The Must Have Marketing Components All Brands and Professionals Should Be Using

By Michael Harris-Arzon, The Simplistic Professional


Don’t Get Intimidated By Your Marketing Expectations

When Danny and I started our first business, Arzon-Harris, more than 25 years ago, our marketing plan consisted of about 5 bullet points.  Remember, that was before the digital age had become mainstream.  Now days, it doesn’t matter if you are working for Corporate America or you are an Entrepreneur that works for him/herself.  There is a host of exposure outlets that we are all expected to adhere to, in order to be taken seriously and help us reach maximum, organic exposure levels.

When I graduated college, almost 3 decades ago, I left with a Bachelor’s Degree in Business Administration / Management and a Minor in Marketing.  This was before the internet explosion and marketing / advertising campaigns relied on tried and true mediums like billboards, TV commercials, newspaper ads, business cards and fliers.  These physical marketing mediums are still relevant today (for the most part), but we have to round things out with a strong online presence that proves YOU ARE THE EXPERT TO CALL in your field.

When it comes to marketing, advertising and building a brand, there are two ways to approach this.  The first is a simple, straight forward approach that focuses on you (or your company) as an Entrepreneur and Business Owner.  The second is a bit more convoluted, since you are branding yourself as a professional, yet you are also promoting the company that you work for.  In the second instance, you want to carefully craft your professional brand identity, in a manner that allows you to separate yourself from the company that you work for (in case you leave for another firm) and show your expertise for what it is.

You are so much more, than the company that you work for.  Your expertise in your field(s), your personality and your experience is what identifies you as a professional and expert.

Every business, brand or even professional, must have certain marketing and branding components in place that simply are expected and common place.  You always have the option to mix traditional mediums like billboards or radio ads.

Below is a simple list of the mediums that all brands are expected to utilize in their marketing plans.  Don’t let yourself get overwhelmed, as once they have been created, it is a lot less work to manage the majority of them.

  • Use a custom URL to help with the branding of your product, service, company or your personal brand.  You don’t have to create a full blown website, but at the very least, create a 1 page website talking about you, your brand, your products or services and why they should contact you or use your services.
  • Create and utilize a custom email associated with your custom URL.  This not only helps promote branding, but even the smallest of companies seem larger in scale than they may actually be.  Consumers tend to feel more confident when working with a company that appears to be of a certain size.  Perception is everything when launching a new product or brand.  Even if you are branding yourself, it helps if your customer assumes that you have a team behind you.
  • Create a blog that you post original content to a few times a week.  Be consistent in your posting and make sure that the imagery, color schemes and content are in line with your advertisements, social profiles and other marketing materials.
  • When designing your business cards, DO NOT do single sided cards.  Print on both sides of the card (it is only a few cents more).  First, this gives you an opportunity to expand your message.  Second, if the card is on the ground or tossed onto a table lets say, then your branding is still visible.  I learned this trick years ago when I first started doing trade shows and conventions.  About half of the people that take your card with throw it away.  Many times, they don’t even wait until they find a trash can, but will drop it right there on the ground.  When this happens, you still have the opportunity to catch someone else attention.  IF it is printed just on the one side then there is a 50% chance that the card will end up face down and NO ONE is going to bend down and pick up what seems to be a blank card.
  • Create a custom voice mail message that mentions you, the brand you are promoting and maybe the companies tagline with multiple contact methods for their future reference.
  • When setting up your custom email, in order to save you time down the line, forward any and all other email accounts you may have to the new email so that you only have to check a single email account.  Besides saving you time, it also helps to prevent you from sending a work email from the wrong account.  You also want to create an auto reply that has a slight sales push to it as a way to promote your brand or product in a non intrusive way.
  • Write a short profile description that you can use on all of your social media and other online profiles.  Try to keep it short and at 140 characters.  Be sure to include your website url.
  • Create a custom logo with a descriptive tagline.  A good rule of thumb when coming up with a logo, is to imagine your logo being printed on to an ink pen.  You don’t want it to be to big or complicated and it should fit on most marketing and promotional items.
  • There are certain social networks that brands are expected to have a presence on these days.  Besides the ones listed below, there may be other niche networks that are associated with your field of expertise that you should consider having a presence on as well.
    • Instagram
    • FaceBook (Pages)
    • Pinterest
    • LinkedIn
    • Google+
    • Twitter
    • NextDoor
    • YouTube
    • SnapGuide
    • PodBean (for those wishing to do a PodCast)
  • Use IFTTT (If This Then That), a content curator and auto posting service that is ideal for posting to your social media accounts.  Remember, promotion of your brand or product should not account for more than 10% of what you post.  You need to post material that not only helps show that you are an expert in your field, but contains information/news that is relevant to your target audience.
    • There are many services out there for scheduling posts and curating content.  What I like about IFTTT is the fact that they post anonymously so it looks like you, personally, shared the information.
    • IFTTT has hundreds of other uses for your business that can help you streamline your work process.
  • Finally, while this is not a marketing medium, it is something that every company, brand or professional should have. Create a set of brand guidelines.  This is to provide consistency across all of your marketing efforts.  They should include, but not be limited to, the following:
    • Color Scheme
    • Logo sets
    • Acceptable Fonts types and sizes to be used (any serif font will work and the reason we recommend a serif font is that they are the easiest to read.)
    • Template for email signatures
    • Script for Voice Mailgreetings
    • Social media posting schedule



