In ‘Organize Your Marketing Part I’ we spoke with ‘No Boundaries Radio Hour’ guest Tamar Russell, owner of the highly successful marketing design firm Sitka Creations. There we focused on the nuts and bolts of being organized when engaging with a marketing professional. The idea of organization in marketing goes well beyond your capability not to loose a digital file of the company logo.
A Unified Brand Perhaps you have found some profound success for your enterprise that came on rahter quickly. When this happens our marketing from a design (logo, color, images) and execution perspective (social media, print, broadcast campaign) looks less like a well laid out plan and more like a chocolate layer cake. But who doesn’t like chocolate?
Assuming your firm has a stellar reputation and customer service record, your brand starts with a great logo, appealing color combinations, and consistent use of these and other brand elements. All the time and everywhere. In this context being organized means your firm effectively monitors the use of your branding materials, both internally and externally and makes no exceptions to the rules. Whatever those rules may be. This is important because the visual and auditory response to your branding affirms your audiences acknowledgement of you, reminds them of the last time they enjoyed your product or service. Makes them desire your product or service again. It’s also one of a thousand small ways you present the firm in a professional light.
Branding and Social Media Here is where folks get caught between two really disparate elements. One important aspect of making full use of a social media platform is for your firm’s ability to grasp best practices. In that effort company’s will sometimes make decisions that have a negative impact on the branding of that firm. Posts often do not reflect the basic affirmations of the company, run counter to the mission statement. Less subtle are visual qeues. If our twitter profile still has the boss’s picture (5 years old) with a background that takes no advantage of company color, design elements, etc. and all that has nothing to do with our facebook page, which by the way is still a personal profile and not a fanpage …..you get the picture.
Don’t get me wrong, mixing the personal and the professional through social media does have its place in certain circumstances. But the company’s role in that and what it looks and acts like online given best practices of each platform dramatically effects your ability to communicate with current and potential clients.
Conclusion Start with a thoughtful mission statement, clear goals as to what your marketing and basic branding must do and create an environment for your marketing team that keeps all day to day activity mindful of the fundamentals that speak volumes about who you are and what you do.
Scott Graves is passionate about helping business owners. Tune in to his show ‘The No Boundaries Radio Hour’ with co-Host Dennis Mannone on the No Boundaries Radio Network. Meet him at the crossroads between strategy and innovation at email@example.com or twitter @smgcreative.