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What Is Business Branding?

WHAT IS BRANDING & HOW DOES IT APPLY TO YOUR BUSINESS?

Branding 101.

Branding is the process by which an entity (corporate or otherwise) develops a reputation. The most common element in branding is the “connecting of a specific image or visual element with a specific quality”.

Image is the foremost component when dealing with consumer recognition. Your brand image is the visual element that people associate with your company, products and services . When customers begin to identify a specific brand with a given product, service or quality, then the branding process is considered to have been successful.

Example: When you think of purchasing a new shirt, what is the first image or name to enter your mind? That is the result of successful branding.

This connection can be quite broad in nature or highly specific depending on how one goes about the process of branding. A brand can be built based around a specific product or service, or it may be built around a certain type of consumer,

Example: If I want a good cup of coffee on the go, I automatically think of Starbucks. However were you to chat with my colleague, he prefers that all Canadian trademark, Tim Horton’s.

Is one of us right and one of us wrong? No, it is all about what we as individual consumers are seeking.

Branding is the means with which one begins to identify your business to consumers. Identify yourself as a certain way to the right consumer group and you will succeed. It is all about the image one cultivates for their clientele and the association that people naturally develop with specific products and services.

This is where the Brand Reputation enters. The brand image (or visual stimulus for the brand) becomes associated with a specific quality. This quality is developed through hard work and the creation of a reputation as a brand.

Brand Reputation & Brand Image:

The successful brand relies on every aspect of day-to-day operations to define its reputation. For example ones employees, customer communications, end products and after sales service all contribute in part to what consumers think of a brand.

Successful companies provide quality products and excellent service. They treat after sales with as much importance as making the sale. Successful companies understand the need for repeat business and customer relationships. This consistency in service from start to finish builds their reputation and establishes them as a brand.

Do you look at Apple users & HP users the same way?

…and here is the crux, the HP could actually be better than an Apple, but people recognize Apple quality, they recognize the logo and everything that comes with it – and that is the second part of branding. Once you have the product, you need to develop the image.

Small Businesses have some advantages in this area. They are better equipped to build consistent relationships because they have fewer people representing their company and therefore less variability in the image being communicated. In contrast larger companies need to be able to control the way numerous cells and divisions are representing them.

Here is an example. I have a newer model truck. It comes from an established company with a reputation for excellent quality and re-sale. Their brand recognition is strong. However their local service department has struck out with me three times. Fair or not, the lacking of this one cell of their company has affected the whole in my mind. So much so in fact, that I may very likely purchase a different brand of vehicle in the future simply because of this consistently poor service.

Should I judge an entire corporation with good products so harshly based on one branch’s inefficiencies? No probably not, but will I? Perhaps and so too will every potential customer. That is a big sale to lose and all due to the ineptitude of several employees within a company of thousands.

Branding is all about consistency and this applies to more than just the logo. Yes ones visual image (logo) should be on everything, but that is not where it send. Ones business must be consistent in their message, promise to consumers and follow through.

As a rule the larger the company the more challenging it is to maintain consistency across the board. Yet when it happens it creates power-house brands.

Apple dominated the technology world for half a decade under Steve Jobs – a long time in the tech world. This was thanks to the consistent image they cultivated. Think about it, a fruit shaped logo commanded attention in our tech-reliant world. Was it because of their slick ad campaigns? Was it the chrome plated apple logo?

Those played a part, but there was far more to it. Consumers trusted their brand. The quality of their product, their excellent warranty policy and their after sales service built them up a great reputation. They didn’t just talk the talk, the walked the walk. When people viewed their infamous “Apple Guy and PC Guy” ads, they could relate to them. The results were consumers that were willing to pay a little extra to have that little apple on the exterior of their newest gadget.

Consumers are making purchases based on brand recognition. They are leaning towards what they know and trust. They want their money’s worth. They want both assurance and insurance on their purchase (aka good after sales and warranty). If one cannot offer this, there are others who will. It is all highly competitive.

There is more though. Consumers also want to cultivate their own individual image… and brand recognition is a key to just that.

Remember how cool it was to wear Nike and Adidas back in the 1990’s? I do. Air Jordans are still massively popular in certain circles. Nike t-shirts may no longer be all the rage, but they were replaced with the next big thing.

It is the same with just about any product. People choose what beer they drink based on what people may think of them. They make tech purchases, car purchases, clothing purchases, any kind of purchase based on the logo and everything that comes with it.

Brand image is a powerful, powerful thing. Harnessing its potential and making it work for you can bring your business to the next level.

How to Achieve a Brand Image.

This is where a good consultant and a good graphic designer pay off. Never underestimate either of these people:

1. A good consultant will help you navigate the hurdles to develop the strategy that is right for your product based on market research, customer targets and demographics, and the tools available for your budget. The number one mistake for some small businesses is assuming that they can do all of this themselves. Most small business owners are passionate about their business, but rarely possess the skills to approach branding their company in a knowledgeable manner.

There are so many avenues to broadcast your brand through that it can be a little overwhelming. A good consultant will be appraised of the available options. The great thing about many consultants is that they are willing to provide you with the tools you need based on your own unique requirements

Good Graphic Design can grab your customer’s attention.

Do not underestimate the value that a good designer can add to your businesses branding strategy, they are going to leave an imprint on your brand..

