We tend to think of marketing and public relations as functions of big business. Those big, brash, and in-the-face campaigns that seemingly come at you from multiple directions, are most associated with global brands that have that sort of money to burn.
The truth is far less complicated than that because even if you have a small or medium-sized business (frankly, even if you’re a one-person entrepreneur), you can avail yourself of some globally-minded tactics, that can give your business an über slick look and feel, or retain a wholesome fiercely minded local competitor glint.
If it is true that change is as good as a holiday (and we think it is), then read on – because we’re going to show you how with a few minor changes supported by some solid research and intelligence, you can give your business a fresh, new look.
First, Do No Harm
This means that before you can embark on any new campaign or public relations drive you first need to make sure that you can do it. Now, don’t get us wrong, we believe that making positive changes to a dated or tired image can and usually does yield very productive results, it is still important that you ensure that your business can handle the changes you’re planning.
The process by which we determine the potential pitfalls, risks, and challenges you might face when bringing changes to your business is called change management, and you can find out all you need to know about that, here.
Once you’re certain that you are in the best place to handle the changes you’d like to make, then it’s time to move on to the next step.
The Plan
You are never going to overuse or overdo this critical element of business thinking. Whatever project you’re tackling, be it an overhaul of your marketing, or setting up shop in a retail space, a decent project plan (even if’s just a couple of pages long), will keep you on track, your budget on point, and your time management, near perfect.
Your Post-Pandemic Goals
We’re going to be hearing these words a lot. Like, a lot. It seems strange speaking about the post-pandemic, given that we’re constantly facing new variants and strains, but we’ve probably evolved as businesses as much as we can (for the time being at least). This means that you have to reassess your business model, traditional market places, and what you can do to mitigate any losses you’ve had to absorb due to the change in market conditions.
All of this means that, if your business like just about every other business on the planet, can no longer operate the way it did before the outbreak of Covid, then you need to understand what your new market places look like and how you mean to access them.
That’s going to mean a new image, new collateral, and new or evolved public relations.
If you’re in the service industry, it’s maybe time to consider a marketing firm to help you reach your exposure and sales goals.
Now, Understand Your Voice, Vision and Values
More than just a clever play on the letter “V”, these particular V’s will help you determine what you’re trying to say about your business – before anyone has had the chance to pick up the phone. Again, even if you’re a small business, this is a very beneficial exercise because we’re guessing you don’t mean to stay small forever, right?
Walking your way through your business public image is a great way to map the journey that your customers take too. Marketing is so much more than just designing a new logo, or launching a Facebook campaign.
Change Your Language
Today’s world is super connected and interlinked and that means that your customer base is super connected and interlinked too. That means that there is a pretty good chance then, that your customer base is rather tech-savvy and familiar with navigating the online environment.
By extension, that means that they are likely to see through marketing speak. Stay away from “buzz-words” and catchphrases. Keep your communications concise, relevant, and on point, because today’s customer hates being spoken down to or patronized.
Smart thinking places importance on content and engaging bits of information that are honest, unpretentious, and deliver on their promises.
Launch a New Product or Service
Most of us in business have had to take on new product lines or service categories that we may not have thought about this side of two years ago, but here we are. This means though, that you have the ideal opportunity to use a launch of a new product or service as an opportunity to overhaul your business image.
Because as you launch a new line, especially if it’s something that your existing clients may find surprising, you have the chance to pull off a “same service excellence, innovative new solutions” approach and for smaller businesses, it’s a perfect fit.
Top to Bottom Overhaul
You’re going to invest in a new logo, new public image, new social media campaigns, perhaps even in print media or television, so ensure that every part of your business understands this. Your new vision, what it means, and how all of you in your company can become stakeholders in your future.
Don’t make the mistake of going through this entire process of change, only to have your sales team still dishing out old-school business cards. (On that note, you may want to consider rounded business cards – fresh, clean, and wholesome).
You’re in for one of the most exciting parts of being a business owner – change. What’s more, you’re also getting to redesign your business at the best possible time. Trust us when we say it; in the current climate of business, chances are you you’re having to refocus your operation outside of choice. So, you also get to try all of those ideas you’ve been wanting to.
The question then becomes, why do we wait until we’re removed from choice to take those chances?
Embrace this environment. Find local opportunities that you can exploit out of state or even out of the country and take on new directions. It’s a brave and exciting world if you’re prepared to look for it, and when you find your business Shangri-la, make sure it looks the part too.
