Brand identity: effective marketing and public relations plans focus on building and communicating a brand to sustain pro sales and even attract retail customers

Prosales, Feb, 2004 by Rich Binsacca

* Look for (and ask about) ways to leverage co-op dollars.

* Come to the table with at least an idea of how you want your customers to perceive the business in order to begin developing a brand,

* Set a budget and reveal it.

* Consider hiring and training someone in-house to tackle the job alone or be a liaison with an agency.

* Involve employees across key divisions to ensure buy-in and to help craft the brand,

* Dedicate to developing a marketing plan.--R.B.

--Rich Binsacca is a contributing editor to PROSALES.