Your outreach to potential customers has to be count. It has to be focused, well-targeted, and efficient.

Therefore, when determining your target audience, you should ask yourself a sequence of simple questions:

1. Who needs my product/service?

2. Who knows they need my product/service?

3. Who knows their need and can afford to purchase it?

4. Who, in that last group, can I actually reach?

That is your target audience. Everyone else may eventually become a prospect, but for now, only the last group is your source of business. Market to them, and you can succeed. Market to everyone, and you’ll likely fall by the wayside.

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Not having seen this marketing initiative anywhere else, I searched on the web, and apparently it is not a flash in the pan (pun intended), but part of a campaign.

From a visual standpoint, the execution was OK, but the tagline just isn’t doing it for me.

Lamps can be brighter. Stars can be brighter (or at least appear to be so, in more rural areas!). Students can be brighter. But a credit card? That’s too much of a stretch. The Discover company would have to expend a lot of words to convince anyone about new credit card ideas sufficiently advanced to be considered “brighter” than the usual stuff. Brighter how? Brighter than what? The concept is too abstract.

Better to have a tagline that relates directly to money, and especially to one of the hallmarks of the Discover card - that you can get a percentage of your purchases back. “Reward Yourself” might work. Your ideas??

Built on Product. Powered by People.

Now, I don’t know about you, but I don’t go through life thinking about how I need “product.” Specific products, yes - but having seen this bumper sticker, I am left without a clue as to what this company offers.

As for powered by people - is there any company yet that was begun and maintained by robots?

On the other hand, I have been spending a large amount of time lately on airplanes (due to a large volume of work in the Chicago area - one reason for my infrequent posting of late!), and when I fly, it is usually on Continental Airlines. Some years ago, that company launched an effective “parallel” tagline…

Work Hard. Fly Right.

Why does this work, while the other falls flat? Well, the Continental tagline affirms something about me - it implies that I am a hard worker. And furthermore, since I am, I deserve the best airline experience - I should “fly right.” Bingo - Continental has tapped into something aspirational.

The lesson? It’s not enough to have a cute couplet of phrases. You actually need to tap into the desires of your target audience, and say something tangible in your tagline. Because no-one goes shopping for “product”!

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But that wasn’t the case. Because the planes also were of every branding scheme.

Once upon a time, when you saw United airplanes, they all looked like this:

Then, they went through a re-branding some years back, keeping some elements of the “U” logo, but making major color changes:

So far, so good. As always, it takes a while to re-paint planes, but soon, there were very few of the older design left flying.

For reasons that escape me, they then decided a few years back to re-brand AGAIN, plus introduce the low-cost TED sub-airline which has other colors but still with a derivative of the “U” logo. Then, of course, there is United Express, whose planes also reflect two parallel designs, with some minor variations.

There are now 3 major branding approaches and color schemes competing for your visual attention when you come into United’s home port.

The lesson for the small business marketer? Don’t! Settle on one, unified branding approach. And if you’re going to change it, as much as is possible, change it all at once. United feels like a fragmented, not united, brand.

Learn from the big guys - sometimes, learn what doesn’t work, and avoid it!

• Sony VPL-FX40
• Panasonic PT-DW10000U
• NEC NP60
• Sharp XR-30X
• Toshiba TDP-FF1AU
• Epson PowerLite Home Cinema 1080

Names only a product engineer could love, or come up with.

If I’m going to purchase a projector, I want to have a brand name that I can: 1) figure out, 2) pronounce, 3) remember, and 4) tell others about with pride. Every one of these flunks badly. And this Alfred Engineer Neuman naming process runs through a lot of other technology companies as well (think: camera models, phones, etc.)

Why can’t these companies name a projector something like TruVizion? And when you introduce a new model, make it the TruVizion E? Do I really want to be counting zeros when writing the Panasonic model’s “name”, simply because some techno-geek thought it would be cool to put the number 10,000 in there so that maybe someone might guess it has 10,000 lumens? That’s not branding that sticks. It’s just stupid.

What other industries practice Alfred E. naming? Nominate your favorites in the Comments!

(Alfred E. Neuman copyright Mad magazine)

Advertising certainly has its place in building brand awareness. But perhaps, first and foremost, you should ask this question…how do I add value?

What are you doing, not merely to reach your target audience with a message, but to be a valuable resource? Do you add value, or just add noise?

