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Company Branding: Why the Little Extras Are Important

When was the last time you received something in the mail that wasn't a bill or an ad for Pizza Hut? Sorry, but Christmas/birthday/holiday cards don't count. You don't remember? You're not alone.

If you're like most of us, the majority of your correspondence, whether  personal or professional, is done electronically. 7 year olds wield iPhones with efficiency rivaling that of any CEO, while my nearly 80 year old father isn't at all shy about firing off multiple text messages to well, everyone, at all hours of the day.

I typically see this as a good thing. It's safe to say, so do you. Not only is it quick and instantaneous, let's face it; electronic correspondence means one less paper you're going to lose, right?

Not so fast.

As much as I love email, my iPhone, and the ability to easily command my entire world thanks to the wonders of Cloud, I miss that personal touch.

I know, I know... A few of you are most likely scratching your heads, wondering why in the world I'm bemoaning a lack of mail or personal touch. I mean, I work for a web design firm, have openly discussed my love of social media, and now I'm suggesting it's impersonal?

Let me explain.

First and foremost, you're building a brand. Am I stating the obvious? Yes. Why? Because this is where many businesses make mistakes. I've never been shy about sharing my belief in the power social media. With that in mind, it is important to realize social media profiles/fan pages should be a portion of that brand.

While a website is a given, investing in logo design services, official company style guide, and company presentation kits should be a priority. Not only will this allow you to showcase your company and services, these seemingly small details can often be the difference between gaining a new client or losing a lead.

I understand that the initial reaction to this type of thing may be, 'I don't need any more junk mail or clutter!' I get it, I really do... but, here's the thing; for all the complaints about so-called junk mail, companies are still sending them out. Why? They work, simple as that.

A few weeks ago I got a call from a perspective client. This is someone I spoke with during my early days at Luna, back in 2010. He had opted to take a hiatus from his side business and was ready to begin again. He had saved my contact information along a couple examples I'd sent to him, and decided to call me. Would it surprise you to learn that I've had several of these calls and/or emails during recent weeks?

We are a culture that is addicted to electronic communication. It isn't going away. It isn't going to change. Yet as tempting as it may be to go 100% digital, don't forget those little extras. In the end, it's a small price that may be the driving force that helps you land your next big client.


Sam Poulter
05/21/2012 10:35am
Very good information, thanks for the advice!

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