Will they really?
How many small business people do you know – whether in a seasoned business or as a start-up make this statement with a straight face? Anyone who understands a brand will tell you that you have to get it right first. Going back and mopping up the mess years later will cost you big-time. If they thought it is expensive now, what will be their reaction be a then? From my experience they stay with their weak brand and tough it out not realizing there’s a better way. There are always self-imposed barriers to allocating dollars to fix the problems they initially chose to ignore, which are now holding them back. The sad truth is many don’t realize that their weak brands are the cause of their current flat sales.
What is the benefit to making it harder to market your brand?
In business you want to put your best foot forward. You want your brand perception to to be as a leader. Look around your community – based on brand image alone you can tell most of the local businesses because of their low-end do-it-yourself images. Those who do it right look bigger than they are. You might argue that bigger is not necessarily better, but in business success feeds success. Perception is reality in branding. Money well spent in those formative years boosts your brand both from an image and strategy perspective.
I believe the comment, “I’ll Do It Right When I Get The Money.” is usually referring to marketing. This reflects the author’s low appreciation of the benefits of effective branding/marketing. Case in point: Do they properly insure their business and cover it – “when I get the money?” Do they protect their assets properly – “when I get the money?” Do they watch their numbers properly – “when I get the money?” Do they decorate their offices with the latest equipment – “when I get the money?” Do they set up manufacturing properly – “when I get the money?” Do they even mow the lawn regularly – “when I get the money?”
Almost everything else comes before marketing the brand properly. These business people choose the do-it-yourself route and settle. There is one beneficiary of the this attitude that absolutely thinks that they are on the right path with the – “when I get the money strategy” and that is the COMPETITION. They are the leaders and they thank you for that honour. I can think of no one better to invest in than myself, whether that is a time or monetary investment. One of the most startling things is that their perceived cost of marketing properly is exaggerated, (except when compared to DIY).
Of course I’m more than a little biased, but can you sit back and look around and see people who’s brand image is professionally done, who network regularly on and offline, who have a clear differentiator to attract the attention of their prospects, who are regarded as experts, who local media regularly go to get their opinions over others, who look and act successful and say all of that doesn’t matter if you want to be successful?
All that COMBINED is your brand? What’s it worth?
Small businesses’ marketing is often quite shoddy – depending on what sector you’re in, even reading the above and considering how you can improve can put you ahead of a lot of your competition!
thanks for the post! this is an old good phrase that many understand in their own way! made me change my view of many things! great job!
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I had to laugh when I read – Do they decorate their offices with the latest equipment – “when I get the money?†– isn’t that the truth. Talk about a non-value add. Marketing and branding is huge. I’d add to your post that when marketing online, especially when starting out, choose a few activities rather than try everything. I believe it’s better to execute a few activities well and get results rather than the scattered shotgun marketing approach. I suggest this whether a small business hires professional marketers or performs online marketing on their own.
I must agree with you Peter. I suggest people look for a fit. Ignore the hype. That’s for commenting – I owe ya a coffee – “when I get the money” 🙂
When it comes to branding, I agree that you need to market yourself well as humanly possible… But what if that’s not really possible, given limited funds? Should you really not push for your business to get off the ground because you’re afraid that your marketing and branding isn’t quite up to snuff?
Again, I think this is good advice. Just realistically, sometimes the best way to get things started is to just “get out there” and tweak what you have as time goes on, instead of waiting around forever, waiting for things to be perfect before putting your first food forward.
Good read. Thanks!
RWSP,
I’m speaking from experience (over 25 years) – I’ve never seen somebody just get out there not spending a nickel on anything. They typically buy a nice desk and decorate their offices nicely (things that don’t make them any money). Their marketing and branding (if considered at all) is done for a case of beer.
I have no issue with “just getting out there” just don’t shoot yourself in the foot just because you’re anxious. Give yourself a running start.
I must agree with Peter. I suggest people look for a fit. Ignore the hype. That’s for commenting – I owe ya a coffee – “when I get the moneyâ€
This kind of thinking (and spending) has always kind of boggled my mind. As the old adage goes you have to spend money to make money, and it couldn’t be more true in the case of marketing. As with everyone else, I also agree with Peter in that you should focus on some specific strategies and not go scatter shot. There is nothing more unfortunate than one of those mom & pop television ads that look like they were shot with pop’s 8mm from the 80’s.
FinallyFast, thank you for your input.
You gotta spend if you want to earn basic 101
Here! Here! MCQ. It seems simple enough.