From the beginning of my new business launch just over a year ago, I started a weekly e-newsletter joined to a blog, in which I highlight news, links, resources, my own commentary, and other stuff. It’s a mix of industry information (pharmaceuticals) and some lighter fare as well. It’s been quite well-received, because many of those in my target audience do not have time or expertise to gather all this info. It’s a weekly investment of time gladly made, because it’s one unique way in which I seek to add value.

This week, I received a very encouraging e-mail, from someone on the list (whom I’ve never actually met):

I have to say the information that you share with everyone is fascinating and informative, and also fun. I have passed your weekly news on to several of my colleagues here at _________, but wanted you to know how much I look forward to receiving your email every Friday…You really do excellent work in your investigation of current items, future items and even nostalgic things.Thank you so much.

It’s not the first such note I’ve received, but this one certainly made my heart sing, because this person was gaining value. If you invest in adding value to your community, it’s a near certainty that you’ll eventually gather a return on that investment.

So, before you get all caught up in ad value, take a creative look at how you can add value. If others aren’t doing it, why shouldn’t you?

Then, there is the experience of listening to the pitch from a sales person when you finally succumb to the inevitable, and force yourself to go to a car dealer because…well, you’ve got to buy a car.

Does it have to be this way? How would you change it?

That’s the challenge taken on this month by the BrandingWire team (BrandingWire is a collaborative of 12 marketing bloggers, who comment on one branding challenge each month). Automobile sales and marketing is so high-profile, yet seemingly so locked into decades-old promotional models that most of us despise.

There’s the element of the Transactional Model - it’s all about getting you to make a decision, TODAY! There’s the deception and manipulation aspect of price negotiations, including some backroom sales manager. There’s downplaying the value of your trade-in. And we could go on and on…

If you had the chance to blow it all up and start over again, what would you do? What would be the ideal car-buying experience for you? What are the negative elements that you’d want to change?

Here’s a big question also: can (or should) the current business model of car franchise/dealers continue to exist in this day of information access and e-commerce?

Share your re-branding thoughts in the Comments!

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1. Lack of focus - it’s not clear what the brand stands for.

2. Has trouble organizing - can’t seem to look at the big picture and ensure that a coherent identity and message carry across all brand communications.

3. Inattention - can be told, by clients and others, how best to grow the brand, but can’t seem to listen.

4. Impulsivity - today, the message might be one thing, but the next day, that’s forgotten because something new has come up.

5. Impaired performance - cannot reach potential in the marketplace, because it’s not clear where it belongs.

Of course, the ones who are afflicted with IDD typically are the last to recognize it. Here’s a simple diagnostic test, that can be performed in the privacy of your office in 120 seconds:

Write out or say, in a few brief sentences, what is the major differentiator of your brand, what customers value the most about it, what its unique position is in the marketplace, and what is the one-sentence summary message that you’d give to a potential customer which would enable them to “get” the value of the brand.

If you are unable to do this, then you may well suffer from IDD.

The good news is the Identity Deficit Disorder is not a terminal condition! It can be treated. Usually this requires the help of an objective (outside) branding professional, who can examine the symptoms, diagnose the disease, and prescribe a cure. But the biggest challenge is realizing when you have the affliction!

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The most secure and successful brands are so clearly differentiated in the minds of clients, and give such value to them, that their identity is easily “passed around” in the marketplace.

What’s the “threat level” of your brand? How can you move to a position of market security?

Think about brands that, in your own experience, occupy the green “low threat” zone. These are companies or people that you naturally and enthusiastically recommend to others. What makes them powerful in your mind and heart…and how can you arrive there?

1. Make your booth presentation simple and uncluttered. People are drifting past, making decisions in seconds about whether your booth is worth stopping at. A graphically appealing, open, and readily understood booth presentation will tend to draw people forward. A cluttered, boxed-in look, without any clear message about who you are and what you offer, will guarantee lots of walk-bys.

2. Concentrate on one message in the (visual) booth presentation. Tell who you are and what you do - one thing! - in the booth wording and graphic(s). Many companies fall into the trap of creating panels that are essentially static Powerpoint slides - bullet points of everything they do. Remember - you are trying to grab attention in seconds, not provide a written sales pitch. Save the additional words for when someone actually stops.

