One of the things I love about being a microenterprise counselor is being able to share information, tips, ideas, and insights gathered to help you continue to make your business more and more successful little by little each day. 1:1 sessions, classes, and workshops aren't going to start up in full swing again until July for Eugene clients but in the meantime, here are some branding tips from Anne Marie Levis (of Funk/Levis Associates) who spoke at the Willamette Valley AMA lunch Wed. 6/9.
1. Define 2. Differentiate 3. Dramatize But what does this mean?
1. Define. Define who you are. This is the foundation. Personify your business and try describing it as you would a person. I am (or we are)... passionate, dedicated, supportive, motivating, down to earth, practical... Pick the top 5-10 words to describe your business.
2. Differentiate. This should be familiar from anyone who has taken a marketing class from me. Like the giraffe towering above a herd of zebras or elephants, differentiating helps you stand out. Wondering how you are different? Ask yourself what your company is known for and what you can do better than any competitor. This needs to be relevant and defendable. This means it must matter to your customers (most Eugene clients probably don't care that I grew up in a town of 2,500 in New Hampshire even if it does make me different but Junction City clients may care because it means I've lived and can relate to the non-city life) and be true (your speed of delivery is not it if you create the best quality craftsmanship but are consistently behind schedule).
3. Dramatize. This is where your story comes in. This is where you create meaning. Tell your story. Be more than a product or service, be an experience.
Research will inform this process but don't just take my word for it. @AnneMarie reminded us that research is important and added that it should be done with your most passionate supporters.
Somethings extra: Consistency! Wait...now that you have these tips in hand, don't quick redesign your website and switch everything up. Just because you are tired of your color or look, doesn't mean your customers are. They might just be getting hooked on your brand. Change your outfit, rearrange your house, but resist the urge to change your brand too frequently. And, one last reminder...all the marketing in the world can't make up forever for other deficiencies in your business. Anne Marie used the example of pets.com. Their branding was great but in the end, didn't make up for products being priced lower than cost.
Thank you, eDev clients, for building the brands that add products, services, vibrancy, character, and wealth to our community.
-Jennifer
