1. 10 common mistakes people make when
naming a company
2. Your logo & what it means..
3. Time to iron those business cards!
4. Every Business Person Needs To Ask Themselves - So What..?
5. Let them know: Exposure Campaign
6. The Small Yet Mighty Business Card
7. Consider this - Your Brochure
8. Get the best $ Value from your advertising
Certain things to absolutely avoid when naming your company >
When people hear your company name, they quickly and often subconsciously make certain perceptions about your company. Those perceptions influence how they think, feel and react to your company. Those perceptions define your brand.
Your name, logo, marketing messages, and everything else that people see and hear about your business make powerful impressions on people.
Every time someone picks up your business card, walks into your business, visits your web site, meets an employee, sees one of your ads, they form a perception about your business.
1/ Use the family name
Nice idea - forget it!
Naming your new commercial venture after your family name or the names of the 2 grandkids joined together (yes, my mother did that with my kids names - oh dear!) means you could run into a few problems down the track. Bad marketing and my kids hated it too!
A family name is not easy to trademark or register. It can easily be copied. And, what if you wanted to sell the Jones Company to the Smith family in a few years, and.. what possible benefit has does naming a company 'Jones Company 'have anyway?
2/ Describe your product or service
Again - oh dear! Like "Cool Air-Conditioning"..
This is so bad - almost as bad as Smiths Air-Conditioning..think about it.
Don't just describe your product as it could apply to a whole host of similar ones too.
Get creative, employ a professional to do it for you but for goodness sake be unique and show some initiative like Nike, Coca Cola, Apple, Virgin ... need more?
Just think Virgin could just be Richard's Records.. aiiiaaa!
3/ Copying another company's brand
An absolute no-no! No advantage to you and it's illegal.
4/ Suits in session
Having the managers sit and 'brainstorm' ideas for naming the company. Really, how costly is that? Aren't management better off doing what they do best and managing? Employ a professional to name the company for you - after all, branding your company correctly can make the difference between success and failure. Start right.
5 / Leave it to the workers
I've heard of a company who held an in-house competition to name a new brand - which is about as useful as a chocolate teapot.
And another company had an employee competition to come up with a new company tagline - eeeekkkkkk !
6 / It's all about the customer
Branding your company needs to focus on your customer and inspire and motivate them to remember you.
It's not about your company, your professionalism, how good you are - that's all a given, surely. You, as a company owner are too close, too emotionally attached to be objective. Get out the way of your success, leave your ego behind, and leave your branding to a professional. Show off that ego with a nice new yacht once the business is successful. hehe
7/ Even if you have found the cure for cancer..
They did it - made up a punchy, memorable, easy to say new word, never been in the dictionary before - Kodak. How good is that!
New technology, new products are coming out every day but if you are a scientist or engineer, please don't name your company something most of us lesser mortals can't even pronounce like Ciberglasczmajel.Inc - your potential customers just wont' go for it
8/ Choosing availability over exclusivity
So you can't name your new men's aftershave company- Mars or Jupiter - because they are already registered - but Uranus is available...?
Think again.
9/ Don't rely on images
A great logo enhances your company name and it is not your company name or identity. Name first, then logo.
10/ Use protection
You must register your company name and follow all trademark laws too - or risk losing it all.
A corporate logo carries and builds your company image with the use of specific colors and layouts. It contains a message far beyond that of words, offering that first impression of how professional and reliable your company is.
Potential clients make decisions not only on the content of a message, but on how well it is presented.
A logo is often the first and key element in a complete corporate identity program which extends a unified design concept to advertising, posters, packaging, stationary, folders, business cards, and other printed matter.
LOGO
A distinctive and memorable identifying mark, or trademark based on letterforms that will depict the name, product, or purpose of a company or organization.
SYMBOL
An identifying mark based on pictorial form.
On the most basic level we communicate through symbols. Visual communication is also symbolic. Letters are symbols that represent sounds; the lines that we use to draw representational images are symbols for perception.
Symbols convey information or embody ideas. Some are so common that we find it difficult to believe they did not always exist. Who, for example, first used arrows to indicate directions? We now follow them instinctively but at one point they were new and had to be explained..
Among the most persuasive symbols in our visual environment today are logos and trademarks, which are symbols of an organization or product. Simple, clear, distinctive and memorable - corporate logos have become familiar to millions of people around the world instantly calling to mind the company, its products or services.
As with any symbol a logo means nothing in itself. It is up to an organization to make its logo familiar and to convince people through sound business practices to associate it with such virtues as service, quality, and dependability.
