Imprint Canada July/August 2019

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS BMDQ'9M?MKL *()1

A Tristan Communications Ltd. Publication

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Volume 26, Issue 4

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QGM ;9F L HD=9K= =N=JQGF= 9DD L@= LAE= Customer service and marketing expert Marc Gordon explains tips on how to handle negative online reviews posted about your company.

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O@9L AK :J9F< 9FQO9Q7 Author and brand strategist Lindsay Pedersen highlights the seven layers of â&#x20AC;&#x153;brandâ&#x20AC;? and how they fuel your business. 16

F=O HJG<M;L KHGLDA?@LK Leading suppliers showcase their newest product offerings. 20

Part two of a three-part feature series written by Garry Bell, industry veteran, sustainability advocate and VP Corporate Communications at Gildan Activewear Inc.

I was asked recently to describe our business to someone from another industry.

After thinking about the thousands of conversations I have had with printers and distributors about prices, free freight, product availability and other factors related to our products, I was tempted to describe it as a hypercompetitive industry where basic commodity products are decorated and sold at very slim margins on really short timelines.

I knew that failed to capture the vibrant energy, entrepreneurial spirit and amazing creativity that I .^MZa [\ISMPWTLMZ \PI\ KWUXIVQM[ PI^M NZWU

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When was the last time you took a hard look at your sales style, your companyâ&#x20AC;&#x2122;s values, and the true direction you and your company are going?

Itâ&#x20AC;&#x2122;s probably been a while, right? Thatâ&#x20AC;&#x2122;s pretty common when youâ&#x20AC;&#x2122;re busy selling, running a business, and dealing with the crazy day-to-day. Itâ&#x20AC;&#x2122;s hard enough setting time aside for the monthly, quarterly, and yearly goals, much less finding time to reflect and analyze.

So, take a few minutes of your time to consider what Iâ&#x20AC;&#x2122;m discussing and then reflect.

What makes you special?

How do you define the value that you provide clients?

Is it your experience? Is it your creativity? Is it your deep understanding of the target audience?

Or do you define your value as fast turnaround times and competitive pricing? @PMV aW] JZQVO ^IT]M aW] IZM [PW_QVO KTQMV\[ \PI\ aW] IZM _WZ\P

How do you stand out from your competition? What JZQVOQVO J][QVM[[ \W W^MZ IVL W^MZ IOIQV do you tell your prospects what differentiates you?

On top of that, do you actually stick to what you say? Does your value proposition talk about creative design and agency-style consultation, but at the end of the day, your main focus is price? ?IT]M KWV\QV]ML WV 9IOM

Take Another Look

New Lower Prices Alternativeâ&#x20AC;&#x2122;s soft, fashion-forward staples cost less per impression because people love to wear them.

Worn more = seen more.

AVAILABLE AT

ImPrint News CAN_Aug_ab.indd 1

Order online at alphabroder.ca or call 866.274.2489

6/11/19 10:53 AM

Follow us on twitter: @imprint_canada

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2* ( Back in the spring of this year, Albertaâ&#x20AC;&#x2122;s United Conservative government pledged to begin slashing corporate taxes from 12 per cent to eight per cent over the next four years. Alberta Premier Jason Kenney said that the goal was to make Albertaâ&#x20AC;&#x2122;s the lowest corporate tax rate in Canada by 2020 and make the province a â&#x20AC;&#x153;magnet for job-creating investment.â&#x20AC;?

There are those that argue that a lower corporate tax rate results in less revenues for the government to allocate to needed social programs, while the other side of that argument believes that greater outside

investment and the subsequent increase in jobs and profits will offset losses in tax revenues collected.

The first reduction came on July 1, 2019, with the Alberta corporate tax rate dropping to 11 per cent.

Statistics Canadaâ&#x20AC;&#x2122;s report on Juneâ&#x20AC;&#x2122;s 2019 Labour Force confirmed a substantial increase in Albertaâ&#x20AC;&#x2122;s employment numbers.

