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  1. What’s Coming in 2025 at the Union River Center for Innovation

    Attention Area Entrepreneurs and Aspiring Founders: What’s Coming in 2025 at the Union River Center for Innovation

    Workshops Hosted at URCI
    There are some exciting initiatives in the works at URCI. With the help of some area
    business owners, we’ve finalized the first series of Entrepreneurial Exploration
    workshops and will be announcing the topics, instructors, and schedule in the next few
    weeks.

    Business Attraction Plan to Focus on Two Industry Sectors
    In conjunction with the City of Ellsworth Business Attraction plan, we will be establishing
    one focus group to explore ways to support existing and attract specialty food and
    beverage related businesses, and another for the building design, construction, and
    maintenance trades.

    Step 1: Business Survey
    What project doesn’t start with a survey? This one is no different as we seek to
    engage business owners in these two industry sectors. Whether you already
    have an established specialty food or building trade business OR you have
    dreams of having one, we want to hear from you.

    TAKE THE SURVEY HERE

    Networking and Socializing at URCI
    There are some new events in the early planning stages to help showcase all that the
    Center has to offer and to collaborate with and showcase area entrepreneurs. Keep an
    eye on our events section.

    remote work in Maine at union river center for innovation

    URCI Online
    We’re doing some tweaking of our website to hopefully improve your experience when you need any of our online resources.

    Educational Programming
    In addition to training hosted at URCI, we’ll continue to share online and in
    person workshops being offered by our partner organizations like SCORE, CEI,
    SBDC, and New Ventures Maine.

    Our Blog
    It takes a village and there is an abundance of talent and entrepreneurial
    expertise in and around Ellsworth. In a business brainstorming session that we
    held in November 2024, one of the biggest business support assets that the
    group identified was the amazing Ellsworth business community always willing to
    help existing and new business owners.

    In that spirit, we invite you to share your insights as a guest blogger. We can suggest topics, give you a general outline, and even do some ghost writing for you. Our goal is to post a blog on the first and third Wednesday of every month. Next time, we’ll hear from Dr. Elizabeth Marnik with her thoughts on the International Day of Women and Girls in Science that we celebrate this month.

    If you’re interested in being a guest blogger, or have other thoughts to share, please reach out at tracy@unionriverinnovation.com

  2. February 2025 Maine Business and Entrepreneur Events and Trainings

    Attending Maine business and entrepreneur events offers a wealth of benefits for professionals at any stage of their careers. These gatherings provide invaluable opportunities to network with like-minded individuals, industry leaders, and potential collaborators, fostering connections that could lead to partnerships, mentorships, or new business opportunities. They also serve as a platform for gaining fresh insights and staying updated on the latest industry trends through keynote speeches, panel discussions, and workshops led by experts. Moreover, the exchange of ideas in such settings can spark creativity, inspire innovation, and help attendees overcome challenges by learning from others’ experiences.

    The following February 2025 calendar features events from our Maine business and entrepreneur partners at Union River Center for Innovation.

    Tax Readiness for Self-Employed

    February 4, 2025 4:00pm EST
    Learn how to organize your financial records, understand your tax responsibilities, become familiar with tax forms, and file your taxes with confidence from our professional staff. This one-hour workshop is designed for sole proprietors.


    Childcare business Lab: Explore improving your credit score

    February 6, 2025 1:00pm EST
    Take the first step to improving your financial wellness by joining this session led by Jill Lorom, financial counselor with CEI. 


    Exploring Self Employment

    February 6, 2025 2:00pm EST
    This one-hour workshop will help you decide if self-employment is the right choice for you.


    Demystifying Federal Tax Obligations for Small Business Owners

    February 12, 2025 1:00pm EST
    Understand your federal taxes as a small business ahead of tax season! Join this session to learn from Nancy Feliciano, Senior Stakeholder Liaison, at the Internal Revenue Service Communications & Liaison office.


    Business Basics

    February 13-27, 2025 6:00pm EST
    This three-week class series (three 90-minute sessions) is for those thinking about or in the early start-up phase of a new business. Our professional staff will help you assess the feasibility, desirability, and viability of your business idea and get you started with your business plan.


