Recently added to the Front Porch team, New Rocker Allison shares Porch insights on good marketing, life lessons, and an inside view on The Porch.

What is the biggest misconception about marketing today?

Marketing is solely focused on gaining new customers. This is a common misconception because it omits the importance of retaining current customers and misconstrues customers as only a number instead of a respected client. Although getting new customers is important, it is just as important to make sure that current customers are being equally prompted by the benefits of the product/service.

What advice would you give to someone struggling with creating a brand identity?

Believe in your brand and find a way to guide your customers to see the brand through your eyes. Whether it’s a product or a service, show customers how your idea can change their life for the better.

One of the biggest lessons you’ve learned throughout your career?

Your uniqueness is not your weakness. Be proud of what you can bring to the table and always be willing to learn from your mistakes and others.

What does good marketing look like?

Good marketing requires creativity, persistence, and patience. Therefore, by taking the time to set a solid foundation and identify your core values as a company and as a team, you will reap the rewards of gaining loyal customers and positively impacting the world with your product/service.

If you could be anywhere in the world right now where would it be?

I would be in Greece, traveling from coast to coast, with ABBA naturally playing in the background.

If you could describe yourself in three words what would they be?

Gregarious, Amiable, and Confident.

What is your favorite thing about FPM?

Working alongside a team of encouraging women who are always ready to take on a challenge.

In what ways does the team at FPM have aligned values?

We all believe in delivering the highest quality of our services and in the fruitfulness of investing in relationships with our clients and our teammates.

Your goals for FPM?

1. Pass on productive nuggets of wisdom to viewers who read my blogs.

2. Help a client’s goals become a reality.

3. Expand my professional network.

How would you describe the culture at FPM?

FPM is truly like a family. For example, no matter where I am working from or what I’m working on, I know I can always count on this team to have my back and help me achieve my goals.

How does FPM differentiate itself from other marketing companies?

The FPM team is committed to be a helping hand to all who ask. Most importantly, no matter the product or service being sold, FPM will make sure that you are well equipped with the knowledge and assistance you need. Above all, we are here to make your goals a tangible reality.

Fun fact?

I have been to the middle of the world!

Thank you for tuning in as this New Rocker shares her Porch insights!

The other day, I saw a quote a friend had posted from Jeff Bezos, founder and CEO of Amazon, “Your brand is what people say about you when you’re not in the room.” This is so true and I live this with our clients every day!

A brand is more than just advertising or a logo or social media or a tag line – it’s how your customers perceive your business. And everything a company does, whether intentional or not, shapes the perception of their brand.

Creating a strong brand identity is critical in this day and age when a world of information is at our fingertips and we are given many different options for purchasing the same product. Some of the most successful brands are those that give you a reason to like them and not just the product. Brand is more than just your product – it’s also your reputation.

In order to build a strong brand, the following objectives must be achieved:

• Have a vision – know where your brand is going. At the end of the day, what do you want your brand to be when it grows up? What’s its highest calling?
• Have a personality – what are the four adjectives that describe your brand
• Find your unique position in the marketplace – define your target audience, the frame of reference and your competitive set
• Define the club that your customers want to be aligned with and know why they want to be affiliated with your brand

Once you have defined these critical things, make sure you have internal buy in. Is your team convicted about them? Is everything you are doing internally and externally communicating your brand strategies? Are your customers or clients connected to your brand strategies?

Once you have asked yourselves these questions and are living it inside and outside your company, here’s what to do next:

• Have a branding and marketing strategy – recognize market trends and respond to consumer demands to get ahead.
• Deliver a consistent and unique message. Make sure your message aligns with your brand’s values and personality.
• Be creative! You want to stand out from the competition and creativity and innovation will get you noticed.
• Know your competition.
• Manage your reputation – It’s hard work to build up your reputation but even harder work to maintain it. Make sure you are listening to what people are saying about your brand. People are most likely to do business with companies they like and trust.
• Make sure you are everywhere your customers are looking.

A strong brand is invaluable to win the battle for customers. It’s important to spend time investing in building your brand. After all, your brand is what your customers come to expect from you. It’s the foundation of your marketing strategy and something you don’t want to be without!