6 New Rules for Branding and Marketing

The new economy brings new challenges for new and growing businesses. Marketing budgets will continue to be scaled back and businesses will be challenged to do more with less. Unique brand positioning (being different than the competition) and direct, one-to-one marketing are more important than ever. As we see it, here are the top six easy things businesses can do to succeed in the new economy.

1. Differentiate.
   New product ideas. New services. A new way to approach an old problem? Now is the time. People are hungry for something different.
2. Take time. Make time.
   Slow down. The frenzied pace and rush to market for the quick buck is “old economy” thinking. Think strategic. Think sustainable. Make time to develop a brand strategy and marketing strategy to position yourself differently than your competitors.
3. Spend smarter.
   Gone are the days of bottomless marketing budgets and advertising that may or may not work. Instead of spreading your marketing budget thin (a little here. a little there) focus your marketing dollars where it can make the most impact — short term and long term. Oh, and don’t be afraid to demand results. Ask to see metrics before and after a campaign. “Trackable” marketing results are also part of the new norm.
4. Invest in Expertise.
   Hiring a branding firm, graphic designer or creative agency doesn’t have to be cost prohibitive. Some branding firms and creative agencies (us included) specialize in branding and marketing new and growing businesses. Proven expertise and putting the best face forward is worth the investment of unique brand positioning, brand identity design and strategic marketing. Doing it yourself can be a tempting way to save a buck, but a bad first impression with a customer prospect can be hard to recover from. It can also be more expensive to undo that damage or to redesign a Website that was done on the cheap. Like most things, when it comes to hiring a branding firm or graphic designer you get what you pay for.
5. Go simple.
   Want to be different? Simplicity, white space and short, memorable messaging is a sure fire way to stand out in a crowd of products, advertisements and other media that are battling one another for customers’ attention. Don’t believe me? Check out this article on the trend of marketing simple. »
6. Go Social.
   Blog now. In case you were expecting to hear that blogging and social marketing were passing phases, it’s official. Blogs and social media are here to stay. The current leaders and tools may change, but traditional advertising went out with the old economy. If your time and marketing dollars were limited to just one tool that works, blogging rules. Be a thought leader. Create and share compelling content. You’ll be amazed at the results.