OK, so why am I giving you a run-down of how to start a new business or launch a new product or service - when the economy is all over the place, and business and consumer confidence is falling like a lead balloon…?
The answer is actually simple: the next wave of new businesses and new product and services are usually born during periods of economic slowdown, since it is *during* these times that all the half-thought-through ideas fall by the wayside, leaving only the truly remarkable remaining.
So… don’t despair - in fact, get your thinking cap on, and see what new product or service or solutions to everyday problems lies waiting dormant within your brain!
OK - bear with me here - before I tell you how to have a more successful 2008, I’m going to talk about the *brand* of your business for a few paragraphs - but don’t go all glassy-eyed on me, OK?
In simple terms, the brand of your business is the total message your business communicates to your customers. It’s the sum of your logo, your shop fitout, your customer service, and your business ethos - everything that adds up to ‘the real you’ in business terms.
In pure marketing terms, ‘branding’ and ‘brand management’ are complex concepts that are often vague and immeasurable - so much so that small business owners don’t often invest too much time in ‘their brand’ - well, not knowingly, at least.
The great news is that the smaller a business you are, the more your own personal ethos infiltrates your business, to the point where your business reflects the person *you* are, and vice-versa - in effect, your own values and beliefs shape your business, and hence how your customers perceive your business
- your brand.
In short, for a small business, the big picture of your brand takes care of itself - all you have to do is keep on making small, smart improvements to your business marketing each year.
With that in mind, here’s some top tips for reviewing and re-invigorating your business in 2008.
