Building your Business

Whether a start-up company or a well known franchise, every business spends time, money, and effort building it's brand. First, keep in mind that a company's brand and reputation are interchangeable assets, and now a flood of social media has opened more doors than ever to make valuable impressions.

The Business Marketing Association of Phoenix explores what media outlets are doing to adjust to this change - significant steps other businesses can mirror as well. The Forrester Research Community has some interesting views, as does About.com's Marketing section. As important as online marketing and ads are, big companies with long track records still have a touch that keeps it personal (and for whatever it means to your company - that most people still like the feel of turning a page in a book). Successful branding rides a fine line between keeping a feeling of uniqueness alive in your product, being able to satisfy customers, and growing your business simultaneously. Innovation and brand marketing are two key strategies straight from the list of a certain ubiquitous coffee house that escalated it's commercial rise over the past 30 years. When it comes to branding, the new wave of social media is a significant one to learn how to ride, but don't forget that strategy is the core of any successful enterprise.