The Statistics Canada report highlighted the following: â&#x20AC;&#x153;In Alberta, employment rose by 10,000 in June, as an increase in full-time work more than offset a decline in part-time work. This growth was driven by gains in accommodation and food services; educational services; and health care and social assistance. The unemployment rate was little changed at 6.6 per cent.

On a year-over-year basis, employment in Alberta grew by 30,000 (+1.3 per cent), entirely due to gains in the second quarter of 2019.â&#x20AC;?

Considering that overall national employment in June for all provinces and territories was down 2,200 jobs, Albertaâ&#x20AC;&#x2122;s labour numbers are that much more impressive in comparison.

If these numbers for Alberta are the result from the gain in corporate confidence and investment already in motion, then the future does indeed look bright for the Alberta economy.

Other provinces would be well served to keep a close eye on how much an impact these corporate tax cuts have on job creation in the coming months.

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IMPRINT CANADA July/August 2019 - Volume 26, Issue 4

Source: Fibre2Fashion.com; Trendex North America

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

OFFICE ADMINISTRATOR

Maria Natale : shows@imprintcanada.com

GENERAL INQUIRIES

Adriano Aldini : news@imprintcanada.com

feedback@imprintcanada.com, (905)856-2600

CONTRIBUTORS

ADVERTISING SALES

Garry Bell, Marc Gordon, Kristina Hublar,Lindsay Pedersen

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com Imprint Canada is published six times per year

by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher.

Request for missing issues are not accepted after three months from the date of publication.

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Warm weather and cool styles from AlstyleÂŽ are all you need to have the Ultimate Summer. The 5081 Youth Tee and the 3362 Girls Tee have fashionable set-in rib collars, shoulder-to-shoulder taping and double-needle sleeve and bottom hem, delivering ultimate comfort and durability.

877.562.1499 | alstyle.com

Available from alstyle.com and a distributor near you:

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Warning: A Different Opinion Ahead If you want your value to be solely based on price and if you want to turn yourself basically into a commodity, then this article probably isnâ&#x20AC;&#x2122;t for you.

I havenâ&#x20AC;&#x2122;t been in the industry for long, yet Iâ&#x20AC;&#x2122;ve already discovered that the idea of a consultative approach with research, questions, and ROI is â&#x20AC;&#x153;outside of the boxâ&#x20AC;? thinking that is often frowned upon. Or many tell themselves that they are an agency but donâ&#x20AC;&#x2122;t act like it at the end of the day. So, if you are one of those people who hate differing opinions, especially one that suggests a more agency-style consultative approach, then you have been warned.

If you understand that to survive in this business you need to have competitive advantages and bring more value to the table, then the goal for this article is to provide some insights, ideas, considerations, and possibly inspiration. Because at the end of the day, the more value you can provide clients, the more you can sell your worth, which should be more than just a price-checker.

Hereâ&#x20AC;&#x2122;s a list of eight services, values, and benefits that you can bring to the table, which clients will appreciate and keep coming back for. Why? Because you bring something different, you bring value, and you stand out from the price-checkers and order-takers. When you bring value, you are worth bringing business to over and over again.

Value 1: You Ask Questions

Every distributor should be asking calculated questions if you strive to be more than an order-taker who is forced to compete solely on price and timeline.

Questions get to know the important why. In order to better serve your clients or prospects itâ&#x20AC;&#x2122;s good to ask the usual: price, timeline, what are they looking for, and so on. But at the end of the day, if you ask why for all of those typical questions, you will delve even deeper and often make an extra sale or two. At the very least, be able to provide expert advice (more on that later).

Hereâ&#x20AC;&#x2122;s an example situation: Client: Hi, I want to order some shirts.

Distributor: Great! I can help you with that - no problem. Why do you need them?

C: We are celebrating our 50th Anniversary for the company.

D: Congratulations! What are you planning on doing?

SUMMER TIME!

C: We are putting on a big celebration for our employees, major partners, clients, and so on.

D: What a wonderful way to celebrate! What are you planning to do?

