Greetings!
Recently, my husband and I visited our daughter in college-Penn State ("We ARE!!" for those in the know). Anyway, I digress. We decided to stay at a bed and breakfast instead of one of the overpriced generic hotels in town. What a great decision. The owners of the B&B had decided over a glass of wine one night that they needed a life change. They were tired of the stress, traffic and grind of city life. So they searched around the country and bought 17 acres just outside of State College. Neither one of them had ever been in the hospitality industry. She is a gynecologist, and he was a painting contractor.
They decided to dive in and build a new B&B with all the modern bells and whistles (e.g., internet access, handicap accessibility, and sprinklers in every room). And let me tell you, they created a totally beautiful place. When we arrived, we were warmly welcomed by Joe (the owner). In the morning, he toured us around the place and showed us the boulders that were dug up during construction and now used as steps. He described the type of windows used and how the style replicates old farm houses. He told us the name of each mountain that was visible from the huge windows in the breakfast room. He cooked a fantastic hot breakfast every morning.
When I was looking for a B&B to stay in, their website came up in a search. It was easy to navigate and had photos and descriptions of the B&B and each room. The prices were easy to find as was the phone number. Once I made a reservation, I received a nice note including driving directions and a brochure that looked like the website (what a concept!). The entrance sign to the property was easy to see from the road and had the logo engraved on it (the same one as on the website and brochure!). Joe was as friendly and organized as I had imagined he'd be, based on our prior telephone conversation. And to add icing on the cake, the coffee cups and even the shampoo bottles and soap were branded with the logo!!! Every room had 2 bottles of water (FREE!) on the dresser and brochures of things to do in the area.
WOW! When was the last time you can remember an experience that went that smoothly and was that pleasant and consistent, from the interaction with the website all the way through your visit? We were impressed.
That is how a good brand should work. It's unfortunate that many companies don't understand the value that all these touch points bring to their bottom line. Don't cut corners in developing your brand. You will pay the price.
If you care-like Joe does-about your brand, call us. We're here to help!
Warmest regards,
Jill
P.S. JTGD&A is a certified woman-owned small business and is on the GSA schedule.
jill@jtdesign.com
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Branding Clarified
There are three elements that, once defined, creates a brand. A brand is a corporate identity. It is the associations that generate images and feelings about a product, service or company. A company's ideal brand will communicate to its customers how its
brand is different and relevant from their competitors.
Below are explanations of what these three elements mean.
1. Brand Essence-the one thing that defines who you are and differentiates you from your competitors. The heart and soul of a brand. The brand essence is usually stated in a few words. For example: Disney's brand essence is fun family entertainment.
2. Brand Promise-the differentiated benefits that are relevant and compelling to your customer. It's being able to deliver what it is you promise. For example if a pizza restaurant promises delivery within 2 hours of ordering, it better keep its promise! If a health club promises classes every weekday morning, they better be able to have an instructor there every weekday morning. You must link your promise to what you can actually deliver and tie this promise into all your interactions with the customer.
3. Brand Personality-what type of experience does your brand offer? Fun? Relaxing? Energizing? Mysterious? The personality of your brand will help define its associations. Colors, fonts, the tagline, and the kind of imagery will all create the personality of your brand and strengthen its message.
All of these elements, combined, form a brand identity. Once you clearly define these elements, you are on your way to creating a memorable, lasting brand.
If you would like to discuss how we can help with your brand, please contact Jill at 301-229-1135 ext. 301.
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Marketing your company
must include more
than a websiteMany people think that if they have a company website they have fulfilled their marketing strategy. Although a well designed website is essential, there are many other media options that should be examined. All your marketing should drive people to the website where they can get more information.
For example, if you are promoting a special event, or a sale, or a new service, you may consider sending out a print and e-mail direct mailer. Since many companies have cut down on using print pieces, yours will stand out in the mail.
A direct mail piece should always have a deadline and a "what's in it for me" offer. Promotional gifts, discounts, free advice, etc. are some ideas. This should help improve response and get more people to pick up the phone and call.
Another media to consider is a brochure. The services and benefits of your company can be explained in detail in a brochure. You can email a pdf of the brochure, mail it, put it in your office lobby for people to pick up, or give it away at sales meetings or networking events.
Ads should be considered too. There are many trade publications that target your potential customers. Transit ads (bus or metro) are another option that may be appropriate for your marketing mix.
And how about starting an e-newsletter similar to the one you are now reading? This is a great way to keep in front of your clients and prospects. And you can (and should) send these out regularly.
If you are considering a marketing strategy, we are happy to meet with you to discuss your many options and recommend the best approach for your company.
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Complimentary
Coffee with Jill-she's buying!There are many helpful downloads on our website
for you for free!
They include: Marketing Tools
Branding Powerpoint Presentation
Branding Questionnaire
Website Questionnaire
Logo Design Questionnaire
Focus Group Planning
10 Networking Tips
The Art of Networking
FREE PDF DOWNLOADS
Call 301 229-1135 X 301 or email jill@jtdesign.com TODAY!
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Glass Work
for Sale
Please visit www.creativeglassdesign.com to view Jill's creative glass designs. They make great gifts! Or
call 301-229-1135 ext. 301 for a private appointment to see her work. If
you would like to be invited to Jill's holiday party, please send an
email to jill@jtdesign.com
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301-229-1135 x 301
Click below for our website:
Jill Tanenbaum Graphic Design & Advertising
Our services include branding, graphic design, marketing, public relations, multi media and website design, advertising, direct mail, signage and trade show booth design, publication and collateral design.
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