From Home Business to Small Business Employer to Financial Independence

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Branding Vs USP - What’s the Difference? By Laura Wharton

The words “branding” and “differentiation” are sometimes thought to be interchangeable by journalists and business owners alike; but the chasm between the two is wide.

Branding is the recognition that comes with promoting a company’s name or product through general advertising for which a company pays dearly. As a result, when a consumer is faced with a purchasing decision, he’ll buy what’s familiar (at least in name).

Think about New Balance running shoes for a moment: there are dozens of different manufacturers of shoes, but New Balance has created the brand that shouts, “these are the very best in running (or walking, or cross training) shoes.” When I recently needed a new pair of comfortable walking shoes, I went to the New Balance Shoe Store. I didn’t even consider any other shoe. Why? I’ve had great experience with the New Balance brand in the past. As a former runner, New Balance is the only sports shoe I would even consider gladly paying over $100 for - without blinking. The brand has stuck with me for two decades.

A company’s unique selling position (USP) is its differentiation, that one thing that helps it stand apart from competitors - or its special promise it offers to consumers. For instance, Kraft Cheese promises its use of one-quarter cup of milk in every slice of American cheese. Truth be told, ALL cheese must contain at least one-quarter cup of milk, otherwise it must be called a cheese product (think CheezWiz in a can, and you get the idea). So including this much milk in every slice may not seem unique upon first blush - but Kraft has hung its hat on this amount in promotions, setting itself apart from other cheeses. The result: incredible sales based on a promise of wholesome milk.

Which Path is Better?
Generally, giants like Nike, New Balance, and Kraft can choose to promote either their branding message or their unique selling position because of their huge advertising budget. For the human-sized professional company looking for greatest impact, its best to put money into promoting a USP which over time, can imprint itself on clients’ minds, thus becoming the brand.

Let me explain what I mean. If you are promoting your architectural services, for instance, you want to promote that you understand “green” buildings and sustainable design - important to many owners and builders these days. Your website copy, your brochures, and other collateral materials should all reflect this same message. The benefits to the end user for choosing you (a green architect in our example), become a focal point of your message. The end result: coordinating your marketing efforts with this stream of USP will have the same impact as big-budget branding campaigns because of the familiarity you generate over time.

Bottom line: Consistently promoting your USP to new clients and to existing clients through continued mailings or contact keeps your company name imprinted on clients’ minds. Isn’t that what every company wants, after all?

The president of Wharton Communications, Laura S. Wharton is a marketing communications consultant and professional copywriter with over 24 years experience. Visit her company’s website - Wharton Communications  and sign-up for the free monthly e-newsletter Content-WISE, which provides marketing strategies and tips on improving business communications that will positively impact your company’s bottom line. With your free subscription you’ll get a complimentary report on “How to Write Advertising Headlines that Sell” valued at $24.95 as a special bonus.

Are you a female business owner interested in recession-proofing your business? Learn proven strategies in this user-friendly step-by-step guide written for women only. Click here to learn more.

Brand Your Business to Be Heard Above the Crowd - Victoria K. Munro

Experts tell us that we’re exposed to more than 5,000 marketing messages every day. Your clients and prospects are on marketing overload, and getting your message heard above the crowd can be a challenge. Branding your company can help you do just that, and to survive and thrive in today’s competitive marketplace you need to be heard!

Contrary to what you might have heard, branding doesn’t have to cost a fortune. Large corporations certainly spend hundreds of thousands of dollars to brand products. However, solopreneurs and consultants, willing to invest the time and effort, can brand their services and products affordably.

Branding Basics: What is Branding Anyway?

Branding encompasses the entire “feel” associated with your company. It’s expressed in your every communication: the way the phone is answered, the look of your printed materials and website and how you network in the community. It’s your company’s reputation within your particular marketplace. It’s an implied promise made to your customers that helps build trust, confidence and loyalty.

For a small business, the brand is inextricably linked to the owner. It represents your values, expertise and personality. To some degree, it will take on your personality.

