While the economic situation seems better now than it has for some time, cash flow is still a problem for many of the small businesses that we talk with. A resulting challenge is how to build your brand when there's little or no money to invest in brand development? Keep in mind that it's absolutely essential that you continue your branding efforts even in lean times. Stay committed to a long-term strategy.

Here's six practical ways you can brand with a small budget:

1. Research. Do your homework. What's your competition doing? Strengthen your knowledge of your industry and competitive products. Read books on branding. Take the time to evaluate your brand - possibly repositioning it to ensure that you differentiate from your competitors.

2. Embrace free and low cost tools. There are many online tools available to you that you should consider integrating into your branding strategy. Use social networking tools such as LinkedIn, Twitter, Facebook, Delicious and others to promote your products and services. Use a blog or comment on other blogs to help build your network. For that matter, network by phone or in person in an effort to extend your brand presence.

3. Work in phases. Consider your needs and categorize them into Essential, Non-Essential, and Potential categories. Focus your efforts on the essential needs, and work on other areas when possible.

4. Build relationships. Create a list of your customers or clients outlining strategic marketing information such as their industry, and their general interests etc.. When you come across relevant articles or information send these to the appropriate contact. And while email works… don't under estimate the power of a hand written note attached to a torn out article or a simple card.

5. Co-brand. Look for colleagues, fellow business owners, or others who may be interested in co-branding their organization with yours. Discuss ways to help boost each others' businesses. Possibly host marketing initiatives together such as seminars or webinars sharing the cost of the marketing materials.

6. Negotiate Terms. Chances are your consultants, designers, and agencies are hurting too. Don't shy away from negotiating options such as deferred compensation with interest, a percentage of future revenues, or payment plans. Depending on your business, you may even be able to work out a barter arrangement. Some may not be able to make such arrangements, but others may be willing.

So even if finances are stretched out, you need to stay positive and keep focused. As long as you're working hard towards your goals, you'll be closer to achieving them. Bottom line is that when it comes to growing your brand there are ways to do so even with a small budget. Be creative. Stay informed. Develop a strong brand idea, and solid brand strategy, and you'll profit from you branding efforts.

Paul Bies

President,
Mystique Creative

Want to know where and how traffic goes to your website? Well in brief, Google Analytics is a free service where when added to the pages of your site, you can learn a lot of information about visitors to your website, such as traffic that is referred, visitor loyalty and even the keywords used to get to your site.

To get Google Analytics to work on your site you need to sign up for a Google account where you can have Google Analytics generate tracking code which you add to your site's pages.

From then on, you can follow visitor trends like visits: meaning the number of sessions or times visitors interact on your site; or bounces: meaning the number of visitors who instantly left; or page views: which include how many pages were requested in those visits and how many in each visit; you can even check how long each visitor spent on your site.

All in all, Google Analytics is more than just a web counter. By looking at the visitor trends to your website, you can target certain landing pages for maximum traffic. You can also alter the way visitors navigate to your site by changing keywords to direct them to you. You can also track certain blogs and email marketing tools as well. The more visits you get the more business you'll garner.

Talk to your web specialist today about Google Analytics and watch those hits coming in. You can get some more information and tips by watching YouTube videos at the Google Analytics channel: www.youtube.com/googleanalytics

Frank Beecham
Webguy
Mystique Creative

It had been quite a while since Doris and I took time to hike, so we jumped at the chance when Suha Jethalal of Bullfrog Power invited us join them for a hike on the Bruce Trail. This would give us a chance to spend some quality time together with Mother Nature, giving back while getting a bit of exercise and a mental health antidote in the process.



The trek began with a bus ride to Thirty Mile Creek (Grimsby). After applying insect repellant (in hind-sight, more was needed) our Bruce Trail leaders led us on a ~2km hike. We traversed the forest coming across the Mountainview Conservation Area, a passive natural area located in the Town of Lincoln, where we planted approximately 150 trees on behalf of the Bruce Trail Conservancy. When all of the trees were transplanted we enjoyed a lovely lunch in the forest with pleasant conversation among others in the group. After refueling our bodies we hiked back to the bus for the trip home - windows open, a breeze in our face, mindlessly scratching at the numerous black fly bites.



If you're interested in exploring the Trail yourself… here's a link to get you started. http://brucetrail.org/ (bring plenty of bug juice!)