Most consulting companies, and marketing service providers will have one or more trained in-house designers. There is great value in batching your consulting and design services together.

2. A good graphic designer is part and parcel with just about every marketing firm. A good designer will set you up with not just a logo, but THE logo – it is what they do. It is the Holy Grail for a designer to see their logo go viral.

The number two mistake for some small businesses is misunderstanding the power behind good design work. Graphic designers make a point of following design trends and watching the newest in-writ methods behind their craft. They know when to use comic sans (never) and when to use Helvetica (always). They spend their day honing their craft and their nights agonizing over the perfect logo. A good graphic designer can take your brands image to the next level.

For example I once again look to Starbucks. Their swag is always in keeping with the latest cool looks and colours. They make money not just on their great coffee, but on all of the extras that unquestioningly go along with being a a hip Starbucks junkie (I keep telling myself that I didn’t just buy my candy red stainless steel travel mug because it looks sweet, it also keeps my coffee extra hot…)

Hiring a good designer can and will make the difference in your brands success. A good logo, smart design, sharp colours – all of these things draw the consumer’s eye to that invaluable spot – your business.

Why Graphic Design?

Courtesy Of http://www.ardis-creative.com
Branding means recognition for your company.

A strong visual presence is a must in every branding strategy. A professional, clean logo and design theme creates an identity that is immediately recognized. Name any mainstream brand and you will automatically remember their logo. Good design can provide you with this.

Branding does not need to be complicated and it does not need to be expensive, it does however need to be done right. Creating a recognizable business profile ensures consumer recognition and potential for repeat business.

Simplified: A companies visual image needs to be consistent everywhere that it is located. Printed or online, on business card or website, it must be consistent. The more people see a logo in relation to a goods or service, the more they will associate the two. Ergo consumers need to see the logo. The logo will be more visible if it is professional, clean and catchy. A professional visual representation always translates into sales, it is worth the investment.

Summary.

To summarize, branding encompasses a number of facets all of which can be boiled down to two categories:

The Brand Reputation: The reputation that a business garners related to their product, service and after sales service quality.
The Brand Image: The visual element associated with a brand. Logo, colour scheme and any other visual elements used.

A strong branding strategy separates the winners from the losers. It directly impacts who consumers look to, who they notice and who they remember when making that all important purchase. Branding is an absolutely necessary investment for businesses of all sizes and all industries.

While all important, branding does not need to be all that difficult. There are professionals out there who can help you.

Still not sure? Think about it some more the next time you are looking for a pair of basketball shoes, filling up your car, paying with something other than cash or sipping a cool refreshing beverage.

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

Do Not Offer Services In Exchange For Exposure.

NEVER WORK FOR FREE.

Heath Ledger playing as the Joker in the Dark Knight had one particular quote that all artists, creatives and freelancers NEED to begin abiding by:

“If you’re good at something, never do it for free”

As a marketing company that provides creative direction, strategizing and design to our clients, we cannot emphasize this nearly enough.

The various sectors of the marketing world are chalk full of clients looking to source work on the promise of “exposure”.

Never EVER work for nothing but “exposure”. You deserve payment for services rendered.

If you do not value your skills and services, then how will others?

This applies to all industries. Music, Design, Consultation, Content Creation, Strategizing etc.

Do not work for free.

Recently Electronic Music Artist Whitey wrote a rather pointed letter to one company seeking just such free services. We felt his answer was overdue and would like to emphasize our support of his mindset.

We encourage all to read the article linked below, then share it across the web.

Whitey (NJ White) Explains to a TV Producer Why His Music Isn’t Free… http://www.digitalmusicnews.com/permalink/2013/11/06/whitey

Selecting The Proper File Type For Your Marketing Materials

So you have started a business and now you need to get your logo out there…

The first thing you will likely do is start plugging your logo into every thing you can; Business cards, stationary, signage, decals, email signature etc. You have a logo,why wouldn’t you plop it onto and into everything. It makes sense and it’s easy right?

Not entirely.

It isn’t quite so cut and dry, what you need to know before frantically placing your logo everywhere, is that not all file types are equal. What does that mean? It means not using a JPG file type where a GIF or EPS file type is needed.

Are you lost yet?

Don’t worry it sounds more complicated than it is. Think of it this way, for every job there is a specific tool designed for it. If I want to hammer a nail, I use a hammer. If I need to beat some eggs, I use a whisk. Whatever your background is, take this metaphor and apply it. No matter what you do for a living, you know there is a specific tool for the job.

File types act on the exact same premise.

For every “task” (or opportunity to use your logo) there is a file type best suited for it. To carry on with our metaphor above, choosing the correct file type can be as important as choosing between a circular saw and a hammer – one will work for the job and one will not.

“Think of it this way, for every job there is a specific tool designed for it. If I want to hammer a nail, I use a hammer. If I need to beat some eggs, I use a whisk.”

For example, using a low resolution “JPG” (standard compressed photo image file) for printing will result in an awful (likely unintelligible) product.

Why Should You Care?

You are a small business on a small budget that cannot afford to print and reprint things. The last thing you want is an unclear representation of your identity. You want clear, professional results.

That is why file types matter. The right file results in the proper results. The wrong file results in a waste of time and money.

