Brand New
or Brand Not
by
Everaldo Gallimore
In the course of starting a new business,
the need for
brand representation and graphic resources can get pushed to the
background to make way for such new business necessities like
office furniture, computer equipment, phones, educational
resources, etc.
The need for marketing materials, such as web
and print collateral, and the temptation to have them without
cost leads entrepreneurs to go it alone using wysiwyg programs.
Some "lone wolf" entrepreneurs don't even
bother to use a symbol or logo. For their identification, they
opt instead to use a conservative typeface on a self-created
photo to represent their company.
If you have the talent to do it yourself
and feel you can represent your company well in a visually
competitive market, then by all means, go for it.
But consider that marketing-on-the-fly is a
gamble because
it is hit or miss in terms of what works. By not having a
consistent brand image and identity, you may mis-communicate
your message or not attract the consumer
that is looking to select your product or service.
As a new business, it is important to create a marketing and
branding plan that is well designed and organized. Otherwise,
you can set yourself up for a longer branding cycle which means
that time is wasted and opportunities to form important brand
relationships with your customers are missed.
Avoid the mistakes of making your brand "not"
by consulting with a graphics design and marketing professional
who can save you valuable time and money and help you reach your
sales goals.
When you and your brand are "new", here is what
you
need to consider in hiring a professional brand designer or
marketing consultant. Most professionals provide a complimentary
initial meeting to get to know you.
1. Their training in design and marketing
2. Their experience with customers like yourself, your
competition and businesses who have moved to the next
level.
3. Their understanding of your business and industry so that
they can provide appropriate perspective and guidance.
4. Their interest and understanding of your needs, goals,
timeframe and budget.
5. Their ability to deliver on time and in budget based on your
contract.
Contact
Everaldo Gallimore, Creative Director, Gallimore Design,
www.gallimoredesign.com,
eg@gallimoredesign.com, 718-484-9495. Gallimore Design
provides brand and corporate identity services through website
design, website makeovers, print and online marketing
collateral. Start to Build Your Brand Success by Design by
taking the FREE Branding Success Results Questionnaire,
www.gallimoredesign.com/bsr_1.html
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Small Business Links and Resources
Small Business Administration
The
U.S. Small Business Administration, established in 1953, provides financial,
technical and management assistance to help Americans start, run, and grow
their businesses.
PRO-NET
Pro-Net is an electronic gateway to procurement information for
and about small businesses. It is a search engine for contracting officers, a
marketing tool for small organizations, and a "link" to procurement
opportunities and important information.
United States Hispanic Chamber of Commerce
Through the network of nearly 200 Hispanic Chambers of Commerce and
Hispanic business organizations, the USHCC has effectively communicated the
needs and potential of Hispanic Enterprise to the U.S. Government and
Corporate America.
National Minority Supplier Development Council
Providing a direct link between corporate America and minority-owned
businesses is the primary objective of the National Minority Supplier
Development Council, one of the country's leading business membership
organizations.
NSBE — National Society of Black Engineers
The National Society of Black Engineers, with more than 10,000 members,
is the largest student-managed organization in the country. NSBE's mission is
to increase the number of culturally responsible Black engineers who excel
academically, succeed professionally and positively impact the community.
SHPE — The Society of Hispanic Professional
Engineers
Founded in 1974, the Society of Hispanic Professional Engineers, Inc.,
is a national not-for profit organization that promotes Hispanics in
engineering, math and science.
AISES — American Indian Science and
Engineering Society
The American Indian Science & Engineering Society (AISES) is a
national, nonprofit organization which nurtures building of community by
bridging science and technology with traditional Native values.
WITI — Women in Technology International
The WITI Foundation, founded in 1989 is the premiere association
dedicated to advancing women in technology.
SWE — Society of Women Engineers
SWE's mission is to stimulate women to achieve full potential in
careers as engineers and leaders; expand the image of the engineering
profession as a positive force in improving the quality of life; and
demonstrate the value of diversity.
National Business & Disability Council
The National Business & Disability Council (NBDC) is the leading
national corporate resource on all issues related to the successful employment
and integration of individuals with disabilities into America's workforce.
NBMBAA
Founded in 1970, the National Black MBA Association, Inc., (NBMBAA), is
a business organization that leads in the creation of economic and
intellectual wealth for the African-American community.
NSHMBA
Founded in 1988, the National Hispanic MBA Association's mission is to
foster Hispanic leadership through graduate management education and
professional development in order to improve society.
Diversity Information Resources
(formerly TRY US resources) Publishes National Minority and Women-Owned
Business Listings, Purchasing People in Major Corporations, the Minority
Business Information Resources Guide (MBIRD) and also sponsors national
supplier diversity seminars.
National Association of Women Business
Owners (NAWBO)
A listing of more than 37,000 minority-owned organizations.
Women's Business Enterprise National Council (WBENC)
In partnership with women's business organizations throughout the
United States, WBENC provides access to a national standard of certification
standard and provides information on certified women's businesses to
purchasing managers through an Internet database - WBENCLink.
Minority Business Development Councils
Providing a direct link between corporate America and minority-owned
businesses is the primary objective of the National Minority Supplier
Development Council, one of the country's leading business membership
organizations.
Small Business Administration's Office of
Advocacy
The voice
for small business in the federal government and the source for small business
statistics.
Minority Business Development Agency,
U.S. Department of Commerce
The Minority Business Development Agency (MBDA) is part of the U.S.
Department of Commerce. MBDA is the only Federal Agency created specifically
to foster the creation, growth and expansion of minority-owned businesses in
America.
Minority Business Information Center
Access to online databases; a vast collection of magazines, newspapers
and journals with articles pertinent to minority business development.
Institute for Supply Management
ISM
(formerly NAPM) is a progressive association with a mission to provide
national and international leadership in purchasing and materials management,
particularly in the areas of education, research and standards of excellence.
National Minority Business Council
Dedicated
to providing business assistance, educational opportunities, seminars,
purchasing exchanges, mentoring, business listings and related services to
hundreds of businesses.
Historically Black Colleges & Universities
Postsecondary academic institutions founded before 1964 whose educational
mission has historically been the education of Black Americans.
Dun & Bradstreet
A leader in
small business financial management solutions, with a strategic initiative to
offer small businesses a new suite of Web-based D&B business services.
