Subscribe by RSSMarketing Your Brand: Part 2
Published on December 17th, 2007
Let me reiterate, your logo is a symbol of your brand–it does not define your brand. With that in mind, how do you help people associate your logo with meaning? With who you are? In Part 1 of this series, I talked about standing out in a positive way. Drawing attention to your brand name and letting the public know what you can do for them. Now let us take a look at what happens after you capture someone’s attention…
People Make or Break the Brand
Think about it. When you have bad service at a restaurant or encounter unhelpful employees at a store, you probably think twice about whether or not you will return. For the swing dance group I am involved with, this has been our biggest obstacle. Oddly, it seems fairly common that good swing dancers are shy people. Unfortunately, this means others might assume the “good” dancers think they are better than others. If people start to say, “Those ELLA dancers are snobs,” that can really affect how ELLA is perceived and the number of people who will return to dance again.
It works the same when you are marketing yourself. It can be a turnoff to come off as arrogant or ignorant or pushy. Even if you have the best portfolio in the world, it will not matter if people do not like the way you interact with them. Focus on excellent customer service and remember that everyone who works for your company represents your brand. Marketing does not exist only on paper or the television or the radio. It continues the second somebody steps inside your doors. Any time someone is wearing your company’s uniform. Any time someone is trying to sell your product or service. Personal interaction makes a much bigger impact than a catchy advertisement. It is important to make sure all of your employees understand that and act accordingly.
Come back soon for the final installment of this series.