They use an integrated approach to their marketing, combining a great visual identity with a compelling message that gets delivered through a variety of channels. People are bombarded with hundreds to thousands of messages a day. Its just not reasonable to expect an ad that runs one time in one newspaper will be enough to get your prospects attention and rally them to action.

Over the next few issues of our newsletter, well be sharing thoughts with you on various channels of marketing and advertising in order to clarify the pros and cons of each one
and to demonstrate why a layered, or integrated, approach is worth every dollar youll invest. Well start with the obvious — your visual identity.

Your visual identity — its more than a logo
Strong brands use every opportunity to mark their world and their customers world with the organizations visual identity. Do you? Sure individuality is important, but how often have we gone into a store or office and not been sure whos a customer and whos an employee? Rewarding your staff with high quality logod items that they can wear to work, identifies them as staff embers on-site and subtly promotes the business off-site.

Every business is cost conscious, but are you cutting costs at the expense of visibility? Sure you can buy plain white envelopes for your businesss correspondence but envelopes with your logo and mailing information look more professional and show you care about the details.

What promotional items link with your business, your mission and values, and have a significant shelf life or staying power for your clients? Coffee mugs? Dont we have enough of them? A client recently had us create bookmarks. What a clever and appreciated little thank you. Add it to a book that relates to a subject of interest to the client, or that relates to your industry, and youve got a perfect thank-you gift that has significant shelf life.

You wouldnt dream of using a business plan that hasnt been updated, so why would you want your customers or staff to come to an office that hasnt been updated? Are your office colors in harmony with the environment and the brand message being sent by your visual identity? Sure, it can be costly, but not investing in your environment is also costly when it results in customers who think you dont value them, or causes them to feel things arent going well for the business.

This concept of environmental branding is exemplified by retail giants such as Ikea (an example that it doesnt have to be a costly investment), Borders, and the Disney Store.

Are you missing opportunities to make your mark on your world? Wed love to discuss that with you. Give us a call at 609 653 2233 or drop us a note to discuss how we can help.

Our next issue will discuss advertising and how to use it to get your message to the heart of your target market.

About Abiah Designs
Abiah Designs is a brand strategy / full-service marketing firm whose unique, proprietary research process creates and revitalizes brands that resonate with their target markets, leads to increased brand awareness, develops strong customer loyalty and improved market share. Visit our website (http://www.abiahdesigns.com or blog http://www.brandreturn.com) to view our portfolio, read our case studies, and begin to imagine how we can help you.

To grow your brand call 609 653 2233.

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