Small Business Marketing Guide - DIY (do-it-yourself) BRAND MARKETING STRATEGIES to HELP YOU GROW YOUR BUSINESS

I’ve owned my own business. I’ve helped launch and manage two successful dot-coms (Netflix and CNET).  And I currently work for HP (which is ranked #9 in the most recent Fortune 500 listing). So I’ve seen my share of marketing and brand-building efforts — both good and bad.

Here’s one marketing secret I want to share: You don’t need a dime in your marketing budget to successfully launch and build your brand. You simply need the right resources, a bit of time and the commitment to learn, improve, and share.

Free DIY Marketing Resources

The adoption and acceptance of social media is very good news for small business owners. The quality of marketing expertise that’s available via blogs, communities and online conversations is staggering and could cost you thousands of dollars were you to actually pay for it out of pocket (I did when I had a business).  But why would you, if you can get the same expertise for free (or at incredibly affordable rates)?

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What does every business have in common? A brand. It might not be the same for everyone, but it is a strategy they all have to employ at some point. Essentially, it will represent every positive, or potentially negative, thought a customer will have about your company.

Of course no business would want their brand to give people a negative impression. But, what do they want it to say? That’s a question that you need to ask yourself. The actual answer will depend on you.

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Here’s some eye candy to get you thinking about branding ~ feel free to click any of the images above to find out more!

The first thing that comes to mind when i think of Branding and Identity are these three questions…
1) Who are you?
2) Who do you want to be?
3) Why are you special?

And then take that, mix it all together, and be consistent and unapologetic about it. Because ultimately your Identity (be it as a brand or a person or an entity or a product) is who you are!

That being said ~ from a visual perspective ~ what i deal with as far as branding and identity on a day to day basis beyond the usual (business cards, etc) are things  like… email signatures, twitter/aim avatars, favicons, etc ~ all those little details on your websites and in your pocket. THIS is where the consistency begins to be key. Don’t let the details slide ~ inconsistent branding with a different logo, or a different version of your logo all over your site, materials, business cards, press releases, etc ~ is just confusing and messy and doesn’t reflect well! So take a peek at the growing list after the jump ~ and i’d love to hear more that you think of as well!

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Think of a megabrand—Coca-Cola, Apple or McDonald’s. Their logos and brand colors immediately jump to mind, right? Unfortunately, omnipresence isn’t achieved overnight. So let’s forget about logos and design for a moment. Not that those aren’t key elements when building a brand, but as a small business with limited resources, you’ll have to tap into other ways to make people remember your brand and your product.

One of the most effective—and cost-effective—brand identity tools is storytelling. A good story doesn’t just create a connection between you and your customers, it’s also something they’re likely to share with others.

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