Fresh and So Clean
Have you checked your brand lately?

You've rung in the New Year, toasted sparkling glasses of bubbly, and crammed enough refined flour and sugar into your gut to cause diabetes in a small village.

You've also made resolutions: avowing to start anew in 2009, maybe cutting back on the beer, maybe spending more time with the family. And in our current economic "situation" -- as it's being called -- you might have even made some resolutions about how you're going to improve your business. Without a doubt, now more than ever is the time to re-visit your business strategy and reinforce your business development efforts. And if you want to make a lasting mark, it's also a good time to start thinking about your company's brand -- and what you can do to strengthen, to discover, to reinvigorate.

If employees are the face and muscle of the company, then the brand is its soul. It's a bit of je ne sais quoi that a company emanates, being absorbed and internalized by the masses. It waits in the subconscious of the consumer like a sleeping ferret just waiting to reveal itself. That's right, a ferret.

More technically speaking, the brand assures consumers of certain qualities that they can rely upon, helping to craft a relationship and build trust between the consumer and the company. As the saying goes, "people BUY products, but they TRUST brands."

Strong brands can show authenticity and assure a positive, consistent customer experience.

Mostly, they help transform the consumer experience into something personal by tapping into emotions. It can help position your company or organization in the minds of your prospective and current customers or clients by conveying emotions and values that promise quality, consistency and reliability.

In a nutshell, a strong brand creates client loyalty, and client loyalty means survival when times get tough.

Meditate on cars for a second: When you think of Volvo, what comes to mind? Use your "feeling" words.

Safe. Trustworthy. Sturdy. Family friendly.

Those are likely attributes of the Volvo brand that have been meticulously upheld through advertising, promotions, design and public relations for decades. And now, they are solidified in the united subconscious of the consumer: "In the mood for a safe, trustworthy, sturdy car fit for the whole family? Go out and get yourself a Volvo."

While Volvo and Coca-Cola, Apple and Wal-Mart all have extremely strong, extremely lasting brands that the average person knows, you and your brand are a different story. Unless you are Steve Jobs or Jake Jabs, you probably need a little help. Sure, someday, you'll have Wal-Mart-sized brand attention, but to start, you must begin by committing to "living your brand."

New Belgium Brewing Company didn't just get its reputation by saying it was a green, community-supporting craft-brewery. Its brand was developed based on the company that it had become. The brand followed the action, delivering on the company's promises consistently and efficiently.

Your company already has a brand. It lives inside the minds of your customers, your employees, your partners, your suppliers, and your industry. It is who you are.

The key questions are: do you know what your brand is? Is it what you want it to be? How do you build on the positive aspects of what you are, overcome any challenges that might exist, and steer your brand toward what you want your audience to know you are?

This is where "branding," the marketing action behind your true identity, comes into the picture. If you're not working to shape and mold and control your brand, then you're losing control of it, letting it become something you may not want it to be.

In order to mold your brand into what you want it to be, you first have to know what it is now through a conscientious discovery process, working to develop a clear understanding of how your company is viewed by your employees, partners, customers, suppliers, prospects and industry contacts. This process ensures that the value your audience associates with your brand is true to your own perceptions, efforts and intentions.

It will also provide you with a clear vision of how to move forward with establishing your brand as you want it to be perceived. Your brand should flow through everything you make or do, including your core products and services, marketing elements such as your logo, your Web content, your brochures and your business card, and your publicity/media communications strategy, even the way you answer your phone or greet your customers. Only by discovering what your brand is and proactively working to make it what you want it to be can you ensure you deliver on your "brand promise" in everything your company does.

And while it's an extensive process, discovering your brand is worth the time and effort. While resolutions go by the wayside, a brand can last forever.

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Let A-Train Marketing Communications show you how to create and maintain customer loyalty. Find our more about A-Train Marketing Communications' brand discovery process by calling 970-419-3218.

