I  work  with  a  lot  of  small  businesses.  And  I’m  always  struck  by  how  much  they   (we)  are all  master  jugglers  -­‐  with  so  much  to think about  to  run  a  small  business,  it’s   easy  to  prioritise  immediate  concerns  –  we  all  have  constant  and  important   deadlines.

But  this  isn’t  another  one  of  those  lectures  about  ‘separating  the  important  from  the urgent’…  my  intention  is  to  make  you  think about  why  your  brand  and  your   marketing  is  a  core  priority.  Let  me  put  it  another  way  –  if  you  think  you  have  no   problem  with getting  your  message  and  desired  image  across,  and  that  your  market   gets  exactly what  you  do  and  queue  up  for  it,  then  you’re fine already!

Your  brand  and  its  marketing  is  how  you  achieve  your  business  strategy,  and  I know you’d  not  be  reading  this  if  optimising  your business’s  performance  wasn’t important   to  you.  But  within  it,  at  the  heart  in  my  view,  sits  your  brand  strategy. What’s  one  of   those?  And  why  bother?

It  should  be  tailored  to  every  individual  business,  and  what  works  for  one  might  not for  another,  however  for  now  I’ll  just  tell  you that  although  there  are  thousands  of   definitions  (‘it’s  what  people  say  about  you  when  you’re  not  there’,  etc  etc)  I   genuinely  believe and  can  prove  that  a  correctly  formed  and  executed  brand   marketing  strategy  is  not  about  ‘soft  stuff’  e.g.  having  a  nice  or  ‘clever’ logo,  but will actually  directly  help  you  achieve  the  hard  reality  of  enhanced  commercial  and   financial  success.  So  forget  the  view that  it’s  about  fluffy  stuff  you  can  leave for another  day,  or  can  be  relegated  to  someone  who  doesn’t  do  it  for  a  living  –  done properly,  it  goes  to  the  core  of  your  business  and  its  performance  -­‐  you  can’t  get more  real  than  affecting  hard  cash  and  your bottom  line.

It  is  the  front  line  in  influencing  customer  choice,  creating  loyalty,  and  delivering   repeat  business  and  more  profitable  business.

Oh,  and  if  you  think  you  might  ever  want  to  sell  your  business,  it’ll  add  real  value (in   additional  £££)  to  your  business,  guaranteed.