We have seen it many times. Customers come to us wanting to know WHY when they printed their business cards off at Staples, the logo wound up blurry or the cut lines were off kilter. The issue of proper file types can be a bit of a mystery for those not familiar with them. It is a frustration that simply adds to the already formidable work load that small business owners face when attempting to market themselves.

You take pride in your business and your marketing materials should show that. For that reason our post today will focus on the proper usage of logos in their various file types and formats. Our hope is that this post will work as an easy referral for our fellow small businesses.

First, let’s examine the different file types and formats available.

Choosing the right file is like choosing the right tool. It’ll make or break your efforts.

Common File Types:

EPS – “Encapsulated PostScript” file.

This file type will maintain your image’s line quality and graphic quality.
EPS are often used to save “vector art files“. This makes the EPS type the ideal file type for HIGH-QUALITY PRINTING or editing.
For a thorough list of the applicable Windows or MAC programs and/or editing software for EPS files visit: http://www.fileinfo.com/extension/eps.

TIF – “Tagged Image File”.

The TIF format is used for high-quality graphic images. This includes images with multiple colours and is often used for digital photos.
Unlike EPS, TIF files do not allow editing to vector art, however can still be used for HIGH-QUALITY PRINTING.
For a helpful list of programs that can open TIF file types please visit: http://www.fileinfo.com/extension/tif.

JPG – Pronounced “Jay-Peg”.

The JPG (or JPEG) file type is a “raster image file” which essentially means it is a grid of block shaped pixels of points of colour.
The benefit to the JPG file type, is that is allows for easy and thorough “compression’ (reduction of file size resulting in slight loss of image quality).
The JPG file type is widely used and one of the most popular file types for digital photography.
They are an excellent file type for viewing on screen, which makes them to go to file type for PRESENTATIONS or INTERNET DISPLAYS where a slight loss in image quality is less of an issue.
Keep in mind that higher-resolution images will been slower loading on webpages and emails and that lower-resolution logos should be used to speed up uploading times.
For more information or to see what programs can open a JPEG: http://www.fileinfo.com/extension/jpg

GIF – “Graphical Interchange Format”.

Pronounced JIFF the GIF file type effectively limits an image to 256 index colors. The means a reduction in file size while still reasonably protecting overall image quality.
For this reason, they have often made the ideal file type for email signatures.
Important to note is that many SPAM senders have over-utilized the GIF in their spammy materials and many SPAM filters are now targeting the GIF file format, meaning that there is a heightened chance that your email will wind up in a junk folder. Internet security and email providers are working on a solution to this. For more on that visit this: handy forum discussion.
For more information on the GIF file type visit: http://www.fileinfo.com/extension/gif

PNG – “Portable Network Graphic”.

PNG file types are often used to compress a raster image file type (an image made up of grid of block shaped pixels of points of colour) while maintaining all of the images colour and details.
What is more the PNG file type also allows you to save an image with a transparent background. This is highly useful when attempting to apply a logo to a webpage that has a different background colour. IE A JPG would maintain a square white background behind the image, making it look gaudy on a webpage of any other colour. In contrast a PNG can be saved in such a way that the white background is not there, allowing for the natural background of the webpage, to show.
The PNG file type is excellent for use with many Microsoft Office Programs.
For a list of PNG details and programs please visit: http://www.fileinfo.com/extension/png

The Right Colour Pallet? CMYK? RGB? PMS?

When determining your file type, your colour pallet makes a huge difference. Attempting to upload images in CMYK online does not work, likewise attempting to have an RGB file printed often results in failure. There are generally three types of colour pallets to consider when saving your file type:

Image source: webriti.com

RGB (For Online):

A simple rule of thumb. If you are putting the file type online. It must be in RGB.
RGB stands for Red, Green, Blue.
Computer monitors give off colored light known as RGB. For this reason RGB must be used for online display purposes.
This includes websites, online images, email signatures etc.

Image Source: blulob.com

CMYK (For Printing):

Also called “process colours”.
CMYK is the main colour type used with digital printing. Digital printing is the most common type of printing for business cards and other forms stationary or paper print. Digital printing is typically very well priced and therefore the standard print choice for many small businesses.
CMYK colour is produced on your choice of printed material (paper, vinyl, cardboard, fabric and so on……..) by mixing four separate ink colours: Cyan, Magenta, Yellow, and Black (CMYK).
When using CMYK There may be some inconsistency in colours from one print copy to the next. Generally the differences are minimal and the price make it well worth while.
For a full list of CMYK intimates and what you may want to know visit here.

Image Source: ohlovelylolo.com

PMS or PANTONE (For Printing):

Also called “spot colour printing”.
PANTONE is the main colour type for us in printing where EXACT colours are required.
This is done by specifying a “spot colour”.
When specifying your colours, you will have to go to the printer location to preview swatches.The industry standard for this is the Pantone Matching System. With this system each Pantone colour has a code # that can be referenced.
Most printers will allow you to preview a colour swatch in BOTH matte and glossy finishes, as that will affect the colour consistencies.
Pantone ensures that every print copy will be identical. It also ensures that moving from one printing company to the next will not result in inconsistent colours.
You will be unable to preview Pantone colours by printing from your own office printer. Office printers only prints in CMYK

PANTONE VS CMYK (For Printing):

PANTONE PRO’s

Specific colours that are consistent regardless of who prints them.
Specific colours guaranteed to be identical from one print copy to the next.
Vibrancy of colour that you can’t get with CMYK.

