By Julee Klein, Marketing Consultant & President

A number of our small business clients come to us because they need a better web presence or want to begin marketing their business online. We hate to do it, but sometimes we have to pump the brakes, take a step back and discuss their branding. For most small businesses, "branding" may consist of their logo and perhaps a small set of preferred colors, and maybe, if we're lucky, some defined fonts and images. 

But the importance of your small business' logo cannot be overstated. The logo is often the first interaction and subsequent reaction a new prospect experiences when discovering your business. So the important question is: does it send the message you want to communicate about your company?

​By Julee Klein, Marketing Consultant & President​

A great website homepage is built with intent and designed to serve different audiences. Think about how and why visitors may come to your website. There will be those seeking to find a solution to their problem, hoping your product or service does the trick. But there will be visitors who are still researching and gathering information as well. Your homepage will also need to help job seekers, vendors, and potential business partners find their way around, too.

A great homepage incorporates elements that will attract traffic, educate a variety of visitors, and invite conversions. These elements move visitors from "just looking" to completing their desired task and submitting a contact form and becoming a lead.  Or if you're selling online, these elements will help shoppers with completing a sale and becoming a customer.

It's no secret that different types of marketing collateral serve very different purposes, particularly when it comes to informing and educating your audience.

​Sometimes people don't want to read a long piece of content. They'd like to see the same information expressed visually in the form of an infographic, presentation, or even a video. Let's face it, recent studies show that these types of visual content typically outperform more traditional forms of marketing communications.

​By Julee Klein, Marketing Consultant & President​

Running a small business is like a never-ending game of whack-a-mole. New business owners face many challenges on all fronts. As a result, it can be difficult for small business owners to get in the marketplace and distinguish themselves from the competition – or maintain their competitive advantage. Effectively and consistently presenting your business to your market and drawing the right, positive attention to your products and services is imperative. 

Simply developing a logo is not a enough. You need a clear and consistent brand identity.