Start Up Companies’ Most Common Web & Branding Needs
May 3rd, 2009
Before we go any further, let’s just say there are obvious exceptions to what I am about to say, but my opinion is based on facts that I have gathered in my ten years experience as an Internet Professional in the small business arena. I have found the following to be true in most of my encounters. If you have found your experience to be different, then GREAT. Please comment at will. It is my hope that this blog is as educational as possible.
With that being said, it seems most start up businesses have limited budgets. Even if a start up has more access to funds than average, initial investment is vital, and in my opinion, it’s better to be safer than sorry. There is only one shot to invest your start up dollars. If there is no R.O.I., then there is zero percent of a chance to reinvest.
You also only get one chance to make a first impression. So, obviously it is VERY important to do everything you can within reason to make it a good one. How does a company do this? It’s actually very simple. Below are a few suggestions that I encourage all of my start up clients to consider.
Invest in a professionally designed logo and stationery package.
No offense. But unless you have experience with company identity and branding or know someone who does, do not try to design your logo yourself or have your cousin’s nephew do it because he is taking some art classes in high school or even college for that matter. It takes a thorough understanding of marketing and communications concepts as well as a well seasoned aesthetic sense to design a logo. Get it done by a professional along with a simple stationery package and give your brand the attention and integrity it deserves.
As far as marketing collateral beyond a web site goes, I would suggest being well informed as to what method is most effective with regard to your industry. It will vary from industry to industry, and that is why I do not have a standard print collateral or other non-web collateral element included in my start up packages. Many businesses really don’t need collateral in the beginning for a number of varying reasons. For example, most businesses don’t have the infrastructure to support a surge generated by a direct mail campaign. Remember the statement made earlier about only having one opportunity to make a good first impression? The last thing a company wants to do is be unprepared to handle business.
Keep your web site simple.
You will want to do this for several reasons. One, it will be much more expensive to have a large web site designed professionally. But even if you have the capital, consider this. Your customers are just trying to get to know your business. Providing them with short and concise information will only not eliminate the demand for a serious retention level of your customers (as your company will most likely not be the only company they are researching for your product or service), but it will also help you maintain a consistent message and focus for developing a solid foundation to build your business on. If done effectively, your clients will notice, if at least subliminally, and they will certainly understand your mission and what you do much more easily.
Some tips to creating an effective, yet simple web site are:
- No clutter
- Minimal Flash
- Professional photography (Stock photography is OK, depending on the selection)
- Consistent message and tone.
- Stay informative and avoid sales jargon
- Contact information highly visible on all pages
- Professional logo
- Include some company background information and let your audience get to know you
- Talk about your product and service (again, informative versus sales jargon)
- Have a contact us page (Provide both a form and an email address which can be truncated to avoid spam bots)
- Quality overall design
Again, there are exceptions to most rules, but I have found the above information to be true and hope it will be helpful to business owners and other service providers in my industry. Sure, the KISS theory (Keep It Simple Stupid) may be a cliche. But cliches are what they are for a reason and that is because they are usually true. Still, consult an experienced Internet and Branding Professional to make sure your business does not need a little something extra to give it a boost, as you could always be that exception to the rule.
Written by Jesse Olive, Owner of Pixel. Paper. Plus.
37 Responses to “Start Up Companies’ Most Common Web & Branding Needs”
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2Logo Design
May 26th, 2009 @ 10:33 pm
I’m new in the internet business field. I’m skilled in the graphics side, but I need info to learn about this business. I was going through your post and got a few pointers.
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May 28th, 2009 @ 3:06 pm
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4Swansonager
June 4th, 2009 @ 1:14 pm
Great points Jesse, the best thing a small business owner can do is invest in an online strategy that maximizes ROI. Patrick G. whom launched and sold TLA is launching a new site for small business owners to get a kick start on SEO without overpaying for services. the new venture he’s about to launch is DIYSEO -
good post man -
Swansonager
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