Farquharson/Tedesco on Business Development: Summer Course About Branding
There's no one-size-fits-all label for printers. To answer the question "what do I call myself," be honest about your company's strengths. If marketing is truly a core competency, perhaps the MSP label fits. If you're a printer looking to diversify, an ambitious label like media solutions provider is OK. Just make sure you're going in the right direction—and that you don't leave your loyal print-only customers behind.
Knowing the branding "basics," you can create a compelling brand that your customers may or may not give a hoot about. Want to form brand impressions that last? Understand what customers really think about your brand, and learn how to properly position it in our ever-changing industry. You won't find these branding lessons in any textbook, but they're integral to creating a brand that succeeds in the real world. PI
About the Authors
T.J. Tedesco is team leader of Grow Sales, a marketing and PR services company that has served graphic arts companies since 1996. He wrote "Direct Mail Pal 2012" and seven other books. Contact Tedesco at (301) 294-9900 or e-mail firstname.lastname@example.org. Bill Farquharson is the president of Aspire For. Through his Sales Challenge and Tuesday eWorkshop training programs, Farquharson can help drive your sales. Visit his Website at www.aspirefor.com or call him at (781) 934-7036.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.