January/February 2020

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS B9FM9JQ'>=:JM9JQ *(*(

A Tristan Communications Ltd. Publication

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Volume 27, Issue 1

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>AN= KLJ9L=?A=K LG CFGO A> KG;A9D E=<A9 ;9F @=DH QGMJ :MKAF=KK Customer service and marketing expert Marc Gordon looks at five strategies to determine if social media can help your business. 8

;JALA;9D :J9F<AF? EAKL9C=K ;GEH9FA=K J=?MD9JDQ E9C= Brand strategist Lindsay Pedersen highlights critical errors that companies commonly make when marketing their brand. 15

F=O HJG<M;L KHGLDA?@LK Leading suppliers showcase their newest product offerings. 18

I first heard about live screen printing in 2008 when a friend told me about the individuals behind the infamous Hit + Run live screen printing experience. Originally based out of Los Angeles, they had successfully franchised their business model in the United Kingdom just a year or so prior. It was a very novel concept at the time, and I cherished the T-shirt that had been made right in front of me at an event using the various bits of artwork I chose from a piece of paper.

Around this time, my business partner, Tom, and I were on the verge of starting our own 5Q^M OIZUMV\ LMKWZI\QWV PI[ JMKWUM I JQO

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Our business grew, and a small part of what we did was live printing on the digital graffiti wall at events using designs created by the guests. We primarily printed onto stickers and mugs and some T-shirts â&#x20AC;&#x201D; all of which was created via inkjet transfer.

The problem, however, was unless the person creating the art was an artist, the T-shirts, stickers or mugs rarely looked very good. And, of course, inkjet transfer was never a high-end print solution!

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- )/, /-#( -- 3D Learn how this cost-effective decorating technique can help boost your bottom line sales 3 3 ()0 @ &/ T #. /-#( -- ,) / .- ( 5

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Whether youâ&#x20AC;&#x2122;re an experienced textile decorator or not, Direct To Garment printing (DTG) can cost effectively get you into the profitable digital game.

For the experienced screen print shop, DTG fills the void of complex multicolour prints that are simply too costly or complex to screen print. For embroidery shops, full colour decorating on shirts and caps is a perfect compliment to your existing business. For sign, quick print, or promotion-QZMK\ =W 0IZUMV\ XZQV\QVO ITTW_[ NWZ \PM KW[\ MNNMK\Q^M

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However, before making the investment in DTG, there are a few steps you need to follow to help ensure successful integration. Start by reviewing past print jobs, then formulate a list of questions to ask your existing customers and prospects to better understand their immediate needs.

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JANUARY/FEBRUARY 2020

Rethinking the Roaring 20’s Three years ago, the newly elected administration south of the border decided to kick start their domestic economy by causing friction with its top trading partners (Canada, Mexico and China). It then disputed the existence of a global climate change crisis.

With doubt surrounding foreign product availability and environment restrictions tempered, American manufactures steamrolled straight ahead, ramping up production to meet the domestic need for products.

Economy up. Employment up. Profits up. Over simplified, but I think you get my point.

In Canada, our home and native land, business leaders can take one of two options with respect to the future of our economy and our stance on environmental sustainability moving into the 2020’s. One they can point a finger to the south and say, “They’re doing it and their air effects us - so why shouldn’t we do it?” or TWO - they can decide to not sell our grandchildren’s future in order to buy the luxuries of today.

The first option is a straight line to the destination.

Option two is a zig-zag approach requiring just a touch more - say about 100 per cent more - effort, confidence, intuitive thinking, commitment, patience, compassion and hope - definitely all Canadian characteristics!

It was recently announced that over 1,000 reflective mirrors were programmed to reflect, capture and produce enough heat to match an incinerator’s ability

to melt steel without there being a chimney stack pillowing mounds of carbon-filled smoke.

Green technology alone will not do it; social and political innovation (not revolution) is also needed. It can be done, however with time and patience.

Will Canadian corporate leaders utilize that time and show the patience over the next decade to buy our future generation’s future or will they sell it to obtain rewards that only this generation can benefit from?

All of us must - at some point or another - become students of the sustainability process. Only some will have the courage to develop, groom and teach others.

