In: Root » Business » Marketing
Many small business owners fall trap to what I call aimless marketing. They are always out there trying out new marketing strategies as well as different brand messages. Here are 3 quick tips on how to build effective brand awareness. 1. Own 2-3 key words in the mind of your market. This may sounds simple, but it's not necessarily quick and easy to come up with just the right set of words. BMW owns the words "the ultimate driving machine". FedEx owns the words "overnight delivery". If you spend the time and research to carefully thread the right choice of words that reflect your company's unique selling proposition (USP) then brand awareness will stick easier because those words resonate deeper with your market's true cravings. 2. Be consistent. You don't want to throw out different brand messages to your audience like it's the flavor of the month form of marketing. The message needs to be the same. The logo, the color schemes, the look of all your ads, brochures, websites and other marketing mediums need to be the consistent. 3. Market and advertise to more narrowly defined audiences. For example, if you're a small, local contracting company you wouldn't want to spend $50,000 in general, national newspaper ads where your message gets diffused because their audience is large and broad. Instead, you would be better off spending $25,000 into very industry specific trade shows where your brand awareness would strike a stronger response. Because while that trade show audience may be far smaller in volume than the general newspaper readership, the percentage of your target market would be far greater; and thus, your branding awareness will be better remembered. Overall, think about what your strongest point of differentiation is. Does your message blend in with all your other competitors or does your differentiation point really help your company stand out? If you want to get noticed in an already crowded marketplace, you need to be different and stand out. Yoon Cannon is a systemic business growth coach, consultant and speaker based in Philadelphia, Pa. She specializes in helping entrepreneurs grow Million Dollar companies through best practices in marketing and productivity. To receive additional, powerful free tips and strategies request your complimentary monthly subscription to Biz Growth Tips Newsletter visit www.paramountbusinesscoach.com or call (215) 292-4947 EST.
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