Watch Your Brand Signals
3. Successful marketing programs are designed to create conversations. In order for your company to become the preferred brand in your marketplace, you will need to demonstrate a long-term commitment to your customers in your product quality, customer service and relevancy in meeting your customers’ needs. It’s not a one-time campaign; rather, it’s a full-time commitment that takes months—if not years—to produce the desired results.
That said, you do need to think of building your brand in stages, or phases, with the understanding that a successful brand is one that can sustain its growth over the long haul. I have previously noted the launch of Vistaprint’s brand strategy and related marketing campaign. Vistaprint has been selling its business cards for years by literally giving away over 4 billion cards through its 250 free business card offer. This consistency of messaging has built a powerhouse of a company.
So what brand signals are you putting out there for all to see? And what is the strategy that’s driving it? Just gaining new sales is never enough. Ask yourself these two questions: If I do this specific promotion today, what will this make my company look like to my customers tomorrow?
What will I need to do for a follow-up?
If you can’t answer those two questions satisfactorily, then it’s time to rethink the promotion. This will keep you from over-promising what you cannot deliver on a day-to-day basis.
Tom Wants to Hear Your Branding Issues:
If you are a printing company or product/services company serving the print-media market and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.
Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.