Vision: A Necessity for Business Decision-Making

When a business launches, there is typically so much excitement and so much to do that owners, executives and the managerial staff can hardly see their hands in front of their faces. Business moves at light speed. But vision enables business to slow down. This is because vision enables you to see far enough ahead at what is coming that the present chaos seems a bit more ordered.


It is most beneficial for a business owner to know the next step in their business venture. What often causes a lot of friction is taking that next step too soon. At INFINI Marketing in Houston, we understand the importance of prudence in business decision-making. We work with our clients to ensure they take those steps when it is best for them to do so. When a business launches, it is best to ensure that the product and service marketing is conducted correctly, thoroughly, and continuously. Ensuring your clientele knows you are in business is the first step to making certain you stay in business. Expansion is all about timing. Expansion isn’t simply about adding another store. It is about adding another service or product. You only take the step when your production level can afford it, not simply when your bottom line can. Business owners have to gauge how efficient their employees are in every aspect of production before adding anything else to the assembly line. Despite the profit margins, a misstep in production can drain your resources. This is why vision is so imperative.


A business owner should be the one person who sees their business in its truest light. Too often, this isn’t the case. They become blinded by mere success that they feel any action taken, as long as it is “moving forward”, is the right action. This can be detrimental to the future of your company. We recommend stepping forward when it is safe to do so. Preparation is key to success. Make certain your systems, your employees, and your managerial staff are ready for the next step. Also, make certain your marketing is fully prepared because if your customers don’t know about the next step, then really what is the point?


INFINI Marketing is Houston’s top marketing company. Our goal is to ensure your business takes the right steps toward success. Digital marketing is the most impactful method for reaching customers. Contact us today and brings us into your vision. We’ll make certain those next steps are the most effective.

What’s In a Business Name?

To quote Shakespeare, “What’s in a name?” Is it really that important to have a great name for your business? According to Billy Shake, the name isn’t nearly as important as many would think. Much like Juliet didn’t care about Romeo’s last name, consumers are more interested in your product or service than in your name. In business, the customer’s satisfaction makes the name.


As we mentioned in a recent post about ugly logos, it also isn’t that important that you nail the name of your business. There are plenty of businesses that have been successful with silly, obscure, or generic names. Think of all the sodas in the world. How many of them make sense in any fashion? Coke, Pepsi, Sprite? Those words don’t mean anything. Think of famous candy bars. Twix, Snickers, Rolos? There’s even a candy bar where it seems the whole band of Hershey marketing gurus threw in the towel trying to come up with a name. Of course, we’re talking about the Whatchamacallit. Then there are businesses here in Houston that are entirely generic, yet successful. Here are just some examples:

  • Lons Star
  • Southern
  • Northern
  • ACME
  • EZ

Those generic names get attached to so many different industries, like safes, uniforms, mechanics, repair companies, and the list goes on. Many of them do quite well. Why? Because it isn’t about the name of their business, it’s how their product or service represent that name.


There are plenty of positives that come with a good business name. One of those positives is recognizability. A name that is easy to recognize and spell has various benefits, especially in today’s technological age. One of the last things you want to do is put your business behind the 8 ball with a bad name. Some names are hard to remember, too long, or simply annoying. These types of names can be difficult for potential customers to search for in Google or Bing search engines. Being clever is a good trait, but being clever with your business name is sometimes a decision that can hinder your company. Taking a word or name and misspelling it on purpose to make it look cool can have its fallout, especially if you go too wild. In some cases, establishing a difficult name is almost unavoidable, but this is typically in regards to namesakes. Entrepreneurs often like to use their last name as their business name. That’s not a bad idea, but always understand the problems that could arise if your last name has about six or seven syllables.


Having a good name and a good logo can truly benefit your business. At INFINI Marketing, we can help make the most of these two branding decisions. Even if you have a terrible business name or logo, it isn’t the end of the business world. Contact our marketing firm and we can guide you through the process of putting your name out to your customer base.

So You Want to Keep Your Houston Business Local

There are plenty of business owners who are interested only in maintaining a local business. They aren’t looking to move from Houston to Dallas to Oklahoma City to Chicago to New York to San Francisco and across the globe. They are happy with Houston (or wherever their locale may be). They may not want to expand with more locations, but they are interested in garnering more of their target audience.


