This month, Ryan Eaton welcomes Tripp Douglas to talk about advertising, branding, and marketing for your company’s external and internal communications.
Tripp Douglas operates as a Chief Communications Officer, coffee shop owner, and graphic design company’s Creative Director. Through his diverse roles over the years, Tripp has learned a lot. Through it all, he has continuously led with an entrepreneurial spirit and drive.
With such a diverse business background, Douglas offers a rare, holistic insight into business communication strategy. He provides tips on different advertising approaches, how to better balance respective channels, and much more on this episode of the Insurance Leadership Podcast.
Why Invest in Advertising?
A small business usually has a tight budget and rarely spends money on advertising. The problem is that many businesses fail to take off because they are drowned out in a crowded marketplace. Advertising can help your business stand out, but it only works if you find the right medium and message for your target market. With so many options to consider (television, radio, print, direct mail, newspaper, billboards, or social media) the right mix will be different for each business. In addition to what fits your market, your target audience, and where your customers are, it is often beneficial to consider a combination of advertising strategies.
According to Tripp, one important item to consider would be what happens if the advertising is successful. How does the customer proceed from step two to step three to step four? Many companies put so much emphasis on marketing, that they fail to consider the other steps in the customer’s journey.
There is no silver bullet in advertising.
Power Of Branding
Why do you need branding? Despite what many believe, it goes beyond a logo. Douglas emphasizes that your brand is the first interaction a person will have with your business.
Branding should be considered a summary of your company experience. It includes things like tone, content design, and customer service. In addition to the logo, you can use branding to determine aspects of the experience your company provides.
As part of developing your small business' brand design, you should not only consider color, font, and design, but also the tone of speech, customer service, and any other facet of the customer experience. As Tripp explains, branding should give consumers an insight into your business and brand before even asking questions.
It is also crucial for your business to have a strong brand because it enforces recognition. Your brand makes you more recognizable to the public. As a result, your company will be more easily remembered by customers.
What are the benefits of branding for small businesses?
- New Customers
- Emotional Connection
Branding is the entire experience people have with your company. It’s really who you are.
Marketing the Brand Internally
When you think of marketing, you more than likely think of external communication to your customers. Another "market" is equally important - your employees who play a vital role in showing your brand to customers.
Internal and external brands don't serve the same purpose. Your external brand connects with customers and prospects, while your internal brand connects with current and future employees. In Tripp’s work helping executives develop and carry out branding campaigns, Douglas has found that companies very often ignore this critical constituency.
When expectations aren’t met, disappointment occurs.
Building a strong brand is a key to success in today's world of marketing and advertising. Building a brand involves creating a powerful, positive, and lasting image of your business that creates an emotional connection with your customers. Your brand could mean the difference between struggling for recognition and sales or thriving as a dynamic, best-in-class organization.
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