When everybody knows your name. 5 (inexpensive) tips to building your brand.

Oh, to walk into a room and hear a resounding "Norm!" And, have that be your name too.

If your company is just starting out, you’re probably quickly learning that there is far more to being successful than hanging your shingle and telling your friends, family and neighbors, “hey, I started my business!”

While word of mouth will definitely be a critical factor in your success, the basic math says that the more people know about you, the more you stay in front of those people, the more sales you will make.  So, here’s your goal.

Marketing Goal:  Be instantly remembered at a time when someone I’ve reached is ready to buy my product or service, or knows someone who is and feels comfortable recommending my company.

As a new new business owner, that’s a lofty goal, but one that will get easier with time.  The key, starting out, is to create visibility and establish credibility. You do that by building a following, and staying in front of them (but not in an annoying way) to remind them you are there. 

Anyone with enough money can blanket the internet, media outlets or postal service with advertising that gets you noticed.  But, since you are just starting out, it’s not a stretch to think you have gone into business to make money, and hope to conserve as much as you can in the beginning stages.  

Here are a 5 inexpensive things you can do to start building your brand:

1. Define your audience/ideal clients.  Are you selling to consumers? What demographic? Is location an issue? Or, are you selling to other businesses? Do you project your service/product will have a long or short term sales cycle? Targeting an audience will help you define your message.
2. Craft a distinct story.  Using your target audience as a guide, develop your "why us" story. While your business itself may be new, ostensibly you have experience in this field that led you to create your business. Share that experience. Tell potential customers what drove you to start your business and why you believe your product/service is better than the ones that have been out there for a while. Once you have crafted this message:  Learn it. Own it. Live it.  It becomes your brand.
3. Build a brand that is unique to you and your message.  Create a catchy (but not kitschy) tag line.  Extra bonus points if the #hashtag is original too.
4. Be consistent.  Weave your message, domain, tag line and hashtags into all your messaging and marketing.  Repetition leads to recognition and remembering.  
5. Fully complete all your social media profiles with your messaging.  Use the same logo. Same cover photo.  It may get old to you, but it's the familiarity that will pay off in the long run.

Building a brand takes time, but investing early will prove itself in success down the road.  Then, before you know it, a business person (this would be you...) walks into a bar (or a store, or school...) and everybody knows your name.

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Wendy Peloquin is Chief Creative Officer of Pixie Fish Marketing. She has 25+ years experience weaving creativity with common sense to craft memorable messages and successful marketing strategies.