Industry Spotlight: Marketing Expert Gives Advice to Market Your Brand Successfully

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Besek Photography

Principal/Senior Consultant Barb Biess started B2 Consulting to use marketing and communication tools to maximize integrated marketing activities. She’s had over 15 years of experience in this field and is not looking to slow down anytime soon. We were lucky enough to snap an interview with her, and she gave us the inside scoop on how to market your brand without hiring out to do it.

DGG: Tell us about yourself, Barb.  

Barb Biess: I grew up in Dearborn, graduated from Fordson High School and commuted to college at The University of Michigan-Dearborn. By time I was done adding up all my college credits after four years, I’d actually earned two degrees — one in marketing management from the B-School and one in Art History from the liberal arts college. Throughout my career, I’ve held leadership and management-level positions at KPMG, the Michigan Association of CPAs, Harley Ellis Devereaux, one of the area’s largest architectural-engineering firms, and Sun Microsystems Computer Company. I’ve also worked as a stylist and personal shopper for the upscale, New York-designed Carlisle-PerSe Collection.

My loves, in order: My husband Bob and my hound Jake; and of course, fashion, tennis and food. 

DGG: Tell us about B2 Consulting.

BB: It was a huge leap for me to start my own business after leaving corporate America, but after I tossed off those shackles, I never looked back. A friend of mine encouraged me to start my own freelance marketing agency and since then, I’ve had the pleasure of coaching business owners, leaders and executives in developing and executing high-impact, multi-faceted marketing solutions. No two days are alike; every day I get to put my talents in project management, creative writing, strategizing and developing marketing plans, and more, to work for a broad range of companies. I also love technology and I'm a social media junkie.

DGG: What would you say are the three golden rules of marketing?

BB: 1) Know your customer — Who is she? What is he looking for? Help them understand the WIIFM, or ‘what’s in it for me?’  

2) Know yourself and your business — What need can you fill? What makes your product desirable?

3) Tell your story clearly and concisely — if you can explain your unique appeal, customers will want to buy in!

DGG: For small businesses and designers starting out, what would you say would be the most important thing they could do to market themselves when they don't have the money to hire out? 

BB: You don’t need a lot of money to get the word out about you and your offering. Talking and networking is probably the best low-/no-cost way to market yourself. And have a great business card — that’s the one thing I advise you invest in right off the bat. When you chat with people at all those networking events you’ll be attending (hint, hint), you’ll want to hand out a memorable business card — a standout card gets remembered! Follow up with everyone interested in learning more about you and your business too — email or call — keep the conversation going! You should also spend some time volunteering for an arts or fashion organization (like the Detroit Garment Group!) so you can rub elbows with peers and target customers. You never know who you’ll meet that will help you solve a problem or connect you to someone influential. Networking works! 

B2 Consulting Marketing Samples  

DGG: What platform do you think is the most important when marketing a company?

BB: If you’re like me, your nose is glued to your computer and mobile devices most of the day, so it stands to reason an online presence is probably a priority. Smart use of social media — posting great photos of your work — gets people excited about what you offer. If you choose to use online marketing, you need to be consistent with messaging and branding, from your website and blog to your social channels like Facebook, Instagram, Twitter, etc. And, the great thing about marketing online is you don’t need a print budget. You can usually manage your own social channels too. 

Now, all that being said, in my experience, I’ve found that marketing a business is best done using a variety of platforms from digital (website, blogs & social channels), to print (look books, brochures), public relations (press releases, editorial coverage) and advertising (print & digital). This type of approach increases your exposure — the more places customers ’see’ you, the better your chances of being discovered. 

DGG: What are the most common mistakes you see companies make when attempting to market themselves?

BB: Not kidding — have someone proofread your copy — your website, your blog, anything in writing. I just cringe when I see spelling mistakes and bad grammar. Everyone knows someone that’s a decent writer. Ask for some help. You’ll be taken more seriously if your content is well written and proofread.

DGG: Is it beneficial for a company to invest marketing dollars for in print when starting out?

BB: I can’t say it enough. Get good business cards. They’re the best-printed piece you can have in your hip pocket. Seriously. Invest in a great design and have it printed by a reputable company. You won’t regret it. Aside from a business card, fashion businesses should have a well-designed look book to present to editors, buyers, showrooms and customers. Design your look book as a printable PDF — that way you can email it, use it on your mobile devices, and print it for meetings. Keep a copy of your look book handy at all times. Like that business card, it’ll be a workhorse of a marketing tool.

DGG: As someone in the fashion industry, what would you say is the best way to market the company/brand?

BB: Talk to people. Tell them you’re so excited to share what you’re working on, and then launch into your ‘elevator pitch’ — the 30- to 60-second commercial about you and your business. 

DGG: How would one market themselves when going to a networking event?

BB: Load your purse or pocket with your business cards. Rehearse your elevator pitch to perfection. Dress to impress. Get ready to shake hands and tell your story. Be excited to share what you’re working on. Your enthusiasm is contagious! If you’re excited about what you do, people you meet will be too. And so it will begin...

DGG: Describe your style.

BB: Fresh and edgy with a modern twist. And, as my friends say: “Put together from head to toe."

DGG: How do you take your coffee?

BB: You mean chocolate. I take my chocolate dark.

DGG: Online or print?

BB: Online.

DGG: Dior ads or Chanel ads?

BB: Dior, darling.