A recognizable name is golden, something that can help you stand out from the competition and sell your products easier. Your message must be consistent, but it may also need to be adjusted to send a certain version of the message to the right audience. Not every announcement you make about your business will cost you, so strike the right balance of paid and free promotion to get the word out.
Business Logo
Create a logo for your business that is easy to recognize and evokes a message about your business. Look at how big business builds branding by advancing their logos wherever you go.
There is a reason why the General Electric Company (now GE) has maintained the same logo for decades. Its logo is timeless, reassuring and consistent — demonstrating to customers that it is a trusted brand. Harness that thinking when developing your own logo. Work with a professional designer to get this done.
Messaging Mix
One, clear message should help get the word out about your business, right? Well, yes and no. You will still need to fine tune your message to reach different audiences.
Understand who your customers are and make a point to reach each group with your message, varying slightly for your audience. For instance, if you sell insurance, you would direct your life insurance products to young families. For elder care, you would reach out to middle-aged and older people. In both cases your core message would be conveyed with a sub-message included to target your demographic.
Lather, Rinse, Repeat
Just as you are expected to lather, rinse and repeat when washing your hair, you should do the same with your marketing message. Only, you won’t be putting this message out there twice and stopping. Your message must be put forth again and again and again.
There is a difference between message saturation and message penetration. With saturation, you can pass the point of overdoing your message. With penetration, you get in, create awareness and leave your customers with something that they can remember. Finding that balance is a challenge, one that you must discover and follow.
Subtle Exposure
TV ads, radio pitches, Internet ads and newspaper spreads are each of the common ways to reach your audience. They’re also easy to ignore with your customer switching channels or turning you off.
More subtle exposure can be reached by imprinting your logo on various surfaces. Start with your business card. Then, take out ads on city buses or the subway system. Your logo should appear on pens and an ad can be posted on a billboard at the ball park. Continue to get your name out there in a variety of subtle, but memorable ways.
Customer Interaction
Your best efforts to reach your customers will come to naught if you do not treat your customers right from the start. You’ve attracted people to your business, now you need to provide exemplary service.
Quite frankly, your customers want to know that you care about them. Make them feel comfortable when doing business with you, even special. Train your staff to smile, to look people in the eye and to say, “thank you” with sincerity. Go the extra mile for your customers; empower your people to make decisions such as on product returns that they would normally not be able to make apart from your approval.
Your Business
How you carry out your messaging will go a long way in helping you raise and maintain brand awareness. Be prepared to adjust your message to reach various audiences and help your staff understand the importance of maintaining a consistent and clear message.
See Also — How Small Businesses Can Identify and Build a Brand
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