The 30-second Brand: Making the Most of Limited Opportunities

In business, as in life, it’s often the little things that count. Lasting impressions are rarely created by a single ad campaign or even a stunning website. Trust and familiarity build up over time as prospects become comfortable with your company’s people, services, approach, and personality. In this article we explore some of the little things at your brand’s fringe that can profoundly influence the way prospective customers regard your company. Most of these tactics are inexpensive or free to implement. But what a difference they can make!

Tell Your Story

Most business people are good at what they do, but many are terrible at explaining it to others. While the elevator speech is an art that improves with every telling, it’s not particularly difficult to develop. Just put yourself in the other guy’s shoes. Why would a prospect consider doing business with your company? What do you offer that’s new, different, or better than your competitors? In most professional industries, the quality of the relationship is as important as the quality of the work. Do you offer more personalized service? If so, how? Do your clients get more attention from principals? In short, figure out why your clients hire you (just ask them!) and then tell your story. And most important, make it sparkle!

Write a Great Tagline

Today, the business tagline has become an obligatory fashion accessory—a shiny catch phrase dangling from a logo like bling. With no obvious purpose or useful message, ornamental taglines distract from the overall message. This is a shame because a tagline can bring valuable clarity to a brand. It can be used to articulate positioning (Taco Bell’s “Think outside the bun”), express a brand’s personality (Mini’s “Let’s Motor”), or explain a business’ purpose (Lowe’s “Improving home improvement”). For your business, craft a tagline that supports and illuminates your brand message. It will help your brand work a lot harder.

Your Business Card is Your Best Friend

Your business card is arguably the most visible component of your brand. It is seen by your warmest prospects—those whom you’ve met face to face. If your card can make an impact, a prospect is more likely to be able to pick you and your company out of the crowd. So use color and special printing techniques (die cuts or embossing, for example) to make a visual impression. Dare to be different. Your courage will pay off.

Your Email Signature

How many emails do send out each day? Each one is an opportunity to introduce or reinforce your brand. Customize your email signature with your company name, tagline, phone number, and web address. And when you have a special event or announcement, add a line of text or a web link to your text. You’ll be surprised how many people read and respond to this information.

5 Ways Clients Can Become Brand Ambassadors

1. Develop case studies to tell your real-world success stories. Feature these on your website and in other marketing materials.
2. Use testimonials. Ask your best customers for quotes (or pull them from letters or emails).
3. Send gifts to customers who refer business. Celebrate their loyalty!
4. Set up a referral rewards program. Some clients may find this a real motivator.
5. Encourage prospects to call your references. Your best customers can infect others with their zeal.