Five Ways to Promote Your Unique Business Identity
by Brett Krkosska Copyright � 2002
Identify Your Uniqueness
If you haven't yet put a finger on the distinct quality that
sets your business apart from your competition, then you need
to get busy. You only need one quality. Just one.
This unique quality that sets you apart from the herd is your
brand. It is the essence - the fabric - that runs through your
operation. It speaks to consumers instantly about the nature of
your service or product, your reputation, your commitment, your
uniqueness.
Once identified, you must be able to clearly communicate your
brand to consumers. There are two easily recognizable ways to do
this: with your logo and tagline.
A branded business has a memorable logo. A straight-forward
example is Ford's blue oval, while a more abstract example is
the Nike checkmark. Your logo is the visual component of your
brand.
The next component is a written or verbal one. It is referred
to as your tagline, and it reflects the exact position you are
assuming in relation to your customer, your product, and your
competitors. Specifically, it clearly defines the quality which
differentiates your business from competitors while extolling
the benefit your customer will enjoy.
Coca Cola's statement of being 'The Real Thing' is a classic
example of positioning in relation to a competitor. Clearly, if
they're the real thing - the original - then the other guy isn't.
But does this mean anything to consumers? The benefit to the
customer is kind of murky.
For the small business owner it's better to go with a more
narrowly defined tagline that clearly denotes uniqueness. The
sandwich shop Quizno's exemplifies this with their tagline
'Oven Toasted Tastes Better'.
Five Ways to Promote Your Unique Identity
Your logo and tagline are valuable property. Make them a visible
thread that runs through all your promotions. Here are five great
ways to get your brand name out there in front of consumers:
1. Give Away Something People Will Expose to Others
Instead of just giving away a freebie that has a one-time use,
provide a valuable service or product that will get used or
seen by other people. I use this strategy by providing free
newsletter templates. At the bottom of the templates you'll find
my brand. It's great exposure and a wonderful traffic-generating
tool.
Free eBooks, free email, free websites, free pens, free t-shirts,
free baseball caps... all these are great examples of things
people use and expose to others. Take a good look at your own
products and services. What can you give away?
2. Encourage Interactivity
We are social creatures. Everyone likes to be included - to have
the opportunity to put in their 2 cents worth. Encourage people
to get involved with your business. Invite questions, ask for
feedback, run a contest, sponsor teleclasses or chat sessions,
or moderate a discussion board. For every person you make a
connection with, you have created the opportunity to ignite a
word-of-mouth campaign that stretches through everyone they know.
Take a peek at Pepsi.com for a look at brand marketing through
interactivity. On their home page they are actively recruiting
every carbonated beverage drinker on the planet to "make a
difference" and become a Pepsi Advisor.
Strawberry/Kiwi Pepsi. What do you think? Pssst... tell your
friends!
3. Brand Your Digital and Print Communications
If you type it, write it, or touch it... brand it. If
you're within breathing distance of it - try to brand it.
Leave evidence of your unique business identity everywhere
you can. Your website, all your outgoing postal mail, and all
electronic mail should include your business name or logo, your
tagline, email address, website URL, phone number, and mailing
address. And a handy supply of business cards is a must any time
you leave the office.
4. Give Away Your Knowledge
Writing articles and making them available for reprint is an
especially powerful method of spreading your name. Published
articles often remain in the public eye for years. I have dozens
of articles on numerous sites, all of them tirelessly promoting
my business without any effort on my part. One article in
particular that was published in Success Digest over 3 years ago
still brings in traffic to this day.
5. Make it Easy for Others to Toot Your Horn
Word-of-mouth referrals are the best kind of exposure you can
get. There's nothing more powerful than a personal endorsement
from a satisfied customer. Make it easy for people to tell their
friends and family about your product or service. Rarely a day
goes by on my site that someone hasn't emailed a friend using my
handy online referral form. This is a branding tool that every
business should employ.
In the end, the name of the game is repeatedly exposing
consumers to your unique business identity - your brand.
The above strategies are viral marketing tools in that they
are far-reaching and long-lasting, and that's a great
combination for long term business success.
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Brett Krkosska is a freelance writer and syndicated columnist.
He is the owner and founder of http://HomeBizTools.com, an
idea center for small/home-based business owners. Free
subscription to his ezine, Straight Talk, available at:
mailto:[email protected]
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