3. Concentrate on one message in what you say. People will be inundated with multiple messages from dozens of companies during a very compressed time frame. Unless your message is simple, memorable, and focused, you’ll be easily forgotten. And be sure to have several memorable client stories to tell - this will fasten the message in the mind of the attendee. If you don’t know how to accomplish this, work with a marketing consultant who can help you; or, at the very least, read Chip and Dan Heath’s book, Made to Stick.

4. If you’re going to promote yourself through some sort of giveaway, make it small, and hard to throw away. Small, because attendees often have little room in their luggage (or trade show bag) for big/heavy items. And you want to multiply your brand exposure by putting your logo and/or message on something with a long shelf life. Branded candies, or large cans of popcorn, do not fall into this category! Tile coasters, memory sticks, business card holders, and other such valuable items are better candidates.

5. Above all, differentiate! You are competing for limited time and memory space. Unique colors, striking message delivery methods, booth “uniforms,” cool business cards - all of these are helpful. But the most compelling differentiator is sincere caring, genuine listening, and steady eye contact. Be real, and have real people in your booth. That will end up drawing the most traffic, and getting the best long-term results. Because ultimately, that is what creates valuable business relationships.

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Answer: BrandingWire. A blog-based, live experiment in collaborative branding.

Marketing bloggers have begun to develop quite a spirit of mutual respect, encouragement, and cooperation. Growing out of some recent collaborative projects (such as the soon-to-be-released Age of Conversation eBook, involving over 100 volunteer authors), a dozen branding gurus decided to launch an ongoing project - taking on one marketing challenge per month, and focusing our creative talents to showcase some great branding ideas.

Most branding blogs - including this one - involve one or more authors writing on a variety of topics and issues. The concept behind BrandingWire is to pull together a variety of skill sets, talents, and perspectives, while collectively addressing a single challenge.

The first case study is fictitious - a coffee company looking for ways to grow. And the wealth of ideas generated from the BrandingWire “posse of pundits” is a very impressive resource for any company looking for direction - everything from brand definition questions, PR campaign possibilities, on-line/mail-order approaches, identity concepts, and customer experience approaches.

Future case studies will include real brand makeovers, for companies or non-profits selected by the BrandingWire team.

Many who blog effectively on branding and marketing issues are solo practictioners, consultants, or principals in small companies. And we often feel immense frustration when we see disappointing branding launched at great expense by companies and their agencies. The BrandingWire “living experiment” is meant to showcase the high-voltage talent available via a global network, and to encourage the idea that virtual marketing teams can bring best-of-breed skill sets to branding initiatives. Join the conversation at BrandingWire.com!

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The tagline is “let’s get it done.” The premise: Dreams are good (now, visualize the Citi red rainbow-like arc connecting to…) Realities are better. Then they go on to explain that, if this were the day you were to go ahead with one of your dream goals, Citi has all the resources to help you “get it done.”

What I like about this campaign - a lot - is that it focuses on ME, the potential user of financial services. It is aspirational. It taps into dreams, visions, possibilities. And it ends up with a concrete challenge - all right, let’s do something about it. Together.

I’d give the whole thrust of the approach an “A” grade. However, the one thing that I’m not sure “gets it done” is the tagline. Why? Well, at least 2 reasons come to mind:

1. It’s very general. You cannot see this tagline attached to the Citi brand and “get it” without really digesting the entire campaign message. It doesn’t stand intuitively on its own as something that speaks to the observer about “financial services.”

2. It feels, at the gut level, too much like Home Depot’s tagline. “You can do it. We can help.” (now that tagline intuitively attaches to what Home Depot is all about - I don’t need an explanation). I don’t think Citi wants to position itself as a company that somehow mirrors Home Depot.

Maybe it will grow on me. It does have the virtue of decisive simplicity. What do you think? What other brands come to mind that have a very natural, intuitive, effective tagline attached to them (no further explanation needed)? What brands have adopted taglines that require you to go through mental contortions to find the attachment? Put your best thoughts in the Comments - let’s get it done!

Chrysler has had a very up-and-down, cyclical market experience. After its near-death brush with bankruptcy, it swung back by introducing the minivan. It has had some market hits (”cab-forward” car design - remember that? and Jeep, of course), and it has had unprofitable seasons. The jury is definitely still out on whether it can overcome some of its legacy cost disadvantages and compete in the market, against the slow, steady, successful onslaught of Asian brands.

Here is Business Week’s take on the challenge that Chrysler faces.