    Tax Readiness for Self-Employed

    February 25, 2025 6:00pm EST
    Learn how to organize your financial records, understand your tax responsibilities, become familiar with tax forms, and file your taxes with confidence from our professional staff. This one-hour workshop is designed for sole proprietors.


  3. Update: Ellsworth Local Business Support and New Business  Attraction 

    URCI and the City of Ellsworth, looking toward the implementation of some of the City’s Business Attraction Plan, have  contracted with TS2 Consulting in Ellsworth to continue URCI’s initiative to develop a series of Entrepreneurial  Exploration workshops tailored to the needs of area entrepreneurs and prospective entrepreneurs. The workshop series is being developed based on feedback from a business brainstorming forum held in November of last year.

    The vision statement for the Business Attraction Plan states: Ellsworth is the engine that drives economic growth and  prosperity in Downeast Maine. Ellsworth leverages its location, authentic character, and unparalleled livability to attract,  grow, and retain high-quality companies that produce sustainable employment opportunities. 

    The plan cites four targeted business clusters that will support the city’s vision statement: 

    1. Specialty Food & Beverage Manufacturing & Sales 

    2. Design, Construction & Maintenance 

    3. Healthcare Services / Medical Manufacturing / Life Sciences 

    4. Visitor Economy & Hospitality 

    TS2 will be focusing on the first two: Specialty Food & Beverage Manufacturing and Sales, and Design, Construction, and  Maintenance. “I could not be more excited to be working on these projects,” commented Tracy Scheckel, TS2 owner. “I  helped facilitate and promote the business brainstorming event in November and am glad to be able to see the project  through.” 

    With the departure of Janna Richards, the City’s Economic Development Director, Matt Williams, the City Planner, is  stepping in as the City’s liaison to URCI. “It’s great to see Tracy’s enthusiasm for this project,” said Williams. “She’s a  perfect fit. Aside from her marketing expertise, she is a self-proclaimed foodie, and her marketing roots are in the  construction and architecture industries.” 

    In the coming weeks, Scheckel will be reconvening the brainstorming group to finalize the workshop topics and will also  be conducting some community outreach for input on the Business Attraction Plan’s targeted business clusters. Anyone who would like additional information about the URCI initiatives or to provide input is encouraged to contact  Tracy directly at tracy@ts2consulting.me. 

    About Union River Center for Innovation 

    The Union River Center for Innovation offers entrepreneurs and startups the opportunity to grow their companies by  providing the resources necessary to get a business up and running. 

    About TS2 Consulting 

    TS2 founder Tracy Scheckel, with more than 30 years of marketing, public relations, business development experience,  and project management, is committed to helping small and start-up businesses in Maine reach their marketing goals. 

  4. January 2025 Maine Business and Entrepreneur Events

    Maine business and entrepreneur events

    Attending Maine business and entrepreneur events offers a wealth of benefits for professionals at any stage of their careers. These gatherings provide invaluable opportunities to network with like-minded individuals, industry leaders, and potential collaborators, fostering connections that could lead to partnerships, mentorships, or new business opportunities. They also serve as a platform for gaining fresh insights and staying updated on the latest industry trends through keynote speeches, panel discussions, and workshops led by experts. Moreover, the exchange of ideas in such settings can spark creativity, inspire innovation, and help attendees overcome challenges by learning from others’ experiences.

    The following January 2025 calendar features events from our Maine business and entrepreneur partners at Union River Center for Innovation.

    Mastering AI to Accelerate Your Marketing Strategy

    January 14, 2025 1:00pm EST
    Leverage AI tools to refine your marketing strategy, craft compelling content, and drive measurable business growth.


    How to Get Certified as a Woman-Owned Business

    January 15, 2025 1:00pm EST
    Getting certified as a woman-owned business opens doors to new opportunities and partnerships. It connects you to supplier diversity programs at major corporations and government agencies, and provides an equal opportunity to compete for contracts.


    Feeling Stuck? 5 Steps to Move You Forward

    Thu, Jan 23 12:00 PM to 1:00 PM
    Topic: Managing a Business
    Online Facilitated by USM SBDC


    A Basic QuickBooks Guide for Small Business Owners

    January 23, 2025 1:00pm EST
    Learn how to use accounting software to streamline your financial management, track cash flow, build reports and create invoices. 


