Making News

(Jan. 28, 2008)

IT'S ALL ABOUT ME: LEARN TO INVEST IN YOURSELF

Streamline Your Business for the New Year

By Monica Cubbage

 

As Benjamin Franklin once said, “Drive thy business or it will drive thee.” This is true no matter what industry you are in. Controlling and having a solid internal brand development plan allows business leaders to take the wheel and steer the company into the right direction. As the New Year unfolds, focus on cleaning up, organizing and revitalizing the company, not just your product or service. Taking a little time to be selfish may be needed and will pay off in the end. As companies expand and increase market share, they must devote time to alleviate those pesky growing pains. Much like a busy mom taking care of her family, she must have a strong mind, body and soul before she is able to give herself to others. The same holds true for businesses of all sizes and in all industries.

 

You are the most important product, market yourself

One thing companies tend to leave last on their priorities list is company promotion. Developing a strong corporate image and internal brand development program for not just your products but the company as a whole is vital to success. Creating share of mind and brand equity doesn’t just apply to products anymore. Your overall corporate image needs to be formed and maintained with the same energy that is devoted to areas such as sales and product development. Your image is shaped by employees as well as outside sources including news media, journalists, competitors and consumers as they have heavy influences on the perceived value of your company.

Damage to a company's reputation can drive a sharp and irreversible loss of market share. The best way to combat this is to provide the world with corporate messaging that resonates with your target audiences. Be at the forefront. Employ a public relations program that puts you in the best light. Be the first to speak and let consumers know what you have to say before someone else does. If trouble does arise, confront it and nip it in the bud. Protecting yourself begins with honesty and swift action.

 

Avoid biting off more than you can chew

Committing to too many obligations gives rise to a stressful working environment and employees who are spread too thin. Ensure your brand development plan is filled with obtainable and reasonable objectives. Unattainable goals will only slow you down. Break each piece out and separate long-term versus short-term.

Give a little, gain a lot

One of the best ways to feel good and make a difference is to give. Donate to charities, volunteer or play an active role in minimizing your impact on the environment. Show your customers, employees, shareholders, and the community that you care about their future. To go beyond what is required by legislation to demonstrate your commitment to improving the quality of life for society as a whole is a win, win situation.

In order for a company to thrive it must have a strong foundation. Beginning 2008 with not only aspirational sales goals but an internal brand development plan is fundamental to business success. Although not always popular, tooting your own horn will strengthen your company and its bottom line.

Want more information on creating a strong brand development program? Contact Steve Kleber at sk@kleberandassociates.com or call 770.518.1000.

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