An exciting decade surely to follow...

January/February 2020 | IMPRINT CANADA

3

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IMPRINT CANADA January/February 2020 - Volume 27, Issue 1

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Source: BusinessofFashion.com

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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

Tim Williams, Jay DeGenova, Marc Gordon, 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.

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VISIT US IN BOOTH 110, 112 AT THE NATIONAL IMPRINT CANADA SHOW

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NEW! W!!

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NEW! 64EZ0 Navy

M E E T T H E D E C O R AT O R ’ S D R E A M The new Gildan Softstyle® Adult EZ Print T-Shirt features a super-smooth, print-ready canvas you’ve got to see to believe. The ring spun cotton, combined with high stitch density and enzyme washing, creates an incredibly soft, clean surface that’s ideal for any printing technique specifically direct-to-garment. Choose from adult sizes S-3XL in four popular colours.

TEAR AWAY LABEL

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Questions to examine include: â&#x20AC;˘ Are your customers outsourcing shirts, towels, bags or caps? â&#x20AC;˘ Do your customers need to commit to minimum quantities but ultimately get stuck with obsolete inventory? â&#x20AC;˘ Would they prefer full colour jobs but their existing provider is unable to deliver a cost-effective solution? â&#x20AC;˘ Would they prefer more variable prints during the year to correspond with respective marketing programs? â&#x20AC;˘ What are your customersâ&#x20AC;&#x2122; current costs?

Once you have compiled the above details from your target audience, now we can review the benefits of DTG below: 1. Relatively low set up cost.

2. Quick full colour print turn around.

3. Quality & life of garment as good or better than screen printed counterparts.

4. Print directly to light or dark cotton or polyester fabrics 5. Variety of items available to print: T-shirts, hoodies, pants, shoes, towels, bags, caps.

6. No minimum orders.

7. Small footprint for equipment.

8. Process is clean with little to no mess or clean up.

9. Current versions of DTG printers are substantially more reliable, requiring less maintenance.

sible staining or residue on the shirt at any stage during production. DTG printing works with heat press temperature around 338ĂĄF, so itâ&#x20AC;&#x2122;s important to heat test fabrics before applying pretreat or ink. Also, applying heat can cause dye migration on both cotton & polyester fabrics; this includes colour shifts during and after the fabric cools.

To mitigate unexpected results, be sure to always use shirts that you have tested for your production runs.

If a customer wants to supply the shirts, then you better test it (and have them pay for that). If you really want peace of mind, after printing - conduct a wash test with both hot and cold water to see how the garment and printing react.

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The other bonus of DTG is that you can print hoodies with front pockets or zippers! There are new How Much To Budget grooved platens that allow the zipper area to recess into For a proper DTG investment, your business should the platen, allowing for even prints without the risk of budget approximately $27,000. This will include a qual- a print head strike. ity DTG printer, ink, heat press, and a pretreatment Do you decorate caps? There are great margins to be machine. had in caps and there are new platens that allow for The cost of ink to produce a full colour 10â&#x20AC;?x 10â&#x20AC;? image DTG printing on the peak, front panel, under peak, with 75 per cent coverage on a white cotton shirt will cost and back strap. approximately $1.00 per unit; on a dark cotton shirt, the A word of caution when it comes to inks; itâ&#x20AC;&#x2122;s importcost is approximately $2.00 ant to only use DTG ink per unit. Add 10 per cent to that is Oeko-Tex certified. the cost of dark shirt to allow This becomes especially for pretreatment, in addition important when printto the cost of the T-shirt ing towels or baby / infant itself. wear. Oeko-Tex certificaWhat is vitally importtion will avoid possible liaant to ensure cost effectivebility issues as these inks ness and quality prints is are certified free of harmmaking sure that artwork ful chemicals and are safe files are set up properly for human use. (which we will discuss in When you combine the detail at our seminar durvariety of printable items ing the National Imprint that a DTG printer can add Canada Show). to your existing business Itâ&#x20AC;&#x2122;s important to note together with your customthat not all garments are er research, you can quickly DTG compatible. Through 8VM WN \PM VW\IJTM JMVMNQ\[ WN -=0 XZWL]K\QWV Q[ Q\[