C: Actually, we will be putting on a festival street fair-style event during the day. Weâ&#x20AC;&#x2122;re going to hand out shirts and stuff to our employees. Then later that night, we will invite our exec team, top clients, and partners to a more formal dinner and event.

D: That sounds like fun, but why a street festival?

C: Thatâ&#x20AC;&#x2122;s how our business started. Our founder started selling XYZ product at fairs.

D: I love the historic tie-in! I have some thoughts and ideas for the festival and the banquet after. Would you like to hear them?

C: Iâ&#x20AC;&#x2122;d love some ideas, thereâ&#x20AC;&#x2122;s so much to do and I need some help.

Alright, that might not be exactly how a conversation will flow, but the point is that due to asking why, the distributor got more information to assist with the project and opened up an opportunity to offer more products.

Here, the distributor can offer creative ideas for the festival event, from shirts to cups and everything in between, for prizes at the booths, and for the swag bags.

www.dezinecorp.com Mississauga ON Tel: 1.866.625.7820

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The distributor can also offer ideas for commemoratives or awards for the partners, clients, and executive team that will fit the theme but are still high-quality.

Do you see how a conversation leads to more understanding, trust, and opportunities? If the distributor just asked about the shirts and didnâ&#x20AC;&#x2122;t ask why the client wants the shirts, then the distributor would have lost out on a lot! Worse, the client might have gone to someone else for those items.

The order grew at least five times what the original order was going to be. And to the client, the distributor was helpful, knowledgeable, creative, and took the time to understand their needs while providing insightful and valuable solutions.

That is added value!

Value 2: Provide Expertise and Advice

You have the knowledge and experience that your client does not have. Leverage that and provide insights to help solve their problems. When you provide your expertise, then their campaign, project, or other reason for contacting you is more likely to succeed because you are good at what you do.

By giving your advice on the project and sharing some of your insights or wisdom, your client will appreciate the assistance in navigating those dangerous and often unfamiliar waters.

The more insightful and helpful the advice, the more they will value and lean on your opinion, advice, expertise, and assistance. Sounds like a key ingredient to a repeating customer, right?

Value 3: Creativity

You are the one that goes to the shows, does the research and all the legwork that it in entailed; you know the current trends and have your own creative ideas to draw from, so leverage that!

Clients appreciate creative ideas because they donâ&#x20AC;&#x2122;t really know whatâ&#x20AC;&#x2122;s out there quite like you do. Combine that with questions and your expertise, and you will be a force to be reckoned with; so much so that your client will be thankful that youâ&#x20AC;&#x2122;re on their side.

Besides, a creative campaign or project is more likely to be effective, right? Results are key in this business, too.

Value 4: You Do Your Research

Have you ever researched your client? What about their target audience? What about their competition? If you donâ&#x20AC;&#x2122;t do research on your clients yet, itâ&#x20AC;&#x2122;s imperative that you should.

Itâ&#x20AC;&#x2122;s always best to be one of the most knowledgeable people in the room. Yes, you will learn about the client when you meet them or have a phone conversation; however, wouldnâ&#x20AC;&#x2122;t it be better to do the reading before the class starts?

Plus, if you can provide further ideas and insights that your client doesnâ&#x20AC;&#x2122;t know, not only will you impress them, but you will be providing value to the conversation. This will lead to more productive and valuable conversations and campaigns over time, which will generate more desired outcomes for the client.

Do you see where this is going? The more value you add for the client and the more successful work you provide, the more likely you will have an ongoing client that will grow with you.Â

Value 5: Consultative-Approach

A consultative-approach means taking the time to ask questions and getting to know your client and their business so much that you could be an easy fit into their company. However, you are still an expert that provides valuable insight, expertise, and service.

You ask them about their upcoming project and then utilize your active listening skills to better understand their needs and desires. The point is to remember that they came to you with a problem and it is your job (to sometimes identify what the real problem is) and to find a creative solution. ?IT]M KWV\QV]ML WV 9IOM

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Many businesses live or die by the reviews they receive.

