Entrepreneurs and small business owners are notorious do-it-yourselfers. Without the backing of major corporations, we need be able to create things and handle our own issues. However, there are some tasks to which we need to trust professionals.
We are reaching the end of 2016, and in the haze of that butter-baked goods coma it is a good time to set goals for your business in 2017. What are some things you want for your business in the upcoming year? More sales leads? More conversions from potential customer to paying customer? A stronger relationship with existing customers? A better handle on your business reputation and brand?
If the sugar crash has already hit and you’re looking for a pre-packaged set of resolutions wrapped up with a bow, keep reading.
You want the world to know about your business so I can get as many customers as possible. The best way to do that is by buying ads, right?
Well, maybe. But if you rely solely on advertising, you’re missing out on a key element of business promotion. Welcome to the world of public relations. Public relations is more cost-effective than advertising because instead of paying to have your business included in publications or on websites, you’re getting the publication or website to feature your business in their content. As Entrepreneur points out, this kind of publicity can last longer and possibly reach a much larger audience than advertising alone.
If you’re going to spend the money to brand your business – and yes, you should spend the money to brand your business – it seems logical that you could then use that branding across different media platforms, right?
Right! However there are some caveats to consider. When done well, cross-platform branding can make your business look and perform well. Done inappropriately, it can cripple your business potential.
Let’s start at the beginning. Your business brand, according to Entrepreneur, is your promise to your customer. It conveys what can be expected and how your business is different than others. It isn’t just a logo or a color scheme. It is your business “voice,” from the tone of written communication to visual images.
Here are five tips to successfully translating your print brand to an online brand.