So you only want to be a local brand. There’s nothing wrong with that. The problem you may be pondering, however, is how to do it successfully. Well, here are some useful tips to keep your brand identifiable and your company successful. For reference purposes, we’ll use a coffee shop business.
  • HOW’S THE COFFEE?: The product you are sending out to customers must be good. In fact, it needs to be better than good. It needs to be great. Why? Think of Starbucks. Of course, this massive chain is simply an example of competition. In any industry, you will run into competition. And stiff competition. If your coffee is bitter, then consumers will go up the street to the place everyone goes. Why? Because your product isn’t better than a generally known competitor. If consumers are buying something that isn’t worth buying, why would they continue to come buy it?
  • HOW’S THE SERVICE?: In many cases, the online reviews are accurately indicative about a business. The way customers are treated plays a huge role in whether you can keep a grip on your target audience and your market share. You can’t be the only one working. So you need people who care about the business. If customers are receiving cold coffee (when it’s NOT iced coffee) or have their drinks placed in cups that still have lipstick on them, then there is a disconnect. If your employees aren’t smiling at customers or saying the simple things like “Thank you” and “I apologize for the inconvenience,” then you don’t have the right employees. The small amount of return customers will prove that. Eventually, your employees should know the names of your customers. That’s a sure sign they are coming back and they’re coming back because of the service (and more than likely the product too).
  • IT’S ABOUT THE ATMOSPHERE: If your coffee shop isn’t inviting, then who would want to stay in it? If you have a good product and good service, chances are you will still receive business, but that business will come in, order, and leave. Having customers stick around is a positive. Why? Because it increases the chances of them purchasing more during their visit. It’s better to have one customer purchase twice or thrice, than once. But if your atmosphere is depressing or boring, or the seating is really uncomfortable or not diverse, then it will pretty much all be stop and go. Of course, you may get the customers who stop in for a water or one cup of coffee and never leave and continue to keep your employees preoccupied. But those aren’t the type of customers businesses thrive on.
  • LOCATION. LOCATION. LOCATION.: This is true and has pretty much always been true. Your business needs to be easily accessible for your customers. Don’t simply purchase an area to set up shop. Consider its worth. Is it near a neighborhood? Is it close to a shopping center? Is it IN a shopping center? Is it in a place where people tend to be coffee drinkers? Here is the fact about your competitors: they are thinking about all of these things. Put your business in the best position to win.
  • MARKET YOURSELF: If you have a great location, a splendid atmosphere, wonderful service, and a grand product, then why in the world would you keep it a secret? Marketing is incalculably important. People won’t show up if they don’t know you’re in business. They will continue to go to Starbucks (your competitors). Don’t just put a banner on the front of your coffee shop. Utilize what everyone is using: digital marketing. Use social media, and online ads with Google and Facebook. Get a nice website with information about your business so consumers can get acquainted with your product before they ever step in the door. High quality videography and photography play major roles in showing off your product, your service, your atmosphere, and your location. Lure consumers in with upfront, honest, and creative marketing.


If you want to remain local and not branch out further, then you need to be fine with turning down more money and exposure. This will happen if you have a great product and a well oiled business machine. Once you have your business crafted and it is running well, then you simply need to implement the same strategies with your new locations. In other words, the follow up locations will be easier than the original because you will have a template to follow. Not growing your business means you do sacrifice what you’ve learned in order to stay in one place. From a beneficial standpoint, the sacrifice won’t seem like a sacrifice because you will never experience the growth, growing pains, expansion problems, profit increases, and the joy of becoming a major player in your industry. You also won’t have to expend the time to hire a lot more employees, in particular managers who are experienced and trustworthy enough to be given part of your legacy. Also, there is less risk of failure because you will be able to spend your time and energy on your one location. And speaking of time, you will have more of it with just one location, especially if your current employees can work and manage themselves. Hopefully their training has paid off in that way.


Whether you want to stay in one place or experience growth, our Houston marketing firm is here to help you do either. Our marketing, branding and advertising experts can ensure you make the most of every dollar you spend and every idea you come up with. Contact us today and make the most of your business.

Local or Global: How Identifiable Do You Want Your Brand?

Not every business owner thinks the same. Regarding profits and success, they all work to make money and to succeed. But these are all at different levels, and typically it comes down to how far the entrepreneur wants to go with their success. Of course, we all wish that business simply started at the level of success and you only had to decide how much success you wanted. But it’s never that easy. When it comes to making a brand identifiable, there are four different locale extensions: local, regional, national, and global. Brand recognition is always done in that order. At least, smart business owners know it must be done in that order.


Every business starts somewhere, and that somewhere is always small. Of course, this “small” is a relative term. Some businesses start in small towns. Some start in big cities. Regardless of location, there are certain obstacles to overcome.

