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www.IndependentRetailer.com MARKETING Fast Track Brand
Building continued from page 97
There’s no substitute for shaking hands, showing up, and making a personal connection. Have a pres- ence in your store and meet the people who buy your products. Do the things only you can do.
No one else can write a book that has your name on the cover. But you can rely on a lot of other people to help make it successful. The mar- keting director at your company can set up speaking engagements, and the PR fi rm can pitch interviews. The point is to focus your time and energy on the activities that you do well, and let others do what they know how to do, like marketing strategy (online, in-store, etc.).
TM Help other people get what
they want. Don’t underestimate the power derived from helping others. People will remember your generosity, and they will tell other people about you. They won’t forget the favor you did for them. Helping other people is a fast-track brand building activity, and you can also feel good about giving back. Ask yourself, “What do I want
to do that I haven’t done yet?” That word, “yet,” is important. It im- plies you want to stretch and grow. Where do you want to be known? What are you doing well? What aren’t you doing yet that you’d like to do well? Investing in success is important for any size business. It takes time, money and planning to build a brand, but you can ac- complish a lot with a little if you’re
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smart and have a good team. You’ll be excited about the outcomes, and see direct results from what you achieved. Commit to raising your visibility and seize opportunities as they come along. ■
Suzanne Bates is author
of the new book, “Discover Your CEO Brand: Secrets to Embracing and Maximiz- ing Your Unique Brand as a Leader.” Founding CEO of Bates Communications, a fi rm that transforms leaders into powerful communicators who get results, Visit Bate’s website at
www.bates-com-
munications.com.
Visit
IndependentRetailer.com, For Today’s Business News & Updates.
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