One room office available for rent

We have a one-room office (with window) within the A-Train office suite that's coming vacant starting Feb. 1. It's here in our offices (First National Bank tower, 8th floor -- very nice, impress your clients!), and includes:

• • all utilities
• • internet
• • usage of our conference room when it's not being used by us
• • usage of our waiting room/reception
• • fax receiving and local fax sending, etc.
• • It does NOT include a land telephone line, and is NOT furnished

Cost is $450/mo. Current preferred contract is month-to-month with 30-day termination notice, but we'd be willing to discuss a longer commitment if that's desired. $450 deposit required, which can be used towards the last month's rent. We'd prefer someone who does something related to what we do, but it's not required; we will be looking for a good cultural fit at least.

Please put anyone interested in touch with us. Thanks!

The Hook Up
Is she Using me for my Network?
Rules for mixing business with pleasure (or how to safely and professionally befriend or date someone you meet at a networking event)
You met her in the food line, and she complimented you on your business card.

"Great font," she said with a cruelly pretty smile.

You introduced her to your co-workers, your boss, your business associates.

"You know so many people," she said, her fingers brushing your name tag.

You told her about the industry, your education and why you love what you do. You were funny. You were professional. You were smooth yet casual.

But at the end of the night, she took your business card, your business contacts and a little piece of your heart. You were caught in the net of the networking black widow. She came, she schmoozed, she conquered.

It may not be a familiar situation, but it does get the point across: mixing business with pleasure can sometimes be a vicious cocktail. In fact, one person interviewed for this piece said with frank assuredness: "Don't do it."

Still, others advised, if done properly and very carefully, one can not only become good friends with their business contacts but can get romantically involved.

Why is this different than dating outside of the networking spectrum? Because, it's business -- and surely you will be forced to sit in the same room, network at the same events, schmooze with the same people in the future -- after the rejection, the cheating, the declarations of love, the flings, and the rebounds. A broken heart is one thing, but a broken reputation has much different implications.

The networkers interviewed for this story -- who will all remain anonymous -- have dealt with everything from one-night stands to long-term relationships, from secret affairs to incidents with police involvement. So, with their help and advice, networking nuptials are not far away.

But whatever you do, just remember, "Last night's shenanigans are tomorrow's reputation," according to one source.

Make a Friend: Turning a business contact into a friend is Mixing Business with Pleasure 101. To begin, it's good to make sure you and your soon-to-be friend share interests. A 30-something with her own business said she's turned numerous clients and networking contacts into good friends. She said she isn't overly careful about who she befriends, but she has found that one must ensure the chemistry is there. "Making sure that your personalities mesh is key," she said. "If you start as a business relationship, you at some point need to have a personal conversation. Open up the discussion to things outside of work." Simple.

Love at First Schmooze: Some people would surely advise against picking someone up at a networking event, but if you are going to do it, you should probably meditate on a few things before you pull out your trusty pick-up line. First, think to the future: If your business and your professional reputation are your priorities, make sure that nothing interferes with that. "If the pleasure doesn't work out, you don't want it messing with your business," said one actively involved young professional. If you foresee dating someone in your business circle, you just want to be prepared for the potential consequences, especially post-break-up uncomfortable moments. "Remember, if things go awry, you should be prepared for awkward situations," said one networker who has dated a few men she met at business events. "Or worse."

Know Your Place: While it seems obvious, there are moments at networking events when it doesn't feel so business-like: music is playing, wine is flowing, conversations are getting more and more personal. And the next thing you know, you are at Jay's drinking champagne and flirting with a subordinate. "Don't confuse networking events with a singles auction," said one networker who has dated multiple women he met at networking events. If left unrestrained, a party-networking situation can turn bad quick. Just be careful to remain in control. "Who wants their first impression of you to be barfing at the table or escorted out of the bar?" he continued. Good call.

A Rule of Thumb: Even in the beginning of a fledgling relationship, sources say, setting boundaries is key. "You want to make sure you are on the same page," said one source. "Make sure you understand what the relationship means to each person." Flirting to one person is business-as-usual to someone else. A fling to one person could be the start of a beautiful relationship to another. Just know where you stand.

Keep it Real: Make sure that the relationship doesn't take over your networking. As one female networker tells it, once she started dating someone she met at a networking event, all people wanted to talk about was the relationship. "His friends starting asking about the relationship during networking events or at meetings," she said. "It seemed to become the focus of my networking events. It was like I was no longer seen as business person but as this guy's new girlfriend."

