This is part 2 of the post with the same title :-
Slogan or Tagline : Once you have the logo that you want, you can think of a slogan that will reinforce the message you are trying to communicate to the consumers. As long as you keep this part brief and straightforward, then this can be an effective branding tool for your business. This tagline will serve as an additional touch to the main message you are trying to give, thus giving you an edge over your competitors and highlighting the unique experience or service that consumers will be able to avail of.
One advantage that you can get with including a tagline is that it is not permanent, unlike the logo. Therefore, if your company wishes to employ a new marketing strategy, you can readily change your tagline to highlight this new marketing ploy. A tagline then opens up several opportunities to expand your marketing campaigns, as compared to the static nature of company logos because they are the ones more difficult to establish.
Colors and Images : As with logos, colors and images can be used to establish the identity of your business. Colors depict a corresponding set of emotions as well. Therefore, you need to carefully pick out exactly what type of color you are going to use in your logo in accordance with the image and personality of your business. Try to conduct a little bit of research about the different qualities of color types so you can determine exactly what best to use for your company.
Unique Services : When communicating your company brand into the market, highlight the services that only you can offer. If you can guarantee a service that none of your competition can, then you create an edge on your customers over the same businesses. Then, you can use that as a chief marketing strategy to draw more people into your business. An example of this would be a time guarantee on your delivery services, if you’re in the food business.
Learning how to effectively employ these business branding strategies will help boost your company’s campaign and be that much closer to your desired business success.
Blogging is one area of using the internet that is misunderstood. Blogs are seperate and distinct from a ‘standard website, blogs are in nature dynamic with frequently changing content and is a vehicle that is used strategically to drive business and branding.
Small business owners have a great oppotunity to compete on a global stage by making use of their blog, the business owner must understand that they actually do not have to produce all of the content that appears on their blog [even though I write all (I have one guest writer) the content on mine !] if they are not that that way inclined :-
- Use your blog to build your brand online
- All top sports people, politicians, celebrities use blogs
- Use your blog to promote your expertise
- Use your blog to give relevant content to the world reinforcing your brand
Making use of the new technologies which includes blogging should be an integral part of any company’s ongoing marketing strategy; starting today – make it a part of yours. If you do not know what to do then, get help, ask, barter, negotiation : get in touch with me and we’ll see how we can help you on your way.
-Stephen C Campbell
At the end of last year my business partner and Public Relations Expert Kelvin Graham put on an event at Cass Business School where I spoke about Marketing Strategy Development with a focus on using the internet as a primary marketing channel. You may listen to an exerpt here – let me know what you think
Key points :-
- Branding is a key component of a company’s marketing strategy
- Consider what your brand is
- Determine how you will communicate your brand to the world at large
- Ponder your brand as the business owner
- Consider the brand of the company as seperate and distinct from your personal brand
This is the first of a two part post on the subject of Business Consulting with small businesses. You see, I speak with a lot of small business owner and am constantly suprised at how many of them try to do everything themselves, are generally resistant to change are typically not marketers and in most cases have never made use of an expert marketing consultant to help them to get where they want to get to, in as short as possible time – here goes …
It is a matter of course that businesses will continue to make use of the skills of strategic business and marketing consultants. We see this on a constant basis with the larger corporates filling in the gaps of knowledge and skills as a matter of course by hiring in professionals who are skilled in specific areas that are needed by the company at any given point in time.
When it comes to dealing with some of the smaller companies we see that it is not uncommon for those business owners being wary of hiring in business consultants, for many and varied reasons including the fact that they feel inadequate and not in charge of all of skills required to run their company.
We know that that is really the wrong view to take, and in actuality that view is really far from the truth. As mentioned above there are many very successful people in business who use business consultants to help them amongst other things to develop their niche marketing strategies. The thing about these specialists is that they can take a look at your business with an unbiased and impartial view. These specialist should be looked upon as an editor of a newspaper. When people write articles for the newspaper, often they cannot see the mistakes that they have made. The editor takes the article and fine tunes it to look and read the very best that it can.
… More on this in this business marketing strategy post
I will be speaking to a group of business owners and individuals with business ideas on the topic of developing and executing an effective marketing strategy within their small and work from home business. The heart and soul of every business, from the largest corporate organisation to the smallest company is its ability to effectively get its products and services to its end user base.
