Dear Fellow Marketer:
Brand strength is built through countless consumer touch points. Those who do it best
deliver consistent brand messages and reliable excellence across many experiences.
And it pays off. According to Econsultancy, multi-channel customers spend three to
four times more than those who interact on a single channel.
Unless your brand is brand new, you have already begun to carve out a spot in the
marketplace. The level of your brand awareness can be quickly evaluated by the
recognition of your logo. Is it representing your brand well? Check out
page 5
to see
how several companies got down to a very basic level and updated their logos to
enhance their brand image.
Even with the benefit of a graphically strong logo, it’s a big leap from brand recognition
to brand loyalty with a couple of major steps in between. On
pages 6-9
, we’ll give
you some tactical ways toward building a stronger brand by cultivating your customer
relationships with ongoing communications along the way.
Once you’ve reached that coveted place where buyer trust has been earned, you
have a golden opportunity to increase the value of those bonds by enlisting brand
advocates among your loyal following. Check out
pages 2-3
to learn ways you can
inspire prized referrals and positive word-of-mouth, both inexpensive and effective
ways to help you grow without even having to walk out your door.
For those who take their brand “on the road” by exhibiting at trade shows, hosting
events or via sponsorships, how you present your company or organization outside of
your regular selling environment should follow the same rules of engagement. The
most important? As noted up top, be consistent in your brand presentation. See
pages
10-11
to find out more ways to make your mark with event marketing.
What are your branding challenges? Chances are, you’re not alone. We’d love to hear
your thoughts, and we welcome the chance to share ideas and solutions!
Until next time,
Gasper Lipari
905-528-2999 x11
P.S. Ask us about our exclusive FREE business self-assessment guide,
Your Brand: Unrivaled
. . .
or Unraveled?
It walks you through an important
evaluation of your branding strategies and helps you identify areas that
might need some improvement.
