“Frank, sales are down since we opened here,” Louis began. “We’re unknown. How can I make an impression and draw in new customers?”
“You need to build an image, Louis,” Frank answered.
“Build an image?” Louis questioned, “How do I build my company’s image?”
“Do you remember how ranchers labeled livestock so they were easy to identify when they grazed the open range?
How they would make a simple image on an iron, heat it, and imprint each animal’s hind-quarters with it?”
“Yes Frank, I remember.”
“Then you know you need a Brand.”
And here’s how we built ours:
Collected Information: We collected information on the people and environment that allowed our company to thrive. We wanted to see what brand we already had.
This included who our ideal customers are, how to find them, and what they like about us. Knowing these things made it easy to find our strengths and weaknesses. Allowing us to pick the best brand for us.
Articulated: Taking that into account, we got together and brainstormed the personality of our company, articulating the voice of our business, and the story we wanted to tell; of our core values, mission, and ultimate vision.
Came backstory and even drama we could turn into a something more. An identity.
Identified: Once we found the fundamental pieces of what made our company. We combined them to make our identity – an identity we could rally around and build our company culture from. A company we were proud to be a part of. And easy to differentiate from everyone else.
Applied: Once we had all of these ideas down on paper – we took the next logical step - applying it to all our marketing. Designing it for every type of media.
In our video content and commercials.
In our writings perfecting the voice through our text advertising alongside professional photos that emphasize what we stand for.
And in audio, with our podcast that we broadcast weekly.
Putting it in everywhere our customers and prospective customers are.
Positioned: We positioned ourselves with the information we collected, our new brand, and our marketing campaigns. And we reached those who already knew us, those who wanted to know us, and those who should know us. Meeting them at tradeshows, on television, the internet, and even on their doorstep.
With those five things, we were able to build our brand. Increase our sales, bigger market shares, and a bigger bottom line. Even allowing us to expand into multiple other markets.
And you too could have your very own brand working for you.
· Collect information on the people and environment that makes you thrive or shrivel.
· Articulate it in the fundamentals of your Company.
· Identify your brand with those fundamentals.
· Apply it to your marketing and build campaigns to rock it.
· Position your brand in the light and the people you want to see it.
And you will have the most Powerful Marketing Campaigns imaginable.
“The most Powerful, Frank?”
“The most Powerful, Louis.”