How to renew your brand in 2012
We’re all guilty of deadly brand stalls. The momentum of your business depends on the strength of your brand, and throughout the year we neglect our brands for immediate results in other important areas – b2b networking, fulfilling orders, client follow-up, new products or services, industry research, etc. What we don’t consider is that each and every other priority is an opportunity for raising brand awareness and developing successful marketing access points.
First, what is a marketing access point? It’s simply a gateway to building your brand and promoting your business. Access points can be as simple as providing a business card and describing you business, and as complicated as clever guerilla marketing tactics to generate buzz. Every invoice, every shipment, every email, any communication, and almost all your daily activities can play a dual role – their primary purpose & a marketing access point.
Renewal of your brand does not mean stopping everything and creating a huge campaign. Brand awareness takes time, and it’s the one area where details do matter. Logo everything! Anything that leaves your desk and arrives in your clients hands should possess both your logo and a call to action. Your email signature should contain your logo and a call to action, not just your contact information. Examples include: Contact me for a free estimate this month 555-555-5555, or Click to sign up on our newsletter and receive special offers with a link to your e-list sign up.
Promotional products deliver your brand’s message in multiple ways. They can be imprinted with your logo, your motto, and they can also be customized to instantly relay your brand’s message. I recently had a client who came to me with a need for a promotional product that conveyed the direction his marketing was leading his brand: he promised his clients the best price, and even matched competitors pricing without them needing to comparison shop. The fun solution: a match puzzle game for a desk with his logo, contact information, and the phrase we match all competitor prices.
His sales increased! He wasn’t doing extra work in the field, or creating a new brand direction, but he was making the most of the connections and his existing message by choosing the right product. Clients noticed his commitment to price matching instantly. It wasn’t lost in the information he provided his clients.
And this brings me to my next blog entry: shorten your pitch, let the product do the talking. Until then, happy promos everyone!