Beyond Your Logo

There are plenty of hurdles to overcome running a small business. It may have excellent products and services, investment capital, and an ideal location, BUT, if its brand is lackluster or nonexistent, success will be that much harder to attain.

Your small business' brand is more than its logo, look, and colors. It emanates from the mindsets, attitudes, and behaviors of anyone and everyone involved in it. And, since success depends on its brand reputation, it's critical that you do everything possible to ensure that your customers' experiences are amazing.

Beyond Your Logo delivers 7 strategic ideas with loads of free and low-cost tactics and resources you can implement and use immediately. And, you don't need any marketing or branding experience to benefit from the guidance Elaine gives you!

Whether you own an existing small business, work for one, or are starting a new one, learn the concepts and tools that can take your company well Beyond Your Logo.

HERE ARE SOME OF THE THINGS READERS WILL LEARN:

• What a brand is and why building a strong one is essential to small business success
• How to put customers at the center of every action
• Where to find low or no-cost marketing and branding help for your small business
• Why and how professionalism pays off
• How being nimble and quick is an advantage to small businesses
• What Small Business Social Responsibility (SBSR) is and how to practice and benefit from it

• Why developing a small business marketing and branding strategy is important for success
  The book includes:

• A complete guide for developing your company's marketing and branding strategy
• Both American and Canadian resources and references
• Downloadable Bonus Material
• Charts/graphics
• Testimonials from bestselling business authors and marketing thought leaders

• Publisher's Cataloging-In-Publication Data for libraries (print edition)
  Readers' Favorite Five Star Award

Autorentext

As an author, speaker, marketer, brand and customer experience evangelist, educator, and consultant, Elaine Fogel engages, entertains, and motivates audiences and readers with stories and lessons gleaned from her diverse career as a singer, educator, television show host, and marketing executive. Originally from Canada, she has worked with celebrity spokespeople; produced television and radio spots; served as a spokesperson in national media; and stewarded relationships with corporate partners such as Nike, Ford, Aventis, and Air Canada. She has written, produced, and developed materials on ad agency contract for major corporate clients such as Kraft, Procter & Gamble, Nestlé Carnation, and Warner-Lambert. Elaine has been a contributing writer to The Business Journal, and contributes to MarketingProfs, SmallBizClub (founded by NFL Hall of Famer and author, Fran Tarkenton), Business2Community,and Kingged.com. People in 100+ countries have read her blog, Totally Uncorked on Marketing, and her articles have appeared in many print and digital publications. Elaine has been a faculty associate at Arizona State University and is a professional member of the National Speakers Association. Interviewed by NBC News and CNN, she is a sought-after marketing and branding thought leader who specializes in small-to-medium businesses and nonprofit organizations.

Inhalt

IDEA #1: A STRONG BRAND IS ESSENTIAL FOR SMALL BUSINESS SUCCESS

• BENEFITS OF BUILDING YOUR SMALL BUSINESS BRAND
• DIFFERENTIATION IN A CROWDED MARKETPLACE
• ELEMENTS OF A STRONG BRAND

• IDEA #1 TAKEAWAY
  IDEA #2: PUT CUSTOMERS AT THE CENTER OF EVERY ACTION

• CUSTOMER-RELATED TERMS
• THREE CUSTOMER TYPES
• CUSTOMER SERVICE - THE HEART OF A CUSTOMER-CENTRIC BRAND
• CUSTOMER ENGAGEMENT - THE SOUL OF A CUSTOMER-CENTRIC BRAND
• TOP 10 BENEFITS YOUR SMALL BUSINESS CAN GAIN BY ADOPTING A STRONG CUSTOMER-CENTRIC MINDSET
• MANAGING EXTERNAL CUSTOMERS
• 20 WAYS TO TRANSFORM YOUR BUSINESS TO A CUSTOMER-CENTRIC MINDSET
• TIPS ON ACHIEVING INTERNAL CUSTOMER CENTRISM
• FOSTERING AUTHENTIC BUSINESS RELATIONS

• IDEA #2 TAKEAWAY
  IDEA #3: GET MARKETING AND BRANDING HELP WHEN YOU NEED IT

• LEARN WHAT YOU CAN
• DO SOME RESEARCH
• HIRING A MARKETING AND BRANDING CONSULTANT OR AGENCY

• IDEA #3 TAKEAWAY
  IDEA #4: PROFESSIONALISM PAYS OFF

• MAINTAIN A CLEAN, TIDY, AND SAFE WORK ENVIRONMENT
• APPEARANCES COUNT
• COMPANY VEHICLES
• SIGNAGE BUSINESS
• ETIQUETTE
• CUSTOMER COMMUNICATION
• ETHICS AND BEHAVIOR
• BUSINESS DOCUMENTS AND WRITTEN COMMUNICATION
• CHOOSING THE "RIGHT" HIRES
• BE GRACIOUS WHEN THINGS GO WRONG

• IDEA #4 TAKEAWAY
  IDEA #5: BE NIMBLE. BE QUICK.

• KEEP ON TOP OF THINGS
• SMALL BUSINESSES CAN "TURN EASIER" THAN BIGGER ONES
• SMALL BUSINESSES CAN TEST THE WATERS
• SMALL BUSINESSES CAN EASILY COLLABORATE
• SMALL BUSINESSES CAN TAKE MORE CALCULATED RISKS
• MAINTAINING A SMALL MENTALITY

• IDEA #5 TAKEAWAY
  IDEA #6: DEMONSTRATE SMALL BUSINESS SOCIAL RESPONSIBILITY

• BENEFITS OF PRACTICING SMALL BUSINESS SOCIAL RESPONSIBILITY
• WAYS TO PRACTICE SBSR

• IDEA #6 TAKEAWAY
  IDEA #7: BE STRATEGIC

• MARKET & SITUATION ANALYSIS
• MARKETING & BRANDING STRATEGY
• MARKETING & BRANDING TACTICS
• METRICS
• IDEA #7 TAKEAWAY
  BONUS MATERIAL: LOGO AND PRINTING TIPS