Branding Benefits

Branding your business:

• Enables you to attract the right clients by reaching them with a relevant message that speaks directly to their need

• Communicates a clear and consistent message that builds credibility and trust
Helps to develop strong, loyal relationships between you and your target customers

• Gives a competitive edge that helps customers and prospects to easily remember your services and products when they have a need

When a company’s printed materials, website and signage send a consistent message with similar text, graphics and colors, it conveys a solid, professional image. It provides the level of comfort a potential client may need to do business with that company. Check to see if you are communicating a mixed or confusing message that might undermine your credibility and professionalism. Perhaps use a focus group to give you objective feedback.

Seven Steps to Brand Your Business:

1. You are the key, so before you begin, it’s essential to review what is really important to you and your business. Understanding your core values personally and as a business is an essential foundation.

2. Identify your target market. Select a specific market niche. When you want as many customers as possible, cutting out the larger market to concentrate on one small segment can appear to defy logic. However, the narrower your niche, the more effectively you’ll be able to communicate your message.

3. Learn everything you can about your clients’ businesses. Understand the challenges they face, and their greatest needs and desires that your services or products meet.

4. Know your market. Know your competitors, their strengths and weaknesses, what they are known for, what they claim to do best. Identify your position — where you fit within that market.

5. Pick your differentiator. Stand for one thing that sets you apart: that single unique quality that gives you a competitive advantage — your unique selling proposition. You probably do many things well, but you can’t effectively communicate a laundry list of strengths.

Warning: You can’t brand “excellent products” or “good service.” Your customers automatically expect this.

6. With the above information in mind, write your Branding Proposition. Keep it simple, and make sure it’s easy to understand. You must captivate your audience immediately with a relevant and compelling message that includes your logo. In studies, people shown text with graphics remembered more than when shown text alone.

7. Consistently communicate your message across every medium you use — print, web and telephone contact. Ensure that employees, clients and strategic partners understand and can explain your brand.

Victoria K. Munro is co-founder (along with husband Dave Block) of Make-it-Fly® LLC, a company dedicated to creating success for small business owners through creatively designed programs and tools. Victoria has started and run nine different businesses. To receive FREE business success articles with tips to help you with your business, sign up for their award-winning ezine, “In-Flight Refueling,” at: http://www.Make-it-Fly.com, and receive a free copy of the eBook, Get More Done in Less Time: 101 Quick and Easy Time Tactics & Tips.

Increase Productivity With Better Office Design  By Wayne Helmore

An open floor plan, natural light, movable furniture, informal meeting rooms and roomier office space will allow increase productivity and a better bottom line. Switching to a better office design enables employees to work better together and it maximizes the use of office space. Break free from cubicle design, use eco-friendly office designs and identify existing problems to increase communication and maximize office space. Better office design will not only lead to better employee communication and output, but it also allows you to make a great first impression on other business associates and clients.

Break Free from Cubicle Design

A recent trend is to have everyone working in an open floor plan model. This means doing away with window offices for managers and cubicle offices for other employees. Upper management is seated in a large room and shares their space with every other employee in the company. This allows for open communication between employees and their managers. It is just one way to improve communication in the workplace. Remove cubicles and take down the barriers that prevent employees from open communication. Base your new office design on functionality, ease of use, purpose of office space and a mobile work style model. Create small hubs where employees can gather and discuss ideas.

Eco-Friendly Office Design

Another recent trend is for companies to go green. Saving the environment is an important topic that both large and small companies must address. Regardless of the size of your business, you can make a difference by conserving energy, maximizing natural light in your office space, using recycled materials and recycling, creating a healthier workplace environment and purchasing eco-friendly office equipment. Ecoply is just one example of the materials are used today to make office furniture that is sturdy and useful, but also breaks down in landfills more easily than traditional materials.

Identify Existing Problems before Redesigning the Office Space

It is absolutely necessary to identify the existing problems that exist with your office space before you come up with a new office design floor plan. You must first come up with solutions to incorporate when the office space is redesign. This is your chance to iron out all the bugs, get rid of pet peeves with an office space and increase productivity.

Lack of communication and relying on e-mail too much our problems that commonly affect workers in a traditionally designed office space. This is something that needs be considered before you enter the redesign and construction phase. Also consider upgrading your computers and technology first. Once you do this you’ll notice that you need smaller office furniture and can create more office space.

