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Once you’ve done the work of shaping your brand in your head, you need to begin projecting your brand through all of your outreach. Your brand personality should be seen in everything you do, the places you go, and in the aesthetic design of your materials
Every business has multiple points of audience contact, including brochures, business cards, road signs, paid advertising, direct mail, websites, speaking opportunities, point of purchase displays, and packaging.
List all your existing points of audience contact, and then evaluate each for messaging consistency. You can’t rely on just your packaging or your advertisements – the idea of the brand should be consistent on all materials including press releases, workshops, ads, interviews, signs, packaging, blogs, websites, speaking engagements, etc.
The answers can help you decide if there are some points of audience contact you currently use that can be dropped, or if you need to invest in new outreach tools.
It’s time to evaluate marketing tools, identify your targets and goals, and develop a plan.
This material is based upon work supported by USDA/NIFA under Award Number 2010-49200-06201.
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