As a business owner do you spend more on office supplies than you do on marketing your company? By marketing, I mean any activity whose goal is to grow new and existing business. This “investment” is an integral component in brand building. I can’t tell you how many small businesses I’ve spoken with over the years who put more value in the decor of their offices than the quality of their brand. They had no issue purchasing the latest office equipment, and lavished up their surroundings so that they are professional in their space.
When it came to their brand image though, it was get it done as cheaply and inexpensively as possible. Anybody with a computer took a crack at the logo and marketing materials. Bob, in IT did the website. The simple fact of the matter is, you don’t have to spend your kid’s college fund, you only have to allocate enough to get the proper guidance to bring your brand to the next level. The internet has brought to your desktop, resources that purchased wisely, puts professional advice into your hands. The simple fact that you are here at Small Business branding reading this post shows your passion for your business. You could be wasting your time doing something else besides trying to improve your business.
One of my clients, Guardog™ (a manufacturer of skate guards and covers) has recently produced their first 12 page catalog of products. This company is a classic case of a manufacturer whose patent ran out, and off-shore competition threatened to bury them. But, they chose to fight by super-juicing their brand and re-establishing their dominance in their category. Their brand now represents the best skate guards around the world. All the top figure skaters wear the Guardog™ brand. At retail you will see that it commands a higher price. That is what branding is all about. They could have taken the cheap approach and had the clerical department put their marketing materials together and build their brand, but they chose to take the advice of professionals and make them part of the team. Over the five years I’ve been associated with this brand, we’ve all benefited from steady growth. Distributors as far away as the Soviet Union eagerly await the latest Guardog™ product. The owner will also attest they did not break the bank achieving their goals, but spent wisely and strategically. Distributors on seeing the new catalog informed Guardog™ that it will definitely increase sales. That kind of confidence validates the effort expended.
Don’t view raising the bar as something that you can’t afford to do, but as something that you must do. Choose those who can guide you properly and work out terms that you can live with that allows you to be profitable. Your marketing and brand building should be invigorating and excite you. If you found it more more fun choosing credenzas than developing your positioning strategy, then you’re speaking with the wrong people. Presenting your expert profile should trump everything else. Invest in yourself properly and realize a significant return.
