Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Building your brand identity

Developing your identity

Your business’s identity is essential to how you present your products and services to customers.  The identity is the vision and essence of the business, and it’s how the business’s brand will showcase itself. Everything from the business’s attitude to the logo.

Things to consider when creating your brand’s identity:

  • Brand name
  • Affects of brand colors
  • Logo and Design

The brands name, color, logo, and design have to mean something. Research the name and make sure that the domain is available and that the name is not offensive or distasteful (to anyone or any group). Make sure that the colors are easy on the eyes and work well online or on print material. If you are unsure of what looks good for your brand, ask a friend, colleague, family member, or best of all, a total stranger for their honest opinion.

Creating an effective logo

How to Design Your Logo

If you’re creating a new business logo, it should be made simple. Simplistic logo designs are easily copied and facilitate clients to remember and recognize. Limit the number of colors in your business logo and stay from the mud in the tone color or tone patterns.

The logo of your company must have some relevance to your business. For example, A Christmas tree shape with a lightning strike won’t be effective for use with a business computer consulting company.

My suggestion is that if you can’t easily sketch your logo in 5 seconds then it is too complex.

Creating a digital marketing strategy

Developing a Strategy

When developing a marketing strategy for your business, make sure that it includes an assessment of your desired market, focusing on the market size (volume and value), customer segments, sales projection, regulations, target market, competition, economic conditions, and includes an exit strategy.

A marketing strategy should include feedback from a variety of resources and individuals including the finance department, personnel, supply, tech support, sales, etc. Additionally, feedback is crucial when developing a plan as it helps to provide an understanding of how to adjust or continue course with your marketing strategy.

When creating your marketing strategy, make certain that it demonstrates the attractiveness of the market from a financial standpoint. Considering trends change, employees leave, and because of consumer fluctuations, a marketing strategy should cover at least one year up to a maximum of four years and should be adjusted when necessary.

Building a SWOT analysis for your business

SWOT Analysis

Your business should have a SWOT analysis that helps investigate its Strengths, Weaknesses, Opportunities, and Threats. In a Strategic Plan, a SWOT helps determine the best opportunities to pursue to achieve growth goals. It aides in identifying which strengths must be developed in the near future to improve the business.

When creating a SWOT analysis, be sure to remain honest and truthful. If the biggest weakness or threat to your business is your lack of customer support skills, procrastination, or lack of education, make certain that you include it in the SWOT analysis. It is the one section of your business plan that you can keep in your pocket as motivation to fix what’s wrong.

Creating an executive summary

The Executive Summary

When developing your marketing strategy or business plan, the first step is the executive summary. The executive summary is an introduction to the business and covers topics of the business plan while giving the reader a synopsis of details.  

Things to consider:

  • What are your key products/services?
  • What industry does your business operate?
  • How does your business differ from its competitors?
  • Why would customers choose your business?
  • Where is your business anticipated to be in two to five years?
  • How does your business plan to achieve these objectives?

Creating a business goal

The Business Objective

The objective of your business should be determined by identifying your five year or long-term goal with benchmarks. The goals should be outlined on a monthly, quarterly, or yearly premise and shaped by what your business must accomplish to be successful. In other words, the goals are the trajectory to accomplishing your objectives.

Business goal questions:

  • What are the short and long term goals?
  • What activities will the business undertake to meet them?

Once you can answer these questions, you need to create milestones so that you have a template to help reach your goals. If you can’t answer these simple questions, then your business is doomed to fail.

Email marketing reality

The Importance of a Website

According to Atmail.com, there are 196.3 billion emails sent every day, and 64 percent of those are spam. According to Salesforce, 95 percent of consumers use email, and 61 percent of emails are opened on smart devices. Email marketing helps to directly market messages to customers and potential customers using email related images.

Is email marketing important?

Email Marketing allows you to stay in-touch with your customer base and helps you use email to your advantage. To collect emails, you should offer your customers a sign-up form to request promotions and sales from your business. There is also the opt-in magnet that is used to create and manage special interest groups. This is great for targeting specific e-mail campaigns for your subscribers.

What about spam?

To comply with anti-spam laws, you need to add an opt-out link to the bottom of every campaign delivered. This allows subscribers to opt-out of future mailing list. Good email marketing reports are easy to use and can tell you how many emails were sent, opened, how many subscribers responded, and much more.

If done correctly through segmenting and triggers, email marketing can be the most affordable and rewarding marketing strategy you implement in your business.

Why you need a website analysis

The Importance of a Website

When building a website, it must not only look professional but must also function across all browsers and devices. Customer satisfaction is what makes the sale for your website. If the customer doesn’t have a good experience on your website, then they won’t be coming back. If they do have a good experience, they will come back and will help sell your company to their family and friends.

Uncovering Possibilities

A website analysis can help uncover all of the possible ways a website can improve and convert more visitors to customers, increase revenue, or simply motivate website visitors to take action. The analysis should suggest quantitative and qualitative changes that will help attract more qualified visitors, and increase conversion rates.

How to build your brand

How should you build your brand?

That answer is easy — you shouldn’t. Let your customers build your brand. What you like and what they may like could be entirely opposite. This is something I have run into very often — the client who sells construction services tries to design and market his/her own services. While it may seem proper to the client, it makes no sense from a design and marketing standpoint.

Get Help

The fact is that no one can do it all. You won’t catch a web developer or marketing engineer out building houses. Let the professionals do it. A good marketing company or consultant will research your industry and your customers and create a design that is ready for your target audience.

Build for your customers

Marketing and branding should not be about you; it should be about your audience. Don’t build for you and don’t let your graphic artist build for them. Build for the audience that is going to view your work. If you don’t know who your audience is, then you will just waste time and money by hiring a graphic artist or developer.

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