The Startup's Guide to Bootstrap Branding | The Business Finance ...

The Startup?s Guide to Bootstrap Branding ? Source: http://blog.ceesquare.com/2009/04/22/corporate-humor-2/

Branding is a crucial part of your company?s identity. It affects how potential customers and professional peers view your business. As online marketing Heidi Cohen points out, branding isn?t just about a logo and advertising, it also involves your communications, and touches virtually every part of your organization.

For a start-up, branding can appear to be a daunting, costly task. In a tough economic environment, many businesses are turning to bootstrapping to save on start-up costs and maximize their positive cash flow. Entrepreneur magazine defines this as ?stretching resources ? both financial and otherwise ? as far as [you] can.? Here are 10 ways you can use ?bootstrap branding?, and save your budget for other activities.

1. Use social media

Social media accounts allow you to showcase your business for free. Facebook, LinkedIn and Twitter can all be used to appeal to prospective clients and collaborators.

2. Be consistent with external communications

Consistency is the key, according to online resource New Business. The more you are consistent with your external communications, the more you show customers that you care about your brand. External communications cover everything from email signatures, to the greeting staff members use when answering the office phone.

3. Add your website URL to all correspondance and materials

Draw attention and traffic to your company website by including the URL on absolutely everything. This includes your email signature, all physical correspondence and any third-party collaborations you undertake.

4. Use marketplace websites

Unless you have a competent designer on your team already, you?ll need to get a logo, and possibly a color palette, professionally produced. This can cost thousands of dollars, but you can save money without scrimping on quality by using marketplace websites. Dominique Molina from Social Media Today suggests finding designers who are willing to compete for your business using websites like 99designs.com and elance.com.

5. Purchase related domains?

As well as your company website?s core domain, purchase alternative, related domains and redirect them to your company website. This includes purchasing the .org and .net versions of your domain, and even the name of the company?s CEO and founder.

6. Ask every client for a testimonial

Ask every client for a testimonial, then for their permission to publish that testimonial on your website and marketing material. Branding expert Liz Dennery Sanders suggests creating a ?testimonial pack? containing 10-20 of your best testimonials. You can then give this to anyone who inquires about your services.

7. Use your company colors?

Use your ?signature? color or brand palette on all materials associated with your business. This includes your website, stationery, note cards, staff name badges, and any other promotional items.

8. Create a dress code

This isn?t so relevant to online-only businesses. If you have a physical arm in which you hold client meetings, however, consider creating a dress code for office staff.

9. Publish articles in your area of expertise

Publishing articles in your area of expertise, either as a guest post on another relevant blog, or a larger industry website, helps add credibility to your brand. It?s also an efficient way of marketing your company, as you gain free exposure to that website?s audience.

10. DIY and use personal contacts

When starting out, one of the biggest money-saving opportunities is to use your personal contacts. Dominique Molina remarks that many branding activities are a trade-off between cash and time. When beginning a business, you might not have much time, but you might have even less cash. Use your own skills, and call in favors from friends and family to get the job done without breaking the bank.

As you can see, you don?t have to spend thousands of dollars on branding and initial marketing. In the early days of a business, generating positive cash flow is one of the most important goals, so you can make a trade off. Instead of paying for branding services in cash, you can choose to pay for them in time. Not only are you likely to learn a lot in the process, but you?ll be in the driving seat to create a brand that makes you proud.

Source: https://www.businessfinancestore.com/2012/09/01/the-startups-guide-to-bootstrap-branding/

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