Move on: If your relationship goes well -- happily ever after and whatnot -- than you really have nothing to worry about. But when things go wrong, the best thing to do is, as one source says, "Suck it up." Because of your job or networking groups, you may very well be required to be in the vicinity of your former lover or ex-boy/girlfriend. Don't avoid those situations. Suck it up and get back out there. Don't let your past indiscretions impact your future success. "And don't take it personally when they start networking with someone else," laughs one source. "Don't get jealous."

Golden Rule: "Make sure they are not married." Indeed.



In The Know
Just Google It
The very basics of search engine marketing
In the ways of the World Wide Web, Google is king.

Everyday, in countless offices, homes and schools, someone will ask a question and inevitably get the response, "Did you Google it?" And everyday, millions of Internet-addicted search-engine disciples head to Google, perform Google searches, and Google people, places and things (it's a noun, adjective and verb!).

Some might even say, if Google doesn't know who you are, no one knows who you are. Sorry luddites, you lose.

During a recent conference call, a noted journalist from a leading national newspaper advised listeners that the best way to catch a journalist's eye -- to catch anyone's eye -- is to have superior search engine visibility. She said nothing about media junkets or press conferences, elaborate media kits or news wire services. Simply, she said, if you rank high in a Google search, you matter.

And journalists are just the icing on this virtual cake. Focusing on search engine results can help potential customers, clients, supporters and partners locate your site.

Maybe your clients or customers have had trouble "finding" you in the wild and wooly wilderness of the Web. Or maybe your Web site is aesthetically pleasing, appealing to your target market and incredibly informative -- yet search engines just can't seem to locate you or don't know how to categorize you. Or, more common, maybe Google knows who you are and what you do -- but doesn't think you're important enough to be listed on the first page of search results.

What is Search Engine Marketing?

In comes search engine marketing (SEM), the key to staking a claim in Internet real estate. At its most simple, SEM includes the various methods marketers use to get your site on search engines' radars.

When an Internet user searches Google (or Yahoo, or MSN, or AOL...) for a general term, say "Fort Collins plumber," it indicates that the person is likely looking for a plumber in Fort Collins.

Based on the search terms entered by the user, the search engine will provide a listing of Web sites it deems most relevant to match the search criteria, accompanied by a series of paid advertisements relevant to the search query.

But which businesses pop up after you search a term -- whether it's in the list of search results or one of the paid-for advertisements that come up with the search results -- all depends on the content and keywords in each Web site and the efforts businesses have made to make their site more accessible to the search engine.

One way of getting search engines to notice you, of course, is forking over some cold hard cash for advertising. This generally means pay-per-click advertisements, where the listed company determines which search terms it wants to be listed under and only pays if or when someone clicks on the ad. With this mechanism, Average Joe's Plumbing pays Google or Yahoo to make sure that when someone searches "Fort Collins plumber," its advertisement will appear.

Another way is through search engine optimization (SEO). Also known as "organic" search engine marketing, SEO is the ability to ensure Web content ranks highly in the unpaid search results by making the site more accessible to search engines. The goal for SEO is to get the respective site at least on the first page of search results, preferably the first or second listing. The more popular a search term is, the more difficult it is to make the first page. But with a strong, targeted SEO program, Average Joe's Plumbing can become the top-ranking result in a Google search.

Why Search Engine Marketing?

There's one very good reason why SEM is all the rage: because, for the first time in the history of marketing and advertising, it is the first option that is truly, completely, 100% measurable. When you set up a strong SEM campaign, you'll know exactly what's working based on how long people stay on your site, how many pages they visit, in what order they view them, and, most importantly, how many of them become "converted leads" by buying your product or taking a different action you want them to take (ordering a demo kit, for example). You'll know exactly which keywords create the most customers so you can focus more effort and resources on what works and eliminate what doesn't.

In order to do this, though, you need an expert partner who can help you set up a good SEM campaign, program your site accordingly, develop goals, track your visitors, and maintain an ongoing, careful eye on your program to help you get the most bang for your buck. Luckily, your trusted, favorite marketing company can help you with this!

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Call A-Train Marketing Communications at 970-419-3218 for more information or to request our White Paper that provides more details on the minutiae of search engine marketing.