But now, it can at least re-launch itself as a company. So, readers, put on your thinking caps. If you were given the responsibility of creating a new marketing message for Chrysler, what would it be? What theme(s) would you choose? How would you appeal to a (perhaps) skeptical market? Would you emphasize engineering? Design? Patriotic themes? How would you position Chrysler in the marketplace? What tagline(s) would you suggest? Fill the comment section with your ideas, and let’s come up with an ad-hoc campaign right now!

Get lost in the crowd

Yet, it would almost seem that many, when naming their companies or coming up with a tagline, actually adopt that as a goal! Therefore, here are the Top Five Rules for those who would prefer not to stand out - who’d like to be undistinguished, unremarkable, and easily ignored…

1. Come up with a business name that means nothing. Ah, yes, Global Business Solutions - that tells me a whole lot about what you do! Or, how about A & B Associates - catchy, definitive, truly memorable! Or, to memorialize the two partners who so brilliantly launched the enterprise, let’s go with Froghammer and Smith! That’ll tell the world what’s being offered! Remember - the goal is to keep the audience guessing - we wouldn’t want those pesky potential clients to immediately understand what the business stands for, would we?

2. Describe your business in the most generic way possible, so everyone will think they need you. “We supply business improvement products and services to the Fortune 5,000.” Hmmm…that’s unique. “We’re striving to improve healthcare around the world.” Wonderful - you and 50,000 other companies. “Our business is going about the business of helping your business gain more business.” Got it - you’ve just defined your niche neatly into the circular file.

3. Weave a less-than-meaningful tagline into your identity. OK, I made up the companies and phrases in 1. and 2. above (any resemblance to existing companies is strictly coincidental!). But now, let’s turn to some real examples. Pass by any UPS delivery truck and see this fog-inducing phrase: Worldwide Services. Well, that clears that up! Here’s a brilliant law firm tagline: Commitment to Excellence. Why, I’d rather have attorneys committed to mediocrity myself! Hilton is now rolling out a campaign under the ineffectual banner, Travel Should Take You Places (duh!). And how many companies have you seen adopting this ridiculously obvious and over-used phrase: We Mean Business! Now there’s an original and unique thought! Finally here’s a company with both a name and a tagline that truly embody the How to be Unremarkable rules: TIAA-CREF.

4. Look at what all your competitors are offering and saying, and mimic them. Be sure that when potential clients are looking for something, you pro-actively blend in with the crowd, and thereby be considered on equal terms. If Company A is talking about offering “complete end-to-end enterprise solutions to enhance supply chain productivity,” be certain that you adopt that message also, so that you can stand out along with the rest of the lemmings. Never lead - too dangerous. Follow!

5. Try to please everyone. Hey, it’s a complicated world, and lots of people get in on decision-making. So craft your message so that there isn’t a chance that a single person could possibly be offended, or (heaven forbid!) conclude that you have a different focus than what they’re looking for. Remember, all business is good business, so you don’t want to miss a single opportunity by narrowing your message to your unique core competencies!

Here’s a recent article taking Sears to task for introducing a new “say nothing” tagline. Companies and agencies both small and large can be guilty of applying the Top Five Rules!

On rare occasions, I forthrightly recommend that people not take my advice. This is one such occasion!

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We are hard-wired, as a species, to connect to stories. That is why some of the most effective teachers throughout history were master storytellers. We’ll quickly forget carefully-crafted statements, and even the most profound principles, but we’ll remember a compelling story - sometimes for decades. And even pass it down for generations.

How did your business come into existence? What was the process that led to its launch? Why do you now do what you do? What client need opened the door to a whole new venture that evolved into your brand? What made your brand survive over the years, when others faded?

If you and your company bring authentic value to the marketplace, then people will want to connect with your brand. And one of the quickest routes into the heart of your customer is an engaging story. Not a fairy tale, mind you, but a true story - one that demonstrates why your brand is unique and compelling. And don’t forget - that story is key to engaging some of your most critical “customers,” your employees.

Inc. Magazine has a great article (by Michele Miller) on this theme of brand storytelling - highly recommended.

There’s a lot of noise in the marketplace, and it’s hard to get your voice heard - and remembered. Do yourself a favor - spend some time rehearsing your story, finding what is compelling and interesting, and then weave it into your messaging to your customers.

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Question: What is your single, all-time favorite brand?

