Branding Basics: Time To Flaunt What You've Got

You've been reading my posts and following my advice - right? So by now you've developed a kick-ass brand identity. You've:

1) Discovered your unique message, promise, POSITION -- a benefit that's powerfully meaningful to your prospective customers
2) Developed a PLAN for getting out the word
3) Determined what you need to do to PROTECT your brand identity

Now you're ready to tackle the fourth P -- PROMOTION. This is where you tell the world what you have to offer. This is when you build awareness of your brand. This is where you flaunt what you've got!

Ever heard the expression, “It’s not what you know, but who you know”?  When it comes to business development, It’s not what you know OR who you know, but WHO KNOWS YOU.

True Story: A company introduced a product but didn’t budget for promotion. A few months down the road the CEO frowned and asked, “Why isn’t the new widget selling?” We started a program of publicity, advertising and trade show support, and sales happened.

Moral: Selling starts with awareness.

 
Awareness is so basic many business people minimize its importance. But lack of awareness will stymie business growth every time.  How do you create awareness? You need to be visible. These tools can help you:

1) ADVERTISING: Often the most effective and cost-efficient way to create awareness IF you have a broad audience that can be reached through internet/mobile venues, publications, broadcast or other media.

2) MARKETING PUBLIC RELATIONS: Product releases, features and application case histories can get the word out about your product. This is often a SLOOOOOW way to build awareness, but the cost is less than advertising.

3) DIRECT MAIL: Works best with narrow, well-defined audiences. A good list is essential – whether you’re sending your message email or surface mail.

4) TRADE SHOWS/EVENTS:  Attendees come to learn about new stuff and “kick the tires.” They may want to be entertained as well.  Make it fun, but make it meaningful, too.

5) SOCIAL MEDIA MARKETING:  If your audience is online, learn where they are and what they're interested in.  Then you'll need a strategy and plan for each venue.  (For example,  Facebook requires a different approach than Twitter.)  Using social media can be time-consuming but can really pay off if that's where your audience is.

A combination of these tools can be very effective. Be sure to repeat, Repeat, REPEAT your message over time so it sinks in