If you build or repair anything, you know the value of having just the right tool. And while having a fancy specialty tool is cool, there is simply no replacement for the requisite hammer, saw and wrench. It's the same with marketing. We love the cool tools but there are some things that no company can do without.

Have a look ...

1. A logo. Whether it is basic text such as in Sears, Home Depot or Microsoft, or designed symbol such as in Nike, Starbucks or Volkswagen, you simply must have a logo. In creating the logo, please - for our sake and the sake of the world at large - make it high contrast, easy-to-read in two seconds or less and reasonably uncomplicated. Once you've created it, leave it alone for a very long time so the market can actually begin to associate the logo with you and what you do. Finally, use it consistently and persistently in everything you do.

2. A website. Whether it's a single page or whether it allows the world to know everything there is to know about you, you simply must have a website. And while we understand that a website is a very techie-feeling thing, please do not seek out an IT person or company to build or maintain it. With apologies to our technical friends, a website should be open and easy for you to manage. After all, the user could care less about Java script or CSS. They really just want to hear from and about you. Content is what they care about, not technology.

3. Email. You simply have to have one. And please use your web address (called a domain) rather than [email protected] or [email protected] Sure they work, but they just aren't as professional as using your own name. By not communicating using your own domain, you give up the opportunity to keep your name in front of people. Keep in mind, however, that a domain and a website, while related, are two separate processes.

4. Business cards.  Once you have your logo, your website and your email using your own domain, get some business cards. And avoid cheesy at all cost. As with any design, less is more. Don't cram the card with every possible bit of information. Make your logo dominant, add your name, possibly your title, definitely your office phone number and even your cell phone number, your email address and your website address. Unless it's critical information, you can often leave off the address and the fax number. Get at least 100 cards and give them away at every opportunity.

5. A basic brochure. Avoid writing a book. Give enough information for the reader to understand what you do but set it up so they call you or go to your website to get the details. Make it visually strong with great images and minimal text. Please stay away from tri-folds. They are so ordinary and boring and are easily hidden in the average stack of mail. We love oversize pieces, custom cuts or custom folds.  Even a double-sided, non-folding brochure can be effective. Give it a try.