Business Owners Share Their Top 8 Branding Mistakes

When a small business owner sets out to sell their products and services, they often make some common mistakes. Even those of us who are "in" sales and marketing have similar errors. Why not learn from our setbacks, rather than making your own?

Here are top tips solicited from successful business owners who were not successful in the beginning.

1. Know the value that your products and services bring, as well as how you are differentiated in the marketplace.

2. Understand whom you serve -- what is your niche in the marketplace?

3. With whom do you do your best work? Find common characteristics of your best and favorite customers.

4. Create a clear branding message that is tied to the vision and mission of your business.

5. Know what key messages you want associated with your brand.

6. Understand that you ARE your brand -- when you are on the phone, sending email, and at live events.

7. Invest in a GOOD, professional headshot. It can be used to help clearly brand you throughout social media.

8. Hire professionals to help you with writing, design, and overall brand strategy.

I know now that I wasted the first three years of my business with poor branding, unclear messaging, and the completely wrong logo and name for my business. Once I started hiring people who knew what they were doing, my business grew. If you don't have the dollars to get these things done, consider some sort of barter. This is an investment you cannot afford to skip.

Lori Richardson is president of Score More Sales and is a "sales detective". She trains and coaches sales teams in tech, manufacturing, distribution, and professional services companies doing less than $50M in annual revenues. Score More Sales is opening a new office in the Boston area this year, in addition to the Pacific Northwest location.