| Consistent delivery of the brand message is critical as | | | | you?" |
| your small business continues to connect with its | | | | Rather, it's those softly repeated whispers that gently |
| customers and prospects. | | | | reinforce your brand that allow your customers to |
| And yes, that does sound like Marketing 101. Sorry...well, | | | | hear your message the clearest in this |
| a little sorry, anyway. | | | | over-communicated world we all live in. If you are |
| So, we ask, why do so many small businesses | | | | committed to going the extra inch because you care |
| consistently violate this basic tenet of brand-building? | | | | about customers and notice them and listen to what |
| We believe it has to do with confusion over delivering | | | | they want, then go the extra inch and keep thanking |
| a consistent product (or service) with a consistent | | | | them and keep asking them how you can get better. |
| message about that product (or service). We see this | | | | Keep letting them know what your brand stands for. |
| happen again and again in the small business | | | | Too many clever advertising campaigns have a |
| community. | | | | splashy launch and then within a few months they are |
| Earlier we discussed the importance of going the | | | | forgotten. Small business advertising can't afford this. |
| "extra inch" for our customers. If you develop this | | | | Your business must consistently deliver the quiet |
| practice--across your organization--then please make | | | | message, like a thousand drips of water wearing a |
| sure you go one extra inch in your marketing. | | | | hole in a rock rather than a sledgehammer crushing it |
| Let your customers know you are going that extra | | | | to pieces. |
| inch for them. | | | | Remember: Brand (who you are) + Package (your |
| Your advertising doesn't have to be jackhammer-loud | | | | Face to the Customer) + People (customers and |
| to be noticed. What consumer likes a company that | | | | employees) = Marketing Success. |
| stands on a pedestal and shouts: "See what I did for | | | | |