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Tough-love Business Coach. Marketing Magician. Inner Imposter Buster. Cocktail Connoisseur. And Queen Of Unpopular Opinions.
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I'm Melissa!
Are you on a shoestring budget for your business branding?
Have you been trying to do a lot of it yourself and gotten stuck wondering what you have to have and what isn’t really necessary?
Here is a quick primer on three branding and business elements you can let go of and still succeed wildly. And when you do succeed wildly you can invest resources into these pieces appropriately. Until then, save your money for where it is needed most, your real time marketing, getting in front of your market at live events, networking, charity functions (if that is where they hang out and many clients with money do), and more.
You are your own ultimate competitive advantage, stop getting stuck in the tools of branding. Be the brand you are.
#1 Skip the Logo:
I’ve met more business owners hung up on their logo or lack thereof, sure that somehow this “mark” of their business will translate into dollars. Get over yourself. It isn’t going to happen. This only works when you get as big as Nike, as fast as Ferrari, or as luxurious as Tiffany.
In the meantime, something simple or nothing at all, will work just fine. As a speaker, I’ve used my face as my brand, after all it is what shows up to do the work! As a coach, I’ve used my initials and name, not some symbol that won’t be remembered. Think for a minute right now, can you remember any brand logos of companies smaller than the Fortune 1000?
A logo doesn’t mean success.
Clever & Accurate Branding#2 Ditch the Fancy Website:
You are just creating rabbit holes for visitors whom you probably aren’t even tracking (Google Analytics to your rescue.) A simple web page or templated wordpress site is way better with a call to action at the foot of each page. You can invest from $500-$2K on this with a reputable designer.
Don’t do it yourself, unless you love doing it and are good at it. Your talent is better invested in front of your clients or connecting with prospects. I promise. And there is no reason to invest $2K-$10K+ unless you are doing ecommerce and have proven steady traffic coming to your site to buy, not just browse.
A website doesn’t mean success.
#3 Eliminate Swanky Business Cards:
Let’s get real, they end up in the bottom of a box or drawer anyway. Sure it seems necessary in networking circles, but what I’ve found works better is to get other people’s cards. I suggest you “run out” of your own, and take charge of the follow up.
Remember, it isn’t how many you connect with that matters, but instead how quickly you build relationships with those that matter. By taking charge of follow up, you show you care and lead by providing value, not pitching them on your services or product.
Your business card doesn’t mean success.
C’mon now, your turn to fess up to the ways you’ve blown money on your business branding. We’ve all done it! COMMENT HERE.
Brand & Web Design by Katie & Co. Design
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I’ve blown money on promotional items, pens, key chains, flashlights, letter openers, mirrors, cups, etc. I’ve found if the item is not AT LEAST $7-$12 each, its money down the drain.
Kenny,
I’ve invested up to $3/item. I find that if it is something useful that will be seen daily or close to it, it is more effective. Unusual and non-disposable also makes a difference.
I like to tie mine to specific pieces of my presentation if I include them at all. Nothing trumps great content and outstanding delivery!
Hugs, Melissa
I haven’t spent a dime, but only because I’m able to create graphics and do webdesign myself. Otherwise I probably would have 🙂
Linda,
The reality is that there is a lot of business to be gained by face to face and voice to voice, no website necessary. Few realize that today and I labored under the idea that you had to have a web presence as well.
That being said, much of my best business has come from the web, but it isn’t the only way. What got that was the phone call.
Hugs, Melissa
I’m guilty as charged. I wanted a fancy website and I ended up spending a lot of money for it and not getting the results I hoped. When you are starting out, keep it simple but make sure you are seen and you get your word across. Great article, I enjoyed reading it.
Thanks Lynne,
Yes, this is a challenge for most new business owners. When I launched my interior design business it was in the early internet days and I had a 10K site. I haven’t invested more than 3K in any site since and usually do it for far less.
The reality is that business relies on relationships and that means voice to voice and face to face! The web is just one way to connect, the rest is up to you.
Hugs, Melissa
Your down to earth approach is very refreshing and I finally don’t feel embarrassed to say I don’t spend much money on my brand. Do spend quite a bit of time though but it has paid off.
Thanks Teri,
I love to hear that! Time is money, in fact your time is your most valuable asset because there is no bank of it, once it’s gone, it’s gone for good. Glad you are investing it wisely!
Hugs, Melissa
Only on the Internet can a person be lonesome and popular at the same time. And my site is a collection of responses individuals don’t want to hear to questions they didn’t ask.
Yes, the internet can be a contradiction. Good for you for answering hard questions, hope those who need the information most are finding their way there.
Hugs, Melissa
Great suggestion when developing a brand to not to get to bogged down on one’s logo at the begining an focusing on the many other demensions of your business, prompting more progress.
Thanks Justin,
Yes, this is a common challenge for many in business and a logo isn’t what earns you money!
Hugs, Melissa