DIY Marketing – Branding Your Business – Do You Know the 7 Key Steps?

In a sea of competitors in your niche, how will your company find a foothold? Your number one marketing goal is to make your company known. Prospective customers cannot buy from you if they do not know you and what you have to offer. “Branding” your company means to establish and project a consistent, dynamic, powerful and memorable message about who your company is and what your company does.

Here are 7 key steps to branding your company:

1. Write or refine your company’s mission statement. Explain why your company exists. A mission statement usually involves two parts. The first states a problem your prospective customer has that needs a solution. The second explains how your company can provide the solution — and do it better than anyone else. Express succinctly and accurately your company’s mission and you will have established the “theme” for your brand. Do this step first and it will make the rest of the branding process flow smoothly.

2. Clarify your company’s “theme”. Your company’s theme flows out of your mission statement. Your theme is a tangible or visual expression of the intangible, mental image you want the public to have of your company. Your theme should evoke emotion from the viewer based on the image you want to create of yourself or your company. If you are a personal injury lawyer, you may want to convey the image that you are an aggressive fighter for your injured clients. If you are a printing company, you may want to convey that you are fast and a perfectionist.

3. Write a memorable tagline that expresses who you are and what you do. Have some fun here and be creative. The key is to make it memorable. Humor or a play on words often help to make a tagline memorable. Spend some time looking at other companies’ taglines. Use them as a guide for creating your own.

4. Write a newsletter. Distribute your newsletter monthly or weekly via email or direct mail. The goal is for your company’s name and products to stay in the forefront of your prospects’ minds. When they go looking for what you have to offer, they will think of you as a trustworthy source, because they already know you and trust you.

5. Create a website. Add new, informative content at least once a week. Your website or blog should be the hub of your marketing endeavors. All roads should lead your customers to your website. It is here that customers and prospects can find everything they need to know about your company and the products and services your provide. It is here that you have complete control in creating the image you want the public to have of your company.

6. Write and publish articles regularly. Distribute your articles on the web in article directories like and in print publications. The goal is to establish yourself as the expert in your niche and then guide readers to your website or blog to learn more about your company’s products and services.

7. Participate in local and national conferences in your niche. Participate at least twice a year as an attendee, or better yet as a presenter, a host or exhibitor in local and national conferences. You want to become known not only to prospective customers but also to others in your niche as an active leader in your field.