Ok so you want to set up a company. First of all you need a business idea and a name. Let’s start with the name. Try to come up with a name that is memorable, notable and uniquely linked to your business. You should be the one where consumers will think about when they hear it. So you have to be original but do not make it to complicated. A mistake that many companies make, is that they think that their name should cover everything the company stands for. Do not try that, that is impossible.
When you have got the name figured out, you need words that can explain what your company or service is about, and why other people need to give you money for it. It is that simple. These words are often referred to as slogans, pay-offs, baselines or mission statements. If you do not have much experience with writing these kinds of statements, then don’t. The solution? Make mantra. Former Apple evangelist Guy Kawasaki tells you how in this very educative video: ‘the ultimate test for a mantra is if your telephone operators (which you will have someday, right?) can tell you what it is. If they can, then you’re onto something meaningful and memorable. If they can’t, then, well, it sucks page’.
After coming up with a name and a mantra a logo is a logical next step. Every self-respecting business or initiative needs a logo nowadays and it has to look good. As a startup you probably do not have a very big budget. Nevertheless there are some very good alternatives that can lead to a proper logo for the next 5 to 10 years. After all, Nike’s swoosh cost only 35 dollars and turned out to be quite nice. It is made by a graphic design student, which is a good alternative if you don’t have the budget to hire a renowned agency. Students often do not have regular clients, so they do not charge much. However, they are very capable for the job because they have refreshing ideas, are often very flexible and think outside of the box, which makes them just as, ore sometimes even more creative as the status quo. If you are not able to easily get in contact which such students you can make use of initiatives such as 99 Designs. Here you can get a solid logo for a reasonable price.
Try not to stick with just a logo. Keep expanding till you get a worthy corporate identity. Likewise this does not have to be real expensive. Only purchase the solely needed material and be creative. So if you do not use writing paper then do not add them to your corporate identity. Instead, think about something that refers to your company as for instance tape, gloves and a marker to a moving company.
One of the things you should purchase, are business cards. Once your (inexpensive) graphic designer has come up with a design, there are a couple of things you can do. Yet again, my advice to you is, think about your expenses. If you are not in the graphic design business (or something similar) you should not spend much money on your first business cards. Nevertheless, this does not mean you cannot get worthy business cards. Nowadays there are many online printers who offer good quality business cards for a reasonable price. However, try to avoid the really cheap ones. Some companies offer cards for free or for less than 25 Euros. However, these cards are often finished very badly or are partly damaged because of bad packaging. Just select some some potential suppliers and google on customer experience and you will get there. Companies who served me well are (for the Dutch readers) Drukland and iDrukker.
After these first steps you naturally want to share your work, ideas and brand new corporate identity with the rest of the world. Luckily for you, this period of time is more suitable as ever before to spread your message. The Internet gives you loads of opportunities, so use them. Especially social media, social media and social media. I do not have to tell you the power of social medial because it has been done before. Above all, it takes time, commitment and understanding.
Besides social media, it is wise to create a website. Stick to the basics, also applies here. Try to start with one or two pages, which say who you are and what you do. Nothing more. Do not try make a website with lots of information and submenus because you are probably going to change within a year anyway. A good alternative is a (free) blog. Keep people updated about what you do, and why you do it. Especially for startups, who often are not in full service yet and are working towards a certain goal. This process can be very interesting to follow, which can result in growing sympathy among your (potential) customers. Another alternative can be a Facebook (fan) page. More and more companies are present on Facebook and some even communicate exclusively through their Facebook page.
To conclude, be aware that you can only spend your money once. However, in this period of time, you do not have to spend much. As I said before, above all it takes time, commitment and understanding; also known as hard work. So, for all of you with an entrepreneurial spirit and a business idea: get started right away. And for everybody else: all you need now is a business idea. Good luck!