PANTONE CON’s

Need to select a local printing firm so that you can view their swatch books in the flesh, meaning the number of choices for printing is limited and lower cost printers found online are not an option (if you can’t choose the Pantone shade in the flesh with them then you cannot specify the colour).
You are unable print low-cost short run’s via digital printing service. This means having to print larger runs than you may need. This is costly for small businesses.
Offline printing companies can often be more expensive for the same job because obviously they are factoring in the cost of your ‘face to face’ consultation and looking at swatch books with them.

CMYK PRO’s

Low cost printing in multiple (limitless) colours as CMYK allows for digital printing.
Can source printing from online providers at a lower cost.
Digital printing allows short runs for small orders.

CMYK CON’s

Overall there is less colour vibrancy as some colours can be a tad dull compared to Pantone.
No guarantee on exact consistency of colours.

So What File Is Right For…

Branded Stationary?
- EPS – An EPS file is best for printing. Depending on the type of printing, CMYK or PANTONE is the correct colour pallet.
Promotional Materials (T-shirts, Mugs, Pens)?
- EPS – EPS is the #1 choice for this also. The editable vector format will allow your printer scale the logo larger or smaller as required. Once again CMYK or PANTONE will be the colour pallet of choice.
Microsoft Office Documents (Word, Excel, Power Point)?
- PNG – These files are the easiest and best when working in MS Office. RGB is the recommended colour.
- JPG – If you don’t have a PNG, a high-resolution JPG works well. RGB is the recommended colour.
Email Signature?
- GIF – Has been the industry standard for years. Clear, clean and small file size. RGB is the recommended colour.
- JPG – A JPG works as well and so far as not caused trouble for spam filters. It is sometimes a larger file or lower quality however. RGB is the recommended colour.
Newspaper or Magazine Advertisement?
- TIF – A common request from the end of the industry. CMYK or PANTONE is recommended (alternately a PNG, JPG or EPS may be requested and/or used).
Online Display?
- JPG – The JPG is truly the go to image for online advertising. Whether it is an ad, banner, sponsorship or website the humble JPG ensures good quality and quick uploading. Always use RGB for online.

That’s it in a nutshell. The main file types and colour pallets available for use to the small business owner. Taking time to ensure the proper file is used in the proper way can save you time and money in the long run. It also assures you that your brand image will be shown in the best light possible.

http://www.transitionmarketing.ca

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Ebay’s New Logo – Evolution of a Brand or Just Another Trend Follower?

Culmination of ebay’s 17 Year Evolution:

It has been 20 years since the Internet first truly came into its own and there have been many tech and brand coming and goings. Throughout it all, web 1.0 mainstay, ebay, has run the course and even throughout the advent of Web 2.0, has continued to evolve.

The quirky grass roots auction site has become a multi-billion dollar brand, and as with anyone who has had to step into bigger shoes, it has begun to recalculate its image. These calculations have now affected it’s well known jumble logo.

ebay has traded in the jumbled, overlapped logo for a slicker, cleaner corporate facade.

The original logo, a jumbled and overlapping compilation of their name “EBAY”, has been replaced with a cleaner version rendered in the Helvetica reminiscent font, “Univers Extended“.

Although the font itself is quite open, it has tight kern with the letters closely placed together. It retains the (slightly adjusted) multicoloured letters from its previous rendering.

Devin Wenig, ebay President had this to say about the change: “The eBay logo is known the world over, so changing it was not a decision made lightly… The time felt right. We’re incredibly proud of how eBay started and quickly grew into the world’s largest online marketplace. Auction-style listings, used goods, vintage items and quirky, one-of-a-kind finds are still a big part of what makes buying and selling on eBay special. We hope that’s always true. But we’ve evolved a lot in the past few years, and eBay is much more than auction-style listings today.”

Opinions vary on the logo, here is a sampling from Ebay’s Facebook page:

Thumbs down…it looks like the Sears font.”
“The old one is epic, why change :\”
“Looks like Google bought you and changed your logo to be more like theirs.”
“This is awesome! It shows that eBay is changing and ever growing. I’m sorry for everyone who has left ebay… It’s an amazing place and always changing. It sad people don’t know how to change to keep up with the current times.”
“I love it!”
“Really? Looks fake.”
“It looks heartless. Like it was made in an office by some professional you paid.”
“The old logo had a capitol “Y” at the end. The colors blend. The whole logo is off line. The old logo reflects the personality of eBay’s customers and the fact that eBay has personality. The new logo is so bland and vanilla. No personality at all. I guess that’s the way eBay wants to be perceived.”

DC’s new logo roll-out was also met with mixed reviews. The primary complaint was that it was simply too “corporate”.

Too Corporate?

One is left with the feeling that Ebay has indeed fit into into its now corporate shoes and this may actually be the problem.

In fact the comments being leveled at Ebay are all too similar to those DC Comics faced early in the year, when they rolled out their new logo. Many lifelong DC followers vented their frustration at the “corporate” look, as one writer stated: “My first thought on seeing it was “mid-sized office supply company.”

