Hello 2011! The New Year is the perfect time for businesses and organizations to evaluate their marketing efforts. It’s also a time of year when folks are putting together budgets and looking at ways to make their dollars more effective. I’ve been thinking a lot about fresh approaches this season. And that thought process involves boiling ideas down to their essential elements–taking a wish list and turning it into something that’s really doable.

When I meet with new business clients, they often ask me to prioritize for them what I feel are the most essential elements for marketing their new ventures. It makes sense. It’s important to set priorities before you can correctly allocate a limited budget. And, let’s face it. All budgets are limited.

So, I’ve been evaluating my list of “essentials” when it comes to marketing my own business and the dreams of my clients. I’ve settled on 10 recommended Marketing Moves for 2011. I’ll start with the first 5 here and share the rest in a second post.

1. A “Yes” Mentality — This one is more about mindset than anything else. I look at the hallmarks of small, local businesses and I see that the successful ones have a “yes” mindset. With every customer encounter, they are looking for a way to say “yes.” Even if they can’t do exactly what a customer asks, even if their services don’t exactly match what a customer needs, and even if saying “yes” means finding the phone number to another business the customer can try. This type of approach to working with customers makes a lasting impression. It fosters good recommendations and the word-of-mouth we covet. It creates a culture of service and builds relationships that have value beyond a single sale.

2. Brand Consistency — If a brand isn’t created, used and built upon consistently, it has no hope of producing good marketing results. In 2011, I’m looking at ways my clients can filter their brand through the unexpected areas of the customer experience. Every surface, every piece of paper, every product, every aspect of a business that touches a customer is a branding opportunity. And, creating consistency isn’t that difficult. It usually boils down to paying attention to the little things like repeated phrases, correctly selected fonts, color choices. And it involves thinking creatively about how you want a customer to experience your products, services and environment.

3. An Effective Logo — Without question, I believe an effective logo is the center point of any business’ marketing and branding efforts (aside from actually delivering the goods, of course). It is the most recognizable image of a company or organization and when used consistently becomes what visually defines it. That’s a powerful marketing tool. I almost always recommend a well-designed logo as the first marketing investment for a new business.

[Programming Note: This year I’m developing monthly content themes for sharing ideas and experience here on Plop! and on the Small Pond Facebook page. January is LOGO month! So, stay tuned for some more comprehensive thoughts on creating an effective logo and how it can benefit your business.]

4. Your own well-told story — I’ve seen so much about “story-telling” over the last few months. It’s the new watch phrase in marketing communications. But, I have to admit; I like it. Each business–large or small, start-up or third generation–has a unique story to tell. Often the key to engaging with customers is communicating that story effectively with information that matters to the target audience. Approaching a company’s “message” as a unique story takes it away from the same-old marketing spiel and more into the realm of people-centered communication to which customers can relate. In addition, the “story-telling” approach is a flexible one. It allows for both past, present and future and for the message to evolve in the same way a real company does.

5. Website — This one may seem obvious, but I still get asked the question. “Do I need a website?” The answer is unequivocably “yes.” The internet is the chief source for consumer and business-to-business research on products and services. A company that doesn’t have a web presence in some form or another immediately takes a hit image-wise in terms of remaining current and exuding professionalism. Today, marketing without a website can actually become frustrating and off-putting for customers. In addition, a custom website offers a ready vehicle for shary that story I mentioned before.

Look for part 2 of the list next Monday. Meanwhile, what’s on YOUR list of marketing essentials for 2011?

Over the years, I’ve found that one of the key marketing elements many businesses struggle with is their logo. It’s one of the most basic components of a good branding and marketing strategy, and yet, it’s also something that often creates the most headache and confusion. Developing a single image that adequately conveys your company’s offerings is a daunting task. And, you don’t just want it to “adequately convey.” You want it to ATTRACT customers to your products and services. Add to that the personal stake most entrepreneurs and small business owners have in the way their life’s work and passion is portrayed, and the logo development process can produce trepidation in even the most seasoned client.

I’ve been thinking and talking a lot about logos lately with a few Small Pond clients who are in the thick of the logo development process. In addition, I’ve had several colleagues and friends approach me to help them evaluate their business logos to try and gauge effectiveness. Whether it’s a completely new concept or an image you’ve been using for years, how do you know if your logo design could use a tune-up? How can you make this key piece of your marketing plan work to your best benefit? It’s true that when used consistently, almost any image you’ve chosen can come to be associated with your business over time. But, is what you’re using really matching the achievement and potential of your ideas, your products and your services? In my conversations, I’ve been stressing a few questions to consider when judging whether a logo is really working for you.

Is it FLEXIBLE? Is your logo readable in both large and small applications (billboards to business cards, jumbotron to iphones)? Can it be used in both horizontal and vertical formats? Does it convey your image just as well in one color as in full color? Flexibility is the key to consistency. And consistency will make or break your logo’s effectiveness. Make sure the logo design you adopt has the flexibility to serve the breadth of your marketing needs.

Does it have LONGEVITY? Does it strike a balance between timely and timeless? Does it give your image a “look” that is independent of trends? Will it represent your business appropriately 10 years from now? The worst marketing investment you can make is in a logo design that will be dated in a year, or even two. When your logo is too trendy, your customers’ confidence level can take a hit. An outdated logo creates the impression that your products, services and abilities are outdated as well. On the other hand, a logo that maintains a timeless image has the added benefit of upping the professionalism-quotient of your business.

Is it APPEALING? Does it create positive impressions of your business among your specific customer base AND the general marketplace? Does it cause your business to stand out in the crowd? Does it encourage the audience to take a longer look? Your company logo is never going to appeal to everyone. That’s just an unrealistic goal, but consider your specific target audience when determining the imagery and typefaces used in your logo. You want potential customers to make favorable associations with your choices. In addition, you want your choices to produce interest and curiosity in the broader audience.

Is it APPROPRIATE? Does it reflect the reality of what you do? Does it communicate what you have to offer and your business style? Does it interpret your company goals and services for the public? Does it create the image you want your business to be known for? Part of developing an effective logo is helping your customers draw a line between your company’s image and what you actually offer, how you actually deal with customers and your actual approach to business. One should reinforce the other. An appropriate logo helps the audience recognize the “tone” of what you have to offer and how you’ll relate to them in a real-life encounter.

Are you using it CONSISTENTLY? As I mentioned earlier, consistency will make or break your logo’s effectiveness. Even the most well-designed, timeless, appealing, appropriate and flexible logo won’t be effective if it is not used consistently in your marketing efforts. Don’t compromise when it comes to presenting your business to the public. Include your logo on every piece of information about your business that your customers will see. Invest in licenses for the typefaces used in your logo so that they can be applied to other items like proposal headings or even invoices. Be watchful with vendors and advertising outlets to ensure that your logo is being used correctly on promotional items. This consistency will help your audience begin to automatically associate the logo with your business, products and services.