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Every business has a brand story to tell…

Contributing Solution Provider

Every business has a brand story to tell…


and to share how the company is positioned to meet the needs of their customers.


Consider this company tagline, “Together, Innovation, Motivation and Collaboration is the Now.”


During a “remodeling project” on our DMCM website, I came across this tagline in one of the past issues of Direct Mail Success, a long, long time ago.

I used this tagline to help position our newsletter, Direct Mail Success, to clients “as a helpful, innovative publication to share their direct mail knowledge” and in turn, grow their business.


Direct Mail Success, a four-page newsletter, was developed as an advertising tool for the many small businesses in the mail processing industry.DMS_V902-Outside_Page_1_Image_0004.jpg


The quarterly newsletter contained a lot of how-to in copywriting, design and direct marketing techniques, just naming a few. Collaborating with our clients gave us much needed information for fresh articles and stories.


Working together, enabled us to personalize, ever so little with each edition of Direct Mail Success. In the 90’s, personalization was not an easy thing to do. More than likely, that’s why the word motivation shows up in the tagline.


Another use for a USP?      

Getting back to our mantra, “innovation, motivation and collaboration,” each word never appears to go out of style. Even today, whenever I talk to a prospective customer, I ask a lot of questions and listen. It’s not my time to talk. I am always looking for a story.


Your business may not appear to be as unique as some, but you probably have a hook to get a prospects’ attention that is stuck to a strong value proposition, or a Unique Selling Proposition (USP), as described in last week’s post. If you do not have one carefully spelled out, here are six ideas to get you motivated.customers.png


  1. Gather a few people from within your company who have a knack for advertising, a quick wit, marketing ideas and someone in sales. I call this group the pros and cons. No, the con is not in sales.
  2. Keep your group small but don’t call it a meeting. Call this session a “get-together.” A social gathering. A rendezvous. An idea party. Anything but a meeting. Give it a theme and provide refreshments as a bribe.
  3. Tell your group to think about company brands, the larger organizations they would like to emulate. Try to discuss as many brands as you can.
  4. Next, ask for ideas on how your company can emulate the companies the group likes. Don’t worry about whether the ideas are good or bad. You’re shooting for quantity, not quality. Get everybody talking, laughing and having some fun. There is always a nugget or two that gets uncovered.
  5. After a period of general discussion, start to focus and begin a discussion about your company’s position in the marketplace. For example, use a definition of positioning as, “to determine the specific niche that an offering to your market is intended to fill.”
  • What will your company stand for in the minds of your prospects and customers?
  • What business are you really in?
  • What specific needs or niche are you filling in your market space?
  1. Now, return to the branding issue, but specifically discuss your company’s business brand. Use the brand statement defined as “Your brand is the promise you keep, not the promise you make to your marketplace.”
  • Explain to customers what will happen after they buy.
  • What promise(s) does your customer want you to keep?
  • What promises can you keep better than the competition?

After the session is over, get two or three people together to go over the ideas and select the ones that have promise. Sometimes even when an idea sounds silly, it can lead to something practical with just a little thought or minor changes.


This is the basis for telling your company’s story.Noise.jpg


“Together, Innovation, Motivation and Collaboration is the Now.”


Earlier this year, I wrote about a USP and a sub-head line – “A USP is commonly referred to as a Unique Selling Proposition.” Read it here: How to Create A USP That Rocks 


Please tell me what you think. Is there a difference between a USP and the way you position and brand your company? Is two always better than one? Or none?


Need help? Just ask in the comments or email marketingdoc@


Thanks for reading and please share, but not with your competition,

















© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling. 


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