By Elvire Gosnold, Director – Blabbermouth
You don’t need to spend a fortune on marketing to address simple brand identity and design. Straightforward consistency across all your collateral is more effective than you think. Easy checks like making sure your business card has the same font and colours as your product proposal document makes a difference to how prospects and customers view your company. Branded product sheets explaining your services in a easy to understand manner is also advisable and don’t forget to clearly state why your company is better than your competitor – what service or value adds would customers get from you? If they want just a product description they can search on line for it you need to reinforce why you are different and better.
The market offers a fertile ground for new business start-ups but a limited budget and an eagerness to get started results in the focus being on tools rather than identity. Unfortunately this will lead to a faceless addition to the industry with little differentiating you from competitors.
Often companies start with a requirement for a logo and a website which are undoubtedly essential tools for any business but targeting this without answering some basic questions about what you want to establish may result in you having to continually re-address this.
Sending out differing messages to your target market will lead to confusion and mean your brand is unlikely to become synonymous with anything. It makes it more difficult to sell your service if clients don’t immediately recognise you or the advantages of doing business with you.
Speak to your suppliers about their existing collateral you could use to help you create informative product sheets but make sure it is branded in your company style. Alternatively you could use a marketing portal that gives you access to automated, fast turnaround marketing material – I know just the agency that offers this!