By that, I mean a brand that has stood the test of time, creating warm feelings of gladness, enduring attachment, readiness to go-out-my-way for the brand experience, and an easy readiness to tell others about it.

Hmmmm…that would be my wife, actually! OK, let’s limit this to non-relationships…

I thought about products and services I’ve used over the years. There’s Netscape Navigator, my first browser through which I experienced the Internet. How I loved seeing that big “N” symbol with the moving stars, as I first began to explore the early web! And how bummed out I was when Microsoft was able to overwhelm Netscape! Alas, Netscape Navigator, while a very positive brand, was not an enduring one.

Musicians create their own brands, and some, over the years, have embedded themselves in my mind and heart. Ambrosia, Chicago, The Moody Blues, and others in my youth. Nightnoise (a Celtic-oriented Windham Hill group that seems to have, regretfully, stopped recording). Secret Garden. Phil Keaggy. If Coldplay follows on with something as good as X&Y, they’ll join the list. But, each has its place in my eclectic listening universe, and my auditory attachments often go in phases.
Then there is Starbucks. My introduction to more-than-the-usual cup of coffee. I still enjoy their coffee, but more than that, Starbucks opened my eyes to enjoying coffee as a higher pleasure, not just as a cup of wake-up juice. Very much as Samuel Adams caused me to appreciate great beer that rises above the mass-market average. Both of these positive brands span a couple of solid decades, and have earned my consistent recommendations. But does anything go all the way back to first half of my life as well?

Then I finally thought of one. It’s not a product, not a service, not something purchased, but still experienced. It has changed over the years but basically remained true to its mission. It has managed to develop an enduring following - even fanatical to some extent. Can you guess what it is (I’ll give the answer later in the comments).

In the meantime - what is your favorite brand of all time? Is there one to which you are attached above all others? And why? Leave your comments and let’s discuss which brand is truly the “cream of the crop” in your eyes!

• It’s a bad practice
• In fact, it’s a really bad practice
• Because it’s ineffective
• And turns off the audience
• So don’t do it!

Recently, I was at an evening meeting for a professional organization I work with, and a vendor company that was sponsoring the meeting was given a few minutes to deliver their spiel. Those were some of the longest minutes I’ve lost in quite some time! Bullet point after bullet point of all the expected phrases, yet not one thing that could help the audience understand why this company is unique! No real brand, no distinguishing message, just blah, blah, blah.

“We deliver on-time and on-budget.” “Our people are our strongest asset.” “Our customers always come back for more.” “Our project management process is blah, blah, blah.”

Small companies, and particularly technology companies, are prone to this branding transgression. If we list out enough features and benefits, surely everyone will be impressed! No, actually, everyone will be asleep. A related error is trying to market one’s company by over-use of buzzwords, when the only person who actually understands the message is the author - not the audience!

Find the one major distinguishing element of your company, and build the message around that. Is it customer service by human beings (not voicemail menus)? Is it rapid deployment? Is it rich industry experience? Sift through all the bullet points and extract out the one most distinguishing, customer-appealing, and memorable element. Then find a way to make the point stick, so that at the end of any presentation, the members of the audience carry away a clear picture of who you are and what you do.

Make it your goal not to try to tell people everything. Tell them one thing. Effectively!

So, what are the lessons I’ve learned thus far? Here are 10:

1. Have a clear, yet flexible vision. Know what it is you are pursuing, make sure that you can articulate it to others…but be aware that the market may, as you start to promote what you’re doing, point you in some different directions. These variations on your dream may, in fact, be the most lucrative course. My initial business model - providing high-level consultative sales expertise for my provider network, while also providing fee-based consulting service for my client base - is meeting clear market needs. But I’ve already seen a couple of new, complementary avenues open up that are variations on the theme. I like to plan and anticipate and map out EVERYthing - these months have convinced me that I am not, in fact, in charge of the universe, and sometimes a new direction comes from an unexpected direction! Be ready to evolve. And when you brand yourself or your business, build in some flexibility, so that if your business changes, you don’t have to completely re-brand.

2. Act. This lesson flows from 1. above. If you have 80% of your offering/message/direction mapped out, grab it by the horns and get out there. The other 20% probably won’t show up until you’re rubbing shoulders with your target market, and starting to make noise. It is more important to show your face than to have everything in place. Once I knew I was going into business for myself, I drew up a list of everything that I figured had to be done, and just did it. Yes, I had to reprint my business cards a few months into it once my message was refined (and once I decided to add a landline and not just live off my cell #), and this past week, I’ve gone through a new round of re-branding. But by now I’ve already gotten the ball rolling. Cards are cheap. Delay is expensive.