What Can a Better Office Design Accomplish?

Maybe you are on the fence about whether to even change your office design. Why mess with perfectly good office space and furniture that could last a few more years? It may be standing on all four legs, but is it really doing its job? Outdated office furniture limits office space and productivity. New office furniture is designed with function and space in mind. You can maximize both by updating old pieces. Consider the benefits the company and the employees would receive from by improving the office space:

• Better morale

• Higher motivation

• Increased creativity

• Increase productivity

• Improved communication

• More revenue

• Better team work

• Fewer pet peeve’s and irritations

• Better comfort

• More attractive work space

• Better first impression of the business on business associates and potential clients

Also consider that the improvements in office design that your employees will benefit from are the same things that will impress outsiders. Business associates and visitors will feel the healthier environment and will also benefit from improved communications. Clients will also feel more comfortable doing business with your company if they enter a happier environment that runs smoothly. It stands to reason that you will not only improve the morale of your employees, but you will also improve your relationships with other business associates and clients. What does this mean for business owners? A better office design and an open floor plan can actually increase your revenue and help build your business.

For more information about Office design and Office refurbishment please visit: http://www.interiorsgroup.co.uk/

Environmental Management - How Going Green Can Boost Your Bottom Line
By Nancy Sternberg

Small-business owners often think of ‘going green’ as a double-edged sword. On one hand, many think of going green as the right thing to do to support the environment and the local community. Yet many also see it as an extra expense that cannot be recouped.

As a small-business owner, what should you do? Is the amount of time and money you’ll spend on going green worth the investment?

The answer is: Yes. Go green. More and more companies are going green every day.

Most small-business owners do not know that environmental management can be beneficial to the company in ways that go well beyond helping the environment:

· From an internal operations perspective, going green can actually reduce costs and help avoid liabilities, as well as present unexpected business opportunities if your company can provide an environmental solution to others. You can even go so far as to obtain certification from an independent third party so you can include their logo or “ecolabel” on your product and other green marketing materials. Ecolabeling helps market your product to green-conscious consumers.

· From an external perspective, by going green your company is that much more attractive to investors, lenders, insurers, customers and employees.
Environmental management is quickly becoming a bottom-line benefit - and a proverbial win-win - for small businesses.

Not All or Nothing

Environmental management is not an all-or-nothing proposition. There is so much that can be done to go green - from buying green products to recycling to using green technologies to moving to solar power. The multitude of options can seem overwhelming.

Yet, there is a tangible approach to environmental management that can be easily mapped out and implemented according to how you prefer to do business. It involves, simply, developing an Environmental Action Plan.

How do you develop this Environmental Action Plan? The place to start is the Environmental Protection Agency. The EPA has put together a workbook designed specifically to help small businesses go green. This workbook is called the Small Business Environmental Management Plan Workbook and can be found and downloaded at the Business.gov web site.

Step One: Develop an Environmental Policy

The first step is to take some time to develop an environmental policy. This is both an internal and external statement that formalizes your company’s level of commitment toward going green.

First decide what is most appropriate for your management and employees. Whether implementing a recycling program or moving to solar power, decide on what will work best for you. Then, put this decision into a formal document. The document will serve two purposes:

· to help communicate to the entire company your environmental level of commitment, as well as a first step toward communicating employees’ environmental responsibilities

· to help communicate your environmental management plans to suppliers, customers, shareholders, and the community so everyone will be aware of where your company stands in its efforts to go green.
There is also an environmental policy worksheet - including guidelines and samples - in the EPA Environmental Management Plan Workbook.

Step Two: Assemble an Environmental Manual

An Environmental Manual will be your “how to” document. This will map out the details of your environmental management strategy and how, exactly, you plan to go green.

This document should include things such as those environmental regulations and permits that pertain to your business, as well as best practices for environmental management. It is important to note that these details will be quite different depending on your industry and your business. Regulations, permits, and best practices will be vastly different for food service, healthcare service, or landscape service businesses.

And, of course, there is also an environmental manual planning worksheet - including guidelines and samples - in the EPA Environmental Management Plan Workbook.

