It’s a big world out there – there’s our immediate physical world, but even more vast is the online world.

You have a product or service to offer.  You need to stand out.  But how?

This is one of those duties on top of the duties you’re already performing; however, it is one of the most important.

You have your business plan, your well thought out product or service, your inventory (if applicable).  You have your accountant and/or attorney in place.  You’re ready to launch…but wait…

That logo you thought about when you were out taking a walk – did you get it down on paper or computer?

The keywords, catch phrases, etc. that describe your business – has that all been mapped out?

The business cards – yes, they’re still important – did you think about the best ways to utilize them?

How about signage, advertising?  Do you have a logo that carries through?

We say all this to ask – do you have proper branding in place?

Branding is essential.  Sure, it evolves over time when you see the successes (and less than desired outcomes) in your business.  Out of the gate, you want to make an impression that people remember. Something identifiable to you and your uniqueness.  

Just how do we go about this?  

There’s branding professionals, who are a great choice if you’re new to all these concepts. There might be a colleague who is willing to lend a hand. You may choose to embark upon this yourself. You have to weigh out the costs, you say…well, consider this:

Your branding is going to play such an important part in the future of your business that you can’t afford not to invest in it.

Sound expensive? Thinking you can do this yourself? Do a deep dive inside your business mind and ponder this:

• Do I have the skills to design all the facets of branding? (Don’t be lured in too much by the DIY products; you may underestimate the task at hand)
• Once it’s all developed, do I know the best ways to execute my brand? (No, it’s not just a Facebook post every now and again)
• Forget the skills – do you even have the time?  It is a time commitment – one that you just might not have enough hours in the day for.

It is always a good idea to reach out for help.  We can’t do it all and we can’t be an expert in everything.

How do I find this help, you ask?  We propose this strategy:  Look at other businesses and pay particular attention to their branding; their logo, their colors, their sense of carry through so that when you look at anything connected to that particular industry, they are top of mind. Make some notes about what you find attractive, what you don’t, what you want your message to say to all the millions of internet users out there.  They won’t remember you if you’re just like everyone else, or worse yet, have ineffective and/or no branding whatsoever.

When you have some ideas notated, find that person or company that will work with you to best suit your needs – everything from understanding your vision to being cost effective. Did you note who may have designed the website, etc., on those companies that stood out?  Do you have a colleague in this business who may be able to help or refer you to someone? Does a business you really admire have any recommendations?  So much is by word of mouth and internet presence.  Gone are the days of flipping through the yellow pages.  Welcome to the world of everything everywhere all the time.  You need to be ready as the world tunes in 24/7.

We’ve prepared a checklist for you when selecting your branding professional:

• See examples of their work. Do they have any stats to show you their effectiveness?
• Discuss and make sure they have an understanding of your vision.
• Set and receive clear expectations.  Do they design your logo, website, etc., and that’s it, or do they offer ongoing support (we suggest ongoing support.)
• Verify costs and lay out the contract.  Perhaps suggest a budget you have to work within so there are no surprises on either end.
• How will they support you in that all important time of business launch?

This is a step of setting up your business you’ll need to get right.  Don’t put the proverbial cart before the horse when branding.  Get ready to show the world what your business is all about right out of the gate. Make a favorable and memorable impression and impress the world with your well orchestrated launch!