Twenty-eight years ago, I knew I was creating something more than a name and a logo.
When I launched full-service marketing firm Creative Marketing Alliance (CMA), I was more concerned about the overall customer experience, which includes expectations, quality of work and results.
In other words, I was thinking about the long-term value of branding. And I knew that clients weren’t simply coming back for the exemplary service. They returned for the “promise.”
A brand is a story that makes a public pledge and we offer a standard that is built upon shared values among all of the team members. Our tagline–Expect Results–captures the essence of our company and separates us from the rest.
On Wednesday, September 30, I will headline a panel discussion, “Create. Promote. Protect Your Brand.” at the New Jersey Hospital Association’s Conference and Event Center in Princeton, N.J. I will be joined by Kenneth Hitchner, CMA’s public relations and social media manager, who will shed some light on how to promote your brand in a digital age.
The MIDJersey Chamber of Commerce event will also feature Szaferman Lakind’s partner/attorney Lionel J. Frank and attorney Richard A. Catalina, as well as the Trenton Thunder’s Lydia Rios, who is the director of marketing and sponsorships.
Click here to register.
Top Branding Tips
But if you are interested in a “sneak peak,” here are a few pointers in terms of creating your own successful brand:
- Create a logo that evokes the keywords that surround your brand. If your brand is “trustworthy” or “innovative,” make sure your logo matches.
- Write down your key messages, which are what you say when someone asks about your brand. Key messages capture the essence of your company: What does your company do? Where is the value? How is it different? What does your organization believe?
- Make sure your actions match your words. This is the easiest way to build a positive reputation, which leads to more relationships and more revenue.
- Be consistent, which is extremely important. Use the same colors, design, words and typeface on every touch point with your prospects and existing customer base. No one can tell your story better than you, so make sure you don’t keep changing it.
Need help with your company’s brand? Can we help elevate your story above the competition? Please contact me at jbarnhart@CMASolutions.com or call me at (609) 297-2235.