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Musings on Marketing It's Always Something... August 2006
The Brand Called You 
Every company has a reputation. Everyone you meet will form an opinion about your company, even if they have not done business with you yet. The challenge is to manage your reputation so that the opinion that people have of you is positive. This is what creates a brand.
Brands have a number of strategic functions, enabling you to:
- Differentiate yourself from your competition
- Position your focused message in the hearts and minds of your target customers
- Persist and be consistent in your marketing efforts
- Customize your services to reflect your personal brand
- Deliver your message clearly and quickly
- Project credibility
- Strike an emotional chord
- Create strong user loyalty
A brand is not a logo or an advertising strategy. The strength of any brand is in the relationship it has between a company and its customers. The stronger the relationship, the more business they will do, and the more likely it is that customers will refer them to their friends and business associates.
For small businesses, branding is not about slick advertisements. Small-business branding is about getting your target market to see you as the preferred choice. Building a slightly famous brand is not just about what you do; it's about what you do differently from everyone else.
-Source: Concept Marketing Group Inc. Steven Van Yoder, Author
Branding Lesson #1 
Your business sets up an expectation. If you don't deliver for yourself, how can you deliver for the customer?
A phone company that doesn't answer the phones is a scary thought. If you own a paint store and your store is in sorry need of paint, what message does that send? If the waiters in a restaurant cannot tell you about food on the menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you?
-Source:www.businessknowhow.com
Let us know what you think 
Have a question about an article you've seen? Is there something you'd like to see in a future newsletter? Let us know what you think. Click on the lightbulb to send your comments, suggestions and ideas to us at 4 Logo Gear.
"The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack of will." -Vincent T. Lombardi, one of football's most accomplished and respected coaches
Give Testimonials When you purchase a product or service and it exceeds your expectations, e-mail the business a testimonial. Give them permission to publish the testimonial on their web site if they include your sig file at the end.
Leave A Message When you visit a web site with a discussion board leave a message. You could post a question, interesting content or a compliment about their web site. Some discussion boards let you post your banner ad or text link.
Send An E-mail To The Editor When you read a good article or enjoy a certain e- zine, e-mail a compliment to the editor. Give the editor permission to publish the compliment in their e- zine if they include your your resource box at the end.
-Source: Concept Marketing Group Inc. Carlo Cabrera, Author
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We provide promotional products to Sacramento, Roseville and surrounding areas, though much of our business is done throughout California and across the U.S. We guarantee competitive pricing, creative consultation, timely delivery of all orders and fantastic customer service. Building your business is our goal! We'll help you find the right item to promote your business or product. Tell us what your goal is...what your project is about…we'll do the research and the brainstorming. Whether it’s corporate apparel, promotional giveaways or customized merchandise you’re looking for, we will find top quality items to build your BRAND at the best prices available! 4LogoGEAR is a part of the 6th largest Promotional Marketing Agency in the world (and there are more than 25,000 promotional products companies). We do business with numerous Fortune 1000 companies (our organization together does business with 80% of the Fortune 1,000). We also are proud to work with companies of all sizes to help build their BRAND. Our size allows us to get competitive pricing and more importantly great service from our vendor partners. Our team has over 50 years experience in Promotional Products and our team has more than 100 years experience in sales, marketing and advertising. Our goal is to build your Brand, which, in turn, will build your business. It's Your BRAND, wear it OUT™ |
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