Enterprise Nation

Enterprise Nation contributor, Dee Blick, says marketing is not a frilly subject or something you do when times are lean.  She challenges us to think of marketing as an approach to business where you put your customer at the centre, and branding is a great way to do so.

What is a brand?

In its simplest form, a brand is a way of identifying a product or service.  Go back hundreds of years and it began with a farmer using a hot iron to stamp ownership on his livestock.  Is progressed through to pottery in Roman times and then fast forward to the 19th and 20th centuries and some of the biggest brands came into play including Coca-Cola and Heinz beans.

What has this got to do with a home-based business?

Everything!  In a competitive marketplace, standing out so target customers can recognise you and be drawn to you is vital.  That means looking at your name and any shapes, slogans, colours or symbols that you use. If you have already established a look for your business, then it’s important to review it.

Stuck for where to start?  How about:

• Asking your customers, prospects and any business partners what they think your business looks like? Is it clear from your business card, website and your marketing materials exactly what you do or do you look like many other businesses? 
• Is your look homemade or have you engaged the professionals?  In a business beauty contest where would your business card rank if judged purely on looks alone?  Whether we like it or not, a business card that boldly advertises on the reverse that it was supplied free of charge, and a letterhead that has been run off the home printer, does not show us in our very best light. We are definitely home based professionals and need to communicate that in droves.
• Investing in design should be just that, an investment rather than an expense.  Don't simply hand your business over to a designer and expect them to come up with the goods.  Get involved in the process and inspire the designer by talking about your business with real passion and insight.  Share your vision and your capabilities and the types of customers that you are aiming to reach.  That way you will arrive at a design that really communicates all the good stuff about your business and exactly why customers should use you! Don’t forget to ask for a fixed price for the work and check out how many changes to proofs you are allowed before the cost goes up.

In August, I will share with you the five simple ways in which you can build your home-based business into a sustainable brand! In the meantime you can check out my brand new website for more tips and articles that I have written.

• Dee Blick, The Marketing Gym