Selfies Are Invading Our Commercials. Are Print Ads Next To Follow?

3d imagen about Selfie TopicBackground images and white noise have become an insulating barrier for the brand professional that dares to walk the streets of any Metropolitan City in this day and age.  Other Gen X Professionals can probably relate to this tidbit of personal information I intend to share, while others are going to, yet again, see the nerd that resides` inside us all.

I was looking through some old photographs from when I first relocated to New York City 20+ years ago.  While attempting to create order out of a towering, massed pile, that I swear was of photos that were each a different size, shape and thickness……the Advertising Executive subtly took stock of varied brands evolution’s.

You know you are in the right business when even the most personal of tasks strikes a cord with the professional within. LOL.

Unlike many of my friends, I have never been able to entrust the updating of such personal memories…… the kind that have been captured over the years in the form of ink and paper, from a little ol’ company called Kodak. To the living, legendary format of digital artistry by some assistant or secretary.

So a few times a year I take time to walk down memory lane, acquire a few paper cuts, embrace myself in the smell of nostalgia and give love back to each documented memory. The good and bad. The remembered and forgotten. The timeline of my life that I am proud to share with the world. One image and story at a time.

Nostalgia jogged a mental gear into motion during this latest excursion from print to the digital realm. I was noticing objects and insignificant fragments that lay buried in each photo.

I had never noticed the glass bottle of Pepsi sitting next to my mother as we unwrapped Christmas presents one year. Or the crumpled pile of Snickers wrappers lying between my brother and I at a Drive-in Movie Theater as we watched ‘Jason and the Argonauts’ during our first outing to the movies. And the scene repeated itself over and over and over, like a bad YouTube video. Just think of how many other people are scanning in old pictures and sharing them to social networks. The free publicity that a multitude of brands is experiencing can never be bought.

Selfies were the core content idea for this article, but like life, things change, paths diverge and our story’s ending is constantly changing. I was prompted to talk about Selfies because this past weekend, I saw a new commercial from Bright House (a subsidiary of Comcast) where they make fun of FaceTime Bombs. A younger sibling is peskily enjoying crude antics as his brother FaceTimes his girlfriend. At its heart, the commercial is very well thought out and showcases the actual tech usage their targeted consumers use in its sphere of influence.

In my line of work, a well executed campaign, a brilliantly designed paidvertisment or even hearing “That’s A Wrap” meant it was time for salutations and celebrations to be enjoyed by everyone that participated in the project. From the camera man to the CEO, we acknowledged a common accomplishment that each could be proud of. Almost immediately, the tracking begins of said brand exposure component.

Like many professionals in advertising and marketing, it becomes a habit to run checks on yourself, your brands and your products. We then can relive and gloat about the tremendous imagery that Google would spout back at us. I would wiggle like a small child because there was so much anticipation in getting that first Google Alert that a Press Release had been picked up or the new Ad Campaign was mentioned.

Literally as I write the final phase of this piece, I am hyper-tasking as usual. I look up from my iPad and what is playing in the background on the Plasma? The Celebrity Apprentice: A Cosmopolitan Magazine Exercise Spread Challenge.

Now, the American Consumer is bombarded with imagery of “self made celebrity” due to Instagram and the need to share a selfie every two minutes. Annoyingly poignant in the fact that it is becoming instinctive for the younger generations to understand what it takes to create a brand. I remember how easy it seemed to me to build a brand out of nothing in a minimal amount of time. But at the same time, seeing Selfies appear in mainstream mediums that have previously been reserved for professionally, beautifully orchestrated pictorial stories…..pisses me off!

Michael Harris – Arzon
The Simplistic Professional
President, Ardynn Media Group