Here is an excerpt from Mindful Marketing, Making Marketing Moments Magical by Greg Glinowiecki.
These concepts will permeate throughout this book and are vital to understanding your branding and marketing processes:
All things are connected. Branding, marketing, advertising, products, sales, and service create the web that attracts and keeps customers. These interdependent aspects, when aligned, will drive your business.
Be Your Brand. Your brand should direct your business actions; your actions need to project your brand. You create a strong brand by being who you say you are. If customers don’t experience your brand the way you promote it, your marketing efforts are without value.
Mindful Marketing embodies these principles. Think of how your marketing elements can work in unison. You can accomplish this by making sure that every contact with a customer reflects your brand. This allows you to tap into resources that may be acting independently or even contrary to your brand. It also presents the customer with constant reminders of why they should do business with you.
This wholistic approach allows you to see branding and marketing opportunities you may otherwise miss. Each customer interaction with your business is an opening to impress your brand. You can increase your marketing effectiveness by using every aspect of your business to create experiences that completely immerse customers in your brand. Think in terms of creating experiences that are greater than the sum of its parts.
For sole proprietors, with little or no staff, who you are and how you act goes a long way in determining your brand. Those with employees have the challenge of getting them to buy into their brand then, have them embody that brand to customers.
Being your brand is the simplest, most difficult task of marketing. The concept makes sense. Be who you say you are. But to practice it takes… practice. If you and your staff are not mindful of your brand at every customer interaction, your brand engagement is less than it could be. An opportunity to further impress your image with customers is lost. When your interaction with customers fully embraces your brand, you maximize your marketing efforts.
Every contact a customer has with your business brand creates a customer experience. Your logo, your advertising, your website, your location, your products, your service, your signage, your store front, your social media, your greeting, your billing,…all combine to establish your brand in the customer’s mind. If their experiences are disconnected, or they receive mixed messages, your image is diluted or tarnished. However, put together a series of positive experiences and project a constant message and you can create a lasting brand.
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