Step Three: Go Green

Once you’ve got the details in place, it’s time to go green - according to your Environmental Policy and Environmental Manual. You must, of course, implement any necessary training and additional communication to company employees. You should also:

· Keep records of your environmental management activities

· Monitor your environmental compliance

· Measure your environmental performance

· Report your environmental results
Once your environmental management plan has been in place for a significant amount of time, you’ll also want to conduct an environmental review to see what’s working, what’s not, and what other policies you may want to put in place over time.

Conclusion

There is so much you can do as a small business to go green. While moving to solar power may be out of your reach, implementing a simple recycling program may be just the right fit. In fact, you may be surprised that the more you do, the more it will benefit both your company and the environment.

For more detailed information on going green, including Environmental Management and how to put together an Environmental Action Plan, go to the Green Business Guide section of Business.gov.

Nancy Sternberg, Business Gateway Program Manager, U.S. Small Business Administration

Nancy B. Sternberg was selected as the Business.gov Business Gateway Program Manager in May 2006. In this role, Ms. Sternberg is responsible for working with representatives from the 22 partner agencies to improve the delivery of services to businesses by providing a single access point for businesses to easily find government information, including forms and compliance assistance resources and tools. Ms. Sternberg moderated a press briefing for an audience of more than a hundred business leaders and business owners at the National Press Club to unveil the Business.gov site, which is designed to help businesses stay in compliance with federal regulations.

Recently, Ms. Sternberg rolled out a new version of the site that focuses on environmental management and how “going green” can improve the bottom line. Green business topics such as recycling and the use of green marketing are discussed as ways to increase a company’s revenue and appeal to environmentally conscious consumers.

Six Start-Up Tips Every Business Needs By Michael Potter, J.D.

Every business deserves a chance to succeed. But after deciding to open a business, it can be a daunting task to develop, organize and present your products or services without the right resources to help you on your way. But where to begin? Perhaps this checklist will help you.

#1: BUILD YOUR BUSINESS ‘BRAND’ FROM THE VERY ‘GET-GO’.

Your business identity deserves careful thought. The name of your business should convey an immediate sense of what you offer your customer. You’ll want a name that’s easy to remember but not so ‘cute’ that it leaves the impress you are serious about your business.

When you come up with your first choice, do a domain name check and also a trademark check to make sure it’s an original name and that you’re not infringing on the legal rights of someone else who’s already an existing provider and who got there ahead of you.

Having a second or third choice also make sense. After all, if your first choice of business name is already taken, you’ll need to abandon it in favor of another. Brainstorm the names you like with a few other people who are bright and imaginative. Sometimes a twist on the first or second choice names might be the best in the marketplace.

#2: BUILD A WEB PRESENCE THAT CONVEYS YOUR VISION

Build awareness of the existing of your business starting with the World Wide Web. The virtual world is very real, and today most savvy consumers will start looking for you on the Internet before they ever pick up the yellow pages. Of course, that assumes they initiate the idea of doing business with you in the first place.

Most consumers will not be that pro-active. They begin searching for a suitable provider only when they become aware of the ‘need’ you fill. So your web presence must address that from the start.

Too many business enterprises overwhelm their customers with so much information that it’s easy for the customer to get sidetracked. So keep your website clutter-free. Use imagination and simplicity so that your customers enjoy the experience of visiting your site and that makes it easier for them to refer other potential customers as well.

#3: IDENTIFY YOUR CUSTOMER CHARACTERISTICS

You’d be surprised how many business owners think of their customers as some kind of faceless mass of humanity. The most successful business enterprise develop a composite of who their ‘ideal’ customer is, and they plan their entire marketing approach to that ideal customer.

But remember too that it’s rare to daily encounter the perfect or ideal customer. A friend of mine used to tell me that sometimes the maidens have to kiss a lot of frogs to find the prince. If you develop a customer profile as a composite of many customers, you’ll have more flexibility to meet the needs of real people.

#4: ORGANIZE YOUR BUSINESS ENTITY

The most common form of business ownership today is the Sole Proprietor. We typically see that in the brand-new ‘mom and pop’ small business owner who simply gets some business cards, obtains a business license, opens a business checking account and simply ‘opens shop’.

