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Musings on Marketing It's Always Something... February 2007
What is your “USP” (Unique Selling Proposition)? The thing that makes you special and differentiates you from your competitors. Your tagline should help convey that. After the BRAND and tagline, you will need your “Elevator Drill Speech” (Just in case you run into a CEO in an elevator who asks: "what do you do?" and you only have 30 seconds to tell him “Your Memorable BRANDing Story").
Branding Must Haves I don't need branding because..."I own a small business." "My sales people are my brand." "We're in a business to business segment." "We're a non- profit." If you think any one of these statements means the organization in question doesn't need branding; think again.
Branding is no longer a strategy employed only by the large and elite firms on Madison Avenue. The brand development and management process is a simple and effective way to manage your businesses image, messaging and position in the marketplace. Here are the elements you need to execute a basic brand management plan.
Customer Insights: In defining your brand, this is the most critical piece and should include both loyal and potential customers. Can't hire a research firm? Offer a free lunch and have potential customers participate in a round table. Ask them to tell you what the optimal business/product experience would be.
Brand Promise: Are you the biggest, the fastest, the smartest, or the best value? What is your commitment to your customers? Write it down in a concise, lingo-free statement. Post it around your organization, give it to your ad agency and be sure it's in new employee orientations.
Brand Identity Guidelines: Apply your new statement everywhere–the voice mail system, the trucks, the emails, the website, the labels, etc. Brand guidelines should include tone (e.g. energetic, soothing, precise). Identify the words and messages you want to repeat (e.g. service, solutions, custom, proprietary). Set communication standards including logos, colors, and imagery. And, be consistent. Give your customers every chance to experience your brand at its very best. Congratulations...you are now managing your brand!
-Source: AccuTips.com
Did you know? 
Strong brands have staying power! 30% of the world's 100 most valuable brands were developed before 1900.
-Source:brandingonthenet.com
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Kristy Price and I just finished the "Bataan Death March" in Las Vegas through 12.5 miles of tradeshow booths. Being that we were in Vegas, there wasn't anything better to do than walk and walk :) We then sifted through thousands of emails from over 6500 vendors and coordinated 300 of our offices to vote on their favorite new products...and the results are in!
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Our customer base includes fortune 5000 companies across the We specialize in corporate casual wear. Our goal is to know clothing better than any of the 22,000 companies in our industry. We also specialize in knowing the NEW products that enter the industry. 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™ Silently Shout your BRAND ™ |
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