By Vin Ferrer / Social Media Strategist, NJ Marketing Agency, Graphic D-Signs, Inc.
Quick tips and tricks are a
dime a dozen in business. Yet very few are actually worth their weight.
The reason why most don’t
work fully (or even at all) is because they are dead on arrival, doomed from
the start. They harp on a business’ ability to leverage its greatest asset.
And the biggest asset that a
business has is itself. Its outward projection to the world of its value,
mission, and identity. Simply put: its brand.
When it comes to marketing
your brand, you need to go all in. You need to commit. You need to invest in
making your marketing efforts integrated and appropriate.
Now think big for a second.
Red Bull is a perfect example. Started as an energy drink company, Red Bull as a brand now stands for an action-packed lifestyle that
strives to be larger than life. It pushes the limits. Its stylish and sexy. It
drops from outer space at 800mph speeds.
Yet at its core, it is still
an energy drink seller. Nevertheless they chose to invest in themselves, their
brand, and their marketing efforts. Because of successful marketing, they have
a brand that’s an out-of-this-world success.
Now think of Nike—the king of successful
marketing. From humble beginnings as a shoe company (their shoes were made
using a waffle iron), Nike worked meticulously to market their products with
unique messages in line with the brand they hoped to create. Superior
athleticism, indomitable spirituality, and refined modern style are some of the
calling cards they’ve come to be known for.
They were making shoes in
their kitchen and a few years later being associated with the biggest names in
sports. And it was all because of marketing.
Now back to you, your brand,
your customers, and your goals.
You need to tell a story. You
need to form a relationship with the customer. And that’s called marketing.
If you offer a quality
service, product or combination then you’ve nothing to fear. Take hold of the
conversation, and start off with social media. It’s the most cost effective use
for your marketing dollars. Next, look to establish a true presence with a
fresh logo, site design, and other collateral thereafter.
Stationery, business cards,
and brochures should all integrate your logo flawlessly and communicate your
brand’s voice with compelling copy. Keep your brand in sync and integrated
across all media, and one day you’ll be having billboards made up to advertise
your awesomeness.
Being flaky and deceitful
isn’t going to get you there. Think about the straight-shooting politician
who’s later discovered to be cheating on his wife. World War III happens, from
which his once hallowed reputation can never recover. Unless you’ve got
millions stashed away for such an occasion, listen up. You need to be authentic and honest. You need to get this right.
Bring the personal touches to
the spotlight, shine a light on some noteworthy insights, and carve out a voice
that’s original and on point with the identity you want for your company.
Brands big (like 7/11) and
small recognize the power a smart marketing effort can have in ensuring their
future.
Make the right decision and
invest in your brand. Look past the short-term expense and see it for the
long-term investment that it truly is. You’ll be creating a value for your
products and services that is one step closer to priceless.
