In last month issue of Emi we had a tie in our “It’s Your Call” session; all options received the same amount of votes. In order not upset some of my readers and pleases others I’m going to do what’s fair… and write about something else. Hey, fair is fair.

Just in case you don’t think we’re all ineradicably well branded. Think about this… who say’s “Just For The Taste Of It” hint D_ _T C_ _ E or “Built F _ _ D Tough” or how about this one, it’s a little tough but if you’re the first one to reply with the answer, I’ll mention you as the “Brand King” on November’s Emi issue, drum roll please…. who says “Fly The Friendly Skies” to send your answer click here.

Ok, so you pretty much see how powerful branding can be and how it impacts our perceptions and purchase decisions.

But can an enewsletter or similar publication be an effective branding tool?

Up to the last month my answer was no.

But something happened to me in my Toastmasters meeting that got me thinking…. A fellow Toastmaster approached me after the meeting and invited me to judge a contest on public speaking. She said “Why don’t you come to the contest and bring Loop Consulting with you.” At first that statement didn’t seem like much in it of itself, but if you think about it she said “bring Loop Consulting with you”.

Bring Loop Consulting with me? I’m part of Loop as well as other people, but I can’t pack Loop up and take it with me, there is no object called Loop Consulting Group? Or is there?

You see she is a schoolteacher, she has no business need for our services or shouldn’t be interested in them. But she receives our enewsletter, Emi, on a monthly basis and reads it because she knows me… and in her mind she has separated Loop Consulting Group from myself.

By the way, this is the only communication she gets regarding Loop.

The same way Amway or Nike have become something: entities separated from the individuals that run them… they’ve become brands.

We’re obviously not Nike, but branding happens at all levels and at all levels brands start developing their own identities.

Amway does not make any of its product neither does Nike anymore. They are pure brands, a thought with a logo.

“People think Nike's core business is sneakers, but Nike says it's product development and marketing. It out sources manufacturing so it can concentrate on creating and selling new products” writes Maria Atanasov for Fortune Magazine more. (Made in Indonesia, ring a bell)? They are brands with deep market penetration and awareness.

In the eyes of my fellow Toastmaster, Loop Consulting Group has just become something, perhaps something good, even a brand… or at least something you can bring with you. Like a key chain, hey, were did you leave Loop Consulting? Oh, they’re on top of the counter.

What can your eNewsletters do to serve your branding efforts?

It can provide:

Three potential options, your vote, winner becomes next month's article. Hey, it's your call.

I’m thinking about eliminating this section. I find it that I write and provide better information if I’m inspired by daily events and experiences, than by presenting three subjects and asking you to vote on them, what do you think? Should I keep this session? Do you prefer to vote or be surprised?

See an example of this section in last month’s issue, click here.

Don’t like my selection, email me with your suggestions. What would you like to know more about?

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