    2025 Hottest Business Ideas, Trends & Markets

    January 28, 2025 1:00pm EST
    Don’t get left behind in 2025. If you’re looking to start or expand your business, staying up to date with the latest business trends is key to your success.


    Maine Sales Tax – Covering Rates, Registration, and Remittance

    Thu, Jan 30 11:00 AM to 12:00 PM
    Topic: Managing a Business
    Online Facilitated by USM SBDC

    Whether you’re looking to expand your knowledge, grow your professional network, or find inspiration, these Maine business and entrepreneur events are a catalyst for personal and business growth.

  5. Greater Ellsworth Business Brainstorming Forum

    Ellsworth business forum

    Business Growth and Development in the greater Ellsworth region: A Business Brainstorming Forum

    Ellsworth and the surrounding area boast an ever-growing and thriving business community. To add to that momentum, a consortium of area business experts is working with the City of Ellsworth’s Union River Center for Innovation to provide additional resources for both established and budding entrepreneurs in the region by developing a series of Entrepreneurial Exploration workshops.

    Area business owners — seasoned, novice, large, and small — are invited to participate in a Business Brainstorming Forum to share their thoughts, ideas, and suggestions for the tools and resources they would find beneficial as topics for upcoming Entrepreneurial Exploration workshops. The purpose is to create an educational series that will meet the needs of our businesses and, therefore, business owner feedback is sought through this “Business Brainstorming Forum” to inform the upcoming “Entrepreneurial Exploration” workshop series.


    “Business is booming in and around Ellsworth, and we want to ensure that all business owners and prospective entrepreneurs have the resources they need to be successful,” commented Ellsworth Economic Development Director Janna Richards. “We’re hoping to see a large and diverse group of businesses attending the brainstorming event,” she noted, adding that a broader perspective would better inform the planning and content of the workshop series.


    The consortium includes representatives from Coastal Enterprises Inc. (CEI), the Small Business Development Center (SBDC), Barbee Business Services, the law firm of Eaton Peabody and TS2 Marketing Consulting who will each make a brief presentation to help facilitate the informal information exchange that will follow.


    The Business Brainstorming Forum is scheduled for November 13th from 5 PM to 7 PM at the Union River Center for Innovation at 415 Water Street in Ellsworth. Light snacks and soft drinks will be served. The event is free to Ellsworth area business owners and prospective entrepreneurs.
    Although the event is free of charge, advance registration is required. Please RSVP here by November 13, 2024.

  6. The Benefits of Remote Work in Maine: A Post-Pandemic Perspective

    The COVID-19 pandemic significantly altered the way we work. Many organizations in Maine rapidly shifted to remote and hybrid work environments. From initially working at kitchen tables to adopting flexible schedules, employees and employers alike have experienced both the benefits and challenges of this new work model. As we move beyond the crisis, it’s time to reflect and optimize the lessons learned from remote work in Maine for the workforce and businesses alike.

    At Union River Center for Innovation, we’ve increasingly worked to offer services that support remote workers and entrepreneurs. For instance, people have the flexibility to purchase a day pass or a monthly subscription. Co-working spaces, office rentals, a community lab, and a conference room are all perks remote workers can utilize at the Center. 

    The Remote Work Shift

    During the pandemic, as much as 61% of workers found themselves working remotely or in hybrid models. While some have since returned to the office, data shows that 40% continue to work in a remote or hybrid capacity. This shift represented 40 years of growth in remote work compressed into just a few months. Pre-pandemic, only 7% of employees worked remotely full-time; now, that number has climbed to 28%.

    Yet, there remains a gap between employees’ and employers’ preferences for in-office work. For example, 34.8% of employers favor a full return to the office, while only 17.6% of employees agree. This tension highlights the need for a balance that meets both the workforce’s desire for flexibility and businesses’ operational needs.

