Developing a brand strategy is important for all companies, because it helps the ideal customers to relate to a product, and to help them become brand cheerleaders who inspire others to become loyal to your company too.
Brand development is partly built on your corporate mission, is based on how well you know your typical customer and mixed with proving your authenticity and organic love for what you do, sell, or buy. These three components can be lethal when infused into all advertising, events, and customer interactions you make.
In 2001 my team of ambassadors helped to build an awareness of South Beach Beverage Company and their new Pepsi connection. My team sampled to more than 450,000 people in just 4 months in the Northeast region of the US, and were awarded with a trip to Hawaii for our outstanding reach.
In 2004 my work as brand ambassador for Jelly Belly Jellybeans helped to introduce new flavors to the public and increased sales in the region by more than 11% during the duration of the tour.
In 2006 and 2007 I managed a national promotional tour for Pepsi called the “SoBe Luv Bus Tour”. During the two years, my assistant and I drove a 36 ft school bus across more than a dozen states executing grass-roots events and promotions. On our best selling day we sold more than 33 cases of SoBe per hour at a single retail outlet. Although that in itself was a top accomplishment, I am most proud of our daily reporting work as ambassadors. The customer feedback reporting we did helped to inspire SoBe/Pepsi to make their drinks more heathy for their adoring fans by removing the HFCS from all their drinks.
From 2008 to 2010 I managed the marketing efforts of a technical apparel company, Corazzo Designs, where I implemented new brand promotions, strategies, and regular customer communications through a highly successful email program. The company had a stronghold on the national scooter riding community, but sought to build on the overlap of vintage motorcycle riding enthusiasts. Through the development of regular email communications, a branded ad campaign, several event promotions and a new brand image and website, Corazzo was able to attract new customers and generate additional sales and website traffic.
In 2010 and 2011 I developed the marketing processes, strategies, and branding for a newly formed children’s book publisher in Portland, OR. The combination of developing a brand image, message driven advertising and promotional campaigns, as well as targeted content for potential customers in new industries, helped to increase brand awareness overall. Our involvement in event promotions and my publicity efforts helped sell more than 7,000 books in the fist year and gained the company national recognition and distribution with Ingram, a major distribution center for publishing houses.