In a Sole Proprietorship you and the business are one-and-the-same. That is, your business does not have a separate legal identity from you - and therefore you are personally and completely exposed to all the risks. On the other hand, operating as a corporation or limited liability company can help to manage and better yet minimize those legal risks.

At my workshops around the country, I discuss the difference in a way that’s down-to-earth and understandable. For example, the use of a corporation makes sense if you intend to have the business continue in perpetuity after your death or if you wish to ‘go public’ (i.e. sell stock in the Stock Exchange). If you intend to ’stay private’ (which makes sense for most people) a limited liability company (’LLC’) probably makes sense.

The LLC is by far easier to maintain and manage. It has fewer formality requirements and the trend today in the United States is towards the registration of more LLCs than corporations every year. Given the statistics, I believe that trend will maintain itself and continue over the next several years.

#5: ESTABLISH A STRONG BUSINESS PLAN

It’s surprising but even today, many people still think that developing a strong and dynamic Business Plan is a mostly-academic exercise that has little practical place in the market today. But nothing could be farther from the truth.

A well-crafted Business Plan should be the bedrock foundation of your business. It encompasses your vision, your message, your organization, your marketing, and even your financing. Without a written and specific Business Plan, a capital loan application has little credibility. However, with a Business Plan that is specific and well thought out, lenders have a much better picture of what you have in mind, and frankly, so do you.

You see, most business owners get what I like to call ‘Widgetitis’ - meaning that they get caught up in their widget concept and get so involved in its development that they ‘underwhelm’ potential Lenders when it’s time for the financing to get the business along its path.

#6: WHAT ABOUT AN OFFICE?

Depending on the size and needs of your business, you may want to begin with a Home-Based Business. That means that your personal residence may become what the IRS calls your ‘principal place of business’. In such a case, you can legitimately take deductions for the business portion use of your home. If you identify a specific portion of your home as your working space, then treat that area as you would any other business space. That means having your primary work area there.

Set it up with your computer, internet connection, a fax machine, a dedicated business telephone line, answering service, office supplies and everything else you need to do business. It may require more than one area. For example, you might have inventory that is stored in a specific room or a portion of your garage or even another physical structure on your property.

If you are self-employed, you may be able to deduct certain expenses for the part of your home that you use for business. The use of that portion of your home you wish to deduct must be exclusively business.

If the area (such as a bedroom converted to office use) is not exclusively used for business, the deduction won’t pass muster. However if this area of the home is where your most important business activities occur on a regular basis, and where you spend most of your time doing business, then you are most likely entitled to the deduction. As it says in the One-Minute Tax Coach, if your home-based business in indeed your ‘principal place of business’ then deductible expenses for the business use of your home may include the business portion of your real estate taxes, deductible mortgage interest, rent, casualty losses, related utilities (such as phone and electricity), business or property insurance, property depreciation, business related maintenance and business related repairs. You can’t generally deduct expenses for lawn care or painting a room that’s not used for business.

Documentation is the name of the game so that you can legitimately defend your deductions if need be. It’s surprising how many people overlook deductions they’re legitimately entitled to take, and how many people fail to claim home-based business deductions out of unreasonable wariness born out of fear of the unknown.

When figuring the business-related amount you can deduct use the dollar amount of expenses attributable solely to the portion of the home used in the business. The amount you’ll be able to deduct for expenses attributable to the whole house depends entirely on the percentage of your home used for business. The easiest way to figure this percentage, is to divide the number of square feet used exclusively for business by the total square feet in your home.

Another way to go is based on the number of rooms. For example, if all the rooms are approximately the same size, you can divide the number of rooms used for business by the total number of rooms in your home. Then, you can calculate the business portion of your expenses by applying this same percentage to the total expense.

Also, remember that if your gross income from the business use of your home is less than your annual total business expenses, then your deduction for outgoing expenses for the business use of your home (other than mortgage interest, taxes, casualty losses, etc.) is limited. However, those same business expenses that can’t be deducted because of the gross income limitation can indeed be ‘carried forward’ to the next year subject to the deduction limit for that particular year.

