You certainly hope that your small business or company will last as long as you will. However, creating a successful business that can withstand the test of time can be a real challenge. It is hard to maintain a great reputation and a reliable brand name for decade after decade. However, if your business is your passion, then we understand how crucial this indeed is.
One secret of successful small businesses is that they are consistently effective in their marketing efforts. One even bigger secret of successful small businesses is that their advertising strategy remains the same year after year. This is because they made sure to get it correct the first time. A good company doesn’t publicly flip-flop around different ad campaigns. This is not effective at establishing your business as a memorable brand.
How do you create marketing materials that can withstand the test of time? Here are some tips:
- Perfected Copy – The text on your initial marketing materials should be so flawless and timeless that it does not require any updating or revamping down the road. Excellent ad copy is not time specific, but rather conveys the fact that your company consistently provides quality services or products.
- A Memorable Logo – Wonder why companies like Coca-Cola or Apple have not changed their logo over the years? It’s because they simply don’t need to – they got it right the first time. A memorable logo should be able to carry your company for hundreds of years, not just ten or fifteen.
- Slogans and Themes – Ensure that your brand is memorable by maintaining consistent slogans and themes. Your brand’s identity should not change with the seasons. Your promotions, specials, or discounts may indeed change on a monthly basis, but the overall manner in how you present them to the public should remain constant.
Remember, companies that stand up to the test of time do so because they are able to consistently keep customers coming back for more. Moreover, they create a recognizable brand image that the public associates with happy feelings and emotions. Never simply throw your marketing materials together. Take time to ensure that they are of the utmost quality, just like your company.