It is unfortunate that the majority of business owners are not skilled in the process of developing and executing an effective business marketing strategy in order to develop their business. The business owner is of course mostly skilled in their core competency but the ability to manage their marketing efforts is something which is often lacking.
As a consequence, what normally happens is that the business runs without effective business negotiation strategies and tends to operate doing the same things that the other business do. This goes on to mean that the business operates without any major competitive advantage over others in the same market place.
If you are running your business and are in London, go to http://www.westminster.gov.uk/libraries/news/wrfevents.cfm and sign up to reserve your place for this exciting business presentation which will give you a chance to work with Stephen C Campbell who has conducted business in over 25 countries throughout Europe, the United States and the Far East.
There is a growing trend in the number of women have quality business ideas and who are actively running their small work from home businesses. With this in mind, Stephen C Campbell will be running a seminar on the 22nd November for Women Only focussing on the Components Of A Marketing Strategy : details may be found at … https://www.stephenccampbell.com/bristolbusinessseminar/
It is unfortunate that the majority of small work from home business owners fail to develop a coherent marketing strategy and as a consequence fail to get their message heard by their target audiences. Every successful business must operate according to a marketing strategy and often the small business owner does not have the required skills necessary to create the life that they desire.
The Bristol Business Women’s Seminar will be a full day spent on unravelling some of the mysteries needed in order to develop a business strategy for your bristol business.
Follow the link to https://www.stephenccampbell.com/bristolbusinessseminar/ to learn more about the day and to book your place.
Stephen C Campbell
Recently I gave a presentation to a group of business owners and personal development experts at the Leadership Academy Mastermind Group in London which was co founded by Steve Oxlade. I covered many specific aspects of the marketing strategy process that I use when consulting with businesses to often take their business ideas from conception to implementation.
As a marketing consultant who started his career working in Research and Development having studied electrical and electronic engineering as an undergraduate; I have a strong foundation in technology and am always looking for ways to use the new technologies to make business more efficient. One of the questions I posed to the group was – which comes first, economic growth or technological growth. For the purpose of this post we cannot get deep into the economics that defines the answer, however the correct response is that economic growth is preceeded by technological growth. The example can be given where a company purchases a machine to perform the work that is ordinarily carried out by 10 people, the new machine now requires one person to operate it. Now the other nine people can be used by the business to develop new skills in order to perform additional tasks. The new technology will allow the company to produce more output when all things are considered.
The point to this is to get businesses to take a fresh and different look at the internet and how to use the internet within ones business strategy. Most small work from home business and other companies know that they should have a website however, in most cases that website is not positioned as a key part of the overall sales and marketing strategy of the organisation. When designing business strategies I spend a significant amount of time with client working on the concept of ‘internet channel marketing’ that is :- getting business owners to view the internet as a marketing channel to build and establish their brand, to connect with other businesses in the same industry.
The technology that is developing in the form of the internet (internet marketing) should be viewed as the most wonderful technological advancement that all businesses can use to build their brands and ultimately increase revenues. The key is to have someone in your organisation who has the expertise to take advantage of blogging, podcasting, video marketing, forums, directories and all the other components that are necessary in order to use the internet effectively within your business. If you are are small organisation, the thing to do is not to try to learn all that is needed but to hire a consultant as appropriate in order to get moving in the shortest period of time possible in terms of using the internet as a marketing channel to drive your business. In this way the company can focus on their core competencies such as enhancing their skills and getting into business, sales and marketing negotiations with potential clients and partners.
Interested in hearing if you have any comments on this, you are always welcome to get in touch if there is anything I can do to help you drive your business forward.
Stephen C Campbell
I am often asked ‘what is a blog’ or ‘what part does the internet play in growing my business’ and other similiar questions that relate to using the new technologies (such as email marketing) for all businesses including the corporates and small and work from home businesses. Often companies have a website but in many cases their website presence actually serves no purpose with respect to actually building the brand of the business.
In my consulting work – I go to great lengths to explain how the internet should be used as a part of the overall business strategy of the business. Granted, most businesses know that they should have a website and in my experience that is because everyone else has a website. The key point is that the internet is one of the best not to mention most cost effective ways that any business can use to build their brand and blast their message literally the world over.
