Branding Like the Big Boys for Business Success

Whether you're a "solopreneur" or a CEO with a staff of 20, you can position your firm in the marketplace by mirroring the branding tactics of big, successful companies. Business owners in the know understand the importance of branding. And branding done right isn't hocus-pocus; it's a blend of tactics and initiatives that yields results.

Big Business Branding Strategies That Work
Successful companies use great branding strategies to stand apart from their competition, educate their consumers and create a positive experience that builds credibility and sales (e.g., Mercedes Benz, AIG and Kashi). The results are an intrinsic belief in value, a shorter selling cycle and more sales.

No matter how lean your marketing budget is, you can reap the same benefits by doing the following:

• Hire a professional graphic designer to create a unique logo for you, with distinctive colors and fonts.
• Have the same graphic designer develop style guidelines that accurately project your company's unique personality, services and benefits.
• Use these style guidelines consistently in every marketing communications tool you have: your website, business cards, letterhead, print ads, sales sheets, e-mail newsletters and direct mail.
• Define your unique selling proposition.
• Learn who your customers are, where they shop and what drives them to buy your product or service.
• Use an expert marketing communications copywriter to craft language that works in sync with your firm's personality. Artful copy that is carefully scripted engages, educates and motivates.
• Realize that one size doesn't fit all. Productive campaigns will be designed to suit each specific market.
• Find the best medium to get your message out. Small mailings of a larger, eye-catching direct-mail piece may be more effective than mass mailings of a cheaper, run-of-the-mill piece.
• Get in front of your prospects on a regular basis through different forums. Lean and mean guerilla options include networking in different business groups, giving a seminar, sending out an e-newsletter, using regular e-mail and taking out an ad in a trade journal. Heartier choices include PR campaigns, and radio, train station platform and cable TV advertising.

Suzanne Fromm, 51, president and owner of Suzanne's Sweets, a bustling gourmet rugelach business based in Westchester, New York, began her branding by having a colorful, contemporary and eye-catching logo created. Her 2½ -year-old firm's next branding initiatives focused on developing a sensational product, deciding on packaging and launching the company's main marketing platform, the Suzanne's Sweets website.

"My company's main product had to be the best, so I created a fabulous rugelach. To help sell it, I had a website developed that is easy to use, with pictures that make customers want to take a bite," says Fromm, whose site went live in July 2005.

Fromm got her brand in front of new prospects at networking functions and by attending many fundraisers. She gave away samples of her various rugelach flavors, along with professionally designed four-color postcards and business cards.

Fromm's beautifully photographed gourmet products and well-designed site create anticipation of a food lover's experience. But Fromm realized she needed a stronger presentation to ramp up that experience. She hired a food packaging design firm to redesign the company's bags. "Besides having a great product, it is all packaging if you want to be successful in the food business," she says.

Redesigning the packaging had a remarkable effect. More orders poured in from high-end gourmet retailers and corporations. And Suzanne's Sweets, which now employs eight part-time employees, has seen online sales soar.

Stand Out From Your Competition
Whatever medium you choose, whether it's print campaigns or e-marketing, you'll see better results with strategically formulated, well-designed branding. Craft compelling messaging that suits each target market and use style guidelines consistently. Create vibrant customer experiences and implement multiple outreach initiatives to help your company thrive.