Gales Network • Brand building from the inside out

February 2009

Fewer Resources, More To Do
Make Every Move Connect

THE BIG IDEAS TOPIC: As the technology evolution rockets forward at unimaginable speed, the economy has slammed the brakes on revenue, and resources are reduced. Meanwhile, the marketing buffet continues to offer a bounty of choices for your consideration that promise to engage your customer. Facebook, MySpace, blogs, widgets, email newsletters, Google groups, RSS feeds, Twitter and more all shout for attention.

AT ISSUE: How do you maximize social media and the countless other ways now available for your brand to reach potential customers, while your slimmed down staff is maxed out just handling the basics?

THE BIG IDEAS VIEW: The desire to be "everywhere" can lead to a diluted and often unevenly communicated brand message, as time-pressed staffers struggle to make your message "fit" the audience they are pitching. In most cases, the message is created on the fly, with little internal coordination. A brand's promise is sacred and must be treated as such by your entire team. Here's how to ensure your maximizing opportunity and minimizing waste motion:

1. Define your brand promise: Write it down. If you aren't sure what it is, get help. Do you know who your core customers are and what they expect? How is your brand different?

2. Review: Consider every tool you use that reflects your brand - not only those multiple images and messages going out through the social net universe but also your product packaging, staff, website, advertising, phone messages, newsletter, blog, business card, logo, etc. Do they all reflect your core brand promise? Do they meet or exceed the expectations set by your brand's memory in the minds of your customers?

3. Look Sideways: If you are aligned with another brand, does it enhance or diminish your core promise? Does the aligned brand share your brand values? Are they reinforcing your brand promise to their customers? Is it a good brand building partnership or simply a grab for cash?

4. Don't Panic, But Act: Focus your team. Adjust, limit, delete or simply freeze brand tools that are out of alignment. Tools that reflect some of your brand, but don't contradict your promise are candidates for refinement. Replace or eliminate those in conflict with your brand. If your website screams you're ready to party and your brand promise calls for a lifestyle of peace and tranquility, take it down 'til you get it right.

5. Embrace Technology: Don't delegate the understanding of new technology solely to the newest staff member. At the same time, look to your tech savvy early adopters for some insightful new ideas. Read books like Li's Groundswell, Godin's Tribes and Walker''s Buying In to better understand the shift in consumer behavior and how to connect in the digital world. Go to conferences. Network and ask questions. Reach out to us.

When will the economy allow us all to add additional resources to expand our branding efforts? We'll leave that one for the crystal ball. In the meantime, act now to focus on who and what you are. Let your brand's voice be heard above the noise.