By Katherine Miracle
Strategic communication with customers. Matching up who specifically should be speaking to whom at events, making sure the customer feels welcomed and informed.
Example: At every Barnes Wendling event and meeting you are welcomed and someone is engaging with you through the entire event.
Logo. Unique; something to catch your eye; verity that also reflects the internal workings of the brand.
Example: Melt, a great logo representing a great product.
Create a solution. Finding a cause that is relevant to the company’s values and supporting that initiative.
Example: Sherwin Williams’ development of Microban antimicrobial protection.
Making sure everyone in the company knows the values of the company and lives them. Employees attend an annual values retreat in which everyone works together to take the company’s culture to the next level.
Example: FuturesQuest, four–day wilderness retreat to discover the purposes, values and ethics.
Marketing through social media, brochures, company cards, apps. Showing your company values and culture through accounts.
Example: CLE Clothing on Instagram, Twitter, and Facebook accounts is constantly posting about Cleveland sporting and social events in relation to its products.
Slogan, tagline or catchphrase that stays fresh in the mind and reminds you of the brand.
Example: “With a name like Smucker‘s, it has to be good.”
Networking/contacts. Using social media and traditional techniques to promote business events and grow reputation/testimonials from clients — building by getting positive word mouth.
Example: Cleveland Clinic attracts patients from all over the world.
Strong leader or spokesperson. Putting a face to your brand.
Example: LeBron with Cavs.
Katherine Miracle is the president of Miracle Resources, an award-winning full-service marketing, public relations and training firm that helps clients increase revenue and awareness. She is a strategic personal branding expert and the author of “Your Strategic Personal Brand” Please connect with via email or Twitter.
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