The lack of funds, time and human resources are a pain for small business owners. This is the exact reason why small businesses will need to invest in developing a well-thought out plan to target their marketing efforts on where they’re needed the most.
As a business owner, you cannot control how customers think or feel about your company, but you can influence their responses to your brand by designing the elements you can control. In other words, how you design the brand identity elements will influence the brand’s image held by your audience.
I’ve seen many business start-ups grow with success and some unfortunately fail. Why? There are some figures that claim as many as 90% of startups will ultimately lose money. And money pays the bills. So why do so many startups fail and more importantly, what can you do differently?
The three core elements that successful brands encapsulate and consistently communicate with their target consumer and other stakeholders are referred to as the Three Brand Ps; Promise, Positioning and Performance.
The word ‘persuade’ comes from the latin root word, persuadere, from per- ‘through, to completion’ + suadere ‘advise’. In promoting our services or products, we are advising or helping a customer through to fulfilling their needs.
Brand positioning is a combination of both rational and emotional appeals. Although they’re both important elements, we see that the emotional appeal is central to most known brands today – especially for brand positioning and emotional brand loyalty.
Working for a variety of businesses with their marketing team to create a variety of graphic design needs, from logo design, website designs, email designs and a few advertising campaigns, I find this question always niggles at the back of my mind: Did they get any good return on their investment?
Good stories are hard to come by. I was lucky enough to come across with this simple yet insightful story when doing a research on Relationship Marketing. The story was told by Dr Christian Grönroos, who is a pioneering academic in the subject of Relationship Marketing.
The Guardian Small Business Network is a dedicated community where you can gain access to best practice resources, expert advice, live Q&As and entrepreneur blogs. They send out regular showcase campaigns for you to enter a story about your small business on a relevant subject.
Spending money to work with an expert graphic designer can seem like a frivolity, especially to smaller businesses where there just isn’t much of it. This is because people often can’t see any cause and effect between what your company looks like, and how much you sell.