In todayâ&#x20AC;&#x2122;s digital world, online reviews can make or break a company. The problem is that negative reviews can be unfair, exaggerated, or sometimes simply untrue.

In many cases, itâ&#x20AC;&#x2122;s tempting to want to lash out at the author of the negative review and respond to what you may feel is a misrepresentation of your company, resulting in an online war of words.

I am here to tell you that is not the right way to approach negative reviews. The next time you receive a review that isnâ&#x20AC;&#x2122;t positive, try to refer to these five tips below that will help keep your business conduct professional and your reputation well intact.

1. Research the claim and the author

Before considering responding to a negative review, itâ&#x20AC;&#x2122;s prudent and in your companyâ&#x20AC;&#x2122;s best interest to research who is the author who wrote it.

Is it an actual customer of yours? Or did the review come from a bitter competitor, or someone who has never done business with your company and is simply â&#x20AC;&#x153;trollingâ&#x20AC;??

If the review was in fact honest, then proceed to the following steps outlined below.

If the review isnâ&#x20AC;&#x2122;t genuine - or simply a threat from someone looking to get free items - in many cases as long as you can prove the review is fake or just an attempt at blackmail, the review site will ultimately take it down.

2. Be thankful

Thank the reviewer for the comments â&#x20AC;&#x201C; no matter how negative the review was.

Tell them you view negative comments as a way to keep striving towards customer service excellence. Let them know that in order to rectify the problem as efficiently as possible, you need to communicate with them offline. Donâ&#x20AC;&#x2122;t allow them to turn this isolated incident into a public debate that may tarnish your companyâ&#x20AC;&#x2122;s reputation.

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3. Be timely and always remain calm

Always reply as quickly as possible. Your silence can come across as guilt or even apathy in the eyes of readers.

Itâ&#x20AC;&#x2122;s important to ensure that your response is not emotionally charged, or it will come across as your company is not willing to accept the fact that the problem was your fault.

4. Donâ&#x20AC;&#x2122;t be afraid to apologize

Admitting you made a mistake and apologizing for it instantly, will help make your company look good and itâ&#x20AC;&#x2122;s the right approach.

The key is asking the reviewer for the opportunity to make things right. If they refuse, it will make him or her appear as unreasonable.

5. Ignore the crazies.

Many review sites allow contributors to remain anonymous, making it easy for them to write angry things that may not be relevant to your company or even true.

Sometimes you just need to ignore them, knowing that theyâ&#x20AC;&#x2122;re likely posting negative comments about every business they encounter.

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Marc Gordon is an internationally recognized marketing and customer experience expert. In addition to speaking and consulting, he regularly appears on television and radio.

His articles appear in over 200 publications worldwide. Visit marcgordon.ca or his online show at marctv.net for more business tips.

IMPRINT CANADA _ -XO\ $XJXVW

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There are unlimited examples of how this was achieved but some include quicker delivery, better design, innovative packaging, fulfillment or other services. Irrelevant of what made them stand apart, what it boils down to is that they had managed to create a â&#x20AC;&#x153;better solutionâ&#x20AC;? for their customersâ&#x20AC;&#x2122; needs and positioned themselves as the â&#x20AC;&#x2DC;go-toâ&#x20AC;&#x2122; suppliers.

Part of that â&#x20AC;&#x153;better solutionâ&#x20AC;? can also come from being completely in tune with your clients, getting to know their industry, their company, their competitors and the trends affecting them. By doing this work, â&#x20AC;&#x2DC;outstanding suppliersâ&#x20AC;&#x2122; position themselves as quasi-extensions of their clientsâ&#x20AC;&#x2122; different departments, and it allows them to move from someone just filling orders to a position as a trusted partner for their clients.

This is the part where sustainability fits into the discussion: 94 per cent of recent respondents to a MCKinsey and Co. survey stated that their companies had integrated sustainability into their strategic planning and value chain decisions.

This is because almost every stakeholder that companies have, from customers to shareholders, are putting pressure on companies to act more sustainably and responsibly.

