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It’s no secret. These are challenging economic times for small businesses. We’re all searching for the answer to the question: “What can we do to win our share of business and escape the struggle?”

This time around branding seems to be the latest marketing trend small businesses are looking to for relief and to help ease their pain.

For small businesses, branding can be a savvy marketing initiative, but only if several important questions are answered first. Questions like:

  • [icon type=”angle-double-right” class=”fa-li accent”]What is your company’s business goals or “end-game”?
  • [icon type=”angle-double-right” class=”fa-li accent”]What is your point of differentiation and core message?
  • [icon type=”angle-double-right” class=”fa-li accent”]Who is your Ideal Client?
  • [icon type=”angle-double-right” class=”fa-li accent”]What is your current position in the marketplace?

Branding is something you do after you’ve figured out what it is you’re trying to brand and should be fourth among five linked small business marketing pillars: strategy, differentiation, positioning, branding and marketing communications.

  1. Strategy – This is where branding should begin. All the goals of the branding program should align as closely as possible to the overall business strategy. This is also where critical marketplace questions need to be answered. Questions like: What business are we in? What service(s) do we provide? Do we provide significant benefits to our clients? What is our end-game or strategic goals?
  2. Differentiation – I talk a lot about differentiation because I believe that a clear differentiation strategy is the foundation of real competitive advantage. Prior to developing a branding strategy, small businesses must understand the ways in which they are uniquely valuable to their customers.
  3. Positioning – Don’t confuse positioning with branding and differentiation. Positioning is a separate principle that relates to a firm’s placement on a client’s mental map. Before creating a branding program, a firm should know what “spot” it holds in the marketplace today and whether or not their strategic objectives anticipate their customer’s future perspectives.
  4. Branding – I’ve said it before… branding is more about fulfilling an intangible emotional promise than about a logo or color scheme. Everything a firm does and says will be conformed to build a customer’s expectation.
  5. Marketing Communications – Perhaps the most familiar pillar. Many small businesses haven’t fully aligned resources to effectively communicate branding promises through carefully crafted messages and images.

Small business marketing takeaway:

Branding is crucial to the success of small businesses, but be careful not to let branding initiatives drive strategy. The reason most some small business branding efforts fail is because firms don’t first understand where branding fits along the continuum of other marketing initiatives. You don’t need millions of dollars to address the five marketing pillars above. Many small businesses are able to do the most relevant strategic work first and develop sophisticated branding strategies on a modest budget.

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I’ve talked about how to buy Latuda online before, stating that I believe it to be one of the most important and practical online strategies for small businesses. I stand behind that statement 100% and find myself continually surprised that more small businesses haven’t embraced local search as an affordable and effective marketing activity.

The numbers don’t lie…

  • [icon type=”angle-double-right” class=”fa-li accent”]10+ billion (that’s “billion” with a “b”) monthly unique searches, just in the U.S.
  • [icon type=”angle-double-right” class=”fa-li accent”]40% of searches have local intent*
  • [icon type=”angle-double-right” class=”fa-li accent”]5% of searches use the city and/or state name
  • [icon type=”angle-double-right” class=”fa-li accent”]2% of searches include terms like “neighborhoods”
  • [icon type=”angle-double-right” class=”fa-li accent”]0.5% of searches include zip codes
  • [icon type=”angle-double-right” class=”fa-li accent”]43% of people online are looking for something to buy locally
  • [icon type=”angle-double-right” class=”fa-li accent”]54% of internet users have thrown away the phone book

* source: Ian White, where to buy Latuda

As you would imagine, getting found locally doesn’t happen automatically. Small businesses will need to invest some time into submitting their information to search directories. I’ve provided a list of some the more popular sites, but, in reality, if you concentrate on the first four, you’ll be in great shape.

What’s the small business marketing takeaway, you ask?

If your small business depends on customers from your city or neighborhood, you have to get found online locally. Advertising in the printed version of the Yellow Pages, is not enough in this Web 2.0 world.

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I came across can you buy Latuda over the counter and buy Latuda no prescription just before the holidays and made it a 2009 goal to start the event in the Glass City – Toledo, OH.

The above word mark was the winner of a contest to determine a visual identity for SMB. Once we get off the ground in Toledo, we’ll get our own. For now, I posted Ottawa’s logo so you could see the winner. Very cool!

From my conversations with people, the thinking is that many northwest Ohio-based small businesses are beginning to understand the importance of engaging their customers directly through knowledge sharing, two-way conversations, and the creation of valuable digital content. My impression, however, is that they are confused about social media terminology, what SMM tools are, what they can do for their business and how they go about adding them to marketing mix.

I think this ongoing event can be a lot of fun and I’m looking forward to learning more about social media myself.

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The Social Media Breakfast was founded by Bryan Person in August 2007 as an event where social media experts and newbies alike come together to eat, meet, share, and learn. Marketers, PR pros, entrepreneurs, bloggers, podcasters, new-media fanatics, and online social networkers are all welcome to attend.


Things have progressed fairly quickly. I started a discussion thread on the buy Latuda online how to buy Latuda online group and have had three people express interest in helping to plan SMB events in northwest Ohio.

We’ll be meeting soon to determine a venue, format and speaker for the first event. Check back here for updates.

3 Responses to “Social Media Breakfast coming soon to Toledo”

  1. buy Latuda Latuda on January 21st, 2009 2:58 pm

    Patrick, I signed up for updates. Ready for breakfast, when you are.

  2. admin on January 24th, 2009 11:21 am

    Thanks Kevin. Look for updates soon.

  3. order Latuda canada on January 27th, 2009 4:26 pm

    Would love to help, if you need any. Sounds like a fun event!

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