determine if the DTG model ZMTI\Q^MTa [UITT NWW\XZQV\ Q\ ZMY]QZM[ rigorous testing, high fibre will be financially rewarding rough shirts do not print for your business. as sharply as tight weave smoother textiles. If printing Many DTG production facilities add multiple printcotton shirts, any coating like Teflon will not be com- ers as their business grows. This builds redundancy patible with DTG pretreatment or ink. in their business in the event that a printer needs to Pretreatment is used mainly for dark shirts but can be serviced; production doesnâ&#x20AC;&#x2122;t stop and jobs still get also be used to increase the vibrancy of white or light- done! And when we refer to â&#x20AC;&#x153;no minimum order,â&#x20AC;? coloured shirts. In late 2018, Epson introduced a new while one item can be printed cost effectively, itâ&#x20AC;&#x2122;s prupretreatment for polyester fabrics which provided the dent that your pricing model be structured to reflect tools needed to print directly to light and/or dark poly- volume pricing. ester shirts.

Much like garments, not all pretreatment solutions Want to learn more about DTG and what it can do for are created equally. Always test pretreatment for pos- your business?

On Friday January 10th at the National Imprint Canada Show, weâ&#x20AC;&#x2122;ll be hosting an in-depth seminFWPc Xb eXcP[[h X\_^acP]c c^ ar examining the topic of â&#x20AC;&#x153;Starting a Successful DTG T]bdaT R^bc TUUTRcXeT]Tbb P]S Business.â&#x20AC;? We will dig deep into the production process, job costing, and file set up, in addition to having a `dP[Xch 3C6 _aX]cb Xb \PZX]V Q&A session at the conclusion. bdaT cWPc Pacf^aZ UX[Tb PaT bTc To register for this informative seminar, please visit www.imprintcanada.com/national-show/seminars or d_ _a^_Ta[h contact (905) 856-2600. If you have questions about DTG, please feel free to email me at jayd@valuerite.com.

10. Great solution for online stores.

www.dezinecorp.com Mississauga ON Tel: 1.866.625.7820

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News ^%XVLQHVV 'HYHORSPHQW`

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If your business isnâ&#x20AC;&#x2122;t already on social media, itâ&#x20AC;&#x2122;s never too late to start. By now, Iâ&#x20AC;&#x2122;m sure youâ&#x20AC;&#x2122;ve at least thought about it.

According to eMarketer, 88 per cent of businesses use social media as a marketing tool. And yet a recent study by Simply Measured showed that 60 per cent of companies donâ&#x20AC;&#x2122;t know if their social media efforts are even working.

If your business is using social media, you should check out these five strategies to help you discover if itâ&#x20AC;&#x2122;s working. If youâ&#x20AC;&#x2122;re not using social media yet, you can utilize these strategies as a guide in deciding if itâ&#x20AC;&#x2122;s the right tool for your business.

1. Anything interesting to say?

Regardless what social media platform(s) you leverage, posting content that your followers find interesting is beyond important, itâ&#x20AC;&#x2122;s everything!

This means posts that are educational, entertaining, informative or promotional â&#x20AC;&#x201C; and ideally a combination of all four. Do you have the time, resources and ability to come up with new material on a regular basis?

0 `dXRZ fPh c^ cTbc cWT [TVXc X\PRh ^U h^da PdSXT]RT Xb c^ _^bc R^d_^]b TgR[dbXeT bP[Tb ^a [X\XcTS cX\T ^UUTab 8U cWT _W^]T bcPacb c^ aX]V ^a h^d bTT P] X]RaTPbT X] caPUUXR P]S bP[Tb h^d Z]^f h^dzaT ^] cWT aXVWc _PcW 2. Rules of engagement.

It would be nice if everyone who saw your posts or read your articles shared them within their own personal networks, or at the very least commented on them.

According to TrackMaven, engagement is down across all platforms, with the biggest being Pinterest at 49 per cent.

And yet despite this, content being posted by businesses has increased by an average of more than 70 per cent. This means that not only is content is being created faster than people can consume it, users are becoming more indifferent towards it.

