We all seek it, and some of us try to provide it. It’s a verification that something exists or has existed in the past – a proof that something has been created at some point in time and is deemed relevant to this day.
This is what good marketers do. They create the opportunity for a brand not only to be seen as relevant in the here and now, but also provide tangible evidence that can be referenced in the future. They continue to show the brand’s value as it progresses along its journey.
It establishes that a good brand “lives”.
We believe that regarding your marketing materials as tangible evidence is crucial for long term success. Companies (and their brands) must not only think of how their customers see them in the here and now, but project how they will be perceived five years from now. Brands that develop marketing collateral that withstands the test of time can plan for the future.
Simply put, if you give away thousands of cheap and tacky promotional marketing items today, they are not forgotten about tomorrow, but form part of the greater long-term opinion of your brand. As long as receivers associate your brand with those items, your brand will become tied to being cheap and tacky. It will be the equivalent of a cheap, loud, suit.
It will be you.
However, if you present fewer people with something unique and innovative, which may cost more money but is seen as valuable to the receiver, something different happens.
This piece communicates the (positive) essence of your brand because it will be used and the brand that gave it remembered for a long time to come.
Now, which scenario do you think gives you the best return on your investment?
Over the next months, we will discuss practical ways to look at your marketing as tangible evidence.
Through our newsletter and Blog, we will show examples of how taking the time to tie your marketing collateral directly to your brand is critical when looking for long-term success and profitability.
I hope you will join us on this journey and we can help to develop your own tangible evidence that, in the end, will Get YOU Noticed!
Sincerely,
Ben Baker