Ebay seems to be following in the shoes of many of it’s corporate partners. Not a month ago Microsoft released it’s new brand design, a simple, minimalistic combination of its traditional “Four Square Window” theme – now rendered into four boxes – and it’s name tightly lined up in font Segoe.

The new minimalist, clean lined look of Microsoft has some applauding and other appalled. Sagi Haviv, the mind behind the logos for the Library of Congress and the Armani Exchange feels that Microsoft has forsaken “distinction” in their pursuit of simplicity.

Regarding the new Microsoft logo renowned designer Sagi Haviv (Library of Congress & Armani Exchange) had this to say: “…they’re so big they’re in a position to do something great,” he says. “And this unfortunately is not something great. And it’s because it’s a bit too generic.”

Too Minimalist?

Successful Minimalist Design is all about keeping it simple, yet maintaining a distinctive look. In Haviv’s opinion Microsoft went too far towards “simple”, missing the ball in retaining “distinction”.

“It needs to be unusual enough to persist in the mind. Those four squares — it’s very inert. It just sits there. It has no motion, no tension — it’s not dynamic in any way.” – Sagi Haviv

However one Designer does not a judgement make.

James Coulson, the designer behind the SyFy logos (in consulatation with Proud Creative) and American Music Awards logo, has a different take. He thinks Microsoft got it right:

“I think it’s really good… It’s a very logical progression. It’s more friendly.”

In Coulson’s opinion, the “new” Microsoft logo addresses many of the perceptions that exist in regards to the company’s rivalry with Apple

“For a long time I felt Microsoft is the evildoer and Apple could do no , but I actually think the tables are turning. I was blown away by the Windows Phone interface. Microsoft looks like it’s becoming the innovator…..“High technology should be invisible, its the information that matters. I think Microsoft is getting closer to this, and I think that’s what the new logo embodies.”

“Hey ebay! Did Google just buy you or something!?”

So….ebay?

Getting back to Ebay, the opinions on design certainly vary. Are they simply following the current trend and being sucked down the same cliche corporate downspout as DC and Microsoft? Or are these companies truly being successful in their re-branding?

One must surmise that businesses as successful as ebay, Microsoft and DC have some brilliant minds fueling them, yet many large corporations have struggled and failed in their attempts to find their new relevant image. What do you think?

Are they leaning too far to corporate image?

Will this damage their current brand image?

Are they trying too hard?

Or is it the natural progression that we have all come to expect from they fast paced success of such tech companies?

I for one love the new DC logo but agree that Microsoft could have done better. What is your opinion?

How It Was Made: The RIO 2016 Olympic Logo

Great events such as Vancouver 2010 and London 2012 take time, passion and inspiration to prepare. The same can be said for the branding, the logo and the visual aesthetics behind such momentous events.

The next summer Olympics will be hosted south of the equator in Brasil. For the RIO 2016 Olympics, the logo concept was opened up to designers throughout the country. The winning logo was designed by Tátil Design de Ideias.

Here we watch as the RIO 2016 Olympic Games Logo develops right before our eyes. Enjoy!

Starting A Small Business Part 2

Small business is on the rise in Western Canada

Small Business On The Rise.

Beginning a business can be supremely fulfilling but it can also be a challenge. In the spirit of small business leadership we have begun to discuss the ins and outs of getting your business off of the ground.

In part one (here) last week, we outlined 14 key points and areas for which to be prepared, when starting a business. This week we will finish off with part two by examining the challenges of choosing a location, filing for business permits, choosing insurance, and finally taxes and accounting.

Choosing Your Business Location.

15. What Specific Building Features Does Your Business Require?

Determine ahead of time what specific needs your business has in regards to building features.

How much room?
What type of electrical?
What type of plumbing?
Refrigeration?
Shelving, racking and storage?
Bathrooms?

You may find it useful to create two lists. First, a list of everything essential to running your business, such as specific electrical requirements. Second, list of non-essentials – or items useful to your business, but that are not required.

As you source locations, check your essentials first. Then check your non-essentials against your lease or rental costs and verify the best value for your dollar.

16. Determine What You Can Afford.

Be honest about what you can afford for lease and start-up costs. Image source: Papernstitchblog.com

Affording a location that includes everything on both of your lists may be a challenge. Determine ahead of time what your budget looks like and allow for some flexibility in your needs. Do not short essentials like plumbing and electrical for non-essentials like flooring. Your place of business will still need permits and must be safe.

Be honest about your budget, set a red-line and do not cross it. Your business needs to be able to sustain itself financially until it can gain some impetus.

17. Choose A Neighborhood.

When choosing WHERE to place your business there are several factors to consider:

Neighboring businesses.
Foot traffic.
Vehicle traffic.
Competitor location.
City zoning & bylaws.
Building age.
Average lease or rental costs.

18. Zoning & Bylaws.

Always check that the location you are considering is, or can be, zoned to meet your businesses requirements. This also pertains to home based business, which are often started without checking local restrictions.

Zoning restrictions can be checked quite easily via your local municipal office or often even with your local Chamber of Commerce.

19. Carefully Examine Your Lease Contract.

This statement goes for every legal document pertaining to your business. Examine the lease carefully before signing it. If you have questions or concerns, make sure they are adequately addressed first.