While specific industries, such as the energy, extractives and transportation industries, have led the way due to concerns about regulatory and natural resource constraints, it is undeniable that almost all companies have developed and publicly committed to sustainability goals.

If you do not know much about sustainability and the

impacts created by the products youâ&#x20AC;&#x2122;re selling, start doing your homework now because your customers are going to be asking. Find out what the impact differences are between a 100 per cent cotton t-shirt and a recycled polyester t-shirt.

Research and be able to answer the question about the impacts of that recycled plastic water bottle versus the more expensive bamboo version.

As you look to build your next sales pitch into one of these industries, it would be time well spent to research first what the company has committed to and look to align your product selection and pitch to those goals. While there are many tactics to execute on each of these scenarios, here are some examples of what I would do:

Scenario 1: You are going to pitch a gas company that you know is launching a new environmentally-friendly ethanol gasoline to consumers. The buyers you are dealing with are millennials and are very excited about this new product.

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I ZMKaKTML XWTaM[\MZ \ [PQZ\ the CO2 impacts of each so that when I pitched them, I could speak to each alternative and explain the advantages of each. In this example I would not pitch them a 100 per cent polyester t-shirt, rather explaining on the benefits of a 100 per cent cotton t-shirt. In case you did not know, during the agricultural phase of cotton, it in fact is a net sequester of CO2 emissions.

In offering one brand of t-shirt over another, I would investigate the manufacturing practices of these brands along with the energy consumed during production - and present to my client only those that had come from renewable sources, further reducing the CO2 emissions. You can obtain this information by contacting the manufacturer.s.

I would probably NOT offer them a virgin plastic water bottle but rather offer a recycled plastic water bottle, again explaining the CO2 emissions benefits of that choice.

Scenario 2: You are pitching a university on a fundraising campaign they have launched. Their experience tells them that T-shirts are the best mechanism for raising money. This university has published an ethical buying policy that clearly states a strong position on labour and human rights.

I would do some research about the alternative brands and their position on human rights and labour practices. One good starting point is to look at companies that are part of accreditation programs like the Fair Labor Association (FLA) or the Worldwide Responsible Apparel Production (WRAP) programs. These programs involve third-party audits and publicly disclosed reports. I would then look to those brands and see if they publish a Code of Conduct and check if it is aligned with the elements within the universityâ&#x20AC;&#x2122;s code.

By including this type of information in your pitch, you are showing the university that youâ&#x20AC;&#x2122;ve done your homework and are helping them meet their goals.

These scenarios may not be 100 per cent relevant to your business, but they should get you thinking.

The reality is that your customers are increasingly looking to make more responsible and sustainable choices, either because of personal choice or company mandate. If you can help them to achieve those goals - by becoming more informed, tailoring your choices and giving them the information and tools needed to make better choices - it will only help your business, as well as the community and the environment. <.7- >< B8>; /..-+*,4#

We would love your feedback on this topic and look forward to sharing the next article in the series which will focus on individual sustainability recommendations that take the concept of â&#x20AC;&#x153;saving money, while saving the planetâ&#x20AC;? to your own personal lives.

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2019 WESTERN IMPRINT CANADA SHOW Calgary, AB - September 20-21, 2019 - BMO Centre - Hall E 63(&,$/ 35(6(17$7,21 Hosted by Garry Bell, an industry veteran passionate about sustainability., this timely and informative presentation will focus on the importance of environmental, social and economic sustainability for businesses in our industry and beyond.

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We all use the word â&#x20AC;&#x153;brandâ&#x20AC;? as though everyone elseâ&#x20AC;&#x2122;s understanding of it were the same as ours. Yet chances are itâ&#x20AC;&#x2122;s not.

Logo is part of brand. TV and social media are parts of brand. Naming is part of brand. So are your product, your customer experience, and your Search Engine Optimization tactics. So are your font, your tagline, your businessâ&#x20AC;&#x2122;s personality, and the colour of your employee uniforms. But none of those are, by themselves, brand.

To make smart decisions around shaping and communicating your brand strategy, itâ&#x20AC;&#x2122;s important to understand all the aspects.