So if youâ&#x20AC;&#x2122;re looking for â&#x20AC;&#x153;likesâ&#x20AC;? and shares to measure your campaignâ&#x20AC;&#x2122;s success, you may be looking in the wrong place.

3. Responses and reactions.

A quick and easy way to test the legitimacy of your social media audience is to post coupons, exclusive sales, or limited time offers. If the phone starts to ring or you see an increase in foot traffic and sales, you know youâ&#x20AC;&#x2122;re on the right path. If things stay stagnant, then you have to ask yourself if the weakness lies in the quality of your offers or the vehicle in which you are trying to engage with your audience.

4. Scope out your competition.

Many businesses feel compelled to use social media simply because their competitors do. But before you start registering for a new SnapChat account, check out your competitorâ&#x20AC;&#x2122;s accounts. You might be surprised to discover they have lots of content but few followers and low engagement levels.

The reason for this could be anything from poor content to an audience that just has no interest in following companies in their industry.

5. Influencing the buying decision.

Any business that uses social media does so in hopes of increasing business. That means posting content that can influence the buying decision. However in many industries, the buying decision is influenced by technical data, professional relationships, formal proposals, and references.

What do you think has more influence on your customerâ&#x20AC;&#x2122;s buying decisions: a Twitter post or a meeting over coffee?

*JW]\ \PM *]\PWZ#

Marc Gordon is a recognized marketing expert, speaker and strategist. His articles appear in over 200 publications worldwide. Visit marcgordon.ca or his online show - marctv.net- for more great business tips.

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Fast forward to today, where live garment decoration at events is a growing industry in almost every country. Though many of the principles and basics date back to when we first started, our business has continued to change and pivot.

The market for live decoration has transitioned dramatically from small screen printing events, and providers spanning the globe now offer a variety of techniques on a huge range of products.

For event organizers, the big selling point of these services usually centers around the experience â&#x20AC;&#x201D; itâ&#x20AC;&#x2122;s a new, interactive opportunity for people. Combined with software, the services tap into event goersâ&#x20AC;&#x2122; understanding and love of using apps as well as their desire to see something different and new.

Whether itâ&#x20AC;&#x2122;s a retail store opening, conference, expo or anything in between, a live, on-site garment decoration activation means guests have fun, more interaction and something unique, which they have designed, to take home. There are many keys to success with live activation, and with such a huge range of options and providers, quality will undoubtedly vary in terms of end product and experience.

Creating a Memorable Experience Itâ&#x20AC;&#x2122;s important to get the experience right the whole way through. This means starting with easy-to-use design software on tablets or bigger touch screens and ensuring the team running the activation are friendly and knowledgeable.

It also means creating a seamless, understandable process for guests to create designs and ensuring the item they receive looks great and is high-quality.

Growing demand means the live print industry is always looking for whatâ&#x20AC;&#x2122;s new: new products, new print or embellishment techniques, and new, fun ways to create designs.

At YR, we are seeing the conversation shift from a cuttingedge, fun event activity to a sustainable way of producing merchandise that has the added benefit of being a unique experience.

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However, the growth in demand for live, on-site design and print has created unique challenges for service providers like my company, YR, and Family Industries. For example, some customers insist on printing on cotton garments, and if event organizers also require high volumes, a screen printing service might be a better option. That said, many event organizers simply do not know this industry even exists.

Therefore, we still have work to do in making live on-site production a truly sustainable market.

A Lucrative Opportunity and Market The promotional merchandise market is worth approximately $22 billion in the United States alone - thatâ&#x20AC;&#x2122;s everything from pens to mugs to teddy bears and, of course, T-shirts.

While thatâ&#x20AC;&#x2122;s a big number, often the cost of producing a noncustomized item in advance is about 10 to 100 times less than producing it at an event.

Letâ&#x20AC;&#x2122;s look at a T-shirt as an example. A bulk T-shirt printed with a brandâ&#x20AC;&#x2122;s message for its expo can be sold to 1,000 attendees for $3 each. Produce them live on-site, and the cost skyrockets to a minimum of around $15 each. This clearly will not appeal or make sense to every promotional merchandise buyer.

