Whatever the process you undertake for your community – from Web development to branding to market analysis to business recruitment to marketing in general – the planning stage should be long enough to point you in the right direction and short enough to keep the momentum going into the implementation phase.

Plans are only as good as their implementation, and we’ve seen far too many plans sit in drawers idle… a waste.

The preservation of your community and business lays in the hands of the preservers… you. Your community or business stands for something, embodies something. It is something special. It holds a sense of place.

Your community or business BRAND is a reputation, not a logo.

With that in mind, the first step to preserving your community’s or business’ brand is to preserve your reputation.

What is your reputation? What experience do you sell? What do people believe, think, feel about you, your community, your business? How do you make sure they keep believing, thinking or feeling that?

If you don’t know, how will you preserve it?

Once you have defined the nature of your reputation, also known as your defined experience, then you can create physical symbols – a bank, so to speak – that will embody and safely hold your reputation, your experience, your brand. These concrete visual symbols will carry the weight of your consistent, well-defined and well-preserved brand and be the beacon that will shine your reputation – your brand – into your world. Your world is your target customer – old customers and prospective customers, your community of supporters and preservationists…

When you get the definition nailed down, the visual brand should have three parts:

• Logo
• Color scheme
• Domain name

Slogans are optional. And sometimes used to excess, in my opinion. A great slogan is good. A bad slogan is harmful. No slogan backed by a great reputation and experience is the best.

It does come full circle, doesn’t it? A brand is just a reputation. It is the preservation of who you are as a community or business. With a well-defined reputation, you can create a physical, visual brand – or a logo, color scheme and domain name combo that embodies your reputation. And once you have this physical embodiment, you must continue to preserve your brand – your reputation – by continuously upholding, even enriching, your experience and allowing your supporters to help you in the business of preservation. Brand preservation is a community effort and the community is larger than your city limits.

What do you think? How has your branding experience worked? Has the planning led to great implementation? Tell us your stories so we can all learn.

A critical question came through on the National Main Street listserv today. I don't respond very often – when I do, it's a topic I feel passionately about. When the responses started rolling in to refer GoDaddy and Yahoo SiteBuilder as viable alternatives that will actually GROW a business… I am saddened that we don't cling in the bad times to the truths about business that we know in the good times… So, here's the questions – and my response follows.

QUESTION:

I’m writing an article for our newsletter and wondered if there are any cheap/free website services out there for small businesses that you would recommend?  Amazingly enough, only about half my merchants even have a presence on the web, and some of those are very amateurish. Any advice?

MY ANSWER:

Your community of businesses is not the exception – they are the rule. Please see this article posted last week by the Center for Media Research regarding poor online presence by small business:

http://adjix.com/ybb2

An excerpt that strikes me:

“Webvisible found that online search and e-mail newsletters are the only forms of traditional media that are growing among consumers who wish to locate local products or services. Compared with two years ago, respondents report they use search engines and email newsletters more, while they use newspapers, magazines, direct mail and radio less.”

The unfortunate truth is that those who do have a web site have a dated web site that they may not be able to edit for one of two reasons (in my experience).

• Their web guy doesn’t keep up with them or has disappeared
• Or they are frustrated by using a free/low cost tool like GoDaddy.com (not to pick on anyone in particular) that is a tool only – without any education or ongoing support or marketing advice.

Web sites are no longer optional for small business owners. As you can see from just this single article (there are more out there to reinforce this if you Google for the info), online spending is growing – and provides an avenue for growth for our downtown businesses. Not to mention the customer loyalty/retention, marketing outreach and other benefits a good web site provides.

http://www.reuters.com/article/pressRelease/idUS143830+02-Jan-2009+PRN20090102

Let me repeat myself: A GOOD Web Site.  The problem with many “do-it-yourself” web site products is that they don’t educate the builder – and so the business owner – not an expert at web useability or search engine optimization – does what looks good to them (not necessarily what may look good to the customer) – or what frustrates them the least – in their web building – and their business suffers for it. What would you think of your best downtown business if you walked in tomorrow and found it in complete disarray with mismatched signage, poor lighting, and unorganized displays and more? This, in essence, is what happens with most do-it-yourself tools that come without education, coaching or ongoing human expert support. It doesn’t matter how cheap it is if the money washes down the drain. The purpose of a web site in today’s economy is to be the centerpiece – not an afterthought – of a small business marketing plan that includes both online and offline marketing tools.

Please encourage your business owners to make sure they understand the implications if they choose a big-box web hosting solution. This is not to say every big box experience is bad…but well, around Main Street circles, I think we can be honest and admit the track record. It’s no different with web hosting and mass marketers of web site products.

JonI completely agree with, if the budget is unavailable to embark on a valuable web site development journey – then tools like Blogger, Wordpress and Typepad provide a solid, respected alternative in the short term.

For higher end functionality, search engine optimization and strategically designed web sites, Fox Web co. offers a solution that starts at less than $1000. (Fox is our sister company who specializes in small business, having the heart of a teacher and works almost exclusively with Main Street businesses – sorry for the shameless self promotion.) Another option that is popular right now is retrofitting existing web sites to allow business owners to make updates themselves for much less regardless of the hosting company.

Hope this helps offer a different perspective into this very important conversation for the future economic stability of our downtowns.

In today's economy, everyone is looking for ways to get ahead. And that includes marketing firms, ad agencies, web companies (yes, we own one of those, too) and the sort.

You want those tools that work – the magic pill that will help you survive – maybe even thrive. Right? What's working? And gimme a double shot of that.

I hang out on LinkedIn a fair amount, and a lot of the marketing and small business related questions floating around among the reporters there have to do with THE marketing tactic that is working or which PARTICULAR social networking tool is pulling the best.

Two things:

1. 99% of the time, no single hat trick is going to make your business wonderful. There isn't a magic wand. Unless you want to name it "hard work." Good business and in turn good marketing is a well crafted message pushed towards your carefully selected target market using the most strategic group of media, customer experience and customer retention practices that will make your marketing machine hum.

2. If you don't KNOW what combination or tactics are working for you, then you have a pretty serious problem. I've spent a fair amount of time measuring in my day – its sorta my shtick. But here's one thing for sure – if you work with us, then hold us to that. Don't do it because it's the "of the moment" tactic. Do it because it works. I don't care how cheap or quick or loud or beautiful or smashing "IT" is… do not do it unless you can measure it. And do not do it ever again if it doesn't work.

Chris Brogan said it best:

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