On Your Mark: Before Launching a Business, Have Your Story and Position in Place
By: Paige Arnof-Fenn & Rob Levinson
Originally published in the September 2004 Issue of Link & Learn. 
There are so many decisions an entrepreneur must make immediately, some important, others trivial, but all warrant careful consideration. After all, getting off to a strong start can mean the difference between success and failure.
Unless you have a sales and marketing background, the task of branding and marketing a new company is daunting. For a company employee, core values, priority messages and market-positioning statements are provided. They are usually condensed and handed to employees in the form of a "welcome kit" distributed by human resources or posted on the corporate website for quick and easy access.
But as an entrepreneur starting a business, you are now on the hook to establish the core values and positioning. Here's how to get started.
The Rough Draft
The first thing to do when developing your company story is to think outside the proverbial box. Approach the development of your brand positioning as if it were the lead character in a novel. Ask yourself: What defines the core essence? How is it unique? Will audiences like this character? What motivates this character to grow? How is success defined?
Ponder these questions with colleagues you respect. Write down your thoughts until you are satisfied and have created a positioning statement that accurately reflects your business. In other words, nail down your unique selling proposition, or USP.
The challenge when crafting language for a new company is to avoid sounding generic or inauthentic. Many companies today tout their integrity (which is like saying you're classy - if you have to state it, you're probably not) and claim to offer "solutions" or be "hands-on," "cutting edge," "world-class," "results-oriented," blah, blah, blah.
At this point, that language is so overused it is meaningless. Instead, steer clear of hackneyed expressions and clearly and succinctly communicate your offer minus the jargon.
The Name Game
Once you know what you are going to stand for and the foundation has been laid, it's time to choose a name. There are essentially four standard options:
- Name it after yourself
- Give it a generic industry-inspired name such as Accountability Software
- Make up a word that sounds progressive and contemporary, such as Accenture
- Use a clever or humorous approach such as When Pigs Fly Inc.
Test whichever route you choose, and not just among friends or spouses (they will lie to make you happy). And the last thing you want to do is launch with a name that is unintuitive, unpronounceable or unmemorable.
Articulating the Offer
You laughed at this at your old job, but now you are in the hot seat yourself to create a communications blueprint that provides your disparate audiences an overview of your company. Fundamental requirements include: a mission statement, vision statement, company backgrounder, management bios and key messages document.
In creating these elements, ask yourself, Am I telling a compelling story? Is my company's positioning distinctive? Will my pitch intrigue others enough to want to hear more?
If the answer to any of these questions is no, take a fresh look at your offer and make changes. Better to go back to the drawing board than to launch with a weak concept.
It's Show Time
With the written description complete, what about the pictures? Most immediate judgments and impressions are based on visuals - the non-spoken communicators that quickly inform others what you're about. For a small business or professional service firm - let's be real - looks count, so you should be polished and professional.
Since your business card, letterhead, sales collateral and website are all reflections of you and your business, make sure you leave a strong positive impression. If you can't afford the investment, barter your services with a graphic designer. If you don't know a graphic designer, go for simple, understated and elegant. Beware of going to the local copy-shop and choosing template No. 72 for your corporate identity. So many others have before you that it will immediately cheapen your brand.
Without a doubt, a website is your most important, and public, marketing tool. But don't put one up until you have something compelling to share and the resources to make it look professional. You have only one chance to make a great first impression, so don't blow it by putting up a schlock site that you aren't proud of. As an alternative, a clean, simple site or a static "coming soon" page is an acknowledgement that you're online and therefore real, but not ready to be judged.
Heed this advice and you will demonstrate that you are in the driver's seat, have seriously considered your offer and are officially open for business.
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Paige Arnof-Fenn is the founder and Rob Levinson is a principal at Mavens & Moguls, a strategic marketing consulting firm. They can be reached at paige@mavensandmoguls.com and rob@mavensandmoguls.com. Paige will be co-presenting a best-practice case study session at Linkage's 2004 Sales & Marketing Leaders Summit with Jackie Yeaney, former Managing Director of Consumer Marketing at Delta Air Lines and Nadine Leonard, Vice President of Consulting at Modem Media.
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