Your name is so much more than just what people call you – it becomes definitive of all the characteristics (good and bad) people associate with you – your “personal brand,” as some of my marketing colleagues would say. This is no less true in business. Think about a brand you love. I’ll go with Asics, for purposes of this example. I will never buy a running shoe brand other than Asics. I love them. I get excited when my fellow runners ask me what shoes I recommend – because I get to talk about Asics. To me, Asics is synonymous with quality, dependability, technology, and a passionate commitment to health and fitness. Every business hopes their customers become what I’ve become for Asics: a brand ambassador. So how do you do it?
If you’re a business owner in Maine, chances are you’ve thought about your brand even if you’re not familiar with the term itself. If you’ve spent time thinking about your name, your logo, your colors, your business purpose, and the experience and service your customers receive, you’ve thought about your brand. The fact that you chose to start a business in Maine already weaves itself into your brand – people will associate attributes of the state and its resident Mainiacs with your business. Maine is respected as a state with an independent and entrepreneurial spirit, where small businesses comprise 97% of the state’s employers. Born and raised there, I’ve always been deeply proud of the reputation Maine has for quality and sincerity – from its people to its products.
When I first began writing Maine Roots, I was largely inspired by exactly this – the entrepreneurial spirit of Maine’s people. Having moved south for college and my career, I was searching for a way to reconnect and perhaps contribute in some small way to their success. The people of Maine are hard-working, compassionate, and proud, and I in turn was proud to write about them as I made my home far away. And just recently, when I was approached by Domain.ME to write a post sharing their unique value proposition for people and businesses from Maine, doing so seemed to be a natural fit.
.ME is the provider of URLs that end in .ME. It’s unique and unexpected, just like so much of the state of Maine. As an experienced marketing and communications professional, I saw an immediate connection with these shared traits that goes deeper than just the match with the state abbreviation – which is still pretty neat – and moves into branding territory. Your brand is critically important to your business, as is how you communicate it. In one blog post, I can hardly cover more than the tip of the iceberg about brand, but I’m excited to share one easy-to-implement way to reinforce it for ME businesses – with a URL ending in .ME. This is a clever communications tool that naturally plays to both your location and the very idea of the singularity of the state of Maine.
In case you aren’t familiar with the term “brand,” here’s an explanation of how brand is generally defined by professional marketers: some combination of a) how your customers and potential customers perceive you (i.e. Volvo = safety), b) your name, your logo, the colors and fonts and style that comprise your visual identity, and c) customer experience from service, to communication, to accessibility.
Maine businesses have the good fortune of being branded with a reputation for quality service and products and the expectation of unique, vibrant personality – simply by virtue of their location. This established reputation is the gift of generations of Mainers to business owners in the state today. How you define your brand on top of that strong foundation is up to you! For a few pointers on effective brand strategy, I liked this post from Hanson Dodge Creative (or feel free to email me and we can discuss further).
Once you’ve defined your brand and brand strategy, how will you communicate it (beyond the experience you deliver to your customers every day, which isn’t to be discounted)? For small business, particularly in a state like Maine where tourism is such a significant part of the economy, having a strong online presence is an important piece of your communications strategy. This is another area with a myriad of topics to cover (mobile-friendly, SEO, social media, best practices etc. etc.), but in the interest of time, let’s simply acknowledge that being online enables potential customers to find you.
If I was running a small business in Maine, working to build my brand, and either considering an online presence or questioning if it’s effective enough, I would seize the opportunity to work with .ME. Why? .ME behaves as a natural brand reinforcement tool for any Maine-based business, even if it isn’t technically the official domain of Maine. And we’ve discussed the significance of brand ad nauseam. In case you’re wondering, .ME offers all the same SEO (search engine optimization) benefits any other type of URL (.com, .org, etc.), so the question for a Maine business truly becomes: why wouldn’t you work with .ME?
This post was inspired and sponsored by Domain.ME, the provider of the personal domains that end in .ME. As a company, they aim to promote thought leadership to the tech world. All thoughts and opinions are my own.