.
Day 4 – Consistency in Correspondence
To continue that brand consistency, match all your correspondence materials to your business cards and website. Letterhead, envelopes, and newsletters – whether sent electronically online, or via snail mail – can be branded with the image you are developing. Use your new letterhead to introduce your business in your local community – local media, social clubs, real estate companies, and hotels can provide a quick and easy way to get word-of-mouth advertising with a simple letter of introduction.
Day 5 – Online Advertising
Advertising has changed drastically with online opportunities. If you're doing any online business at all you will want to contact a designer and have a banner and button ad created so that you can advertise on other sites. There are a huge number of graphic designers available online. You want to find one who is a good fit for you. Anne Goodrich of Pearls and Grace, at http://www.pearlsandgrace.net , does my design work.
She does beautiful work at very reasonable prices, and her design style fits my personality so well that she is a perfect match for me and the image I want to project for my business. Explore several options so you find a designer who fits your personality perfectly. Your button and banner could even be used in your print ads. I'm building an entire brand around one of my button designs.
Day 6 – Fun Stuff
T-shirts, hats, pens, mugs and mouse pads are all fun ways to get your brand out there and seen. Match them to all of your other branded materials and give them away at trade shows, speaking engagements, online giveaways – any where you can think of. And be sure to have employees and family members wear, and use, them. Get your brand all over the place.
Day 7 – Branding Your Self
On day 7 take stock of your personal image. Are you introducing yourself to the world, the business community, and potential clients in a way that is inline with your business and the customers that you want to attract? Is it time for a personal, or wardrobe, makeover? There are some people who have set their brand around being very casual. Wine guru Gary Vaynerchuk is one of them, and it works for him because that is the real Gary.
Mr. Vaynerchuk shows that it is possible to be casual and still get the business built. Whether your business style is casual or buttoned-up professional you need to take stock every six months to see what you need to improve, adjust, or class up. One week in and you are ready to do business with class and professionalism, while building a stellar brand that people easily recognize and are attracted to. Now take action and get it done.
