Steve Strauss wrote the bible on small biz. Literally. In addition to authoring
Finding Your HookA unique brand creates a hook that people can remember you by. Great brands, big and small alike, evoke an immediate reaction, feeling or belief. When you think of McDonald's ( MCD) you probably envision cheap fast food. By contrast, you probably think of Starbucks ( SBUX) as a cool place to get a latte and hang for a bit. For Starbucks, the value of such a brand enables them to charge $3.50 for a cup of coffee. Your business is both smaller and has more competition than a Starbucks or McDonalds, so having a memorable brand is even more important for you. Here are two ways to create a great hook: 1. Consider or reconsider your business name. The name of your business is the single most important tool you have for creating a unique, memorable brand because it is the first -- and sometimes only -- thing people hear about your business.
- Mention benefits in the name: Baja Fresh or Jiffy Lube
- Have a rhyming name: Clean Gene's Carpet Care
- Use alliteration: Frank's Franks
- Be Unique: TheStreet.com,