Despite the costs, there are many providers now offering an array of services for live activations, such as engraving luggage tags, embroidering bags and printing tote bags with names.

This has driven a new excitement in all parts of the garment decoration industry. There are now compelling reasons why equipment should be smaller and cheaper, inks better and

And it doesnâ&#x20AC;&#x2122;t stop there. Suddenly, all these parts comprising the live decoration service are visible to the consumer or event attendee. How many times have you seen a cheap heat press at a retail store or at an event? Itâ&#x20AC;&#x2122;s really exciting seeing the new wave of current and upcoming technology that not only looks great but gets the job done better. Who knew just how much peopleâ&#x20AC;&#x2122;s desire to add their own custom touch to T-shirts could impact and drive change across the entire industry?

This concept is not just limited to events. Retail stores and malls all over the world â&#x20AC;&#x201D; particularly in the North America and Europe â&#x20AC;&#x201D; are suffering.

Toys R Us is a prime example of how no business is too big to fail. Physical retail stores are changing as consumers opt to buy more on mobile or online, but itâ&#x20AC;&#x2122;s not all bad news and actually presents unique opportunities.

Consumers expect more when they visit stores â&#x20AC;&#x201D; they want the whole brand experience. Some brands have mastered this, and a great example is Nike.

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This retail revolution has opened new opportunities for live garment decoration. Why not enable a consumer to customize the new Nike jersey he/she is buying?

Itâ&#x20AC;&#x2122;s not exactly new, but integrated into the store in the right way, live activation creates a unique piece in a seamless, exciting experience that brings retail shopping to life. That integration can be achieved by having the same software experience in store as available online or capitalizing on the fact that since this is a special event or location, the software can be less web-based and more exciting to use.

retail store will survive without live design and print or design and embroidery.

But thatâ&#x20AC;&#x2122;s not where the story ends; nobody wants to order 3,000 pre-printed T-shirts with a company or event logo for an expo and then have to trash 2,000 due to overestimating numbers.

In retail, having massive overstock is a constant concern.

Recently, H&M famously announced they had $3.8 billion worth of products in inventory, some of which would be printed or embroidered â&#x20AC;&#x153;standardâ&#x20AC;? products.

So why not print on demand? Why not wait until the customer orders a design to print or embroider rather than buy thousands of units of one design in advance?

Of course, some companies have been doing this for some time. Amazon is one, but so have popular sportswear brands like Champion. The benefit of not having massive overstocks and featuring both an online/mobile and store experience could be huge.

*JW]\ \PM *]\PWZ#

This article originally appeared in the SGIA Journal â&#x20AC;&#x201D; Apparel Edition, Winter 2019

Mass Appeal When implemented at events and retail stores, live garment decoration has been acknowledged as exciting, innovative and providing a great experience.

However, with the financials involved, this will tend to be a marketing exercise for companies that have large enough budgets. In other words, itâ&#x20AC;&#x2122;s nice to have, but the event or

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And the same principle of viewing customization as â&#x20AC;&#x153;printon-demandâ&#x20AC;? to reduce inventory, while adding an opportunity to engage with guests or consumers in a more meaningful way also works for events.

Suddenly, that price differential of pre-printed vs. live print starts to make sense: Why have 10,000 $3 T-shirts no one wants when you could offer 2,000 $15 T-shirts that people love creating, would tell all their friends about and continue to wear because of the personal value they have invested in making it their own?

Right now, the garment decoration industry is shifting.

Though there is still a place for large-volume print runs, there is a new frontier in print-on-demand, and itâ&#x20AC;&#x2122;s happening now.

It might be at an event or in a store, or you might not even know about it when you go on your mobile device to order a printed Leviâ&#x20AC;&#x2122;s T-shirt.

Either way, change is happening and it will be rapid. And that is exactly how live garment decoration became big business.

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Tim Williams studied Retail Management at the University of Surrey. In 2013, he created YR Store with his business partner, Tom, after coming up with a great concept capitalizing on the trend for large, bold prints on T-shirts and other items. YR Store is a custom fashion brand where consumers can create designs quickly and easily using large touchscreens in store or at events which are then printed live.