In my book, Forging an Ironclad Brand: A Leaderâ&#x20AC;&#x2122;s Guide, I identify the seven layers of brand:

75 , ( - " . )/ . ( ), Itâ&#x20AC;&#x2122;s what you mean to your customer. Itâ&#x20AC;&#x2122;s the place you occupy in his or her mind. Everything your business does either reinforces your meaning, solidifying and growing its place in the customerâ&#x20AC;&#x2122;s mind - or it weakens that meaning, blurring its place in the customerâ&#x20AC;&#x2122;s mind.

If you sell shoes that enable customers to run fast, everything you do reinforces or blurs your meaning of fast shoes.

If you sell promotional products that help companies identify and reinforce their connection to their customers, everything you do either reinforces or blurs your meaning of this.

85 , ( #- & .#)(-"#* .1 ( )/, /-#( -- ( )/, /-.)' , These relationships have existed for millennia. The preIndustrial Age, small-town butcher made a promise and faithfully fulfilled it time and time again, making his relationship with his customer ever more meaningful for both.

Today, with the web and social media and the countless ways customers can communicate with a business, itâ&#x20AC;&#x2122;s even more important to deliver value.

There was a time when the business with the most spending power had the loudest megaphone and, therefore, the most powerful brand. Now, the customer has a megaphone too, and most definitely carries clout in the relationship. The feedback loop demands a mutually fulfilling relationship.

Businesses must carefully make distinctive promises and deliver on them faithfully.

95 , ( #- )/, ,)'#- ( ." (!)#(! /&Ă&#x203A; &&' (. ) " . ,)'#- When a brand has integrity, its promise is true. The business makes a promise: to deliver a scrumptious-tasting dinner, or eliminate a software systemâ&#x20AC;&#x2122;s downtime, or make a home-buying experience more enjoyable, and delivers on that promise. It is not merely what you say you do, it is what you actually do and how and why you do it.

As Don Knauss, previously CEO of Clorox and head of North American operations for Coke, puts it: â&#x20AC;&#x153;A brand is a promise of performance. Any transaction between two parties requires a promise of performance. To sustain your business over time, youâ&#x20AC;&#x2122;ve got to, first, be very focused on defining your promise of performance and, second, be diligent about delivering consistently. If you canâ&#x20AC;&#x2122;t do these two things, you are not a sustainable business.â&#x20AC;?

:5 , ( - #&. , A brand captures and guides attention. It serves as a filter for customers as they perceive your business, shaping how they see you and believe you. We humans need these filters. When faced with too much information, we use cognitive shortcuts as filters to tame sensory overload. Brand ties your business to something already in your customerâ&#x20AC;&#x2122;s head, making it easier for the person to engage with your business. Brand creates a similar neural pathway, leading the customer to choose your business with ease.

Procter & Gamble, General Mills, and NestlĂŠ, have been using the power of brand for decades because they have to.

Consumer packaged goods companies are bastions of excellent brand-building because the largely undifferentiated products force brand excellence. When your products are pretty much the same as those of your competitors, you need have an outstanding brand.

A bottle of Clorox bleach contains essentially the same bleach as store-brand bleach - six per cent sodium hypochlorite, 94 per cent water. But the consumer price of Clorox bleach is often double that of store-brand bleach, and Clorox bleach still wins 65 per cent market share of the bleach category. Thatâ&#x20AC;&#x2122;s because the Clorox brand stands for something different from the others, something that resonates and motivates the target customer. Clorox stands for feeling like a good, competent, loving parent. The target customer values this, and Clorox can deliver this.