Because symbols serve as focal points for associations of ideas and emotions, one of the most effective ways for a company to change its image is to redo its logo.
Please browse our Portfolio for examples of our work.
It's a tough, wild world of business out there... time to iron those business cards!
Some of them work all the hours they can, bust their guts week in week out...slaving away to earn just enough to pay the bills. Having their own business is just not how they imagined it would be when they started. That initial 'fire in the belly' from knowing they were really good at what they did has almost gone out.
Then again, there are those who seem to have found a better way.
I'm talking about those who run their business, rather than letting the business run them.
They're the business owners who seem to have all they need, they're successful, calm, they work reasonable hours, are still on speaking terms with their spouse - you just know that they're not going home after 11 hours at work to do their bookkeeping!
You probably know some of these business owners. And I bet you'd like to be just like them.
Now you can.
Any business, whatever kind it is - is about 'getting and keeping customers'. And if you can't do either of those - you 'aint got a business.
Let's look at 'getting' some new customers first, and let's look at doing that in a fairly economical and enjoyable way. by networking.
How well you can 'network' can determine how quickly you can build or expand your small business.
So what is networking? Well, it's one of the least expensive ways of getting information about your business and what you do, out to the market.
It's a great way to get more contacts and referrals, increase your client base and find out information about what else may be happening in your industry, in your town.
Not only that, there is usually a pleasant social aspect to any kind of networking opportunity, a chance to put your 'glad rags on' and enjoy some yummy food and drinks too.
Before you throw on your best suit and dash out the door, there are some basic guidelines to follow, so hold on, get a notepad and jot down the answers to these questions..
What do I need to achieve my goals?
To benefit my business and achieve the goal of.....
What am I trying to accomplish and who can help me with that?
To benefit my business and accomplish .....
The folk who can help me with that are.....
What kind of new contacts do I need?
To benefit my business I need new contacts who can.....
It could well be that you have enough customers to last you for years but your difficulty is with finding good suppliers..you may make the best candy fairy floss in the world but if you can't get a regular supply of sugar........... know what I'm saying?
With your answers in mind, set yourself a monthly networking plan.
Find out about all the various groups and organizations in your area. Check in the phone book, with your local library, local council offices. Look for trade associations, chambers of commerce, small business clubs and other places where you may be able to meet potential customers or industry experts.
Join any clubs that fit in with your business goals. In fact just join any club that sounds fun or interesting as it sounds like you need to get away from your business for a while if only to renew your energy and passion again!
Ok, your first meeting, event, function, seminar is coming up, how do you prepare?
1/ Look smart and presentable - how you look determines peoples perceptions of how your business runs - not what it does. As a boilermaker attending a meeting where potential customers may be - they don't want to see you in overalls with a welder in your hand ready to go..they need to see a business that runs cleanly, professionally and efficiently. So welders down, irons on..
2/ Arrive early to mingle and introduce yourself to people you don't know. Act like a host and not a guest.
3/ Be aware of how you sound and practice a good 'elevator statement' - a couple of sentences to introduce your self that indicates what your business does and how your product or service helps people.
4/ Listen carefully. Ask others what they do. If you make a possible business connection, avoid 'cornering' someone, arrange another time to meet up and chat.
5/ Make sure you have plenty of great looking professionally designed business cards with you - again it's a perception thing. if they are a bit crumpled -iron them before you go as well !
6/ Collect business cards of people you meet and jot notes on the back of them to help you personalize any follow ups you make.
7/ Follow-ups. Keep in touch, send thank-you cards for referrals or contacts, call to discuss the meeting.
Nurture your network of contacts and grow it wherever you can - this is one of your businesses best sources of custom.
Find Out Why Every Business Person Needs To Ask Themselves - So What..?
Okay, so you have all your marketing materials and advertisements happening around town, in the newspaper, on TV, Yellow Pages etc..
It goes something like...
Great Gizmo's Company - widgets and gadgets just for you.
The only kind of widget and gadget you will ever need. Call us today.
We offer the most technologically advanced widgets on the market.
Excuse me but ...SO WHAT...?
I'm a potential business-to-business customer, what's is in this for me or anyone else - because that's all customers care about. We're looking for value here..
In today's tight market, you need to have a strong value proposition to attract potential customers - something that has instant meaning and gets their attention.
A Value Proposition
This is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better.
Here are some sad value propositions >
• It's the most technologically advanced on the market.
We improve staff communication and morale.
• We offer training classes in a wide variety of areas.
• Our product won the annual award for..
And ... "So what?"
That's just what most customers think when you offer a weak value proposition.
