A National Perspective On Branding (Strategy)

Listen to our featured Those Branding Guys radio show podcast: A National Perspective on Small Business Branding

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed tactics to employee when launching a new business.

Joining us on the show was Jasper Welch, co-founder of DurangoSpace, serial entrepreneur and former Executive Director of the National Business Incubator Association (NBIA).

Glover opened by stating that numerous businesses fail because they don’t know enough about marketing or they don’t market enough. Welch agrees, that, in his experience, many small business owners view marketing as optional. He believes that every business should be committed to marketing and include a line item in the budget for work with a professional to ensure their message stands out.

Welch is seeing a trend where entrepreneurs are moving away from a traditional business plan and instead developing business models. The number one consideration is customer validation and moving forward with branding and marketing once it is confirmed that customers do want your product.

Another trend is toward permission-based marketing through websites and social media and the third evolving area is design. It is critical to the success of a brand to have a compelling visual customer experience. Customers have raised expectations and it is no longer adequate to have an unprofessional website or other visual materials.

Welch encourages businesses not to under-spend on brand development; it drives your company’s identity and underlies all marketing efforts. He also shared that becoming a client of a business incubator may assist a start-up business to avoid other pitfalls. Virtual incubators provide the same services without being confined to a particular space.

Lastly, Welch shared the following tips for business that are getting started:

-          Become involved in the local community

-          Observe and interact with other business owners

-          Allow your brand to evolve

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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