Build, Explain, Brand, Market: 4 Steps to a Successful Business Launch

Recently, I had the opportunity to work with a business owner who has been working over the past year to launch her business and define exactly how she will bring her offerings to market. I was part of a team of volunteers helping this entrepreneur who was struggling with how to present and sell her workshops that are in the area of corporate wellness. She wanted help with what benefits and messaging would resonate most with her buyers.

I tell you about this scenario as a way to demonstrate the journey many business owners go on as they build their business, develop a brand, and then market their product or service.

It’s helpful to think about this journey in four steps. And most of all, I want to show you why it’s best to complete this work in a progressive way.

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Tampons and Technology: How to Pitch or Sell Niche Products

We work with many technology companies—software, big data consulting, etc—to help them clarify their benefits, create a memorable brand and communicate their message. These specialized businesses may be pitching for investment or just trying to make a B2B sale. But they have a problem in common: they often need to sell their solution to someone who does not fully understand it. Some of the common scenarios we assist with: Writing clear copy for a sales sheet so that the benefits of a software solution are understood not only by the CTO, but also to the CFO. Using words and graphics on a web site so that a complicated product or service can be understood by a gatekeeper doing preliminary research. Creating pitch decks that make an investor understand why a niche problem deserves a solution. Clarify But it’s not only entrepreneurs focusing on highly technical products or services that face this problem. Whenever you talk about your product or service, remember… Continue Reading »

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Before and After: Well-Fit Web Site Redesign

These days, it’s more common that we are doing a web site redesign rather than the first web site for an organization. Often we look at a site that’s currently live and we wince at the ugly typography, poor design choices, and out-dated coding practices.

The pain was worse in this case, as we were looking at our own old work.

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A Proven Process for Naming Your Company

The name of your business is the most central asset and core essence of your brand. It’s the kernel at the heart of it all.

A name that’s difficult to say, or is confusing in anyway will make it so much harder to succeed.

However, only a small percentage of business owners develop their name in a systematic way.

As a branding firm, it is far more common for us to have a name provided to us when we work on a branding project. Only occasionally do we start our work engagement by developing a name. In most cases, names are just brainstormed by business owners, their friends and colleagues.

Frequently these names are not memorable, try too hard to be creative, or worst of all, are just off the mark. When you come up with your own name for your own business, it can be challenging to see clearly if you’re making a good decision.

People name their babies every day, what’s different about naming a company, product or brand?

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