Small to medium sized businesses are the lifeblood of our economy. They are generally populated with true entrepreneurs. They have a real passion for what they do. They have invested a great deal of time, effort and often a significant of money into the concept. Why then, do they take shortcuts when it comes to their strategy, brand and communications tools?
They may be very sure of themselves when it comes to sitting down with an interested prospect who is ready to buy, but may very well need a lot of help in really defining their company, researching and building their brand, creating the right communications strategy, developing the corporate identity and effectively targeting their marketing so that they can attract those interested prospects in the first place and sell them in the second.
Unfortunately, Failure Is A Real Option.
One of the key reasons that the majority of business startups fail has very little to do with the quality of their offering, their skills or even their salesmanship.
It mainly has to do with the simple fact that they started their business without getting the professional help they need, at a level they need, to do the things that they are not good at. What this means is that they end up positioning themselves inaccurately or amateurishly which leads to any or all of the following situations:
- They either miss their target audiences, or
- They connect with their target audiences, but send them the wrong message which, in turn confuses them,
- Their target audience, who will judge them by the quality of the branding and communication tools they have developed, will see them as amateurish and not ever develop the confidence they need to do business with them.
Branding and Building Your Business Means Doing It Right–From The Start.
The majority of people who start or rebrand SMEs tend to completely misunderstand what branding is, underestimate both the need for and the cost of researching, defining and positioning that brand, and creating a communication strategy and a corporate identity that identifies and puts forth the true USP (Unique Selling Proposition) of their company.
A concern about cost is the most common. But there is also the outmoded notion: “If you build it, they will come.” While this notion speaks to the confidence that the business owner has in their product or service, this becomes a very difficult row to hoe in today’s ultra- competitive business economy.
It Starts With Thinking Smart.
Most small businesses can’t afford a marketing firm, a branding firm, a design, firm, PR firm and full service advertising agency to create an earthshaking strategy and tools that will make them a household name overnight. What’s more realistic is finding a small, credible, strategically-founded creative group who can see their USP, develop their brand and build a professional corporate identity around it and then work with them to create the communication tools and implement the programs they need to succeed
The economies of scale kick in because a small, lean firm of like-minded senior people who can create proven communications strategies, write, design, film and project manage the tools needed to get a business off to a professional looking start, will cost a good deal less than those with cost heavy overhead and layered resources. Or hiring multiple firms or individuals who vie for brand and creative attention. And, while this unique kind of firm will cost more that hiring an independent or two, the value is in the ROI.
In a smaller communications group everyone is capable of wearing more than one hat, which creates natural economies of scale and a much more streamlined and responsive way of getting things done.
All in all, it’s a much smarter way to go about establishing your brand in a way that will effectively reach and talk to the people you need to talk to in order to make your business grow and build that brand into something meaningful and marketable. It will also give you more time to do what you’re good at, because you will have a smart, savvy dedicated support group behind you.
We Can Help You Market Smarter
At Ink Tank®, our experience and successes with startups and growing SMEs is very extensive. We know a lot of cost saving strategies that we’re not afraid to employ, because we know that relationships are build on value and the best ones are built together. Plus, we offer much greater depth of experience than any agency could ever afford to put on smaller account, or is available in a smaller firm.
If anything you have read here has struck a chord, then we should have a conversation about your business, where you would like it to be going and the most efficient and effective ways to get there.