Small & Medium Business

Today I would like to share the following article, Dell Expands the Data Center Options, which discusses the importance of simplifying the SMB IT experience. SMB datacenters have the same requirements from large data centers to remove complexity and make simple the IT process. This article does a great job presenting how well Dell is working to address these requirements from a SMB perspective. SMBs need to improve efficiency with  more flexible and agile data center requirements, while controlling the costs. With our newest enterprise offerings – servers, storage, software and services we are working to deploy to our customers the infrastructure solutions that match the SMB data center requirements.

You can check out the article on The Clipper Groups's site.

Last week I had the pleasure of hosting the launch of our Take Your Own Path campaign in the UK - our seventh country launch in Dell's first globally integrated marketing campaign for SMBs. The event was held at the St. Pancras Grand, an art nouveau-style oyster bar inside the station that houses the Eurostar trains bound for Paris and Brussels. The inspiration being that Take Your Own Path is all about a journey, and that the heroes have arrived at their destination.

Our heroes cover a diverse range of industries but all have one thing in common - a burning desire to follow a dream and make it a reality. It was a real honour to meet such an inspiring and enthusiastic group of entrepreneurs. I also had the pleasure of  congratulating the co-founders of A Suit That Fits.com - winners of the UK Dell Small Business Excellence Award 2009 who were invited to the event as special guests.

Each of our UK heroes - Lonely Planet, Good Energy Group, Jagex, Masternaut and Innocent Drinks - spoke to the assembled media and partners about how Dell had made a difference to their business - from being able to communicate from far flung places to the excellent service, and always delivering and being great to work with.

I was especially filled with great pride when several of the heroes mentioned how they really appreciated the way we took personal responsibility in meeting commitments to help them succeed. Beyond the technology and service that we provide, it is when we take the initiative to go that extra mile for the ultimate benefit of our customers that we deliver a truly competitive differentiator for Dell.

You can see photos from the event on Dell's official Flickr page and also watch some of the videos from the morning. The event generated significant media coverage in the UK, including CNN International, Marketing Week, IT Pro, Yorkshire Post, New Media Age, Marketing Magazine, and Hexus.

Dell's aim is to be the number one SMB technology brand globally by delivering solutions that delight our customers, and this campaign is proof of our progress in this journey.

Note from Lionel: Marissa Levin leads Information Experts' efforts to create technology-based integrated communications solutions, human capital strategies, and learning strategies for government agencies and for organizations across a wide range of vertical markets. To find out more about this successful woman business owner and working mother, check out Marissa's profile.

Now, on to her post:

When people think of branding, they usually think "logo." But branding extends far beyond a tag line or a graphic. Branding encompasses everything that you envision for your firm. It is a strategy that enables you to move your target audience emotionally - to help them connect on a personal level with you, your organization, and the value that you bring to the market.

Business owners have tremendous power to build the brand they envision, but they often don't realize it. I meet so many solopreneurs and small business owners who have tunnel vision when it comes to branding. They hire a marketing specialist or a graphic designer to create a visual image of their company name. Then they slap it on a business card or letterhead, and they consider themselves "branded." They don't realize that one of their most powerful branding assets - one of their greatest sources of brand capital - is themselves.

As someone who has bootstrapped a business from $56,000 to $10 million, I've learned over the past 14 years to take a three-pronged approach to branding:

• Branding of the product or service
• Branding of the organization
• Branding of the leadership

All three are powerful enough to function as separate entities.

• If a product or service has developed a reputation for reliability, than performance speaks for itself (think service organizations like Jiffy Lube, Amazon).
• Organizations that are highly focused on culture have very strong organizational branding (Nordstrom, Google).
• Finally, organizations that have very visible leadership also enhance their brand equity in the marketplace every time leadership speaks (Apple, Zappos)

But the most effective strategy for building brand equity in the marketplace is to consciously apply all three strategies. Your product or service may stand on its own. Your organization's name may have widespread recognition and universal appeal. But as a business owner, consider the influence you have over your own brand strength. In addition to sharing your knowledge and experiences with others that can benefit, you will continue to reinforce your brand and solidify your position in the market as a thought leader, innovator, and credible expert. Be the brand.

Note from Lionel: Below is a guest post from Ramon Ray, Editor and Technology Evangelist, http://www.smallbiztechnology.com. Last week, Ramon spoke to a group of entrepreneurs at the GrowSmartBiz Conference in Washington D.C. on the topic of small business technology. Below are some of the tips he shared with the attendees:

• Spend money on technology as an investment - not as a cost

If you are building a business that's built to last you must think of your technology spending as an investment in how technology can help your business GROW. You must spend money on technology that will help you now and in the future. The right investments in technology today will help you save money, save time, do more with lesson and overall grow your business tomorrow.

• Email is NOT CRM

If you want to increase sales to your current customers and really know everything you can about each customer, based on each interaction they have with you - you must use a true CRM product or service and not email.

• Web 2.0 is no joke

You must leverage social media tools. It's not enough to give content or a sales pitch to someone - a one way conversation. It's about having a conversation with customers and letting customers have a conversation with each other - all about you and your product or service.

• Mobile technology matters

If you and your staff are traveling around (as I suspect you do) then you need to implement mobile technology solutions. This means that you can access your office wherever you are - email, faxes, files - you can access it all.

• Outsource your technology

There is NO need at all for you to manage and implement technology on your own. Sure, you are an expert in what you sell (be you a florist, computer vendor, lawyer, graphic artists or media consultant).

The only way you are going to maximize your use of technology is to outsource your use and implementation of it in your business.

• Don't technologize a bad business process

I'm sure you run a very good business and do your best to manage its various processes, however if there are parts of your business that are not going so well and you think technology is the answer, you're wrong.

Over the past several weeks you’ve read about the U.S. finalists from the Dell/NFIB Small Business Excellence Award and how each company uniquely uses technology in their business.

From a record-breaking 3,000 applicants for this year’s award, BusinesSuites was selected as the U.S. national winner for its entrepreneurial approach to using technology to better serve its customers. Based in Austin, Texas, BusinesSuites provides executive suites and virtual office services in 15 locations nationwide.

BusinesSuites’ strong focus on hands-on customer service, backed by innovative use of technology, really set them apart from the other applicants and finalists.

As the winner, BusinesSuites will receive $25,000 in Dell products and services, a lifetime membership to NFIB, valued at $15,000, and a day of best-practice sharing with Dell experts, including time with Chairman and CEO Michael Dell.

To hear about how BusinesSuites uses technology to serve its clients, check out the video below featuring John Jordan, President of BusinesSuites.

For more on the award program and the other winners from around the world, check out http://www.dellhero.com