Creating a profitable brand for your small business is actually creating awareness about you, your business, your products or services, and the value you offer. This activity is targeted primarily to your potential customers and those who can influence their perceptions and buying decision.
One of my clients asked me in one of my presentations, “What is a brand? And how do we promote it?” It was a direct question to hit me off-track. I was blubbering about building a profitable brand, how to enhance it, without taking into account that this newbie entrepreneur has only a vague definition of what a brand is.
For our purpose, I like how Walter Landor, an advertising master, put it:
Why use email marketing? Here are at least three reasons:
One of my clients asked me in one of my presentations, “What is a brand? And how do we promote it?” It was a direct question to hit me off-track. I was blubbering about building a profitable brand, how to enhance it, without taking into account that this newbie entrepreneur has only a vague definition of what a brand is.
For our purpose, I like how Walter Landor, an advertising master, put it:
"… a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality."How do you let your targeted customers know that you can deliver that ‘promise’? There are many mediums to choose from. Actually you can start with the most basics like your small business logo, letterheads, business cards, packaging, etc. However, in the internet or ecommerce era such as ours, Email Marketing is one of the most cost effective means of delivering your ‘promise’ to your targeted market or potential customers.
Why use email marketing? Here are at least three reasons:
- Your small business with the products and services you offer need to be made known. You cannot sell in obscurity;
- Your competitors are doing the same thing, and I am sure you want your brand to be the preferred choice;
- Email marketing keeps both your loyal and potential customers ‘well-informed’ about your ‘promise.’
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About the Author
Nor Franco is the Managing Director and Virtual CEO of nextManager.net. He's a former corporate executive whose passion is bringing out the full potential of HR in Businesses. This time that passion is pursued through Virtual Management. He writes and blogs about his management views and insights here. Follow him on Twitter.
