Hopkins Printing, I want certain thought to happen. My goal is for them to think of superior service, honesty, technology and that we are easy to work with. There are many ways for this to happen but the fact remains that if a brand is built on purpose then that brand will be more powerful.
How do you want your business to be branded? How do you want "you" the brand to be know? How much time do you spend working on this? A recent article in the Multichannel Merchant magazine helps shed some light on this topic. The article was titled 9 Ways to Leverage Your Brand Difference. The first way is to decide to become the very best you. The article explains how you don't need to be anyone else - you need to decide what you want to do and become the very best at that. Sometimes we like to see a good competitor and then look for a silver bullet fix to be more competitive. Great companies just do the right thing over and over and in the end they win. Rarely are there ever true silver bullets anyway.
Another way is to tell your story well and to tell it often. At Hopkins Printing we have some great stories about how we were founded, how we are run and what we are doing for clients. I am always amazed at how clients love to hear these stories. There are even times when I will have a good client repeat back a story that they heard years before. It's true that stories make more of an impact than the greatest equipment sheet.
Spend time thinking about who you are and who you want to become and build a great company and a great brand.