Checking out other blogs and emails, I saw this on marketingprofs.com and it got me thinking how Saelig features in these topics (maybe you should do the same?):
Clarify your position. "The first step to building brand equity is to define your positioning," - the single thing your company stands for to your customers".
We like to be known for bringing unique OEM products to the attention of our customers (principally American engineers) - with excellent technical support and ethical business practices. To our vendors, we like to be known as part of their home team, with extremely effective market-creating abilities.
Tell your story. Give your position an external expression through your best corporate stories—an insight that led to the company's inception, the extraordinary measures you took to satisfy a customer or how your big breakthrough happened.
Saelig was created by an engineer for engineers - but we need to do a better job of telling the stories of how we frequently go "the extra mile" for our customers.
Bring it to life. "Make sure that the way your company looks and feels to the outside world matches that truth," he says.
We have to make sure that we operate with our customers' interests in mind at all times, while also satisfying our suppliers' needs.
Build the brand. You can make an impression before your customer ever initiates a transaction. O'Toole cites a naming consultancy called Igor that publishes at its Web site a free 100-page guide on its methodology.
We've had some nice feedback from engineers who like our innovative newsletters and interesting product mix. We trust that we're becoming known as a company that wants to make our customers "happy, prosperous and blessed".
The Po!nt: "These are practices you don't need a billion dollar marketing budget to emulate - you can start today."
Could we be doing more to build our image? Sure, but I'm encouraged when we get emails, or comments at shows, from customers who've followed our progress from the early days of 1988 when we just sold one product - a Forth-based controller board.