4eTahcWX]V h^da QdbX]Tbb S^Tb =5 , ( - )/, ),." . , TXcWTa aTX]U^aRTb h^da QaP]S When every element of your business is aligned around a single brand strategy, you leverage human nature to work P]S h^da \TP]X]V b^[XSXUhX]V for you, and all parts of your business work in concert. This P]S Va^fX]V Xcb _[PRT X] cWT Rdb creates a compounding loop of goodness for customers, c^\Tazb \X]S ^a Xc fTPZT]b cWPc employees, and investors. Operating this way simply makes easier and more gratifying. \TP]X]V Q[daaX]V Xcb _[PRT X] cWT growth Successful brand strategies are not squishy, elusive, or superficial. They are logical, proven, and always ready to Rdbc^\Tazb _Tab_TRcXeT ;5 , ( ., . !3 - ." &# , . Ă ,.# /& .#)( ) )/, /-#( --m- (#(!

While brand is the meaning you stand for inside your customerâ&#x20AC;&#x2122;s mind, your brand strategy is the deliberate articulation of that meaning. Brand strategy distills your promise so you can make choices across your business to carry out that promise. It answers the questions: What kind of business are we? What kind of business do we want to be? What do we want to mean to customers?

By distilling what you stand for, you give yourself a tool to guide the choices you make to grow the business you want.

Brand strategy is about getting to self-knowledge. Itâ&#x20AC;&#x2122;s about defining your business as its best possible self, so that it can become more of that; more of its most intentional, most purposeful self.

<5 , ( / &- # , (.# .#)( Consumer packaged goods leaders, like those at Clorox,

guide you.

When you create a brand strategy deliberately and carefully, you define the businessâ&#x20AC;&#x2122;s North Star that will clearly guide every decision you make and every decision your team makes. Brand forms your most durable competitive advantage. It lights your way to creating purpose, value, and scale.

This article was excerpted from the book: Forging an Ironclad Brand: A Leaderâ&#x20AC;&#x2122;s Guide. In the next edition of Imprint Canada, weâ&#x20AC;&#x2122;ll examine Six Ways a Strong Brand Makes Your Company Money.

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About the Author: Lindsay Pedersen is the author of Forging an Ironclad Brand: A Leaderâ&#x20AC;&#x2122;s Guide. She is a brand strategist, board advisor, coach, speaker, and teacher known for her scientific, growth-oriented approach to brand building. She developed the Ironclad Method for value-creating brands while working with billion-dollar businesses like Starbucks, Clorox, Zulily, T-Mobile, and IMDb, as well as many burgeoning start-ups.

Lindsay lives in Seattle with her husband and two children.

For more information, please visit www.ironcladbrandstrategy.com.

About the Book: Forging an Ironclad Brand: A Leaderâ&#x20AC;&#x2122;s Guide (Lioncrest Publishing, April 2019, ISBN: 978-1-544-51386-7) is available at bookstores and from major online booksellers.

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YOUR EMBROIDERY EXPERTS

There is a Tajima embroidery machine for every possible need and function. From single head embroidery machines to multi-head and specialty embroidery machines, Tajima & RB Digital have you covered.

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YOUR DIRECT TO GARMENT EXPERTS The GTX Direct to Garment printer puts more features, more ï¬&#x201A;exibility and more capabilities into your bag of printing and decorating tricks. Just like RB Digital, it works harder for you, so you can work harder on growing your business and tapping into new markets.

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Vancouver 1-888-739-1864

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Where the Community Meets 80% of printers believe a consolidated printing industry event would serve the industry better than separate, segment-only events.

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names and title list and didnâ&#x20AC;&#x2122;t realize it until much later in

8] cWXb SPh P]S PVT XU h^d S^]zc the process but handling the mistake with calm respect will always be remembered by the client, as well as the supplier.

ST[XeTa aTbd[cb ]^ \PccTa W^f VaTPc h^da aT[PcX^]bWX_ Xb h^d Value 7: Tracking Results, KPIs, and ROI When was the last time you tracked the results of your f^]zc [Pbc [^]V projects, programs, or campaigns? You probably just ask cliYou guide and assist them throughout the whole process but are still aware that this is a partnership. You should never tell them â&#x20AC;&#x153;this is the solution to your problemâ&#x20AC;? without understanding what the problem is first.

HubSpot featured a great article on The 6 Principles of a Consultative Sales Process, which provides some great insights into this approach; itâ&#x20AC;&#x2122;s worth Googling.