    Lessons Learned and Challenges Faced

    The rapid shift to remote work provided valuable lessons on what not to do. Many organizations executed flexibility on a crisis-driven basis, focusing on immediate needs rather than long-term strategy. Now is the time to optimize this flexibility intentionally, aligning work models with both business goals and employee well-being.

    Health and wellness concerns have emerged, particularly around overwork and the challenge of “shutting off” when working from home. Managing employee performance has also become complex, as monitoring physical presence is no longer an option. Instead, businesses must measure output and productivity while maintaining clear communication. Joshua Howe, the Deputy Executive Director for Workforce Training and Remote Working at the Harold Alfond Center for the Advancement of Maine’s Workforce, has emphasized:

    “Remote and hybrid work has the potential to provide employment for people that they may not otherwise have access to… all the while meeting Maine businesses’ need for qualified employees.”

    He highlights that remote work in Maine isn’t just about sending employees home with a laptop. It requires intentional efforts in communication, engagement, and the right tools to be successful.

    “Organizations are going to need to measure people’s productivity based on outputs rather than being on site, and ensure their teams have the right tools and processes to be successful.”

    The Benefits of Remote Work in Maine for Employees and Employers

    Talent Pool and Diversity
    Remote work in Maine opens the door to a more diverse workforce. Women, for instance, are 24% more likely to apply for remote roles, and companies see 33% more applications from underrepresented minorities. Additionally, millennials (ages 28-43) are more likely to want remote or hybrid work, further broadening the potential talent pool.

    Recruitment and Retention
    Organizations that offer flexible work arrangements benefit from increased retention. Employees working remotely are 20-30% less likely to quit, which reduces recruiting costs. Companies also gain access to a broader talent pool, helping fill specialized roles that may not be available locally.

    Productivity and Cost Savings
    Contrary to early fears, remote work doesn’t necessarily reduce productivity. In fact, employees working remotely two days a week report no loss in productivity. From an employee’s perspective, remote work brings significant cost savings and greater work-life balance, resulting in improved job satisfaction.

    Challenges to Address

    While the benefits are clear, there are challenges to navigate. Organizations must be mindful of proximity bias, where those working remotely may have less access to leadership, development opportunities, or promotions compared to in-office staff. Performance management also shifts away from monitoring and towards evaluating output.

    Intentional communication is critical. Organizations must build time for connection, whether through regular meetings, hybrid office days, or digital tools that facilitate collaboration. Joshua Howe points out that companies need to measure productivity based on outputs and ensure their teams have the right tools to stay engaged and connected.

    Optimizing Flexibility

    As businesses continue to adapt, it’s crucial to optimize the flexibility that remote work offers. This means shifting to more asynchronous work, reducing unnecessary meetings, and providing greater autonomy to employees. It also improves equity by accommodating diverse needs, such as caregivers, people with disabilities, and those in different time zones.

    It’s time for Maine businesses to go beyond crisis-driven solutions and create long-term strategies that support a flexible, productive workforce. As Joshua Howe put it:

    “It’s a win-win for Maine’s businesses and people… allowing people to live, work, and play in Maine’s many rural communities while earning good income, helping those communities remain strong and vibrant.”

    By intentionally aligning policies, tools, and communication processes, Maine’s workforce can thrive, and businesses can stay competitive in an increasingly flexible work environment.


    For those interested in further developing their remote work strategies, MCCS’s Remote Work for ME offers self-paced courses for front-line staff, supervisors, and business leaders—free through the end of the year. Learn more here.

  7. Ellsworth SBDC Relocates to Union River Center for Innovation

    Union River Center for Innovation welcomed a new strategic partner, the Maine Small Business Development Center (SBDC), in March 2023 through our private rental service. URCI provides private rentals to incubator companies, remote workers, and organizations that are a value add to the Center. We were thrilled when the Ellsworth branch of the SBDC decided to relocate their headquarters to the URCI location. Given that the Maine SBDC has been recognized as a leader in the small business economic and development arenas since 1977, this partnership has been a perfect fit! 

    The SBDC concept is a simple but effective one: assist entrepreneurs and small businesses through no-cost confidential business advising and training.