ABOUT THE AUTHOR: Michael Potter, Esq. is also known as the One-Minute Tax Coach. His multi-media workshops for business owners and private investors provide an inter-active mix of humor, imagination, inspiration and practical knowledge that every business owner and investor needs. Michael is on a mission to help 100,000 entrepreneurs achieve their dreams. See http://www.OneMinuteTaxCoach.com or http://www.WealthAdvisors.Net

Note from Tammy:  I just spent the week studying Michael Gerber’s E-Myth Revisited.  Have you read it?  The impact on your business?  Where are you in your business - just starting out?  still planning to start or struggling to get into the black?  Let’s talk.  I will be creating a series based on the concepts in the E- myth books.  You can learn more at E-Myth Worldwide

It’s A Shame For You Not To Make Money - When Some Entreprenuers Do It So Easily  By Kim Schott  “Are you ever afraid of speaking to prospects?” I am often asked this question in my Client Attraction coaching sessions.

My response has always been that if you can’t seem to let the fear go, then just feel the fear, and go get help from your team. You’ve heard the saying “There are no self-made millionaires, there are team made millionaires.”

Successful people feel the fear too, and they seek the guidance from their alliances or team members so that the risk is reduced. That’s been my experience. When I feel myself getting stopped, I just grab my cell phone and call my business mentors who just so happen to be millionaires themselves. Through trial and error, I have found that limiting fears or beliefs don’t have a chance against me.

So let me ask you this, do you often stop your sales and marketing because of anxiety, and didn’t know where it was coming from? Have you experienced a fear of success, fear of rejection or a fear of failure? I don’t think I know anyone who’s not experienced some form of fear of rejection when marketing themselves, especially to a different gender, or a different culture.

I think it’s inherent in many of us. Problem is, it holds us back from doing what it takes to follow up with prospects and to get clients. And we need to tame that fear in order to consistantly fill your practice to capacity and make this year the most prosperous year yet.

What does fear do? Well, fear keeps people from closing the sale, from writing that book, from asking for testimonials, from collaborating with strategic alliances. You’ve heard me say this before: if you don’t market today, you won’t have clients in three months. Then your small business has really become just a hobby.

Now, my mentors tell me that there’s more to getting clients than just the outer game of marketing. There’s also an inner game of your mindset and beliefs, your paradigms. If you don’t deal with the paradigms, then you’ll keep making the same money you’ve been making for years to come. Now I prefer to take more time off, while attracting more clients and makeing more money. Why would I want to work 50+ hours a week on my own business, when I can do that at a corporate job?

So, I went on a search by talking to self-employed (6 and 7 figure) champions to find out how they became masters of their emotions.

Here is what I’ve found… most business coaches and motivational speakers would lead you to believe that success or failure in your business is totally dependent upon your goals. While goals are essential and a person cannot be truly successful without them, there are many people who have goals and still do not have enough clients to fill their practice. The goal was never the problem. Their motivation is where the real problem lies. Unfortunately, this concept is only understood by two or three people out of 100.

Having a better understanding of your Motivational Gap, the gap between your vision and your business reality, is the key to financial freedom and will guide you down the right road towards your ideal clients.

I’ve broken down the Motivational Gap into a series of steps, so that when done in sequence, it will help you eliminate the fears that hold you back from marketing with local and global clients in a big wildly wealthy way. Here’s what you do:

1. What truly motivates you? Think of a client situation where you were highly motivated and would have been an excellent role model for others to emulate.

2. Describe the ideal vision of what you want your business to look like, and the revenue results you want in your business.

3. Describe where your business is now.

The gap between where you are versus where you want to be is what creates the motivation. Goals that are too small create very low or no motivation and yet goals that are too big seem impossible, thereby making it difficult to create any energy. To reach your client and revenue goals, you need to be motivated by the gap!

Do the exercie above immediately. Take an afternoon, and really work through what motivates you. Soon, you’ll notice that you will start attracting more clients than before, taking advantage of opportunities, doing joint ventures, and getting better results in marketing. That immediately equals more results, and in my experience, financial freedom and being able to live the life you really want.

Kim Schott, your Global Client Communication Expert, is the author of the Keys to Client Communication System, the step-by-step, paint by numbers client attraction program to attract more clients in less time. To receive your weekly how-to articles on consistantly attracting more local and global clients in less time, visit http://www.SchottCulturalConsulting.com