Of course before the branding campaign can commence, due diligence must be done in respect to actually determining it is that the brand of the company actually is. As well as being able to build the brand using the internet, this is where the skill in the process of marketing comes into play and the cost effective use of using consultants will pay for itself in both time and money.
So what is the most effective method that one can use to build ones brand on the internet ? I recommend using specific blogging strategies after of course you have taken time out to develop your sales and marketing strategies. Some of the things that you can do is to determine the subject of your blog and then look to connect with other people the world over via your blog who are commenting on the same subject.
Also, you should start to produce material via your blog – setting yourself apart as the expert in your field and business. As your blog is optimized (by us) it will be picked up and over time will be picked up by those who are interested in your field and will surely but steadily build your brand.
This is but a brief discussion on how you can use specific internet marketing strategies to build your brand as you build your business in line with your overall business marketing strategy, that is whether you are a large corporate or a small work from home business.
If there is anything we can do to help you on your way – get in touch, also interested in any comments you may have.
Stephen C Cambbell
I talk to many small businesses, some are startups and many others have been operating for a few years. One common theme that I see is that when I start to explain about my three month marketing strategy process which includes focussing on Channel Marketing, Internet Marketing, Category Marketing, Market Segmentation, Branding, Supply and Demand and more there is a reticence and reluctance to stop and consider the marketing process.
The point is that so many small businesses and work from home organisations are in love with their product and not necessarily looking out and seeing what is is that the customer actually desires, wants and needs. That is one reason why business do not grow – as they continue to do the same things over and over again.
I find myself explaining that there is a reason why all the large corporates have marketing departments and why people go to university to study marketing. Unfortunately this falls on death ears in many cases and the owners continue to (try to) do the marketing themselves. The skill of business negotiation and communication must be learnt and deveoped over time as with any other skill.
If you are running a small business, whether it be a work from home operation or you have employees in an office. Consider this, where could your business be in say six months time if you stop and spend some time on working on the most critical part of your business which is your marketing strategy. Do not fall in love with your product, fall in love with the marketing process and continually searching out and determining what it is that your customers want. This is how businesses grow, make your business a growth business and consider stategies such as niche marketing on an ongoing basis.
Interested in hearing if you have any comments on this.
Best to you,
Stephen C Campbell MBA, MSc, MCIM, Master NLP Practitioner has recently published at http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA and is a no nonsense look at the marketing process which anyone can grasp and utilize within a short period of time.
(EMAILWIRE.COM, May 08, 2008 ) London, UK — Stephen C Campbell MBA, MSc, MCIM, Master NLP Practitioner has recently published (http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA) a no nonsense look at the marketing process which anyone can grasp and utilize within a short period of time. The book deals with various aspects of the marketing process such as The Mathematics Of Marketing and Channel Marketing and; has been classified as an outstanding resource for the Small and Work From Home Business Owner as well as the Seasoned Entrepreneur.
Campbell (https://www.stephenccampbell.com/) is well placed to give advice on Marketing Strategies having conducted business in over 20 countries throughout Europe and The United States and the Far East and; now works as an international business consultant assisting businesses to define and improve their marketing processes and strategies. He and his team has developed significant expertise in Internet Channel Marketing – i.e. the skill of using the internet as a primary marketing channel to build the brand of a company, business owner and to drive offline revenues.
Recent reports (PR-USA.net – Singapore, May 5th 2008) states how “Recruit.net’s marketing strategy evolves targeting social media micromarkets with job channels” demonstrates how the internet is continuing to play an ever growing role in the marketing strategy employed by any company. The reports goes on to say “The collaboration with Ping.sg will help Recruit.net to add to its impressive list of places of where job seekers can search for their ideal jobs, across countries including Singapore, Malaysia, Australia, China, Hong Kong, India, Japan and New Zealand.” further demonstrates how Campbell and his team are on the bleeding edge of using the new technologies along with more traditional marketing techniques to drive business forward.
The Marketing Mastery publication (http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA) also carries chapters on Building Brands and The Internet (as a marketing channel). The book is timely as many small business still have not set the time aside to develop a coherent marketing strategy and many are still confused when it comes to incorporating the new technologies into their overall business strategies.
To pick up a copy of this timely and well written resource visit http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA today.