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Dear Fellow Marketer,
Picture this: Someone with a need for what you sell and the money to buy it clicks on
your website, drives past your storefront, or opens her mailbox and pulls out a postcard
promoting your product or service. What impression does she get?
From your perspective as a marketer, your brand identifies your company or organization’s
value and reputation. It defines your products or service categories and differentiates you
from your competitors.
To a buyer, your brand represents an emotional attachment – or detachment – to the
promises you’ve made to deliver on quality, service, price and satisfaction.
In this issue, we’re taking a look at a few of the ways in which your customers and
prospects may be exposed to your business and how shifting your perspective to theirs
can be eye-opening. Sometimes, a small detail left unchecked can make a monster
impression. We talked with Dave Taylor, founder of Taylor Brand Group, for our featured
story on branding that begins on page 6. Dave cautions us about the little “dings and
dents” in our brands that can cause serious damage.
How? In our “connected” world, a minor misstep with one is quickly multiplied to many.
An American Express survey revealed that on average, a consumer will tell 15 people
about good experiences with a company and 24 people about bad ones. Yikes.
The good news is most mistakes – if not all – can be fixed to help you find good
customers, generate positive and powerful word-of-mouth, and develop long-term loyalty.
As Taylor suggests, start with a brand audit of all your printed and digital marketing
communications, and bring the worst offenders up to date. Then, set a schedule for
revising the rest over time.
If the thought of reviewing all of your branded materials and how they work at each of
your customer touchpoints seems daunting, let us know. We can help you evaluate what
you have, what you need … and what you can do without.
All the best,
Gasper Lipari
Gasper Lipari
Allegra, Hamilton
905-528-2999 x11
P.S.
Check out the back cover for information about our FREE guide, Your Brand:
Unrivaled . . . or Unraveled?
Through a series of self-assessment questions, you’ll
discover where you may be making compromises at the expense of your brand.