So in the business-to-business market especially, you need a financially oriented value proposition that addresses the critical issues they're facing now. And, by including numbers or percentages, you get the decision maker's attention even faster.
Strong value propositions deliver tangible results like >
• Increased revenues
• Faster time to market
• Decreased costs
• mproved operational efficiency
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
Documented success stories make you believable to prospective buyers. Add those in too wherever you can.
Does your marketing and advertising just describe "what" you make or "how" you do things? Then you need to do some work on your value proposition?
Here are some tips to get you started >
1. Brainstorm with Your Colleagues.
Look at your marketing material, your ads etc and what you say to potential customers. If you're not talking tangible results, keep asking each other......... "So what?"
• So what if it is an efficient widget?
• So what if we have the best technology?
• So what if it's high quality?
Ask this question over and over again and you'll get much closer to the real value you bring to customers. Then you will get their attention !
2. Talk to Your Customers.
Most people are scared to ask their customers but they are your best resource to uncover your true value. Tell them you need help understanding the real value of your offering, and you'd like a chance to learn their perspective.
Don't let another day go by with a weak value proposition, it can cost you so much.. !
For more details give us a call
LET THEM KNOW
Not today, not now, not here.
You cannot happily pretend that "ads here, ads there, ads everywhere, brand your name and reach the audience" is all that's needed. Bullpoo!
Maybe at one time there was no competition & a business could survive with bad advertising or worse still, bad customer service - any business without competition can do that.
Nowadays, just getting your name "out there" is not enough: you need to get results.
It's really all about strategy..after all you can't just outspend your competitors to get the business - yet you can outsmart them.
Businesses don't suffer because they're "reaching the wrong people." They suffer because they're saying the wrong thing.
Ever noticed this. it's very hard to tell a powerful story badly and yet it's easy to tell a weak story well. (go ahead, read that through again..)
At the heart of every good advertising campaign is a strong strategy, a powerful story that needs to be told ('cos its hard to tell a powerful story badly - right )
That's where we come in.
We don't see any point in having great visuals without the back up of a strong 'story' with solid marketing messages. Yes, we are designers, and yes, we are copywriters, marketing and advertising professionals too - they go hand in hand.
If you are looking to grow your business, we will develop a creative strategy that offers you the best advertising campaign for your products and services and maximises your return on your advertising investment.
We'll ensure your advertising can reach new markets, target existing customers, stand out from your competitors, be affordable yet effective.
We will give you the advantage over your competitors and the major players -so lets outsmart them!
'Let them Know' & 'Full Exposure Combo' Campaigns Include >
• Full Conceptual, Creative and Advertising Production Services
• Concept Development - Working closely with a professional Concept Marketing and Media Specialist to determine and implement creative ideas for getting your business noticed.
• TV Ad Production - Professionally produced graphics/animated TV commercial. Includes creative development and, filming, all post production, Voice over, music, sound mix, TV submission and a DVD copy.
• Graphic Design - Creating and co-ordinating the design and style elements of all your visual materials thereby offering a fully integrated theme across all media.
• Copywriting - Professional scripting to use the right words to grab attention, gain interest, create desire and elicit a response from the viewer / listener.
Measuring about 9cms by 5.5 cms, weighing very little, costs a few cents to produce and should pack a powerful punch!
Your business card is your most effective, least expensive form of advertising. Make It work.
10 Tips for a Great Business Card
1. Use both sides!
It’s usually only a few $ more per thousand to print on both sides AND you’ve just doubled your opportunity to communicate with a prospective client. What should you put on the back? Consider… a list of your services; testimonials from pleased customers; something useful - like a calendar; your bio...
2. Make sure your card says something about your business personality
EEEK! There are so many boring business cards out there. Why? Probably because someone started a business, and ‘Get cards’ was one of the items on their ‘to-do’ list. Update time… Make it unique, creative, and indicative of the special qualities you bring to your business.
3. Make the important information easy to find
Don't bury your phone number in a cluster of print. Make it stand out.
4. Make it clear what you do
Here are some sample business names, (from cards picked up recently) and see if you can guess what these businesses do: Your One Stop Shop; The Branches; Lucky Enterprises... Argghh! Don't make it hard for people to do business with you!
5. Emphasize the benefits of doing business with you
Could be in a tag line under your logo or in a list, make sure you tell prospective customers what they'll get from doing business with you.
Features=qualities of your product or service
Benefits=what those features mean to your client
6. Don't be road kill on the information superhighway
Always, always, always…include your web address and e-mail address on your card. You cannot seriously market your business these days without using the power of the Internet.