3. Network. A lot. Believe that your professional colleagues want to see you succeed, and don’t hesitate to ask them to help. I send out a regular stream of e-mails and cards, and make lots of phone calls to those who will provide support and referrals - the most valuable business development resource of all. If you haven’t built up goodwill over the years, and don’t have a real or virtual Rolodex of cheerleaders, you’re probably sunk as far as succeeding in your own (or any) business. On the dark days - when nothing seems to be happening - I take comfort in the fact that I can rehearse the names and faces of many people who are actively wanting to see me succeed. Ultimately, when starting up, it’s Brand You. Show up and make connections!

4. Help others. Give of what you have - your time, your knowledge, your connections. When you help others with their needs, they will go to extraordinary lengths to help you. I’ve been able to help people make connections with others (including potential employers) and find needed resources with no financial return expected - but I fully expect that this commitment to help my clients and partners and other colleagues will not be in vain. For some of my partners, I’ve “given away” my business and marketing expertise to help them refine their approach - and I know that, in return, there is tremendous loyalty built up over time.

5. Take full advantage of cheap and free communications. One of my first acts was to launch a blog (using WordPress), and write articles of interest (granted, not everyone is a writer - I happen to thoroughly enjoy working with words). Then, very inexpensively, I began a weekly e-newsletter using Constant Contact (the “Friday Collection”) which goes out to my target audience with news, resources, and links - and, with continual repetition of my business identity. I invested the grand sum of $50.00 to have a “caricature” made of my face, which now appears on the newsletter and on all my e-mails. Each of these initiatives has been a tremendous success, with very little invested except some time and creativity. Free press releases, announcements in trade magazines, posts on other blogs - the methods for gaining exposure are legion, and increasingly, free. It doesn’t cost much anymore to effectively brand yourself and your business - esp. important for small companies, start-ups, and consultants.

6. Be an expert. You have to have some area of expertise for people to pay attention to your signal, over the level of background noise. Be sure that what you do, or offer, is narrow and specialized enough that you are not an also-ran. And demonstrate the trappings of expertise by writing articles, doing book and conference reviews, and interviewing thought-leaders - all tactics I’ve employed on my blogs. Read the Ries/Trout classic book on “Positioning” as you try to figure out your platform of expertise in the market.

7. Take great care in establishing your brand identity. Your logo, tagline, and message to the market are your best foot forward - unless people can quickly grasp who you are and what you do, and have something memorable to hang it all on, you’ll have trouble maintaining traction. It goes without saying - but I’ll say it anyway - that you’ll need to research available names according to URLs available on the internet, and also look into trademarks. It took me many weeks to settle on “Impactiviti” (and, later, “StickyFigure”), “clean” words, which I could essentially own. Be sure that you have a talented graphic designer help you create the logo - there are even on-line services for this now, which will help develop a logo for a fixed price.

8. Join. Be part of professional organizations, go to local meetings, volunteer your time. Be involved, and help get your clients involved. Consider professional networking platforms, such as LinkedIn. Starting a new business can be lonely - help stave off the danger of isolation-induced discouragement by getting side-by-side with others.

9. Target your best opportunities for initial business. It’s probably not the “world at large.” More likely, it is clients you already know and have worked with. While you want to get your message out to the broader marketplace, your first business is probably going to come from those with whom you have a track record. My wiring has always been to try to reach everyone - it’s a discipline for me to focus on a handful of my closest colleagues. But, of course, it is the people I’ve already cultivated over time that are most open to hear from me; both clients, and others who can provide referrals.

10. Don’t be afraid to be plain, transparent, and open. People respect authenticity. No, you cannot do everything - if someone asks you about something that is “to the side” of your sweet spot, as tempting as it might be to grasp at any business, simply admit that it’s not in your repertoire but see if you can find another resource. Ask people for help - I often have run ideas past a handful of my partners and clients, before they go “out” to the public, for input and critique - and have found great responsiveness as I allow them a transparent look into my thought processes.

