Category: Marketing Collateral
Many folks don’t know they are supposed to track the return on their invested marketing dollars. Here are some things to keep in mind when considering your brand signatures, such as your logo, brochures, business cards, websites, and so on. Your marketing materials are not to be confused with your brand! Branding is a phenomenon that occurs in the mind of the consumer. Branding is not a logo or catchy tagline; these are expressions of the brand. You must take the expression of your brand seriously, for a badly managed brand can erode your image in the marketplace. Ensure your marketing materials are up to par—every time. If it is questionable whether a certain piece of marginal collateral should be used, it is best to not use it.
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