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Promote your customers through your brand. If you put on a special event such as a seminar, make sure you include your current customers and have them invite their customers. This way you are spreading the brand recognition and your customers have been able to participate in an event with their customers present. This is usually done for partners or channel partners. Some of the larger companies such as Avaya have channel partners that sell their products or services. Avaya in turn puts on user seminars for the partners who can in turn invite some of their best customers. This way the brand is supported by the channel and even further down the line to the ultimate consumer. This type of scenario works well for potential alliances. Putting on customer special events should be part of your brand strategy. A strategy is a long term approach to involving the customer in the branding process. If you plan well, then customer loyalty and business relationships will become stronger. What you are really after in the strategy is to continue to create brand awareness over a long period of time. What tactics you use may differ from client, customer, partner, and alliance. There are several excellent books on branding on the market. One of my favorites is by Iain Ellwood called "The Essential Brand Book". If you are really interested in going further with branding, this book is an excellent read. There are many other books on branding that go into more than creating logos, pamper yourself and read as much as you can on this subject.
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Bette Daoust, Ph.D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at BizMechanix.com. You may also view her latest publications at BlueprintBooks.com. Dr. Daoust also writes for the National Networker theNationalNetworker.com.
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