By locking yourself into a faulty lease agreement you could sacrifice the stability of not just your business, but your personal well being.

File For Licenses And Permits.

20. Get A Business Licence.

This is not necessary for all businesses. Nonetheless, many new businesses do need to get business licenses in order to operate as a legal business within their municipalities. This can be verified on many city and district websites, it is also included in the blue pages of your phone book.

21. Other Licences and/or Permits.

Depending on your business type, you may need to look into additional licensing or permits. Check to see what permits and licences you will need to move forward with your business idea.

Industry Canada provides a helpful tool: BizPaL, which can be used to discern which permits and licenses you’ll need to do business. In it you will find a detailed list of business documents you will need, spanning the various levels of government.

You may also visit the Canadian Government Online Business Registry

Set Up Tax Reporting and Accounting.

22. Understand The Tax Regulations For Your Business Structure.

Each of the four primary Canadian Business Structures will have slightly different regulations to follow. Understanding the regulations for your structure type is imperative.

The four primary Canadian Business Structures are:

Sole Proprietorship
Partnership
Co-operttive
Corporation

23. Source All Of The Necessary Tax Documents.

All of the necessary Canadian Revenue Agency forms are available here:

The type of form required for your business will vary based on your business structure.

A single owner or partnership means you and your small business are not separate legal entities, therefore a T1 personal income tax form is used. Whereas if you are incorporated you are considered as a separate legal entity from your business and a T2 income tax form will be required (Note that as you are considered a separate legal entity, you will also have to complete and file your own separate T1 personal income tax return).

Get a proper book keeping structure in place. Look at hiring an accountant or book keeper to help with the setup.

24. Thoroughly Understand What Can Be Counted As A Deduction.

Business Expenses.

Accounting & legal fees (related to business activities).
Advertising expenses.
Automobile expenses.
Travel expenses.
Promotional expenses.
Bad debts.
Bank charges.
Business taxes & business licenses.
Collection agency fees.
Conference and Convention fees.
Consultations Fees & expert advice.
Interest expenses (on money borrowed to run your business).
Insurance expenses (for buildings, machinery or equipment).
ISP fees (business use).
Membership dues (for business-related organizations).
Meals and entertainment expenses.
Office rental expenses.
Office supplies expenses.
Postage & courier expenses.
Private Health Service Plan (PHSP) premiums.
Property Taxes.
Repair & Maintenance expenses.
Salaries of employees – including salaries of family members.
Telephone/Telecommunications expenses.
Utilities.

In addition, many home based businesses can also deduct business-use-of-home expenses. If you are doing business where you live, your expenses will be a percentage of your home expenses. This is most easily calculated if you have a specific room dedicated for your business, such as a home office. Simply take the area of your work space and divide it by the total area of your house.

Example: You have a home office that is 10 x 10 feet and a house that is 1800 square feet. Your calculation of allowable portion of business-use-of-home expenses would be: 100(10×10) divided by 1800 = 5%.

25. Set Up Your Books.

Whether you are hiring an accountant or not, you need to implement a system to take care of your books.

Consider hiring a bookkeeper or accountant when first getting set up.
Consider purchasing QuickBooks (Intuit) or similar software to assist you with day to day records.
Implement a thorough recording system for ALL payments to and from your business.

26. Register For A GST/HST Number – SMALL SUPPLIER Exemption.

Registering for GST is mandatory for all Canadian businesses with one exception. Any business grossing less than $30,000 is considered a “Small Suppliers” and need not apply until they begin to exceed this amount.

Note: The Canada Revenue Agency defines a GST Small Supplier as: A single owner, partnership or corporate structure whose taxable revenues before expenses are $30,000 or less annually.

There are a few exceptions to the “Small Supplier” rule and it is best to verify for yourself. About.com explores this concept further here and the Canadian Government has this to say. You may also try speaking with your local accountant to get the specifics.

Know the rules of GST and how they apply to your business. Image source: forumforfinance.com

27. Register For A GST/HST Number – 30,000+ Income.

If you are uncertain that you will make or exceed $30,000 gross in one year, then you may also wait until your business closes in on the $30,000 mark. Many businesses do not apply for a GST number until they are sure they will exceed this amount. However keep in mind that if, within one calendar year you surpass expectations and your revenue exceeds $30,000 – the Canada Revenue Agency considers you a GST registrant, as such your business will:

Collect GST HST on the products or services that made your revenue go over $30,000.
Have 29 days from the date supplying the product or service, to register as exceeding $30,000.

Should you not exceed $30,000 in a calendar year, but do so in four consecutive quarters, the following pertains to your business:

You will be considered to be a small supplier for this period and up to one month after the four consecutive quarters.
You will lose your Small Supplier status upon the day which you make your next sale after this period. You will have to register for the GST within 29 days of this date.

Even if you’re not making much money to start you may want to register for GST/HST immediately because of the input tax credits (further explored here). These will enable you to get back the GST/HST which has been paid by your business for business use.

To register for a GST/HST number visit here:

28. Registering (Or Transitioning) For PST.

If you own or have begun a small business within the last three years in British Columbia this will pertain to you. For a thorough understanding of the transition from HST to PST and the history behind the decision we recommend the following links:

Business Insurance.

