Branding Rules

Branding is paramount to your company’s success, right? Every marketing message – logo, signage, ads, web, bags, everything – has to bear the same graphic design and messaging. Well, It seems that’s not always true.

If you are a destination store with no competition and a highly committed customer you can do things differently. Went to our local Asian market, Park To Shop (yes, that is their name) and this was the bag were using that day. Yep, a rejected bag from a tobacco store in East Texas (you can see the print justification is off). Last time I was there, the bag came from a BBQ joint somewhere. While I always use my own tote bags, there is something so amusing to me to see what bags they offer on any given day.

By the way, you can’t get in the store on weekends, it is packed with customers. And it seems they are a field trip destination, too. A school bus from outside our city was parked in front with students racing around the store, taking selfies with the owner. Not sure why, but once again, I was entertained. Love Park To Shop!

Syntero, Inc. Selected as Top Workplace 2018

When you work with a client for a long time, say ten years or so, you get to know the culture of an organization. Through our work with Syntero, Inc. we have met and worked with the CEO, many department heads, counselors and staff. To a person they are professional, thoughtful and committed to the Syntero mission: To provide compassionate behavioral health and social services.

It is no surprise to us that Syntero has been recognized a Top Workplace 2018 by Columbus CEO magazine, an honor that was given to only 75 companies in Central Ohio. Additionally, Syntero scored as one of the top 10 companies to the question “My job makes me feel like I am part of something meaningful.”

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What’s Your Marketing Budget?

Unlike very large organizations that have a highly developed P&L budgeting process, most small and mid-size companies do not set an annual budget based on what it will take to market their business. Often the budget is based on what the management team want to spend and does not reflect what it will take to connect with customers in a way that will drive results.

I recently read What is the Average Marketing & Advertising Budget for a Company, that lays out the facts. Bottom line, if you have <$5 million in annual revenue you should budget 7% to 8% of gross revenue to marketing. Those dollars should be earmarked and used only for marketing and advertising. Once you have set your

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Net Neutrality Explained

The repeal of net neutrality will effect every person, business and organization. The impact will be massive but it can be difficult to explain. Burger King tackles the subject brilliantly in this short video. Please watch, and then share with everyone who believes net neutrality is no big deal. It is a very big deal. Continue reading “Net Neutrality Explained”

Keeping Your Website Secure

We recently shared information about a serious security vulnerability and our plans to correct the issue with our web hosting clients. If you are not a Trusty & Company web hosting client, you may want to contact your hosting service to discuss the issue. Our letter to clients reads: Continue reading “Keeping Your Website Secure”