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The Total Package: A Marketing Message That Resonates
Posted By Jamillah Warner On April 1, 2012 @ 2:30 pm In Marketing Tips | 5 Comments
Your company focus and marketing message should be so clear that it’s driven home in every opportunity you get. When clients experience:
There should be a consistency in the message and that’s where your branding pieces come in to play. But before you start printing things, the message has to be core and clear.
Can you explain it in a simple to understand mission statement or tagline? Be clear about:
If you do that, you can relay this standard to your team and this clear message becomes a measuring stick in your business. If you don’t live up to it, then you’re off track and you know it. And when you know, then you can do something about it.
To get to the core of your company, tackle it from different angles. Understand what your company looks like and feels like from a client’s perspective. Then, dig a little deeper and find out what your prospects see and feel. But don’t stop there.
Choose to investigate your employee and independent contractor experiences and responses to working with you and other clients. Does all of this feedback line up to how you see your company? What adjustments can you make to get the most out of these experiences?
This kind of information in the hands of the right team can turn into something amazing. Anita Campbell suggests that the size of that team should be well managed. In “When It Comes To Innovation, Small Is Beautiful ” she says:
“Every brain in your business needs to be engaged in thinking more creatively. But by keeping your core team small, you’ll stay more nimble.”
Startups often expend energy trying too look bigger than they are. Anita points out that big business is trying to benefit from the power of smaller teams and the creativity and quick action that can emerge. It reminds me to “use what you got” and start with what you have.
If you “look out for your company” as John Mariotti puts it in “If You Don’t Look Out for Your Company, Who Will ,” then you can make waves at any stage in the game. John believes that regardless of your position:
“Your real job is to look out for the company’s interest, to the best of your ability, in (your) area of responsibility.”
And these 3 little questions:
Once you’re clear, consistently share that message with your team. Pour this message into them — in print, in training, in visuals, in “practicing what you preach” — so that they naturally pour it into your public.
In my opinion, the total package is about a message that resonates on every level of the organization. It shows up in the logo, the tagline, the mission statement, the staff training, your attitude, the products and services, the branding materials and even the colors.
In fact, Ivana Taylor even suggests that:
“Your work surroundings should remind you of the marketing message and image that you intend to project.”
You can read more about this in “How To Brandify Your Office Space ” at the AMEX OpenForum.
Article printed from Small Business Trends: http://smallbiztrends.com
URL to article: http://smallbiztrends.com/2012/04/a-marketing-message-that-resonates.html
URLs in this post:
 When It Comes To Innovation, Small Is Beautiful: http://www.openforum.com/articles/when-it-comes-to-innovation-small-is-beautiful
 If You Don’t Look Out for Your Company, Who Will: http://www.openforum.com/articles/if-you-dont-look-out-for-your-company-who-will
 How To Brandify Your Office Space: http://www.openforum.com/articles/how-to-brandify-your-office-space