Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget, 2nd Edition by Maria Ross (Norlights Press)
Branding expert, author and speaker Maria Ross, launches the 2nd edition of her Amazon best-selling book Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget on April 2, 2014.
Targeted to small business owners, entrepreneurs, non-profits and other time-starved and cash-strapped organizations, Maria walks readers through a ten step process to create a strong brand strategy.
Having a clear brand strategy enables your organization to do more with less, attract just the right audience with just the right messages and prevents them from wasting time and money on “random acts of marketing.”
Her book includes real-life case studies from small business brands plus expert insights from author Mike Michalowicz, known as “The Toilet Paper Entrepreneur” and others.
- Here’s an interview with Maria:
- What can readers expect in this new version?
A: I so enjoyed writing and sharing the first Branding Basics and it was incredibly gratifying to get emails from people saying how much it helped them focus their marketing efforts, clarify their business value and avoid costly marketing mistakes.
This new edition addresses the challenges and opportunities that social media, content marketing, blogging, email and new technologies bring to small organizations. Readers can learn from Brand at Work case studies from beloved brands such as TCHO Chocolate, Blue Bottle Coffee, Jeni’s Ice Cream, Happy Herbivore and more.
Q: You talk about the difference between “branding” and “marketing” in the book. Can you please explain?
A: Most people use those terms interchangeably and they are closely related but not the same thing. Brand is your core, your essence, your promise to customers and all the ways you communicate that promise to them. Brand informs your marketing at it’s very foundation. But brand should also influence every other customer touch point, such as who you hire, how you transact business, your company’s role in the community, your production partners. Brand should influence your entire business from top to bottom, not just your marketing efforts.
Q: What are the biggest mistakes you see small businesses making when it comes to brand?
A: Too many entrepreneurs think they are “wasting” time and money by building their brand strategy first when really they are diving into tactics before they are ready, especially because they have not clearly defined their ideal customer or client. You don’t need to be on every single social media platform, for example, if that’s not where your prime audience hangs out. I still cringe when I hear organizations saying their product or service is “for everyone.” It’s really not. It’s for certain types of people. What are their specific needs, desires, worries, hopes, pet peeves?
Q: How can people get your book?
A: You can learn more abut the book on my website, Red Slice, or check out Amazon.com where you can download a free preview. It is available primarily online or you can request it from their favorite bookseller, as it is distributed through Ingram. The book is available in paperback and eBook versions.
Q: How can they learn more about you and get your support?
A: I invite you to visit my site, Red Slice, a digital elixir of stories and strategies to boost your business, brand and brain! You can find out more about my services, access useful resources, discover my books, read the blog, and sign up for The Juice email list to get free practical and inspirational tips, interviews and resources delivered right to their inbox.
Q:What is one final tip you’d like to share for all entrepreneurs, small to mid-sized businesses and non-profits?
A: Stop performing random acts of marketing! Take a step back and build your brand strategy first to make more streamlined, focused and effective marketing – and overall company – decisions that will save you time, money and heartache.