I recently talked to Isha Edwards of EPiC MEASURES about her business and how she helps build brands. Here is the conversation:

Bradford Shimp: Tell me a little about your business.

Isha Edwards: EPiC MEASURES (EM) is a brand-driven company, which offers a next practices approach to establishing and operating a business. Extending beyond the ordinary in purpose, promise and presentation, EM seeks to increase the profitability of individuals as well as organizations through four core services:

·        Marketing Strategy

·        Brand Management

·        Business Communications

·        Leadership Training (Seminars & Workshops)

BS: Why did you decide to get into this business?

IE: EM was established to meet an on-going demand from individuals with business communications needs. Also because of demand, services expanded to include brand-driven business consulting and leadership training for individuals and organizations.

BS: What roadblocks or delays did you run into when starting your business?

IE: Since the goal was to launch debt-free, test the business concept, and weigh market demands against sustainability, EM was soft-launched or rolled out in phases over a four-year period. This strategy limited roadblocks that would normally affect the company if it were launched “in full.”

BS: Define “brand” in terms of small business. I think many small business owners put little thought into creating a brand.

IE: A brand is a unique symbol, name, sound or identifying mark, which represents a product, an individual or organization’s story. This distinct story along with purpose and experience are what physically and emotionally engage consumers with a good or service.

Small businesses tend to focus primarily on the A part of the brand definition. Imaging, collateral materials and Web sites are created without much thought about the story or experience behind the logo.

When it comes to creating a brand, small business owners should “begin with the end in mind”. The process of creating a brand from beginning to end prior to launch will help solidify the story and the experience for customers.

BS: How can a strong brand help a small business?

IE: A well defined or established brand is a company’s most valuable, intangible asset. In addition to providing a competitive advantage, a well established brand helps to maximize earnings.

BS: If a small business has little to no money to spend on marketing, what are the best free/low cost marketing options?

IE: Word-of-mouth campaigns, volunteering service or providing product samples to prospective customers are low-cost ways to garner visibility. Find out what schools or organizations offer classes, seminars or events related to your product and target audience. Participating in events, joining organizations or in some way “hanging out” where potential customers hang out, writing or commenting on blogs are other options.

If you prefer to use social networking, then network within groups that are directly and indirectly related to your product. If you really want to stand out, purchase branded paraphernalia. Select a high-traffic day, time and location to regularly service your community with your product (doing so for 30, 60 or 90 days is ideal). Have flyers, Web site link or business cards on hand. The key is to build awareness in your natural element in a meaningful way (versus product push).

BS: Why should a small business spend money on a marketing/branding expert?

IE: Marketers are typically hired to focus on promotions and sales. An enterprising marketer or brand expert will consider product, price, placement and promotion when strategizing. They will also determine where brand value resides and align business operations with marketing strategy to retain value.

BS: How is social media, such as Twitter and Facebook, changing marketing?

IE: Social media levels the playing field between big and small business; new and established brands. Social media provides direct, inexpensive access to customers’ personal space (Facebook) and has the potential to build business credibility and awareness (Twitter) same as traditional media except exponentially.

BS: How would you convince a business owner to spend money on marketing/branding?

IS: Focusing on a business owner’s vision, mission, short and long-term goals yields a high conversion rate. When presented with a comprehensive strategy that makes the most effective use of time, money and resources and ensures set goals are met, business owners easily comply.

BS: What is your best advice for a small business owner who wants to commit more time and or money to marketing?

IE: Select three platforms to promote your product. Evaluate the results from those efforts. Replace efforts that yield low or little results. Relevancy is key as is being able to adapt early. Joining the bandwagon simply because everyone else is doing so is a sure-fire way to lose time and money plus limit results. Your strategy should be to remain ahead of each curve, which is where the greatest value lies and unique brands thrive.

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Thanks to Isha Edwards for participating in this interview. You can learn more about EPiC MEASURES at www.epicmeasures.com.

Bradford Shimp helps small businesses with web design and online presence management at BroadRiverCreative.com.