So I continue to get the same question from different business owners I talk to, ‘what is the best way to stay ahead of my competitors out there?’

My answer is: stay fresh with your image and maintain a consistent public presence.

And then my answer is normally followed by, ‘but there are so many avenues to take when trying to stay fresh in a customers’ mind, so what do I choose?’

‘There are websites, email marketing, mailers and postcards, business cards, direct marketing, word of mouth, incentive plans, networking events, twittering, blogging, reciprocal links, social networking, search engine optimization, online advertisements, newspaper ads, magazine ads, classifieds, coupons, yellow pages…’ ok so, there is a lot.  So how do YOU choose?

Well I am probably not going to give you the answer you are looking for… everything and anything.

You, being a business owner, have probably selected at least three (you need at least three) marketing tools your customer base responds to most and continue to work with them.  That’s great!  You get a gold star for the first part of consistency within your marketing plan!

But answer me this… how are they working for you?  Whatever you have selected to do to promote your business should be working for you in some manner.  If they aren’t, do you know why?

BRANDING!!! Ahhhh you hear the angels singing in the background right?!  No?  Well then let me tell you.  Most businesses that have a failing marketing plan can attribute most of it, if not all, to not branding themselves.  Branding will get you in the door every time.

People like to go with services and businesses that they recognize.  There is a level of comfort when you buy from the brand that is familiar to you.  And we, as people, like comfort in such uncertain times.

Think: When you are starving and are desperately in need of nourishment, if you have a choice between mac and cheese and baby conger eel, even the most adventurous person is going to go with something they KNOW they will like.  They don’t want to take the risk of trying something new, when they need are in need of some food to fill their belly.

Branding will not only give your customers a feeling of comfort, your business will also come across as professional and stable.  It shows that you have been meticulous and thoughtful about your approach, which says you will be meticulous and thoughtful about the service or products you will give to your customers.

So your next question may be, ‘how do I brand my company?’

Easy!

1. Have an image that no matter what it is on, postcards, website, business cards, ads, that it is CONSISTENT across the board.

• You want a person to be able to look at a postcard one day and then see an email a month later from you and be able to put the two together.
• I know this may sound obvious, but make sure your colors match from one promotion to the next.  Don’t have a purple logo and business cards, then turn around and send out brochures that are orange.
• Make sure the pertinent information is in the same place every time.  You are training your customers’ brains to find your information every time, not just once in awhile when they really try hard to find it. You want to make it as easy as possible for them remember you and your information.

2. Continue to put that image on a consistent basis in front of your customers with the marketing tools you have chosen, so it becomes familiar. They can expect to have an email from you every Wednesday morning at 9 AM.  Or they know that at the beginning of the month you send out specials for your business on postcards.  The more you promote your consistent look, the quicker your company becomes recognizable, then the sooner you will have people coming to you rather than your competitors.

So the moral of the story is consistency, consistency, consistency!