Value 6: Respect and Communication

It doesnâ&#x20AC;&#x2122;t matter if youâ&#x20AC;&#x2122;re buying a dishwasher, getting food at a local restaurant, purchasing a stick of gum, or placing an order for hundreds of custom awards, at the end of the day; itâ&#x20AC;&#x2122;s your experience that you remember.

The same applies here. Your client will remember if you treated them with respect and had open communication, or if you didnâ&#x20AC;&#x2122;t.

Clients appreciate knowing that everything has been ordered without a hitch, that the products have been shipped, and getting clarifications passed along to ensure that the project is perfect. It makes them feel secure and in control of what is going on with their project with you.

However, even if things are not going well, such as you having to reschedule your meeting, if there was a mishap with the supplier, or if the shipping cost was higher than expected, itâ&#x20AC;&#x2122;s better to have open communication about the situation. Clients might not handle it coolly, but they will still appreciate your honest and open communication, as well as the respectful way you handled those situations.

Furthermore, your client might have sent you the wrong

ents if they saw an uptick or asked how many promo products they handed out. But do you do anything else?

In a recent article, I suggested a few ideas for tracking results, which you can read at https://info.brucefox.com/ blog/tracking-results-for-promotional-product-campaigns.

Now for a few explanations:  â&#x20AC;˘ KPI stands for Key Performance Indicators. A good definition is a metric which is one of the main indicators of the current performance level of an individual, project, campaign, department, and/or a company in achieving goals. â&#x20AC;˘ ROI stands for Return on Investment. Many are more familiar with this classic business term, but just in case and in regards to this topic, a good definition for ROI is the revenue generated by a companyâ&#x20AC;&#x2122;s marketing activities.

Please note that before you can identify KPIs or ROI, you must define the goal(s) for the project, person, campaign, department, or company. So, that requires a conversation on the goals for the project. Everything connects and comes together, doesnâ&#x20AC;&#x2122;t it?

Letâ&#x20AC;&#x2122;s all be honest here though, in this day and age, if you donâ&#x20AC;&#x2122;t deliver results, no matter how great your relationship is, you wonâ&#x20AC;&#x2122;t last long. Companies expect results and many in management need hard facts (combined with at least a few values mentioned) to stay with anyone.

So, if you want to keep your client, be sure to provide the value of results.

Value 8: Customer Service

Customer service is at the heart of this industry. If you

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donâ&#x20AC;&#x2122;t deliver outstanding customer service, clients will question your value. Basically everyone in this industry claims to have superior customer service, so if you want to stand out and make that part of the value you bring, then be sure that it goes above and beyond. You need to have more than just open communication and honesty, you better deliver some extra values that customers expect, such as your expertise.

Customer service is now more than just having a smile in your voice. It means handling problems with a swift, professional, and respectful manner. It means listening to the problem before suggesting product ideas. It means being a consultative problem-solver in an industry of order-takers.

If you do, your value will only increase in your clientâ&#x20AC;&#x2122;s mind.

Whether itâ&#x20AC;&#x2122;s the value statement for your company or the value you bring to your clients, you should always stand out from your competition. Be more than the typical. And by bringing more value to every project and phone call, you will have more than a lasting customer; you will also have one that will recommend you. Word of Mouth is gold in the promo industry, so do more than beat the competition, grow what you already have and make your clients your spokespeople.

Now, take a few more minutes and reflect on what defines the value you bring and decide if you want to start bringing more value to your clients. It might take time to make some of those changes; however, you will eventually start seeing the growth in clientele, client happiness, your bottom line, and in yourself.

Be more, do more, get more.

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Kristina Hublar is the Marketing Specialist at Bruce Fox, Inc., which means she is the person behind the keyboard for the social media, emails, website, and other marketing efforts.

Bruce Fox, Inc. is a custom awards & displayable products supplier and manufacturer located in New Albany, Indiana.Â

INTERNATIONAL CENTRE TORONTO, ON

SEPTEMBER 10 -12, 2019

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