As 2012 exits the door and 2013 immediately kicks it right back open, it'll bring forth a bevy of resolutions. Resolutions aren't only for people, but businesses as well. The New Year is often an awakening for people to hit the gym to build a new image of themselves—businesses, too, can kick off the New Year by working on building their image and brand.
Whether selling to consumers or other businesses, your brand image is critical to your growth. The good news is, financially, building your brand doesn't require a large commitment.
When establishing your brand, your website is where the magic happens. If you already have a website, review it over and ask yourself if it is viable to building your brand appropriately in your target market. If you don't have one, but in the process of building one, be sure to keep that question in mind. To learn more about the steps you should take when creating your website, read
by Malcolm Gladwell on
.
You want your website to have clear, concise content with clean navigation. You don't want to leave your customers confused and lost within your website. Another great add-on for your website is the intertwining of social media tools. This will open up communication portals with your customers, while giving them a reason for a return visit.
The website serves as the foundation to your brand. Think of the website as your business's core muscle. You don't want to only focus on building the core; there are plenty of other muscles to workout. A way of continuing your "brand workout" is through marketing. Proper marketing is what will excel your branding. By understanding your demographic, you can target specific message boards, blogs, RSS feeds, etc. to buy ad space on. A brand is nothing without visibility.
An extension of marketing is public relations. Reaching out to local reporters can only help you. Trying to engage a reporter can sometimes feel like asking that pretty girl or handsome guy out you see at the bar, but there is only a reward in engaging. Outline company milestones and what makes your company newsworthy to attempt to get news coverage. Another option is submitting an Op-Ed related to your industry for publication.
Knowing the community around you and getting involved is not only an effective way to build your brand, but a fun one. Seek out local trade shows that have a tie-in to your industry. You'll be able to set up booth space to not only sell your products, but promote your business. Trade show presence is a great chance to be visually creative.
Sponsorship is another way to market your business in a face-to-face setting. Local events are often looking for company sponsorships—who knows what opportunities may lie with that!
As you continue your brand workout throughout the New Year, you may find your business ready to take on new workouts and evolve. Whether that means spending money on Google AdWords or
avenues, is up to you.
Building a brand means lots of energy and focus, but the payoff is well worth it—like most New Year's resolutions are. Now go hit that brand-building gym!
For more info on the steps you can take to build your brand, read
by Malcolm Gladwell, via
.
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