From small startups to Fortune 100 corporations, company culture seems to be the topic du jour as of late. But, is all of this airtime really warranted? Does a company’s culture truly matter that much? Who pays attention to this? A recent study jointly conducted by professors at Duke and Columbia Universities found that an overwhelming number of C-level executives believe culture matters—a lot. So much so, in fact, that they said a potential business merger or acquisition could even fail if the cultures of the two companies involved did not mesh. (more…)
The trend of big data has led to the rise of social media platforms handing their consumers analytics on their presence online. LinkedIn is no different. As a small business, understanding your page’s analytics is vital to its success as it gives you a great amount of information on your target audience’s preferences. But with all analytics, there are some key figures and terms to monitor that give the most insight into your successes and failures.
The core of your LinkedIn success comes from your profile. Without a reputable and strong presence, it is virtually impossible to gain real traction on the website. But where do you start? Your company’s LinkedIn page will be different from any other social media outlet, and your personal and company profiles require different approaches.
One of the first steps to creating your own business is picking your name. You can change your name in the future, but almost every entrepreneur is set on getting it right the first time. Maintaining your business name can significantly help your brand consistency. Whether it’s your first business or one of many, you’ve probably spent a bit of time thinking of the perfect name, and have inevitably asked – what some common business name mistakes to avoid during this important choice? (more…)
When starting a company, it’s natural to want to shout your message from the rooftops. You not only want to spread the word about your new endeavor to family and friends, but it’s important to get noticed in order for your business to grow. According to Forbes, approximately 543,000 new businesses start each month. The struggle to stand out in this clutter can seem helpless, but there are several things you can do to maximize your potential.
Standing out and being well represented amongst the competition requires you to create a strong brand, something that resonates with your potential customer and gives you increased visibility. The following tips will help you understand all that your brand is made up of, and how to use it to maximize your business startup efforts. (more…)
A brand is a company’s perceived “personality,” or set of values that are associated with a company, product or service. A brand may be described as being dependable, fast, exclusive, expensive, or friendly. Unfortunately, some brands earn descriptors like dated, inefficient, sloppy, and unprofessional.
In effect, a brand is the sum of all the perceptions about your product, service or company that many different people have. These perceptions are a result of the way your brand looks, feels, and communicates, as well as the customer’s experience with the product itself and the service. All of these have to work in sync for a brand to establish positive equity with all stakeholders. (more…)
In the early days of a start-up, you have to wear pretty much every hat possible. You have to develop your products, sell and support them, keep your accounts and other legal documentation up to date, and never take your eyes off cash flow. All of which, plus managing a few people, takes up lots of time and energy.
Marketing is one of those things that are a bit ethereal. It’s not concrete. It doesn’t deliver immediate results. It’s so intangible that it’s easy to push it to another day. Isn’t it?
You may want to reconsider doing that. Ignoring your marketing could be the biggest risk to your company’s survival. There’s still time to get started though, if you keep a few of these tips in mind.
Establishing a professional website is important for every business even if you aren’t selling your products online. Your website is the biggest first impression you have for potential customers searching for your services, and it will either convert visitors into real customers or send them looking elsewhere. Make sure that your company has an updated and easy to navigate site that showcases your business in the best possible light. Here are four factors to consider when evaluating the kind of website you have.
Your website should be appealing.
Much like the traditional retail storefront, customers want an experience with a company website that is organized, easy to use and helpful, convenient, and uncluttered. All of the necessary information should be easy to find on your website. Once customers have reached your home page, they should be able to find what they are looking for in a reasonable amount of time. If your website is cluttered with too many ads and irrelevant material, they’re more likely to feel overwhelmed and go to another site instead.
This week we thought it’d be a good idea to look at one of the most important parts of a product’s branding, its trade dress. You are affected by trade dress every single day, whether you realize it or not. If we describe a white coffee cup with a green circle on it, you’ll know it’s from Starbucks. Or if we show you a bag with a red square and yellow arches, you’ll think McDonalds. Essentially, trade dress is the various characteristics that make up a product’s or package’s appearance. But how do you protect your own trade dress? And does building a brand mean marrying that packaging?
Why should you build trade dress recognition?
Because your company needs a way to immediately distinguish itself. Your brand embodies all of the goodwill and trust you’ve built into your company, and something as simple as a color, font, or even the shape of your product’s box can evoke all of those feelings within whatever customer is looking at your product. That’s why you want your trade dress to be consistent over all of your properties. Your logo, signage, site, and product packaging should all be built around some common element that inextricably ties your business with your product or service.
Some companies will stop at nothing to gain an edge on their competitors and this has led to some of the most outrageous marketing stunts the world has ever seen. The following highlights weird ways brands have marketed their businesses – sometimes successfully, others times not, and one horrible fail that will undoubtedly leave you shaking your head.
When he opened his hot dog stand at Coney Island in the 1920s, Nathan Handwerker struggled to find customers. Hot dogs were relatively new, and cheap meats were eyed with suspicion. Undercutting other vendors only made matters worse, as customers didn’t trust what Nathan was serving them. An idea he hatched was he would give hot dogs away to doctors and nurses (when there were none around, he would have bums dress up as doctors and nurses in exchange for hot dogs). Thus, the public would see what appeared to be medical professionals enjoying Nathan’s hot dogs, and Nathan instantly won their trust. The business prospered for decades.
Successful businesses require risks and Sonic Yoga’s Jonathan Fields took a huge one in 2001 when he pitched a story about the scientific health benefits of yoga to Self Magazine. Fields recruited a college to conduct the study and he pitched the story to multiple editors. When interviewed for Self, he was told that it was too bad Sonic Yoga didn’t have a yoga video to sell. Without missing a beat, Fields informed the reporter that they indeed have a video in post-production, so Self was free to put that information in the article.