That sounds fancy. But it simply means the parts of your business can people touch. Your packaging and presentation should reinforce your brand. For example, think of your business cards. If you sell a luxury service and your business cards are printed on thin cheap paper instead of high-quality paper, you have a brand consistency issue. If you have products that people handle physically, make sure they reflect your brand. And people keep physical items like calendars, brochures, information products, CDs, branded post it note packs, envelope openers and highlighters. So inexpensive pens may be good for your bank account on the front-side, but if they taint your “high end” image, they will hurt you in the long-run by creating an inconsistent message.

Action step: Every item that you package is sending a message. Look at your brand through this lens and see if you need to tidy up any loose ends.

 

© 2011 Meredith Liepelt, Rich Life Marketing

Meredith Liepelt, President of Rich Life Marketing, offers a free report called “101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile,” which can be downloaded immediately at www.RisingStarPublicity.com.