When branding a small business, the first thing that virtually everyone does - both clients and agencies - is use Apple, Coca-Cola and Nike as examples of great branding. Which they undoubtably are. But after working in the trenches with over 100 small businesses a year I have to ask the question: does this kind of thinking help or even apply to small businesses? Here are some tips and tricks to help small businesses EVOLVE a brand that supports and grows their company.
80% of the work at ad agencies with big brand clients is done by junior associates and interns while the fun stuff is left to the creatives. This is how they pay their dues and learn the tricks of the trade. THE SECRET is that this represents a significant source of revenue for the agency and for the most part is not very difficult to do. So below is a series of articles showing you what the big agencies don’t want you to know.
Each page has a numbered list with what you need to do and ONLY what you need to do to improve the performance of your website, branding and marketing efforts. No BS here at the Bureau Of Small Projects.
The lists are arranged in hierarchy of importance, so the low hanging fruit is first. If you follow these simple instructions, your website, branding and marketing WILL get significantly better. It is all pretty simple, but that doesn’t mean easy. Some of this work is extremely time consuming, so don’t worry if you don’t get through the whole list. Doing something is WAY better than doing nothing.
Why are we doing this? Well many of our clients are non-profits with limited budgets. So we don’t want to price ourselves out of working with great organizations. So if we can cut costs by having our clients do some of the busy work, then we have more time to do the creative work we enjoy.
If this gets overwhelming, remember the reason that big brands like Apple and Coca Cola use Ad Agencies is because they know your time is better spent doing what you do best: Running Your Business. And if at any time you need help, we are here for you.
As Richard Branson says: “From a young age, I learned to focus on the things I was good at and delegate to others what I was not good at. That’s how Virgin is run. Fantastic people throughout the Virgin Group run our businesses, allowing me to think creatively and strategically.”