11. And now, a bonus entry - be fully prepared to fail. Now, by this I don’t mean give in to pessimism, or be guilty of bad planning. It just may be that your business idea simply won’t fly - and that won’t be the end of the world. Count the cost up front, run a “worst-case scenario” exercise, and launch the business without desperation - there is a serenity that comes from having already considered the “what if” possibilities. I am quite convinced that other doors will open if this one closes, and it is easier to be patient when you’ve planned for the possibility (likelihood!) that revenue may not come as quickly as you’d like. The greater failure would be not trying - and many entrepreneurs did not hit the target the first time out.

And, finally, here’s a lively and helpful on-line video presentation by Guy Kawasaki (former evangelist for Apple, now a writer on entrepreneurship) on starting up a business. Guy’s blog is also a great resource. Recommended!

She summed up her approach by asking this rather simple, but profound question: “What’s the point?”

The point, of course, is that the child learns. The “how” is quite secondary - if the student learns better by going out into the yard and digging up a root system rather than sitting still at a desk and reading a book, then by all means go out and dig! Just get to the point.

The phrase has embedded itself deep within my psyche, and has morphed to shape my thinking about branding, and my approach to consulting. Almost always, the first question that comes to mind when considering a branding challenge, a marketing initiative, a consulting project, or a written communication, is…”what’s the point?”

I would dare to say that, until you can answer that question with clarity and simplicity, it is almost impossible to succeed. In starting a business or growing a brand, in developing a message or solving a problem, there must be a very clear target that you are aiming for. Why are you doing this? What exactly are you seeking to achieve? What is your chief differentiator? What is the market need or desire? What’s the point??

When I started Impactiviti, my own consulting practice, in 2006, I had to wrestle with that question. My answers:

• My unique skills and desires were not being channeled in my current job position
• It was unlikely that any other company was going to create a role around my aspirations, so I needed to do it myself
• I aspired to increasingly apply my talents and creativity to consulting on client branding and marketing needs, after twenty years focusing more on sales and marketing
• I needed flexibility to work in a schedule that fit my lifestyle and family situation (which, in my case means starting before 6 a.m., when I am most creative and energized!)
• I had something to prove to myself - that I could take my ideas and bring them to life

In fact, it is that third point that explains why I am contributing to the Small Business Marketing and Branding blog. My consulting practice in pharmaceutical training and communications leverages my prior experience, but I also have a deep passion to apply the rather strange admixture of creativity, analysis, and drive to communicate what brews in my psyche. This blog, along with my own branding blog, provides an outlet, and hopefully will grow a network that leads to increasing creative work.

Seth Godin, in his book Purple Cow, makes the point that unless your offering is somehow unique - in some way differentiated from everything else out there - you may not have a “point” for being in business. To import a term from the world of electronics, we need to have a good signal-to-noise ratio - there’s a ton of noise in the marketplace, and our brand signal - our “point” - needs to be distinguishingly clear to rise above it.

Ironically, sometimes the key business stakeholder is the person least able to distill things down to the core, and identify the key differentiating message. I was meeting with a business partner just yesterday morning, and as she showed her new marketing approach, it was quickly clear that all the bullet points spread out in front of us did not contain a unique or compelling message. Because she was so immersed in the trees, it was far more difficult for her to step back and see the forest - yet for me, in a matter of minutes, the solution was plain. However, for that very reason, the hardest assignment I’ve taken on to define “the point” has been my own business! Too many trees, all of my own planting…far easier to objectively analyze someone else’s forest!

Sometimes, of course, “the point” of a business is actually there - it’s just not been clearly identified and effectively expressed. Those are the most exciting opportunities - an entrepreneur or business that has a great offering, but just hasn’t figured out a compelling and “sticky” message.

Here’s an example of a company that has pulled it off successfully - quick, how do you make one brand of wine stand out above all the other bottles on the shelf? Many companies lately have fallen into the “cute animal label” syndrome, but Ravenswood Winery has taken a great branding approach. They claim they produce No Wimpy Wines, and have built a whole campaign around this singular concept. Now, they could blab on about their particular vines, their wonderful bottling process, their storied history, and sound just like any other of a thousand wineries - but they have adopted a differentiating (and slightly cheeky!) theme that captures the imagination and impresses itself on the memory.

So, what is your point? What makes you unique? Are you trying to write your brand message with a blunt instrument, or a sharpened pencil? When you can express your unique value in fewer than 10 seconds and 10 words, then you’re truly able to “get to the point!”