    The Maine SBDC program helps build and strengthen small businesses through business advising, training and educational resources. Certified business advisors provide guidance on topics such as business feasibility, business plan development, capital acquisition, financial management, marketing and sales, e-commerce, customer service, personnel management, small business strategic planning and more.  Eric Treworgy is the SBDC advisor at the Ellsworth location at URCI, and as a small business owner himself, he brings a wealth of knowledge and experience.

    Ellsworth SBDC, Maine businesses, office space

    We wanted to better understand the true value of the relocation for SBDC, so we interviewed SBDC advisor Eric Treworgy to get his insights:

    1. What influenced the decision to relocate to the URCI location?

    Relocating the URCI was really a no-brainer. The SBDC has a myriad of services for start-ups and can save new entrepreneurs time as they work on their concepts. An additional exciting aspect of relocating was to develop a closer relationship with the Ellsworth Economic Development Director to see how we can help the overall growth and health of our business community.

    2. What services do you provide as a SBDC Advisor?

    Our services include assistance with creating and updating business plans, cash flow projections (both of which are critical when securing financing), marketing plans, connecting to local resources such as attorneys, accountants, insurance agents. We help with understanding business structures, such as sole proprietorships, LLC’s S-corps, and how to connect with the right state and federal agencies to get set up. We provide advice and help, and when it requires expertise beyond what we know, we connect businesses with resources who have that expertise. As a small business owner myself (Pugnuts Ice Cream and Gelato in Surry) I can offer perspective on building a brand from scratch, and how to manage day to day operations. I have a particular interest in helping businesses develop strategies to manage cash flow, particularly during the off-season as so many of our local businesses have strong seasonality.

    3. What do you like best about the new location at URCI? What are some of the key benefits?

    The office is a fantastic resource. It is easy to find, and the common areas are beautiful.  When URCI was set up they clearly invested in creating a pleasant environment to work. The common room and conference room are both appointed with all the latest tech for video conferencing and are perfect for small seminars. And, of course, we are on the beautiful Ellsworth waterfront – easy to find, and in the summer, a great place to catch some food truck action!

    4. It seems like there has been good synergy between SBDC and the management at URCI. Could you provide your perspective on that?

    URCI is managed very professionally by Janna Richards and Voot Yin. They are always available when I have questions. In addition, the community of professionals working here on their own projects are a great group – helpful when you need them and they create a stimulating environment. I am proud that the SBDC is located here at URCI, and enjoy working here immensely!

    The location is clearly the best place for SBDC to be, given our mission to support new and existing small businesses.

    For more information about URCI services, including private rental spaces, please visit our Programs and Services page.

  8. 4 Marketing Tips for Pre-Revenue Startups

    Marketing Your Ideas: A Must for Pre-Revenue Startups

    When you’re first starting a business, marketing is probably the last thing on your mind as you’re searching for investors and developing your product or service model. However, a well-kept secret is that marketing is crucial at every stage of business, even for pre-revenue startups! While you likely won’t be ready to market to consumers, preparing informational materials for investors and potential partners is still considered marketing your business idea. To help you get into his mindset, these four marketing tips can show you how to grow your startup and reach your predefined goals while in the pre-revenue stage.

    1. Be ready to present to investors!

    In today’s digital world, you never know when your product or service might be put in front of potential investors. Keeping this in mind, be sure to have informational materials detailing your business idea, structure, market analysis, and financial projections on hand to give to potential investors or partners. Make sure you have business cards printed for the founders and senior managers of your company, and have a few collateral materials printed or available virtually, like an executive summary, to detail your product or service offerings and financial projections for investors. This way, whether it’s a formal presentation, or a random encounter with a potential investor, you’re prepared to make your pitch with supporting materials.

    1. Make sure you have an informative, professional website.

    A common misconception among pre-revenue companies is that because you may not be ready to drive consumer traffic to your website yet, you don’t need to have an online presence at all during that stage. This isn’t true! Having a website can be an enormous advantage for pre-revenue startups. Having a dedicated place that potential investors, funders, employees, partners, and office space owners can go to learn more about your business provides a professional touch while also creating an easy, streamlined experience for potential stakeholders. If you’re recruiting for funding, have a page dedicated to potential investors or funding organizations with all the information they’ll be looking for, like financial projections, market analysis reports, and product or service benefits. Be sure to use your website as a place to make your business come to life – don’t just talk about your product or service. Talk about the people behind the product, the problems that it can help your target market solve, how your offerings close gaps in the current industry, and what sets you apart from your competitors. 

