by Cidnee Stephen of Strategies for Success www.strategiesforsuccess.ca
As business owners and entrepreneurs we can be our own worst enemies. Firstly, we are overly passionate about what we do, and secondly we are highly critical about what we deliver in terms of our product or service. The first is dangerous because we can be so passionate [...]

Product packaging must be appealing in order to attract and hold the consumers’ eye and attention, and serve as an efficient and functional shipping container.
Most physical products require packaging. This involves the design of a box or wrapper that contains the product. In addition to the function it performs—to hold and protect the product—it is [...]

There are businesses that can’t set their own prices as easily as others.
Businesses that are regulated by government agencies, or insurance companies, don’t always have much price leeway. Some dentists and doctors set their own prices, and some, based on their relationships with HMOs and insurance programs can not. Some public agencies and utilities require [...]

Product positioning is closely related to market segment focus. Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality. It targets a product [...]

Branding is one of the most important aspects of any business, large or small, retail or business to business. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
Branding basics
Simply put, your brand is your promise to [...]

Have you ever noticed how many articles there are on creating your own marketing materials? These articles concentrate on things you “should do,” like “know your audience,” “say it with pictures,” “write clearly.” Now, I’m not saying that’s bad. That’s great. But you should also know what NOT to do. That’s what this article is [...]

If you’ve ever had anything professionally printed, you’ve probably been asked for an “EPS” copy of your logo. Ever wonder why you can’t just use a JPG, like the one on your website? What is the difference between EPS (Encapsulated PostScript), JPG or JPEG (Joint Photographic Experts Group) and GIF (Graphics Interchange Format)?
In brief, EPS [...]

One key way to build brand equity is to create a set of design “rules” that tie together the look and feel of all your marketing materials. These rules are often referred to as “brand standards.” Ideally, brand standards do the double duty of creating awareness of your brand and differentiating your brand from your [...]

If you’re like millions of other small businesses, creating a professional visual image is key to your success. After all, your image — as seen on your business cards, marketing materials, packaging and website — is the first and sometimes only chance you have to introduce your company to potential customers. If your customers like [...]

Who competes with you for your customers’ time and money? Are they directly selling competitive products and services, substitutes, or possible substitutes? What are their strengths and weaknesses? How are they positioned in the market?
Your competitive analysis
A good competitive analysis varies according to what industry you’re in and your specific marketing plan and situation. A [...]