By Judy Winslow
 2009 BrightPointe Creative Solutions

Whether you own a business or are responsible for generating interest in someone elses, the topic will arise. What will I get when I hire a Marketing professional? Just because big businesses have whole departments dedicated to such an endeavor, many still believe that it may not be what they need. After all, there are lots of reasons not to buy into this concept. Below is what my clients consider to be the top five concerns:

5.  These people dont know what I need.
Of course, your business is unique. There are benefits to doing business with you that no one else possesses. Having a specialist will allow you to identify clearly the unique attributes your business has for the consumer and package them in a way that will attract business. That will leave you free to run and grow your business.

4.  What about the investment vs. the impact?
What amount have you deemed as a budget for this aspect of your business development? In a way, branding is something like the stock market. Only you & your professional can determine what level of risk youre comfortable with and how to configure your investment (although some use the formula of 10% of what youd like to earn should be dedicated to marketing). Will every item payoff? Perhaps, perhaps not. However, there are ways to get the most for your money, and a specialist can assist. Im willing to bet you dont know all the opportunities available to you, so by teaming with a professional your chances for success are greatly enhanced.

3.  They dont understand my business.
Isnt that great?! You now have the opportunity to share your knowledge and passion for your business with someone who can interpret that information in a way thats easy for the average bear to digest. Voila! Now a professional can position your business in a way that an outsider can embrace, while speaking your vision unencumbered by other perspectives. Thats one heck of a great benefit!

2. These people dont listen to me.
Having a connection with your Professionals is essential. You wouldnt want to visit a doctor who keeps prescribing medicine for an illness you dont haveso if you arent feeling heard, you may be working with the wrong people for you. Try something else. Fast! 

And the number 1 reason:

1.  I can do it myself.  
Yes, you know your business better than anyone. That said, you really cant do it yourself and also grow a healthy business that realizes your vision and provides the life you deserve. Furthermore, why would you want to? Go play more golf or be with your kids. Just like a doctor, lawyer or personal trainer, your Branding Professionals provide an invaluable service that is key to your success. Just be sure to evaluate their efforts as you would any other part of your strategy for success.

So, I ask you - If marketing and branding isnt all that big a deal, why do Nike, Coke, Proctor & Gamble and countless others put so much energy (and money) into their programs? Keeping your brand highly visible does affect growth and profits. Have fun, create solid marketing, and watch your business GROW!

Judy is a Branding specialist with over 25 years of experience. Her background in marketing and business development combined with her award winning graphic abilities, make her a uniquely suited asset to any team. Her result oriented listening and processes have enabled companies large and small to benefit. A diverse clientele ranges from Fortune 500 companies to start-ups seeking specialized branding and innovative communications strategy. Judy customizes strategies for her clients that encompass branding & marketing strategy integrated with a personal vision for success. Visit her at UnforgettableBrands.com