YR has collaborated with brands and retailers including Nike, Google, Bathing Ape and Star Wars and runs its own stores in London and New York inside the flagship Topman and Topshop stores.

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Whether or not you realize it, brand is tremendously important to every aspect of your business. A well-crafted and well-executed brand strategy can cut through the noise of a million messages, articulate your promise to the customer, set you apart from the competition, scale your business, and establish yourself as a leader in the space. Â Â Problem is, most leaders underestimate and neglect their brand. Even those who think they know brand inside and out often have big misconceptions or serious flaws in their strategyâ&#x20AC;&#x201D;and in this case, what they donâ&#x20AC;&#x2122;t know can definitely hurt them.Â

position can seriously cost you. Here are some of the common mistakes that too many companies regularly make:

MISTAKE #1: You donâ&#x20AC;&#x2122;t claim your brand position at all.

Instead you let the market do it for you. Position happens whether or not you are driving it. If you allow yourself to be positioned by the market, it most likely will not be your optimal brand position for growth. So, the number-one mistake is to underestimate the importance of brand positioning by not intentionally claiming your brand position at all.

Donâ&#x20AC;&#x2122;t be an accidental brand. Itâ&#x20AC;&#x2122;s too important; a busnessâ&#x20AC;&#x2122;s brand can either unleash your competitive advantage or thwart it.

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relying on table stakes. Instead, itâ&#x20AC;&#x2122;s prudent to target your 1aP]S Xb cWT X]cTaR^]]TRcTS fTQ MISTAKE #2: You delay on brand strategy. focus on something that only you bring to your customersâ&#x20AC;&#x2122; ^U fWPc h^da QdbX]Tbb \TP]b Ironclad brand strategy is not just for established busi- experience. with traction, itâ&#x20AC;&#x2122;s also for start-ups and new small Identify the things that you are particularly good at. Then P]S W^f h^d ST[XeTa cWPc \TP] nesses businesses. The sooner you have a brand strategy, the soonisolate which of these are unique in the market. Finally, X]V P[[ \PST _^bbXQ[T Qh h^da er youâ&#x20AC;&#x2122;ll have both your North Star and your rudder. Know determine which of these resonates with your target audib_TRXP[ _^bXcX^] X] h^da Rdbc^\ your purpose nowâ&#x20AC;&#x201D;you can always revisit it later as your ence and centre you focus around that. product gains market fit and momentum.

Tazb \X]S As with any business, you will refine your direction as you MISTAKE #4: You donâ&#x20AC;&#x2122;t recognize the vastness of brand.

Misunderstanding brand leads to costly mistakes and only by recognizing common missteps and avoiding them, can you fully realize the power of a strong brand and put your business ahead of the competition. Brand should be a companyâ&#x20AC;&#x2122;s North Star. It should guide every decision you make.

Forging an ironclad brand lets you occupy the single best position in the hearts and minds of your customers. When you pinpoint this optimal position, youâ&#x20AC;&#x2122;ll be able to create value, maximize scale, and lead with purpose. Â On the other hand, a poorly crafted and executed brand

learn more about your customer, the competitive space, and your own strengths as a business.

MISTAKE #3: You focus on the category benefit of your product.

Assuming you do participate in careful brand positioning, the most common business pitfall is choosing a positioning idea that is not ownable and differentiated. Many businesses pin their brands on a category benefit or â&#x20AC;&#x153;table stakesâ&#x20AC;?: a benefit that is not only not unique to the market, but is a must-have for anyone in the space.

Whatever product or service you sell, itâ&#x20AC;&#x2122;s vital to avoid

Many people misunderstand brand because a lot of different components and tactics comprise what exactly brand is. It includes things like logos, advertising, TV and social media, the product itself, customer experience, tagline, SEO, font, your businessâ&#x20AC;&#x2122;s personality, and even the colour of your employeesâ&#x20AC;&#x2122; uniforms. But none of these are, by themselves, brand. Brand is the interconnected web of what your business means and how you deliver that meaning, all made possible by your special position in your customerâ&#x20AC;&#x2122;s mind.

To conflate brand with one of its many manifestations is to miss its power. +ZIVL KWV\QV]ML WV 9IOM

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MISTAKE #5: You donâ&#x20AC;&#x2122;t choose a focus.

