From the very beginning you need to develop a consistent plan of action. This might seem unnecessary or tedious, but it is absolutely essential for the longevity of your small business.
Inconsistency creates trust issues or confusion between your client and the company itself. People may begin to question you.
Why did their logo change for the second time this week?
Why haven’t they been posting?
What are they selling?
Any sort of confusion like this will not create a steady stream of leads or support for your company. So how do you avoid this?
Get the team together and develop a plan in the very beginning:
- Design a logo
- Write a slogan
- Create a posting schedule
- Write cohesive messaging
- Pick colors
This process is often referred to as “branding.” Creating your brand to be recognizable by consistently being cohesive in the way you act, communicate, market, sell, everything.
Doing this will ultimately increase recognition, which in turn will increase traffic, and hopefully leads. Choosing to ignore this step could be fatal to your small business. If you haven’t quite nailed down the list above, don’t start promoting your company. Being consistent from the jump will set you apart and create a loyal group of customers.
Going off of this, make sure you define what success looks like to your company in the very beginning. There will be times where you aren’t seeing fruits, that you’ll want to change things up. Knowing what you define as a success for your website or social media presence will help guide you in your decision making.
Ask yourself this before changing anything:
- Is it worth the change?
- Will this change negatively impact my customers?
- Will this add confusion?
- How do I hope this change will impact the future of my business?
We’d recommend at least a year of consistency before you think of doing a rebrand. This will add to your credibility and overall equity of the brand. So take notes at the very start, stick to them even when it gets hard, and your credibility will hold up for the changes you make down the road.
Think of it this way: when you think of Geico, what do you think of? Most likely you immediately think of their gecko mascot, the color blue, witty commercials, and their famous slogan, “Fifteen minutes could save you 15% or more on car insurance.”
In order for an ad campaign to really see its fruit, it has to be running consistently for a long time. If Geico would have changed their slogan, or mascot, or layout of their commercials every time, they wouldn’t have created such a memorable impact.
The goal is to be easily identified and remembered due to the consistency in your message, color, slogan, and overall branding.
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