1. Your Logo.
Do you have a clear and distinguished brand? Your brand consists of your logo, your name, your tagline, your graphics & your colors. Do you have a logo? If not, that needs to be #1 on your Marketing Wish List! Your logo is the visual representation of who you are and what you do. It lets your customers know you’re really in business, that you’re professional, and you’re committed to serving them. A piece of clip art and your company name are not a logo. Your logo is uniquely you and is the anchor for all other branding you will do.
2. Your Tagline.
Your tagline, slogan, strapline, whatever you want to call it. It’s important. It is the key phrase that captures your business by identifying the essence of three elements: your mission, your promise, and your brand. Start by being clear about what your mission is. Next, identify the benefits your company provides. And lastly, incorporate the personality of your business. Pick an adjective that reflects who you are as a business and incorporate it into your mission and benefits. Taglines should be short, concise and again, uniquely you.
Whether you’re a large corporation or small business, you NEED a website. It’s one of the most important marketing tools available. Even if people can’t buy from you online or purchase your service, they’re likely to jump online to research you and your company. It also helps establish your business’s credibility. If you don’t have a website, people tend to believe you’re not really in business or haven't committed to being in business. You want to appear professional, committed, and the ideal choice for your customers.
4. Business Cards & Stationery Items.
Sometimes business owners neglect this marketing tool and assume it’s a thing of the past. Not true! Your business card identifies your company as a real business and is an effective marketing tool. Your business card and stationery establish trust that you are a legitimate business and are professional. Oftentimes, business cards are the first item a potential client sees. Your logo and the overall branding of your company is often communicated through a 2x3.5-inch card. Make sure it’s professional-looking!
4. Social Media Graphics.
Facebook, Instagram, Linked In, Pinterest, Twitter... the list goes on. It is so important to have a Social Media presence. Your photos, videos, thoughts, tips, blog articles, etc. impact customer’s perception of you and your business. It’s important to reach them where they are. You need to brand all of your Social Media pages consistently. When your ideal customer sees you on Facebook, they need to know it’s you. When you Tweet, they need to know it’s you. When you post a photo on Instagram, they need to know it’s you. And the best way to do this is by creating consistency on all platforms. Your profile picture, cover photo, background image, they all need to be branded to support your other marketing materials.
5. Support Materials.
Do you have support materials you use with clients (ie. Sales sheets, Folders, Fact Sheets, Flyers, Powerpoint Presentation Slides, etc.)? If so, they need to be branded as well. When you present to a client or show a Powerpoint, is it clear it’s your branding? You don’t want them to forget you when they leave you or you leave them. Create materials that are specifically branded so that you can continue to create that connection with your ideal customers. Thank you cards and blank cards you can send to clients are a great addition to this list. When sent, they remind clients that you respect them and appreciate their business.
6. Promotional Materials.
If you’re doing an event, offering a promotion, or promoting your brand, your materials MUST be branded. Don’t forget the flyer you bring to a 5k you’re helping as a sponsor. Don’t forget to brand the discount you’re running the month of September. Don’t forget to create a cohesive campaign to support your next speaking engagement. Those items should also be branded so that your ideal customers know it’s you and continue to make a personal connection with who you are and what you do. These include Social Media graphics as well. When promoting your business or event, you definitely want to market online. Social Media graphics are a great way to promote and should be branded accordingly.
Visit my Portfolio to see these priorities in action. Some clients start with a logo and save for the next steps. I love being able to help them establish a unique and strong anchor for their brand. When they’re ready, we work through next steps to ensure they’re properly branded and targeting their ideal customers in a cost-effective and marketing-savvy way. What’s next on your list?