November 29, 2021
Make a Name for Yourself

Put your message where your customers are most likely to see or hear it.

Make a Name for Yourself

Your business is one of 30.7 million, and the likelihood it will survive five years or more is only about 50%

| 5/7/2021

Your brand new business is special right? To you maybe, but according to the U.S. Small Business Administration, it’s just one of 30.7 million small businesses that exist across the U.S., and the likelihood that it will survive five years or more is only about 50%. Now we don’t share these statistics to scare you away from owning a business; we simply want you to appreciate what you’re up against so you can find ways to stand out in the crowd and survive long term.

Start with a logo.

Once you’ve chosen a name for your business, you can begin thinking about a logo — a graphic mark, emblem or symbol — to build brand representation. Since your logo will appear on just about everything, including your business cards, letterhead, website, signage, boxes, bags and receipts, make sure it’s clean, well-executed and something you can live with for the long term. Don’t be tempted to cut corners here. Take a pass on that artist friend who offers to “create your look” for free; hire a professional to instead. The extra expense will be worth it.

Get to know your media options

Two primary categories of promotional vehicles are available to your small business:

Traditional Media - newspapers; magazines; TV; radio; direct mail (fliers and coupons); outdoor advertising (billboards and signage); and specialty advertising (“stuff” like pens, hats, mugs and T-shirts bearing your company’s logo).

Digital Media - website; email marketing; social media; and online reviews.


Reputation Matters
One of the most effective forms of advertising — word of mouth — doesn’t cost a dime, but it can seriously impact your bottom line. Research shows that unhappy customers vocally share their experiences with twice as many friends as customers who’ve had a positive consumer experience. And thanks to social media, they aren’t shy about airing their grievances online for hundreds of strangers to see. Unfortunately, there’s nothing you can do about comments already posted online. But you may be able to prevent future negative posts by taking these important steps:

• Always listen to your customers.

• If you make a mistake, fix it — with a smile.

• Strive always to provide such a high level of service, your customers won’t have any reason to complain.

Tags: Florida Small Business, Getting Started


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