Brand strategy includes choosing what you are NOT going to focus on (even though it is scary). By choosing what falls inside your brand purpose, you are also choosing what falls out of it. Focus is how you win. You must muster the courage and effort to undertake this heavy-lifting strategic work.

MISTAKE #6: You fail to get the customerâ&#x20AC;&#x2122;s attention.

A customer can engage with your business only when he or she knows it exists. That means you must make it easy for prospective cutomers to notice you.

The solution isnâ&#x20AC;&#x2122;t to shout loudly; the solution instead is to speak with bracing clarity, which most businesses fail to do. Be crystal clear about what your business is and why that matters to customers.

A storefront near my office failed to get my attention; its windows featured women clad in fleece tunics, and the signage was vague and New Age-y with an obscure tagline. I assumed that this business sold crystals and incense, so I was surprised to learn it was a Pilates studio. I practice Pilates and am in the middle of this businessâ&#x20AC;&#x2122;s target customer profile.

But this Pilates studio failed to make their business easy for me to see, so I did not see it. I did not become a customer because they did not make it easy for me to do so.

MISTAKE #7: You forget to consider your customersâ&#x20AC;&#x2122; frame of reference.

A frame of reference is that thing your customer would be using if your product or service didnâ&#x20AC;&#x2122;t exist. Itâ&#x20AC;&#x2122;s what they would buy instead of your offering. Businesses tend to think about their frame of reference from the businessâ&#x20AC;&#x2122;s perspective, instead of from the customerâ&#x20AC;&#x2122;s perspective. This is a huge missed opportunity.

Itâ&#x20AC;&#x2122;s easy to know your most persistent direct competitors.

But remember that your target is evaluating your offering in the context of other competitive optionsâ&#x20AC;&#x201D;both direct competitors and more elusive â&#x20AC;&#x2DC;substitutes.â&#x20AC;&#x2122; Therefore itâ&#x20AC;&#x2122;s important to consider your brand positioning with respect to all other options your customer might choose, including direct competitors, indirect competitors, and options completely outside of your space.

When it came out in 1975, Atari sold zero units at a toy industry trade show because it was priced at $79, an astronomical price point for the frame of reference of â&#x20AC;&#x153;toys.â&#x20AC;? It wasnâ&#x20AC;&#x2122;t until they contacted Sears, which sold a very successful home pinball machine for $200, that they sold 175,000 units by the end of the year. By distributing their console as

a home sporting good, they were in a useful context for the customer, and they had a compelling price point.

MISTAKE #8: Your brand doesnâ&#x20AC;&#x2122;t have â&#x20AC;&#x153;teeth.â&#x20AC;?

Your brand strategy must be demonstrably true. It must have the power to make people believe it, trust it, and follow it because it offers compelling proof that it will live up to its promiseâ&#x20AC;&#x201D;in other words, it has â&#x20AC;&#x153;teethâ&#x20AC;?. Those teeth can be an attribute, a feature, a fact, a guarantee, an ingredientâ&#x20AC;&#x201D;any special thing the brand offers and follows through with that provides its promise. The less debatable, the better.

them to go, but no higher. The higher the better, until it is too high. The common errors here are choosing emphasis on the ladder that is either too low (features and product attributes) or too high (the intangible, ethereal benefits).

If you are too low on the ladder, features will not create high enough value for your customer that she will be moved to buy and pay meaningfully for your offering. When your focus is too high on the ladder, you are not providing accessible scaffolding for the customer to believe your promise.

The linchpin of a ladder is its middle. The middle is low enough to be accessible to the customerâ&#x20AC;&#x201D;sharp-edged, believable, rationally easy-to-grasp. Focusing on the ladderâ&#x20AC;&#x2122;s middle enables you to deliver substantial value, gain a sizeable and defensible position, and appeal to emotions.

CWTaT PaT UXeT bcPVTb ^U P Rdb c^\Tazb Y^da]Th fXcW h^da QaP]S) MISTAKE #11: You try to reach all customers with one-sizeD]PfPaT 0fPaT 2^]bXSTa fits-all messaging.

