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Savvy marketing. Marketing that
builds a community. Marketing
that creates a movement.
And, how do they develop
marketing that works? They start
by creating a strong brand.
What is a brand? So many
business owners think it’s a logo
or graphic identity, but it’s so
much more. Your brand is what
your business represents. It’s who
you are, who you serve and the
solution you provide within your
competitive marketplace. It’s the
essence of your company.
What does your brand stand
for? Low cost? Customer service?
Innovation? First to market? A
one‑stop solution?
Do you know what your
brand stands for? Does
your customer know? Does
your marketplace know?
Your brand is
the
foundational
element of your business. It is
the piece that gives you a reason
to have a business, market that
business and sell your products.
Every business has a brand. The
question is, “Who created it?”
The bigger question is, “Who
controls it?” If the answer to
either question is, “Not me,” then
you are not in control of your
business because your brand
is where it all starts. A brand is
that
important.
Without a clearly defined brand
it is hard to build a business that
thrives and endures. Without
a clearly defined brand it is
difficult to position your business
for success. And, without a
clearly defined brand it is
impossible for your marketing
to be effective—and without
effectivemarketing your dollars,
time and effort are wasted.
What are the key elements of a
good brand? First and foremost,
a good brand is clearly defined
and focused. You cannot be all
things to all people. It simply
doesn’t work that way. How
does a good brand get created?
It starts when a business owner
decides that creating a strong
brand image is a priority. It starts
when a business owner wants
to understand their competitive
marketplace so they can identify
how they’re different and can
solve a customer’s problem in a
unique and comprehensive way.
And, it starts when a business
owner decides to be customer‑
centric and understand his
customer’s specific challenges
so the business owner can offer
truly unique solutions.
In the promotional products
marketplace, knowing how
you’re different can be your
secret to success. Let’s be real,
most of the bigger promotional
products buyers use multiple
suppliers. They do it to keep
pricing competitive. They do it
so they have access to greater
creativity and innovation. They
even do it because they know
that not all promotional products
distributors, or suppliers, are
created equal.
I learned this lesson a long
time ago. I worked with a big
corporation that purchased
hundreds of thousands of dollars
of promotional items each year.
Some items were quoted for best
price. Others were put out to
quote to see how and what types
of innovative solutions could be
presented. And other projects
were quoted from a certain
source because they knew the
company could deliver on time
and on budget. I understood why
the purchasing agent had her
three preferred suppliers, and I
understood where I fit into the
equation. The reason I worked
with that client for as many years
as I did was because I continued
being the best at what I did and
didn’t try to be something else.
In the end, it was knowing what
my brand stood for that helped
me with this customer, as well
as other customers I picked up
along the way.
If the purpose of marketing
is to get a prospect to go down
their own decision‑making path
to choose you, it’s important
that you show up unique and
different. Your uniqueness and
difference are your best brand
elements. Branding is crucial to
helping you create a positioning
that clearly sets your business
apart from the other businesses
in your competitive space. And
with promotional products, the
competitive marketplace is pretty
fierce. But, how do you find your
uniqueness and difference? You
investigate these points during a
company branding exercise.
Your brand
is what your
business
represents. It’s
who you are, who
you serve and
the solution you
provide within
your competitive
marketplace. It’s
the essence of
your company.
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DECEMBER 2016
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INNOVATE