Paul Bies

President,
Mystique Creative

Toronto Summer Music – An international classical music festival and academy brings world-renowned performing artists to Toronto for an unparalleled combination of performances and summer music education - with a fresh new site for its fifth season.


Visit the site at:http://www.torontosummermusic.com/


Wild on Media – If you are interested in getting noticed, than Wild on Media’s unique Out-Of-Home mediums are for you. Their non-conventional approach to advertising using cutting edge outdoor mediums, grabs attention by providing the “WOW” factor.


Visit the site at: http://wildonmedia.com/


Vast Exteriors Incorporated needed a fresh showcase for their award winning landscape design and build services. Whether you are looking to create a backyard oasis that sees your swimming pool surrounded by lush vegetation and waterfalls or creating a sleek contemporary outdoor living area utilizing foreign materials and textures, Vast Exteriors will bring style and creativity to any outdoor environment.


Visit the site at: http://www.vastexteriors.com/


Is it time to freshen up your online presence?

Paul Bies

President,
Mystique Creative

A few months ago we decided that with all of the various rebate programs available to us it was prime time to invest in a new home furnace. I had already researched furnaces a couple of years ago as ours was installed in 1980 and quite frankly we were surprised it had lasted so long. I decided that a Goodman high efficiency forced air gas furnace was the best value for my needs. Doing my due diligence I decided to ask three companies to quote.

The first call went to a contractor who had helped me with my air conditioning system last summer. He was originally referred to me by a neighbour. He was both personable and knowledgeable although he had a tendency to talk forever. I told him the furnace I was after as well as the features I wanted including a humidifier and air cleaner. He gave me an estimate over the phone based on the square footage of my place. He reminded me that most companies would have told me to replace the air conditioner unit rather than the simple fix he had recommended. I thanked him again for his integrity.

The second call went to a company that was referred by another neighbour. I told the women who answered that I was referred by a friend and she pleasantly remarked that we would need to schedule an appointment to assess our needs before they would give me a quote. When I asked if she could provide a ballpark estimate based on the specs from another company who had already quoted on the project there was a slight pause and then a total change in attitude as she explained that their workmanship was top quality and they would never be the cheapest. She asked what the other company had quoted. When I mentioned that their estimate was approximately $3500 she started to rant about needing to pay for quality and that anyone who quoted less than $5000 would do an inferior installation. She then went on to say "If you want a crap job why don't you go to 'Company X' where they would do the same crappy job but at least you can get monthly payments'. I was amazed. Did she honestly think I wouldn't report back to my friend who recommended them (who coincidentally is also considering the installation of a new furnace). I was further surprised to find out that she was one of the owners - someone who should understand that every touchpoint with prospects and customers alike effects their brand. Needless to say, they were instantly crossed off the list.

For the third quote I did a Google search for 'goodman furnace installation toronto' and contacted the company with the top unpaid listing - Cozy World. Their site was very informative - complete with pricing, testimonials, rebate and warranty information. That's right - their pricing was listed on their site! Within an hour from sending my email I received a phone call from the owner who set up an appointment for my onsite inspection. He came by the house, put on his booties and went downstairs to check out the duct work etc. He recommended that we install a chimney liner as well as a water pump for the drain humidifier and listed the reasons why. He then talked me out of the electronic air cleaner I wanted by informing us that it wouldn't effect the amount of dust that settles on the furniture. He handed me a written quote for the furnace, humidifier and air filter (which, except for the liner and pump was the same as his website showed) and informed me that his price included a 10 year parts and labour warranty. I asked him more about his business. How he got his leads. He replied 'entirely Word of Mouth and my Website.'

Now I had two prices that were virtually the same except one included 10 years labour as well as parts in the extended warranty. It was a no brainer. While the company I found online had never done work for me, the professionalism he illustrated at my house and the investment he had made on his website reassured me that this company would be around for a while and I was glad to award him my business.

So what's my point? I never would have found this company if the owner didn't have the foresight to invest in SEO. Don't get me wrong - Word of Mouth is the best form of advertising because it's earned rather than purchased. It is your customers' opinion of your product, which can fluctuate from very vocal with praise to very vocal with disdain. On the other hand, word of mouth can take a long time to cultivate. But a well developed Website will also deliver educated consumers to your doorstep who are ready to buy. Think twice before you tell your marketing partner or design shop that you don't need search engine optimization because you get all of your business through Word of Mouth.

Paul Bies

President,
Mystique Creative