Looking at big picture can be overwhelming. There's an endless supply of marketing options that small or home-based business can take advantage of, such as pres releases, telemarketing, ad mail, brochures, web sites, e-mail campaigns and much more. But without a solid plan, you're just be spinning your wheels.

The sad reality is that majority of small and home based businesses don't approach their marketing in a strategic way. They may promote their business without clearly identifying their target market, or regularly use marketing campaigns without monitoring results.

Today we are bombarded with technology and new toolsfor reaching, connecting and communicating. But whenputting these new tools to work, remember that samebasic marketing principles still apply. Understandingand including these principles in your day-to-dayapproach to business is crucial to your success," said Tonkin.

In order to take your business to next level, a solid marketing plan is required. Marketing is basically key function directed to your target market (customers) that addresses them specifically.

According to Tonkin, marketing communications fits into your overall marketing plan because it represents a collection of all activities necessary to establish a consistent message to your customers. Although many of these activities can work well alone, best results are achieved when they are coordinated with other marketing activities.

This means that every customer directed activity is well defined within your marketing plan. That includes how you answer phone, create mail, advertising or product packaging. It all must fit together to create a cohesive impression in eyes of your customers. This consistent image should reflect best aspects of your business and what you have to offer.

Before you can even begin to put together this cohesive image, you first must know your customers. How can you effectively communicate a message when you don't know who message is directed at?

Don't just assume that you already know your target market, take a moment to ask yourself following key questions:

1. Who are my customers?
2. What do they need?
3. Why will they buy my product or service?

Many businesses get so caught up in every day promoting and marketing of their products or services that they often neglect one very important item: a quality, consistent business image. Today, with so many businesses competing for ever-shrinking consumer dollar, a professional image that stands out more than your competitor's becomes even more essential. It is important to be recognized in a consistently positive manner.

Because you may only get one chance to create a positive first impression, you want it to be very best one.

Where do you Start?

Working with a graphic design professional will ensure that you achieve a successful image. All of your marketing and corporate materials will be consistent and reflect your success.

Start with a Logo

Careful consideration must go into a logo design in order to achieve look you want. The type of business (including a home based business), profession and product will guide you in various directions. It is important to share your business expectations and market focus with your designer so she or he can better design an effective logo.

Deciding on a designer is important--someone who can relate to your business and to your competition, and someone who takes time to find out about your business. A good designer asks a lot of questions before beginning design process and should give you several good designs to choose from.

Good designers will keep in mind ever-increasing uses for your logo. It must be adaptable for use not only on cards and letterhead, but on signage and perhaps Internet. Your logo must be able to grow with your company.

Remember, your logo is image you present to world - be sure it's an impressive one.