    1. Invest in market research.

    While sometimes costly, market research may be the most valuable information you can come across during the pre-revenue stage. Even online surveys or small focus groups may give you a clearer picture of what your customers are looking for. Tailor the questions to the information you’re looking for or how to best serve your potential audience. For example, if you’ve already identified a market for your product, talk to those audience members to determine any gaps that may exist in the current market landscape and how your product can solve these problems. You can also take this opportunity to learn more about how to reach your audience by asking how they consume media and what channels are important to them. This way, when you are ready to go to market, you’re equipped to reach potential customers effectively!

    1. Utilize free resources!

    There are plenty of free or low-cost marketing tools available to new businesses. Some popular brands include Canva for graphic design, WordPress for websites, MailChimp for email marketing, and various social media platforms for engaging with your audience. Budget for the large expenses that you can’t do yourself, or are better done by a professional, and that will create a return on investment for your company; and give free tools a try to create marketing materials. You might be a pro!

    Looking for more resources to start or grow your business? Visit unionriverinnovation.com to learn more about our programs for startups, including a business incubator program, business affiliate program, coworking spaces, free seminars, and more. 

  9. How to Spring Clean Your Business

    Spring has long been the season of new beginnings and “out with the old, in with the new.” While many associate spring cleaning with decluttering their homes, you can use this time to spring clean your business as well! Give your business a fresh start this season by giving it a thorough refresh — organize your files, update your digital presence, clear out your inbox, and clean up your physical spaces.

    1. Organize and archive your files.

    Every business has archives of old files – even if they’re digital! Move previous years’ files over to external hard drives to make room on your computer, and establish a regular schedule for exporting your files. For example, you could implement a regular process of moving over old files at the beginning of every year, or at the beginning of each quarter. Ensure that all servers and file systems follow organized, uniform procedures to make important files easy to find and reduce the amount of valuable business time spent searching for the record you need. Organize your files in a way that makes sense for your business, and be sure to use naming conventions that are easy to search for. Just remember to keep your most-used and most regularly accessed files easy to find and update.

    1. Update all digital platforms and assets.

    Maintaining an active online presence is crucial to ensuring that your customers are able to find your business. If the available information about your business is old, outdated, or no longer correct in any way, be sure to update it so your customers have all the information they need! Even doing a quick Google search may bring to light old addresses, phone numbers, or domains that you no longer have access to — you might be shocked to find how outdated some information can be! A few ideas for places to look for outdated information:

    • Find that old Yelp page that still lists your business’s previous address. 
    • Change the logo on your Facebook page if it hasn’t been updated in a while.
    • Use search engines to find any online listings or directories where your business contact information may be outdated.
      • Ensure your website URL is correct on all listings, and that any old domains redirect to your current site.
    • Remove any old documents or information from your website that are no longer relevant to your business or applicable to your customer experience.

    In addition to looking for and updating old information, be sure to maintain a cohesive brand identity across all online platforms by confirming that any brand elements, colors, and fonts used online reflect your current brand standards.

    1. Clear out your inbox!

    Gain some more online storage space by cleaning out your email inbox! Email platforms often include only a limited amount of storage space, which means that as you accumulate more emails, your older, but still important, emails could be deleted without your knowledge. To avoid this, make a folder of any important emails that you often have to refer back to, or download the email as a PDF or Word document and save it within your computer’s file system. Be sure to keep any emails that contain important directions, client or coworker communications that you may have to refer back to later, and other vital information or documentation that you need to be sure is kept safe — and delete the rest. Get rid of old event invites, newsletters, marketing emails from old vendors or other businesses, or any other email that no longer serves a direct purpose or reference for your company. This will clear up a large amount of storage space and allow you to find the most important emails in your inbox faster and easier. If you’re not worried about storage space, or deleting emails isn’t a viable option for your business, be sure to sort your inbox in a way similar to your uniform file system to be sure that you’re easily able to find what you’re looking for. 

