Key to Image Marketing Success
The key to success in the image marketing game is the same as it is for all brand marketers—defining a brand that is real, credible, and valuable to our audience. Real, because our customers are smart and will see through fakery. It needs to be real. Similarly, it needs to be credible and it needs to be authentic. And lastly, it needs to be valuable in that our brand needs to be meaningfully beneficial to our customers in achieving their own goals. If we offer a “brand” that is real, credible and valuable, we’ll never fall into the commodity trap.
We printers have chastised ourselves repeatedly over the years for not developing and communicating our marketing strategy. But did we know at the time that we were not just failing in one function of our business, we were neglecting our dominant strategy?
The game of brokers and supply chain cost consultants will go on. But we printers are not selling commodities and only one of us will be a low-cost producer. It’s time we started paying a little more attention to our image marketing. When we do, our brands will be rich with purpose and meaning, and our lone strong strategy will convince our customers of our value. Only then will the game be won.