To be fair, there are actually lots of things brand-new businesses need, as any entrepreneur can tell you. From our perspective as an experienced creative team, however, one thing that stands out is a clear marketing identity. Most new companies don’t have one, and it’s very difficult to be profitable without it.
How do you develop a clear marketing identity? It begins with logos and colors, of course, since people tend to react quickly to something that’s visual. But, it should also include a core offer (or unique selling proposition) that you are communicating to customers repeatedly. And finally, there should be something that differentiates you from all of your competitors, whether it’s something in the offer, a marketing hook, or something else.
These elements are easy to talk about, but not always simple to bring together. That’s why, even though it can be tempting to cut marketing budgets to the bone, having the right creative team helping you can be such a huge asset.
People won’t buy from you repeatedly until they understand who you are and what you are about. That’s where the core of your marketing efforts have to come into play.