    1. Clean up your physical space.

    If your business operates out of a physical location, tidy up your space, especially any client-facing areas. If your business has a physical office, but hasn’t been there since last March, elect someone to visit the space and get it ready for your return (whenever that may be). Be sure to change the calendars from March, dust off any desks or workspaces, and ensure that all COVID-19 sanitizing and social distancing protocols are followed. If you’re working from home, sort through your designated workspace to clear your desk space and your mind – you may be surprised by how much more you’re able to get done with a clean and organized workspace!

    Spring cleaning doesn’t have to be stressful – use it as a time to bring new life to your workspace, both physical and virtual, and create new processes that will allow you and your team to work more efficiently and through less clutter. 

    Are you outgrowing your home office or current workspace? Contact the Union River Center for Innovation today for more information about utilizing a co-working space or renting a private office at our location in Ellsworth.

  10. The Importance of Building Your Company’s Brand (and How To Do It!)

    You’ve started your new company, and you’re ready to get customers through the door. Marketing brings your audience to you – letting them explore your product and service offerings and giving you the opportunity to sell them on how your business can solve their problems, make their lives easier, or even help them reach their goals.

    The first step in marketing your startup or small business is to establish a brand. Branding is the way that you present your company to the exterior world, both visually and conceptually. More than just the shape and color of your logo and the packaging of your products, branding extends into your messaging, your voice, your product offerings, and even how you make your customers feel. Establishing a strong sense of brand awareness among your audience is imperative to ensuring that your company comes to mind when the potential customer realizes that they are in the market for your product or service. 

    What is the first thing you think of when you think of Target? Probably their recognizable logo.

    What comes to mind when you’re asked about Facebook? Likely their signature blue.

    What is most recognizable about KitKats? Their memorable slogan!

    These companies all have strong brands that communicate their product offerings, as well as their values, quickly. Your brand sets you apart from your competition, and establishes your business as reputable, trustworthy, and professional. You’ll want your brand to communicate who you are as a company, while also being a quick symbol for recognition.

    1. Start early.

    When creating a new business, it’s never too early to start building and promoting your brand. Think about what elements your logo should have – what colors make sense for your business? What icons or imagery complement your products or services? What matters most to your customers and other stakeholders? Make sure these elements are reflected in your branding.

    1. Stay consistent.

    As you’re developing your brand, it’s important to create a recognizable look and feel. To do this, make sure that your logo, colors, messaging, and other elements remain consistent throughout your website, packaging, ads, social media presence, stationery, or any other elements that reflect your brand and its distinct look and feel. Using your brand consistently across platforms allows your audience to instantly recognize your brand or product, raising the probability that you are their first thought when they become in-market buyers.

    Your logo should be used wherever possible to connect any of your content to your brand, and should not be altered. Create a list of brand guidelines, which dictate how you’d like your brand to be used, the exact colors used in your logo and in other imagery, sample messages, and more. Your brand guidelines will help your brand assets remain consistent across both print and digital avenues, especially if more than one person is utilizing your brand elements or designing with them in mind. This can even be a running document that is updated often, but should always be updated any time you change your logo, colors, or other brand assets permanently in any way.

    1. Be different, distinct, and recognizable.

    Set yourself apart from your competitors! Try to create and use logos, imagery, and colors that are different than others in your market. Even if you sell the same or similar products, you’ll still want to stand out, especially to stay top of mind for your potential and current customers. Think outside the box – what symbols convey your message or services without showing a direct picture of your product? Consider the industry you’re in, and how you help your customers. With a few brainstorming sessions, you can create a unique brand that is distinct from the rest of the market!

    Establishing a strong and consistent brand will help your business stand out from the competition, remain top of mind for your audience, and can even establish trustworthiness in your products and services. Remember to start thinking about creating your brand as soon as you’re able, remain consistent wherever your brand is used, and create a recognizable brand that can’t get confused with other companies in your industry.

    Need more information about running a startup or small business in Maine? Contact the Union River Center for Innovation today, where we’ll connect you with local business resources like our business incubator program or business affiliate program, coworking spaces, conference room rentals, and more!

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