A custom box will help you build your brand, but what happens beyond the box is what helps you create lasting value. Sometimes, finding value in your brand, or even defining your brand, can be elusive. But it is all-important that you work hard to find that value. A beautiful custom box, a crafty jingle – it can all be for naught if it isn’t supported by the brand.
So, what is the brand? A logo? Sure, the visual identity is part of it. A brand is more, though. A brand is all of the associations, feelings, and imagery someone attaches in their mind and heart to your company or product. On some level, it’s this fuzzy idea of “essence” – that thing that defines your brand in real, human terms. A few elements of brand include:
- Tone-of-Voice: Is there a gravity to your brand? Or is it light and airy? Is your brand buttoned-up like a 100-year-old Wall Street firm or laid back and fun like Ben and Jerry's.
- Positioning: Is there one word your brand ‘stands for?’ In the world of fast food, does your brand stand for ‘Fresh’, like Subway? Can others make the same claim? How can you stake out that territory amongst your competition? This leads to the question of key differentiators.
- Differentiation: Imitation is the sincerest form of flattery. It’s also rampant in almost any field of business. So, how do you differentiate? Maybe you’re like Southwest, with its relentless focus on making domestic air travel accessible to the masses.
- Relevance: Are you connecting with your customers? Are you staying in tune with their lives? The biggest and best consumer marketing companies have, for years, led the way in their alignment with customer needs and desires. Disruptors like Amazon have opened the door for new challengers. Biggies, like P&G are fighting back and adjusting to maintain relevance.
So, how do you "execute" your brand?
Put another way, how do the strategies and tactics of your business support and elevate the brand? How does your brand shine through in its touchpoints? Does the way your phone gets answered match with the essence of your brand? Is your positioning paid off by the content that shows up on your Facebook page or how you respond to the posts of those who follow you on social media? Are all of these touchpoints coordinated, or do they exist in a vacuum?
Are you doing everything you can?
There is a tremendous opportunity in creating your own custom box. The thing that puts your marketing effort over the top is often the little things you do in conjunction with the custom box. Add a note or a small gift to that box. Let us help you shower special attention to a returning customer. Build the brand. Go beyond the box!
Questions or Ready to Get Started?
Contact your QRG Account Executive or give us a call at 800.999.3468 and one of our boxing experts will answer your questions and help you get started.
