Your Brand and Your Growth

I C U

Major brands throughout the world dedicate a large percentage of business income back into the business, especially for advertising expenditures. Think of the products that you use regularly yourself. Or, even consider products that you find useless yet they continue to profit and grow and appear in your face whether through television, YouTube, Twitter, Instagram, highway billboards, etc. Out of sight, out of mind is a real phenomenon concerning the human psyche and successful businesses not only acknowledge that as a fact, they live by it.

Let’s think about a well-known brand like Nike for instance. Take a moment and flip through some channels, browse a few magazines, glance around your neighborhood or home. How many Nike ads did you come across? What are some characteristics of the brand you would expect to encounter or become part of based on what you noticed in the Nike ads? Based on their advertisements, how would you describe the brand?

* Confident?

* Productive?

* Accepting?

* Exclusive?

* Momentous?

* Optional?

* Cutting-edge?

* Desirable?

* Sure?

Now, what sort of messages do you hope to publicly announce about the character of your business or product or service? And are you comfortable doing so on your own, in-house, or seeking the help of a professional marketing outfit? Have you already developed a brand identity? Allegra Marketing understands this challenge. And their team of professionals understand you, your business, and your goals.

I SEE YOU

Granted, large conglomerates such as Nike, CocaCola, Absolut, Century21, Yahoo!, BlueCross/BlueShield, Chevrolet, IBM, World of Warcraft, etc., hire on their professional marketing staff because they know how intense and prolific their needs will remain in order to stay atop the rankings in their respective industries. And even those companies will consult with outside marketing professionals on occasion, for global advertising advice, for instance.

Be reasonable. A steady, dependable feed promoting your wares to others outside of your initial enclave of supportive family, friends, and neighbors is required in order to take your business to the next level. Step by step. Promote on the cheap at your own peril. Nevertheless, you do not have to spend the same dollar amount that Nike spends to display its lifted sneaker… pardon me, athletic shoe. Every one of their ads speak action… production… movement… excitement… achievement, as does every one of their sponsored athletes.

Here’s an assignment to get you closer to a definitive brand identity. Call an undefined meeting of all the principals of your company. (Later, you can meet with the principals and managers or regional directors.) After partaking of a bit of refreshment (making sure to display the brand names, logos, and packaging of the items you use) and casually mingling with one another, right when folks seem to collectively wonder why they’re there, ask the following question and let each person respond fully. What is marketing?

Take a mental note of how each person answers because you will discover the business leader you need to oversee your brand. Does someone respond, “Ads on the TV, Internet, and even local grocery community boards?” Not the one. Does someone blurt out, “Telling people what we do?” Close, but still no cigar. The answer you want to elicit ranks something such as, “Winning the hearts and minds of clients and customers through excellence in service and product delivery in addition to visual and audial reminders of our existence.” This answer shows that the company recognizes the extent of competition nowadays regardless of the industry. It also places the customer central to all activity and decisions. Have an option of a provider of raw material to build your widget? Which one makes the product last longest for your customers? Which one follows the most green agenda now and for the future? Which one actively pursues a sustainability plan supported by statistical data? Which one delivers on time?

Eye Sea Ewe

Now that you have your leader, let’s look at the various tools available through Allegra Marketing that will put your business on the map of the minds of potential customers the world over. Decide which of these approaches will work best for your industry, target market, and brand message. Banners? Flags? Signs? Posters? Logo creation? Decals? Graphics for windows, floors, and vehicles? Brochures? Copywriting? Direct mail and Internet campaigns? And at what stage of development are your company’s marketing goals? Increasing brand awareness? Acquiring a larger percentage of the market? Wowing your existing following?

For a reasonable percentage of your incoming business revenue, you can partner with Allegra Marketing and reach any and everyone you need to attain whether local, regional, national or global. Part of your job as a business professional is to tell the world about what you have to offer. Today’s technology presents an opportune time to achieve this objective in the most diverse, creative, and expansive manner for pennies on the dollar.