There are five stages of a customerâ&#x20AC;&#x2122;s journey with your ?daRWPbT P]S ;^hP[ H^da V^P[ brand: Unaware, Aware, Consider, Purchase, and Loyal. Your bW^d[S QT c^ RaPUc P \TbbPVX]V goal should be to craft a messaging hierarchy for customers WXTaPaRWh U^a Rdbc^\Tab Pc TeTah at every stage of this journey.

Unfortunately, many people are tempted to develop a senbcPVT ^U cWXb Y^da]Th MISTAKE #9: You fail to narrow down your target customer.

Your target customers are the people you want to attract more of, they are the people you are most able to delight because of your distinctive strengths.

Characterize your target customer as a subtle and empathetic picture of how they view themselves. Remember that identifying your target customer does not eliminate your larger addressable market!

Picture your customers as sprinkled across a dartboard.

The full dartboard is your addressable market; you sell to the whole dartboard. The bullâ&#x20AC;&#x2122;s-eye is your target, the customers you must aim to please the most. The target customers in the middle will ideally influence the customers on the outer circles of the dartboard.

MISTAKE #10: You wind up too low or too high on the benefit ladder.

A benefit ladder spells out the layers of your benefits from product features and specifications at the bottom, to functional benefits in the middle, to emotional benefits at the top.

Savvy leaders choose to shine the spotlight on the rung of the ladder that is as high as their customer currently permits

tence or paragraph so great that it will serve all your purposesâ&#x20AC;&#x201D;all stages of the journey. Resist the temptation; there is no one magic message that will advance all customers at all journey stages.

Further, itâ&#x20AC;&#x2122;s a mistake to conflate stages of the journey, either coming on too strong too soon (conflating the Aware or Consider stage with the Purchase stage) or bragging about your product features to someone not yet liking the promise (conflating the Consider or Purchase stage with the Loyal stage). Take your fences one at a time.

Itâ&#x20AC;&#x2122;s never too late to brush up on brand and start making better choices for your business. Donâ&#x20AC;&#x2122;t let past mistakes derail your future success. Even if you recognize yourself or your product or service in every common mistake, you can still turn things around by making changes that will help you thrive starting today.

*JW]\ \PM *]\PWZ# 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.

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VASTEX LITTLERED X-D DRYER SERIES This affordable, advanced technology dryer series, is speci๏ฌ cally designed to cure DTG T-Shirt prints with the utmost quality standard. Available from 18โ up to 78โ widths, allowing for all ranges of curing needs. Finally there is a dryer series that has machines priced below the cost of air assisted heat presses. Use the Vastex LItteRed X-D Dryer series to eliminate the heat press halo and cure the most vibrant prints on those challenging T-Shirt colours such as Red and Blue.

For more direct inquiries please email: sean.oakley@rbdigital.ca

SEE US AT THE 2020 NATIONAL IMPRINT SHOW | BOOTH 201-307, TO SEE AND LEARN MORE. ORDER ONLINE RBDigital.ca

Vancouver 1-888-739-1864

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Edmonton 1-866-890-9488

Saskatchewan (306) 289-2107

Winnipeg 1-800-665-8958

Toronto 1-800-263-1413

Montrรฉal 1-800-361-0100

Atlantic 1-877-928-3354

©2019 Fruit of the Loom Canada, Inc

A HERITAGE BUILT ON FLEECE Innovating and perfecting functional comfort in sportswear since 1926, Russell Athletic® is an iconic brand known for producing superior quality fleece.

693HBM0 & 7FSHBM0 15.5 oz 50/50 Blend

Offering a variety of adult and youth styles in premium three-end fleece construction that delivers durability, softness and a smoother print surface â&#x20AC;&#x201C; all featuring DRI-POWER® MOISTURE WICKING TECHNOLOGY for maximum comfort.

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Capco Sportswear / KC Caps

195 Duffield Drive, MarkHam, ON, L6G 1C2 Tel: (905) 470-6088 Toll-Free: (888) 303-0888 email: canada@kccaps.com

@RussellB2B

Find stock 800.567.7662 CANADA I RUSSELLATHLETICBUSINESS.COM

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