There are three balls that need to constantly be juggled in order to at least maintain the value of a brand. These are:

a) customer acceptance
b) a reasonable level of employee contentment, and
c) fiscal viability.

The first of these is, of course, product/service driven. The second, in addition to their getting a paycheck on a regular basis, has more to do with employees’ general job satisfaction, working conditions, self-image, etc. The third is required because relatively few people want to buy a “loser.”

If maintaining the brand is Business 101, then building equity in the brand requires, not only doing things right, but, doing the right things. Key among these tenets, and a fourth ball one must keep an eye on is business growth.

In other words, if your brand equity today equals “$$,” would the sale of your business net you a comfortable retirement or even an adequate down payment on that cottage in the woods or another business venture? . . . I was afraid that would be your answer! The remedy: build your equity to (at least) $$$$.

How to do this?

The late Peter Drucker, who during the whole of the 20th century was the foremost business management guru of them, all has put it this way:

“Business has two basic functions: Innovation and Marketing.
These produce results. All the rest are costs.”

It may not surprise you to learn that I agree with the renowned Mr. Drucker, whom I hasten to underscore was not a marketing person, but, rather, a management expert. Indeed, unless you are that notable exception (would you believe one in 100,000?) whose business grows sort of “organically” at a rate (and of a quality) significant enough impact the bottom line, you can count on the fact that effective marketing will need to be your key engine in achieving growth.

When a sale of your business is a goal

If preparing an exit strategy and “cashing in your chips” have become more dominant factors in your thinking, it would make sense for you to start a dynamic marketing program with specific objectives and benchmarks, sooner rather than later. If your timeline is to put your business on the market within the next couple of years, it certainly is not too late to mount an aggressive marketing campaign aimed toward making the sale date a bigger pay day (keep in mind that the average business sale easily can take 12-18 months).

Such a campaign most likely will involve direct marketing (probably e-mail) and your online presence (attracting traffic to your website) because that’s where the action is these days. This should not be left to chance or random efforts, but, rather, should be based on an effective marketing plan featuring strategies to meet your objectives, and tactics through which to implement those strategies. And there should be an ongoing review of your exit plan so necessary adjustments can me made throughout the process.

Following these guidelines will help to ensure that the results of what may be the biggest sale you will ever make will meet or exceed your goals.

The ancient Chinese phiolosopher said:

Tell me and I’ll forget
Show me and I may remember
Involve me and I’ll understand

Check your marketing communication against this standard, and the results will amaze you.

When things are down a little, which is the norm in a recession, how does it make you feel when you hear or read about a business success story? To us, it’s a real morale booster, a shot in the arm, a kind of template for success.

Just as negativism, discord and whining can bring the entire crew down, so, too, is optimism the viral quality of a leader. Don’t hesitate to be the “office optimist,” the first one to find the lemonade within the lemon and point out the silver lining around the dark cloud.

Following the example of someone who is doing it right or, at least, better than we are at the moment is a great starting point for brewing up our own success recipe. Grab at each opportunity to model the success of others, to be the team Pollyanna, the individual who is first to point out that glad can get you a lot further than sad. You just may find that you have created a tipping point.

Remember:
• Those who are rushed want you to tell them quickly
• Those who are impatient are the same, only more so
• Those who are distracted need you to make you communication clear
• The confused mind tends to say “no!”

Famed theatrical producer David Belasco said, “If you can’t write your idea on the back of a business card, you don’t have a clear idea.”

Write conversationally, just like you did when you were a kid on the playground, or even today when you are talking to a friend, family member or associate. Don’t use words and phrases in marketing communication you wouldn’t in normal conversation. Don’t try to impress or overwhelm with cleverness. In fact, don’t even try to whelm, at all . . . (just kidding!), folks.

Be short, quick, clear and relevant.

The above is pretty good advice only if you want people to read, understand and act upon your message.

Many, if not most, of your current and prospective consumers are rushed, impatient, distracted and confused – and those are the prime prospects, the ones most likely to be interested in what you are saying – or selling.

Remember:

• Those who are rushed want you to tell them quickly
• Those who are impatient are the same, only more so
• Those who are distracted need you to make you communication clear
• The confused mind tends to say “no!”

Famed theatrical producer David Belasco said, “If you can’t write your idea on the back of a business card, you don’t have a clear idea.”

And, in terms of contemporary communication, if your subject line on an e-mail isn’t very short, not only won’t you be able to fit it in, not only won’t it, therefore, make sense, but people aren’t likely to stick around to open the mail.

Write conversationally, just like you did when you were a kid on the playground, or even today when you are talking to a friend, family member or associate. Don’t use words and phrases in marketing communication you wouldn’t in normal conversation. Don’t try to impress or overwhelm with cleverness. In fact, don’t even try to whelm, at all . . . (just kidding!), folks.

Have a clear objective in mind when you set out to compose any message.

• Is the object to sell something? Then provide enough information to (at least give yourself a chance) to “close” the reader.
• Is your object to induce an inquiry? Than give at least enough information to take the recipient beyond pure curiosity and into the realm of their self-interest.
• Is your communication about an idea, an ideal, a notion, or even a crusade or movement for which you want to gain followers? Then, don’t be afraid to inspire, not with fancy, flowery language, but with clarity of purpose and a concise, functional delivery.

The lexicographers have given us a dictionary full of words with which to work. The impact of our message will be in direct proportion to how well those (hopefully few) words have been chosen from the many and how well they are arranged.

We start with a blank slate and a full mind. The best result will be achieved through a marriage of those two things in crafting a communication that produces a specific objective.