When I hear marketers say they need a big budget to develop a brand, I say “maybe not.” I was a Brand and Product Manager at 3M, working with four of the company’s top power brands, including Scotchgard™ Protection, Post-it® Products, Thinsulate™ Insulation and Scotchlite™ Reflective Material. While big budgets are expeditious, they aren’t required to build a brand.
What is required is focus. By focus, I mean honing in on understanding your target customer, your value proposition, developing clear key messages and using cost-effective promotional channels to deliver them.
A while back I attended some classes offered by Kocina Branding & Marketing Companies. I was impressed with their simple, straightforward approach to marketing. I am now a member of the KMBC team and am thrilled to be part of their company because of the products and services they offer that can benefit your brand.
One product they have that particularly impresses me is called a Brand Playbook. I see it as an inexpensive mini-marketing plan. It documents the three critical facets of brand building I just mentioned: target market, key messages, and cost-effective promotional channels. And the beauty of Kocina Branding & Marketing Companies is, with them, it’s not just theory—they help their clients execute. They specialize in promotional channels that are inexpensive and they excel in one of my favorites: product publicity. Publicity is an extremely cost-effective way to reach your target market and it can be repurposed in many ways, including sales literature, website content and social media.
I’ve spent my career working with very powerful brands and I would love to talk to you about building yours. There’s no obligation when you call. I love talking about marketing and if there are some things we can help you with, that’s great. If you would like to have an informal chat about your product, give me a call at 952-697-5269. I’d be interested in knowing how your product or company got to its current point and where you would like to see it go in the future. I look forward to your call.
