| Brand is your company identity. Remember, it's not | | | | marketing to the sales reps from the yellow pages, the |
| your logo or your graphics--those are elements of | | | | newspaper, and TV or radio. It may seem easier to |
| your Package that reinforce your Brand. Brand is your | | | | spend your way than thank your way to marketing |
| company identity in the mind of the customer--and the | | | | success, but you know it is very easy to waste a ton |
| employee. More than anyone else in a small business, | | | | of precious marketing budget on ad spends that only |
| the Chief Marketer is the guardian of the company | | | | make some salesguy rich and don't generate profits |
| brand. | | | | for your company. You need to market smarter than |
| If your company doesn't have a Chief Marketer, it's | | | | that. |
| vital that you appoint one. Name one this week. Don't | | | | But championing your company's brand can also be |
| let it slide--the position is too important to go unfilled. | | | | very rewarding. It can supply you with a deep-down |
| The role of the Chief Marketer in a small business gets | | | | sense of self-satisfaction. Earlier we discussed the fifth |
| lonely. You're not part of a big corporate marketing | | | | and highest stage of Maslow's Hierarchy of Needs: |
| team. Usually, you are the marketing team. Some of | | | | self-actualization. If you can enjoy the marketing tasks |
| you are sole proprietors or juggle various roles in the | | | | and feel like you are doing a good job, you can also |
| small company you work for. None of you have the | | | | feel better about yourself as a person from your |
| title "Chief Marketer" printed on your business card. If | | | | contributions. But it doesn't stop there. |
| you are the owner, yet don't already consider yourself | | | | Bringing out your own creativity as Chief Marketer is |
| the Chief Marketer for your company, then start. It is a | | | | good for you and the company, but it's also beneficial |
| crucial role in any company, regardless of size. | | | | for your customers and employees. Solid marketing |
| An integral aspect of your job is to develop and guard | | | | can help the whole company focus around the core |
| your brand. As Brand guardian you must wear multiple | | | | brand values the company already possesses. |
| hats: brand cheerleader, brand visionary and brand cop. | | | | Afraid you're not creative enough for the job? |
| You can use your Achievers to help with all of these, | | | | Nonsense. Our next article explores ways to help you |
| but at the end of the day the final weight of the | | | | tap into the creativity that waits inside you. |
| company's brand rests on your shoulders. | | | | Remember: Brand (who you are) + Package (your |
| And it can be lonely. Many in your position simply give | | | | Face to the Customer) + People (customers and |
| up on marketing. Or they surrender their company's | | | | employees) = Marketing Success. |