It’s 2011, and your brand (the perception clients, prospects and consumers have of your business) is more important now than it has ever been. The ability to customize, integrate and share is top of mind with marketers, and while it’s always a good idea innovate, adopt new technologies and move along with marketing trends, it’s also imperative to keep your fundamentals in check. Without a foundation, a platform to build a strong brand framework from, these trendy new age tactics will dissolve into thin air.
Building brand is something that is achieved over time. Delivering on the business’ mission and vision, and more importantly, building a healthy rapport with clients is a constant process, one that requires hard work and ongoing attention.
Reaching masses of people have been reserved for channels which we’ve perceived as a collective sales and brand building system…prime time television, bulk email (newsletter) marketing, mobile marketing even. These days, social media is probably another channel where businesses see an opportunity to “mass influence” communities as a whole.
We mistakenly assume that when we address masses of people at once, flooding them with our products, services or value propositions, we’ll be building our brand shares. That is simply not true. Without a foundation of core brand values deeply rooted within the heart of your business, no amount of promotion would make your business any more sustainable.
Fortunately, there are marketing tools that help businesses achieve that. Unknowingly perhaps, people fail to realize just how much of the ground work they’re already doing. They devise strategies around building brand, and unknowingly perhaps, neglect to look within to see if there’s anything they can leverage off. Take email for example. With the average employee sending 15,000 emails per annum, the email channel provides the best opportunity for building brand over time, better than perhaps any other communications channel in history.
Together with Rocketseed and proper brand building modules such as Rocketseed Signature Manager, we take email, something we do on a daily basis to correspond with existing clients, prospects, suppliers and distributors, to build a strong, reputable brand.
