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One
of the biggest marketing problems I see with homebased businesses is their
failure to establish a clear and distinct image for their business at an
early point in their growth. At the early stages of a business, in order
to generate income, a business will do many things apart from the core
of the business. In many cases it sends a mixed message to your customers.
To be effective, your company's
image should be communicated with drama, consistency and repetition so
that the customer immediately recognizes what product or service
your company name represents.
Instant recognition is not
accidental. In each case, the company has followed some very simple imaging
rules:
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The statements support the product.
They tell you the product or service and its key benefits.
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The statements are simple, focused
and easy to understand. There is no difficulty in comprehending the message.
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The marketers have spent their
time and money in maintaining the lines for extended periods of time.
Most company owners in the first
years of existence give little thought to developing a unique difference
or in projecting what the company will look like five years down the road,
when the business becomes stabilized. But every company's product or service
needs clear and distinct positioning. With the tremendous competition in
the marketplace, you must develop a unique position for yourself so that
you can stand out from the herd. The rules of distinct positioning are
fairly simple:
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Analyze the marketplace and
your competition.
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Analyze your own business product
or service. What is unique about your company?
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Pick a positioning that is simple,
easy to assimilate and if possible unique.
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At a minimum, always try to
be consistent with your positioning, (in look, format, typeface style,
logo treatment, etc.)
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Remember that it is important
to establish this position from day one. If you don't have one, develop
one now, and stay with it consistently.
Over the years, I have used
many of these ideas to assist people when starting their business as well
as helping existing businesses redefine the company's image. As I stated
earlier, the faster you establish your company's image, the faster customers
will know what your business is all about. Hope you find this information
useful. |
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