Marketing for non-marketeers, lesson 2
If you’re an engineer starting a business, do you need to worry about the business’s brand?
In a word: yes.
You don’t need to make a big project out of it at the start. It can be as simple as a collection of notes. But simple or complex, you really need to start right away. Doing so will make things much easier down the road. The nice thing is that you can get started quite small. You don’t even have to call it a plan. At this point, it can just be a vision. (If the word “vision” seems too buzzwordy, then just call it “a bunch of ideas”)
What is it?
A brand has a lot in common with a person’s personality and reputation. It’s close enough that you can think in those terms. And, think, you should. Think about what you would like people (customers, employees, friends, family, etc.) to think and feel when they hear your company’s name.
What personality do you want your company to have?
- Are you mean and gruff?
- Are you nice?
- Reliable to a fault?
- Usually reliable?
Will you strive to be perfect, just okay, or a bit better than “good enough”? Do you want people to see you as having the best technology, or the best price? Go on with questions like that. Write down your questions, and write down your answers. You can carry a small note pad and pen around, but I suggest that you use a memo application on your phone. You’ll always have it with you, and it’s quick and easy to use.
When you walk into a grocery store, look at the signs. Do they strike you as inviting, or cold? When you get new tires for your car, watch how you’re treated. When you order parts online, consider how easy or difficult the web site is to use. Will any of that, or something similar, apply to your business? If so, jot down a quick note about it. Make a note any time you see or think of anything that triggers thoughts of what you want your business to be like.
You’ll collect all of these notes and clean them up a bit. These will become your brand attributes. They are the seed of a brand for your company.
Once you have this seed, you’ll use it to guide business decisions – all of them. For example; if financially fugal is one of your chose attributes, you won’t go out and rent a big office with mahogany paneling. If you want to be seen as leading edge in the media world, you might buy Mac laptops instead of clunky desktop Windows PCs.
Every thing you do and say, all of the time; it is all part of your brand.
A few example notes:
- Am I cheap or expensive? Neither – I just want people to feel like they got a bit more than their money’s worth.
- What about flashy? A little, but only where relevant. I don’t want fancy boxes, but I want them to look befitting of new technology.
- I’m selling to engineers in banks, so casual suits if I’m in the front office, but no suits when I’m not.
- Do I want people to envy my lifestyle? No, I want them to see me as a crazy workaholic.
- What about getting in touch with me? I don’t think phone support is necessary for all of my customers, but I think email should be answered within an hour.
- Am I “big industry”? No. I’m nimble and “new economy.” I should get a small office in a recently gentrified part of town, instead of in a mid-city office building.
Keep going. It can be as simple as that. You can get more formal and organized with it later.