  • SMALL TOWNS: These locations do not offer a lot of consumer support simply because there aren’t a lot of consumers. What is helpful in this regard is the internet, but this is only if the product is shippable or digital. Stationary businesses that require the consumer to come to them (physically) can be hampered in a location of only a few thousand people. Small towns focus very heavily on supply and demand. There must be a demand from a large group within the small populace (like a grocery store, mechanic shop, clothing store, restaurant), otherwise the supply will most likely not be enough to sustain the business.
  • BIG CITIES: In these locations, the lack of consumer support isn’t so much the problem. What is the problem is reaching those consumers that might be interested. This means being more visible than competitors and pulling consumers from those competitors to be loyal to your brand. The competition, in most industries, is more fierce in large cities, but the target audience is much more vast. Of course, supply and demand still plays a role. If consumers aren’t interested in the product or service, then it’s really no different than working within the confines of a small town.


The statement of “Go where the success takes you,” is easier said than done. A business can be successful, but not successful enough to expand. This comes down to profit margins, employee productivity, infrastructure, trained managerial staff who can be trusted to grow the company, and a host of other things. A company should test all of these things within its local area, then grow to a regional base. Take AirBNB, the online hospitality service, for instance. This company started in 2008 in San Francisco. It tested its business concept out on its city, which was a nice size test study. There was a time of beta testing and seeing if the demand for places to stay could really be met through this avenue. As the city of San Francisco embraced this company, AirBNB knew it could expand its brand and business offering. It grew throughout the west coast, and more and more consumers in cities across the nation started to take notice. They decided to join in the supplying of the demand. Soon after, it grew from national to global. It is now a multi-billion dollar company. But it all started at the local level.


When it comes to business growth and brand expansion, our Houston marketing company can help make sure you make the most of your local beginnings. We can also ensure you make the right moves at the right times to push to regional, national and global. Contact INFINI Marketing today to get your brand growing across the borders of your local small town or big city. We look forward to helping your business grow to as big as you want it to be.

What Christmas Can Teach Us About Marketing

This Christmas season, if you take a moment to go just about anywhere there’s a business, you’ll discover how well a business plans ahead for the biggest season of the year. Some plan way in advance and some plan in the spur of the moment. A good place to check out a plethora of marketing is in the mall. There are countless stores, all selling something different (typically), and all with their specific holiday marketing pushes. Consider the clothing stores. Not only do they have to plan their marketing, but they have to plan their clothing. They can’t toss out the same marketing jargon as last year, much like they can’t send out the same outfits as the previous year. Regardless of how well the previous year’s marketing campaigns worked, every year has to offer something new. This doesn’t mean they completely restructure. Simple changes can go a long way.


When it comes to marketing and advertising, you’ll notice how the wording changes on their banners, posters, websites, mailers, social media announcements, email marketing campaigns, commercials, and everything else in between. You will also notice that not every person goes into the same store. It’s called targeting. The ones that enter a store are typically the ones that are being marketed toward. Take the Disney store, for instance. What’s the primary demographic? Kids and parents with kids. And what about Lids, the cap store? Primarily teenagers and men who like sports.


When peering through the store’s windows and walking by its open doors, you will notice the banners of Buy One Get One Free” or “50% Off All Socks!” or “Get Everyone’s Christmas Gifts Here!” It doesn’t really matter what they say. They all say something. But it’s how they say it that is important. Since it is Christmas time, a business that has planned ahead for this time of year will have specific color schemes with its marketing. Typically red and white. There’s a lot of that. Or green (representing trees and wreaths and mistletoe). Or silver and gold (for bells and tinsel and the song). Colors are a huge part of marketing (which we mentioned in one of our earliest blog posts), but even more important is design. Yes, red, white, green, silver and gold are all Christmas colors, but what about the color scheme of the business? They’re primary color may be blue or yellow. A good marketing person will use design to cover that small obstacle. It isn’t just color that represents Christmas; it’s things. Think trees, wreaths, presents, bells, stars, snowflakes, or even the manger scene. These can be done in any color and will still represent what you are aiming for. You’ll see these design elements everywhere.


It isn’t just Christmas that you have to plan for. There are so many moments throughout the year that require great marketing. Spring, summer, fall, winter. New Year’s Day, Valentine’s Day, Mother’s Day, July Fourth, Halloween, and the list goes on. You can even make up your own holiday that fits your business. Or go with the countless made-up holidays Americans come up with, like Healthy Eating Day, Boyfriend Day, Scottish American Heritage Day. You can always find something that fits your business and you can always find a way to make it fit your marketing. For all your marketing needs, contact INFINI Marketing. Our Houston marketing team loves creating new marketing schemes for businesses and we look forward to helping your business achieve great marketing success.

INFINI Marketing - Houston Marketing

At INFINI Marketing, the team combines our talent and expertise in Branding, Technology, and Digital Marketing in order to help you expand your business. We ensure the strategy we develop for you is holistic and scalable so that as your business expands, your strategy can, as well.


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