What’s Your Brand of Communications?
We communicate a message in everything we do. The word brand is one that is used frequently in our conversations. We discuss brands we like and those that we do not. Why? All brands stand out in our mind for some reason (good or bad). Successful people and organizations are cognizant of this and work hard to develop their brand—through effective communications. This process includes building a recognizable brand name in the eye of the beholder. So, what does this mean to you?
Think about our instant recognition of Nike’s “Just Do It “or Apple’s “there’s an APP for that” campaign. These messages are effective in connecting a customer with a brand. The goal is to make such a brand experience personal in nature. For example—are you a McDonalds or Burger King person? Coke or Pepsi person? A Georgia Bulldogs fan or a Florida Gators fan? People like to connect.
Successful communications of your brand is the now and the future of marketing. What does this mean? It is not about us. It is not about what we offer. It never was. However, it is all about them. It always has been and always will be. The same is true in the “social space” where content is king...and we are all pressed for time but will “virtually connect” with those who bring us value and make our live easier.
This means that the way in which a printing, MSP, graphics company communicates its message is of utmost importance. Always remember that building a strong, recognizable, and consistent brand takes time, effort and commitment. Simply said, it requires a deliberate and purposeful strategy. Sidenote: there are NO shortcuts. This hard work pays off by creating brand loyalty. Brand loyalty is one of the most valuable assets any organization can have. Quite frankly, it is the “why” that answers the reason customers will pay more for our goods and services. Think of “why” as being the part of an iceberg that is under water (not visible).
Ryan T. Sauers is the president of Sauers Consulting Strategies. The firm consults with the front end of printing and related organizations across the U.S. Key focus areas include: sales growth, brand positioning, organizational communications, organizational strategy, and integrated marketing. Sauers is a national speaker and writes feature articles in global publications. He is also an adjunct university professor teaching leadership, communication and entrepreneurship to business leaders. Sauers has been recognized as a thought leader in human behavior. He is a Certified Myers Briggs and DiSC Practitioner, as well as a Certified Marketing Executive. He is working on his Doctoral degree in Organizational Leadership and will achieve certification in Emotional Intelligence later this year. Sauers is author of the best-selling books: "Everyone is in Sales" and "Would You Buy from You?," and the host of Marketing Matters, a weekly radio show discussing relevant topics as they relate to marketing and communications. Visit: ryansauers.com