by Roshanda Pratt

When you think of brands like Wal-Mart, Starbucks or Nike you probably think of very specific things.  For me, Wal-mart is one-stop shopping for all things.  Starbucks is the cool, trendy place to get a good cup of Java.  Nike is the sneaker that allows you to “Just Do it.” These companies and many like them have successfully branded us with their mission and vision.  Branding can be defined as consistently executing and promoting a specific set of values, both internally and externally, for the purpose of establishing ownership to those same values in the marketplace.

With that definition in mind, let’s consider Wal-Mart.  The store has branded itself as a low-cost store.  When you see a Wal-Mart you can count on saving more, living better.

Now, while your company name sets the tone for your brand, along with your logo and tagline, those elements alone are not the sum total of branding your business.  Simply put, branding is an impression; a mark you impart on your client or customer. The topic can be rather exhaustive; however, before you begin here are a few questions to consider:

What makes you different from the other guys? What are your competitors not doing?

The above questions are a starting point to showcasing your values and what you represent.  Remember Branding and Marketing are NOT the same.  Marketing can be simply defined as making specific people aware of who you are, what you do, and how it can add value to them. It is important to know the difference in order to effectively market and brand. Read More→

Improving your business is a long-term commitment, something that must be worked on daily. We talked about a lot of methods of determining what you want for your business and for yourself as a business owner. But really, what good is all of that if no one knows your business exists?

Over the next several days we’re going to be talking about ways to increase the visibility of your business – from branding to marketing and everything in between.

Today let’s talk just a little bit about how to get your business seen. There are so many businesses out there, so many places that people can choose to spend their money. How can you keep your business on a budget, but still make a mark on the world?

Finding a niche is the first step in setting your business apart from the crowd. Locate your target market and then find a niche within. Look for a problem that needs to be solved (i.e. no one local offers organic vegetables) and then be the one to solve that problem. By being unique, your business will gain momentum more quickly than the generic businesses who spend their time copying what others are doing.

Next, begin building and email list. Ask your customers if you can email them a regular newsletter or email that contains your specials. This is a great way to connect with customers, build a relationship and remind them to buy from you. Offer subscriber-only discounts and specials to build their loyalty and excitement about being a part of your business. Read More→