29. Determine What Business Property Requires Coverage.

First off, it is recommended that you do not consider small business insurance as an extra expense. Consider it an essential component of starting a business, and budget for it. Accidents happen, and this could be the “expense” that saves your business one day. Below are some of the key areas to consider for insurance:

Health Insurance: For yourself and for your employees.
Disability Insurance: In the event of injury or illness, disability insurance will guarantee at least some income.
Life Insurance: Life insurance ensures that, should you meet an untimely death, your family will receive some financial security. Some lenders will require that you have life insurance before they issue a loan.
Business Property Insurance: Business property insurance protects you against loss of inventory, raw materials or equipment due to in a flood, fire or other disaster.
General Liability Insurance: Comprehensive general liability insurance can be necessary in instanced where your small business will require having clients or customers in your home. This includes meetings, the sale merchandise or services or any other reason. Should a member of the public be injured while on your property, this insurance will protect you and pay for your legal defense should you face a lawsuit.
Business Interruption Insurance: This will assist your business with any loss and subsequent recovery due to disaster. It will pay for operating expenses that may accrue during prolonged closures or rebuilding.
Workers’ Compensation: Without workers’ compensation, you will be responsible for any medical expenses arising from injuries employees sustain while working for you.

30. Be Prepared When Speaking With Insurance Companies.

When sourcing insurance be prepared to supply the following:

The Nature of Your Small Business: The bad news is that if you are looking to start an amusement part, many insurance companies will simply shake there head “no”. The good news is that other insurance companies exist to supple for this specific market. Make sure you find the company that makes sense for your business type.
Location and Building Specifications: A primary question to be prepared for is whether your business is run out of a commercial location or your home. If your answer is commercial be prepared to supply the following:
- How old is the building?
- What is the total area supplied for customers?
- What types of tenants occupy the building?
Company Overview: Another primary question all insurance agents will want to know how long your business has been operating, your projected annual income and current gross annual income. They will also require the number of employees.
Storage Of Chemicals: Most carriers will want to know about any chemical supplies and where they are stored. If you are mobile and store the chemicals in a vehicle, they will want to know where the vehicle is kept.
Business Vehicles: Operating a food truck, or other mobile business? Be prepared to supply the names, social security and drivers license numbers for every employee authorized to to drive the vehicles (Best rule of thumb: be prepared to provide as much information as you can).

31. Source Quotes On Insurance From More Than One Suppliers.

Do not settle for the first quote you receive. Visit multiple companies and see who can compete best for your business. Remember that to them, you are a customer and they should be fighting for your business. Do not be afraid to tell one company the quote you received from another – leverage to get the best price possible.

Your Brand Is A Badge For Consumers

Branding 101

Image Source: Writetodone.com

It may be a cliche statement in the Marketing world, but the term “Brand Power” is a solid truth. The concept has existed since the 1880’s in brands such as Quaker, Heinz and Campbells. It has gone through several evolutionary phases adapting to changing consumer dynamics and marketing platforms (IE Social Media is the new “Town Crier”).

It safe keeps the business and creates a relationship and a faith in consumers. It is essentially, that which bonds consumers with businesses and develops product and service recognition. Simply put Branding is what creates a recognition for a businesses and carries them past their competitors.

Companies like Apple, Coca-cola, Nike, Adobe, Old Navy and more, all started out small. No more than concepts, ideas and passions. They often began as garage run businesses or chemistry experiments in rented building. Regardless of their humble beginnings, regardless of their industry background, their services and their products, each of these companies has one key and crucial element in common.

Branding.

Brilliant, innovative, thoughtful Branding.

…and Branding is what?

In past posts we have dug into the concept of Branding. What it is, what it does. Suffice to say Branding is all about determining a core philosophy and image for your company. It must start from the foundation of your business and resonate outwards through out your sales divisions, manufacturing facilities and employees, service teams, marketing campaigns and promotional materials.

Branding Is A Key Element To Small Business Survival.

Branding is the means with which you begin to identify your business to consumers. It is the image you cultivate for your cliental. It is the association that people naturally develop with specific products and services. It is more than just your logo and colour scheme: it includes and relies on your employees, your customer communications day to day, your end products, and your after sales service. Successful companies provide quality products and excellent service. They treat after sales with as much importance as making the sale, because successful companies understand the need for repeat business and customer relationships. This consistency in service from start to finish builds their reputation and establishes them as a brand.

Successful branding is all about determining your core values, strengths and weaknesses as a business and then comparing those to what matters to your Target Market. Play your strengths into what matters to your Market through consistent and engaging communication.

Marketing To Your Targets.

Know Your Target When Developing Your Brand

Remember, Branding needs to keep the consumers priorities in mind at all times.

Put another way, “do not try to sell steaks to vegans”.

This painfully obvious right?

Nope, not always. Take a look at Coca-Colas flop with “New Coke”.

Coca-Cola is a brand story for the ages. They have a multitude of successful brand campaigns under their belt, and currently lead the pack when it comes to Social Media Marketing. However even giants trip on their shoelaces.