7. Announce your USP
That's your Unique Selling Proposition. A statement that differentiates your business from your competitors; what makes your business stand out - whether it's price, product, location, guarantee, your personality, or something else.
8. Include your logo
Your business should have a recognizable image, which should be included in all your material. Remember the Law of Seven--someone needs to see your name at least seven times before they will try to do business with you. Having a consistent company image makes it that much easier to make an impression.
9. Do something really different
Use a picture business card, or a card shaped like a pencil or a key or a computer. Get noticed – be remembered. Try something new!
10. Give out your card !
Try this: Hand a card to everyone you speak to tomorrow--tellers, cashiers, servers. You'll be amazed how many people that is! Stick them on notice boards around town. Leave them everywhere!
'Even tiddlers get noticed in the big ocean of business if they present themselves well'
Is your brochure doing its job, or just an exercise in futility?
Really, how effective can your brochure be when it's just an additional duty for someone in the office to put together?
A brochure that's boring, says nothing of any depth to capture the interest of your potential customers, that gets handed out willy-nilly is just one huge waste of cash.
Thinking of a brochure, consider this >
What's the purpose of the brochure?
USE: follow up on phone inquiries, to encourage more store traffic, to advertise your web site, for distribution at networking events?
The objectives of any brochure need to be defined up front. Your brochure should then be written and designed with those goals in mind. Often several brochures covering different aspects of your business goals are needed.
Does your brochure get the reader's attention?
Here's the bad news, your business name or logo isn't going to do it - not unless its something ultra snappy and unusually titillating.
Really your business name should never go at the top of anything - not your ads, your website or your brochure.
So, you're asking, what should go on the front of your brochure?
Try .a provocative question or declaration, an appeal to the emotions, needs and wants of a prospective customer or a benefit-laden statement.(Beneficial for the prospect and not just a quick stroke of your own ego)
Have a look at these cover statements and decide which is most effective:
Are you risking the safety of your retirement savings?
Ross J. Lewis, Financial Advisor
----------- OR -----------------
If you don't buy your air conditioner from us, you'll pay too much.
Coolair A/C Sales and Service
----------- OR -----------------
Now, you can get your groceries delivered right to your door--FREE!
Surfers Grocery Store
Who is your brochure for?
Okay, this is not a trick question! Your instant answer should be - the client!
Did you have to think about it? Uh-oh.. Many companies focus their brochures on themselves instead of on their potential market. E.g. "We offer great service. Our service is .. We can."
Have a quick look at your current brochure and circle every "you" with a red pen and every "we" or "I" or mention of your company's name with a blue pen. There should be a lot more red than blue on your brochure. If not, revise it, its just taking up expensive office space!
Do you tell the reader what to do?
Your potential customer has read your brochure and now you have to spur them into action - sounds silly, but it's necessary. It's a 'call to action', and all of your promotional materials should have it. e.g. Call now and grab yourself a great deal. (Check my call to action at the end of this article).
Is your brochure written in an active and enthusiastic way?
Is the writing peppered with active verbs to assist the reader move seamlessly from sentence to sentence, instead of getting bogged down in boring text?
Here are some examples:
Hipfish Design Studio was formed to make it possible for clients to.
OR
Team Hipfish will ensure you get the most out of your marketing dollars.
OR
After the client calls us, an agent is assigned to oversee the transaction.
OR
When you call, we'll assign you to an experienced designer/marketer to ensure your presentations will increase your sales and expand your market share.
So, now you know how important it is to have a brochure that clients can't help but open, read, and act upon.
If you want power-packed ads, press releases, a website, logo, brochure, new corporate identity or other marketing materials, dash off an e-mail to hipfish..we're standing by!
P.S. For lots more info on making the most of your marketing budget, contact us and we'll send you our newsletter -start enjoying your free subscription today!
Improve Your Bottom Line
Brochures & billboards, TV & radio ads, newspaper & yellow page ads, website and ezines ….the most commonly used advertising and marketing methods to attract potential customers to your business – whatever that business may be.
These promotional materials, in whatever media they may be presented, need to get your sales message across effectively (after all that’s the point of them, right?) and should follow the age-old formula of ‘ AIDA ’ - Attention, Interest, Desire and Action
A I D A
They all need an Attention-grabber.
They must arouse Interest from your prospect by relating to what they want or need.
And create Desire by pointing out the benefits of using your goods or services.
Lastly, they should end with a call to Action, such as a special offer or similar, to motivate the customer to act ASAP!
Do all your marketing materials follow this basic plan?
If not, you could be making better use of your business dollars!