Maybe we should define 'brand' first. My definition is: "Distinguishing a product or service from the competition and creating a lasting impression with your target audience." Now ask yourself again, 'are you hurting your brand?'
Your brand takes on many forms. It is everything about your organization (some call this a 360 degree view). The quality of products/services, the professionalism of your sales staff, the friendliness of your customer service staff/receptionists, your print materials, your web site, your written communications, promotional products with your logo, etc.
Your brand takes on many forms. It is everything about your organization (some call this a 360 degree view). The quality of products/services, the professionalism of your sales staff, the friendliness of your customer service staff/receptionists, your print materials, your web site, your written communications, promotional products with your logo, etc.
Recent Example
Here is a recent example of a brand violator. A national company with a local presence decided they needed more 'marketing'. To attract more business, they posted a white cardboard sign written in magic marker in front of one of their locations. Granted, it was posted on a heavily traveled street.
My first few thoughts when I read the sign were:
My first few thoughts when I read the sign were:
- They seemed desperate. Maybe they're going out of business?
- They don't have enough money to budget for a professionally printed sign?
- Maybe they're just cheap?
- Maybe they have no marketing strategy, so they don't know what to do?
The bottom line is I wasn't left with any positive impressions. Who knows? Maybe they did get more customers from the sign. But how many more could they have gotten with a well branded strategy? I have to think they did more harm to their brand than good.
New Seminar Coming Soon...
New Seminar Coming Soon...
I, along with three other colleagues of mine, am working on developing a new seminar. It will provide information on building and protecting your brand. It will be hosted in the Columbus, Ohio area this summer. We'll look at 'brand' as it relates to web sites, marketing messages, print materials, and promotional product campaigns.
If you'd like to attend, please email me so I can send you details when they become available.
Arrow Title Launches Web Site
If you'd like to attend, please email me so I can send you details when they become available.
Arrow Title Launches Web Site
Jonathan Holfinger, owner of Arrow Title Agency in Columbus, Ohio, worked with the Excelleweb team to redesign his existing web site. The new site offers an updated look and lots of useful information for his clients and prospects. Click on the image to visit Jonathan's new web site.
April 2007
Referrals from those who know, like, and trust you can be the lifeblood for any business. If you'd like to learn more about building business relationships with other professionals, visit www.amspirit.com to learn more...Quote of the Month:
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--Mark Twain
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