...."Getting to Know All About You". These song lyrics from the Rodgers & Hammerstein musical "The King & I" may have senior status now (it premiered on Mar 29, 1951 on Broadway - see https://en.wikipedia.org/wiki/The_King_and_I ) but the sentiment speaks to the process of branding and developing relationships which lead to more business.
I was reminded of this song by a recent TV commercial covering identity theft - a different twist on the lyrics.(Oh....the power of mass media advertising!)
We were recently talking to a client about branding. Her organization is in a niche market and she wants to get it more well recognized by her target audience - getting known! The key, of course, is putting together an effective program within the budget constraints and time available. Areas for consideration include:
Signage, top of mind promotional items for an office desk or car (her target audience is on the road a lot) informational brochures, speaking engagements to members of affiliated organizations, identifying and meeting with top prospects, targeted mailing campaigns including a memory hook and follow up plan, ongoing social media campaign, networking opportunities (e.g. presence at community events, chamber of commerce, specific networking groups).
Developing your brand is an ongoing effort - from logo inception to web presence and all those other marketing strategies associated with getting your name out there. It also extends to developing business relationships on a personal level - people still do business with people they know and trust! ("Getting to like you, getting to hope you like me")