3 Golden Rules to Getting Found
- Have a Descriptive Business Name
It really helps if your business name points to what it is your business does. It can save a lot of time and money explaining it down the track. You only have seconds to grab someone's attention so don't make it harder than you need to.
A good example is a start up client that I am currently working with, Clean Air Conditioning (website launching soon!). The service delivers exactly what it says it will, and creates a sense of expectation from the first encounter. In a competitive category a catchy, descriptive name will stand out from the pack online, at point of sale and on the van. It sounds obvious, but I see so many new business operators with abstract names that makes the task of assigning meaning so much harder and costlier than it needs to be.
Don't despair - if you've already settled on a name that has a cryptic or limited relevance to what you do - look at Google. That word didn't exist before the founders created a brand out of it. But it has cost millions and millions to make the previously non-sensical word have meaning. Money which most don't have. Which leads us to the next mandatory.
- Create a Meaningful Brand Identity
If your business name is ambiguous, or your own name for that matter - you can draw on some other powerful cues to tell your story.
Remember, branding isn't just about the business name or the logo. Its about context, colours, type face style and even the visual devices around it.
Imagine you are Felicity Jones and you own a cleaning company. You've already registered your business name, bought the url felicityjones.com.au and are about to tell the world you are in business. On its own Felicity Jones has no reference to cleaning services - but time has run out and Felicity needs to submit a pitch for a major contract this weekend!
- Go Digital
It's actually faster and easier than you think these days. If you are moderately computer literate you can do it yourself. Once you have your brand identity and logos resolved, I'd set up a:
a) FaceBook for Business page,
b) LinkedIn Profile including a LinkedIn Company Page and a
c) Basic professional template based website at the very minimum.
This small business checklist indicates at what point of your small business start-up you should be completing the "go digital" step.
These 3 things are what you need to start with, and will be the springboard from which you can launch your business efficiently and cost effectively. So in no time, you will go from under the cloak of invisibility to a viable starter brand with a professional digital presence that you can share and promote immediately.