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M>Pact | Winter 2003

Monday, December 22nd, 2003 | Archive.

Holiday wishes

All of us at Morris Creative Group LLC wish you a warm and joyous holiday season. We sincerely thank you for your friendship and for your business in 2003, and we wish you simple abundance in the New Year! Take some time to rest, reflect, and enjoy your family and friends. You deserve it!

Here’s a little gift to you from us. It’s a PDF booklet entitled, Why Santa’s Marketing Works Better Than Yours! It was written by Sean D’Souza, owner of PsychoTactics.com. You’ll need the Adobe PDF reader to view it. Enjoy.

http://www.morriscreative.com/hohoho.pdf

We must focus! by George Middlebrooks / Designer

Here’s a New Year’s resolution for you: sit down and figure out why exactly you’re in business. What’s your mission?

Sure, the obvious answer is “to make a ton of cash” – that thought is bound to cross the mind of any profit-driven businessperson. But dig a little deeper: when you started your business, or when you took the helm of your company, what was your greater goal — to directly serve your community, to help other entrepreneurs grow their businesses, or simply to fill a niche in the market?

To truly understand your business’ brand, you must focus deeper – beyond the slick logo and clever name, beyond the corporate sales jargon – into the heart of your company. Call it a mission statement, operating philosophy, or brand philosophy. You should be able to boil it down into a sentence or three – a kind of “elevator pitch,” but mainly for yourself and your company. It might even be one word – “fun,” “joy,” or “care” – however much your brand can be distilled and still make sense. Focusing on (or figuring out) your core philosophy is especially important for companies who are considering a rebranding or identity redesign campaign.

Figure it out

It may help to visualize the structure of your company as a living thing, Think of the brain as being your business plan. It’s all facts in there — numbers, demographics, sales goals. This directly relates to the product or service you’re selling. Your brand identity is what will attract new customers and keep existing ones coming back. But it’s more than a pretty face — brand identity means having a “great personality” too. Which brings us to the heart of the matter, so to speak…

Your brand philosophy should be at the core of your business, the heart of this living thing. It may include your competitive strategies and most innovative thinking. Most importantly, it involves the consideration of how your marketing efforts will not only sell your product or service, but touch your customer on an emotional level.

Why do this?

Well, having a greater grasp of your brand philosophy can lead to a more efficient operation — you’ll strip away the proverbial fat from your company’s priorities.

Perhaps more importantly it can lead to higher profitability. As you help your clients and customers to gain more understanding of your brand, you will create a stronger connection with them — they’ll appreciate the connection you have with your own brand. This will build their trust in your brand, and build their strong loyalty to your brand.

It may be easier than it sounds… then again, it may not. But it’s essential enough to move to the top of your list of resolutions. You weren’t going to do those sit-ups anyway.