The Cola-Wars: In a galaxy not so far away…

It was 1985, Coke had long been the forerunner and number one cola drink in North America, in fact shortly after WW2 Time Magazine praised Coke’s “Peaceful near-conquest of the world’. However there was a new kid on the block and Pepsi-Cola’s successful re-branding as a “drink of the youth” was beginning to narrow the gap in market shares. More pressure was placed on Coke when Pepsi began a slew of celebrity endorsements, including Don Johnson and Michael Jackson.

Pepsi Rolled Out A Formidable Branding Campaign In The Cola Wars Of The 1980’s

Added to that was the increase in performance by other of Coke’s products, including Diet Coke, which had further reduced “The Real Thing’s” market share.

Then, Pepsi released the “Pepsi Challenge”. Consumers were blindfolded and tasted tested both products – the bulk of them preferring Pepsi’s sweeter recipe.

The writing was on the wall, the gap was narrowing and Coca-Cola had to act and act fast. Their answer? “New Coke”

Based on the results of the “Pepsi Challenge”, they misplaced their priorities and Target Market research by assuming that all that mattered to their consumer base was taste. When they implemented the “New Coke” they effectively alienated one key thing they still had going for them in the Cola-Wars – dedicated customers. So many of their previously faithful consumers boycotted the product that Coke was forced to step back from the campaign, announce the return of the Classic Coke and admit failure.

This is a classic example of good intent, but misplaced priority. It cost Coke in dollars, reputation and landed them a disenchanted consumer base. They recovered of course and continue to implement terrific Marketing campaigns.

Effective Branding.

It is not enough to Brand yourself by image only. Branding is more than a logo or a ad campaign. Branding needs to be embedded into your business on all levels and then followed through on. It requires buy-in from employees as much as consumers.

The best Branding incorporates a consistent message across your entire business platform. Everyone involved in the company needs to be preaching the same thing – EVERYONE. Nothing will kill a brand quicker than multiple message contradicting themselves.

The Advent Of Web 2.0 Has Sped Everything Up Including Brand Recognition. Image Source: bullseyenj.com

While Branding seldom happens quickly – most elevated brands have been working at it for decades – the advent of Web 2.0 and Social Media has begun to move everything more quickly.

Still long term consistency is the key. Product lines that have a proven track record still dominate the marketplace.

Branding creates in consumers, a natural association between your name and a specific product or service. Whether that association is good or bad is determined by all aspects of your business. A brand can be soured by any negative experience, whether it is a defective product, poor service, or bad communication. Likewise a Brand can be built up and thrive based on all of these things.

Consumers who relate good services, products and after sales work with a brand are going to be faithful to that brand. If you give a consumer a stand-alone experience or product you will have them for life. That is Brand Power, the power to create faith and relationship with consumers, thus securing their business for the future.

A happy customer will always refer others to a brand. Providing good service and products will always cause ripples and your brand name will spread very quickly through word of mouth.

What is more, Brand Power is what creates the “Badge-effect”. It creates within consumers a natural association with a brand as a status symbol. Right or wrong, good or bad, consumers will pursue brands for the status it gives them.

Consumers Are Often Driven By The Status Related To A Brand

Their is a common joke that Apple user’s pay the extra money for the status it gives them. One meme even re-named the Ipad the “Ipaid”.

Apple is an amazing brand, a stand-alone success story with great products and even better service. Their brand power lies in more than just the “status” given to their consumers, however there is a definite truth behind the status and the Badge-effect behind Apple, inc. It is the same story for many brands.

Branding Is A Badge.

Let’s face it we have all purchased clothing, accessories and swag based on the brand and the logo. What we use, what we purchase, what we wear… these things project an image outwards of who we want people to believe we are.

Grade Ten, (1997 for me) an era of tear away track pants, angst ridden music and bleach blonde hair. It may not have been the same everywhere, but at my High School, if you were cool you wore Nike or you wore Adidas. Those were the brands in writ and those were the brands that publicized you as street savvy.

Ugh, glad those days are well behind us right? Wrong! we have simply traded in those brands for new ones. I went through my skater phase, my “gonna-be-a-rockstar” phase and several others since then, and with each on, different brands came into play.

Brands Become Badges, Status Symbols. We Use Them to Cultivate Our Image. As We Grow Out Of Certain Brands, We Embrace Others.

Branding is a badge, we ascribe to specific brands for our own individual reasons, and we stick to certain brands based on the image we wish to cultivate. Brands will establish a specific customer base, a target market that associates the brand with the image desired.

Clever brands exploit this. Brilliant brands surpass this. Let’s consider Apple again. Do they have a specific customer based founded on image? Yes. Do they rely on this specific customer base? No. Apple has created a product line, a service infrastructure, an image and an experience that transcends “almost” all cliques.

Poll iPhone users, you will find people from every possible demographic within the user base.

Many brands seek this by attempting to gain relevance in areas outside of their current image. The equivalent of Nike pursuing the skateboarding demographic or LaSenza pursuing the denim market.

Some Re-Positioning Campaigns Fall And Fall Hard

They re-position themselves in order to breech other markets. Some, like 80’s era Pepsi and their campaign for the “next generation”, are successful. Others, such as Harley Davidson’s bid to enter the perfume market, fail.

Beginner branding is all about knowing your target and staying true to both your commitment and your promise to said target. Build faith, build reliability, build relationships and you will build a business.

Ben Erickson is a Design & Social Media Specialist with Transition Marketing Services Contact us for a free consultation.