Mad 4 Blog

Chris Madsen, CEO of Mad 4 Marketing, was named to the Junior Achievement 2010 Business Hall of Fame at a ceremony held March 3 at the JA World Huizenga Center at Broward College in Coconut Creek. Madsen was honored along with fellow laureates David Fee of Lotspeich Company, Michael J. Grimme of AMC Liquidators and AMC Furniture Outlet, and Wayne Huizenga, Jr. of Huizenga Holdings, Inc. The Business Hall of Fame honorees share a high level of achievement in business and have demonstrated business excellence, vision and innovation, and community responsibility.

Madsen, who founded Mad 4 Marketing in 1992, built the Fort Lauderdale based marketing and advertising firm into a full-service agency with annual billings in excess of $7.5 million. The award-winning agency has met with success for clients in the public and private sectors through a variety of traditional and non-traditional advertising campaigns encompassing interactive marketing, branding and innovative strategies.

“My experience with Junior Achievement touches every aspect of what I do today as a business owner,” said Madsen. “Years ago I led a group of Junior Achievement students. Guiding them through the process of bringing a product to market was phenomenal and helped me make the decision to be an entrepreneur.”
Junior Achievement is a non-profit organization which ensures every child in America has a fundamental understanding of the Free Enterprise System through a series of business, economics and life-skills programs that enhance the education of young people. Junior Achievement reaches more than 50,000 kindergarten through twelfth-grade students in South Florida annually.

Community service is important to Madsen, who is well known for her commitment to the South Florida community through her work with a host of organizations. Her civic involvement includes positions on the boards of directors of the Fort Lauderdale Film Festival, Governor’s Council for Sustainable Florida, Leadership Broward Foundation, The Commonwealth Institute, Women’s History Coalition, Nova Southeastern University and the Urban League of Broward County. Madsen is also the past president of the Florida Women’s Alliance and the Stranahan House, serves as an Executive Committee member of Broward Workshop and the Fort Lauderdale Chamber of Commerce, and is on the Advisory Committee of the Muscular Dystrophy Association. Her long list of awards and accolades includes the South Florida Good to Great award, Women’s Connections Woman of the Year Award, South Florida Business Journal Woman of the Year Award, March of Dimes Women of Distinction, and the Greater Fort Lauderdale Chamber of Commerce Small Business Leader of the Year Award, to name a few.

My wife loves that new TV series, Undercover Boss, because she thinks it is high time that CEOs and company managers got out from behind their desks to see how things are really working on the front lines.  I couldn’t agree more. But honestly, isn’t this something that every CEO should be doing every year? Surely, they could learn a thing or two about their employees, and more importantly, how to better serve their customers.

Take my recent visit to the Boca Resort Hotel. When my wife asked whether there was a ladies’ room on the floor that we were on, the hotel worker’s response was, “Of course there is.” Not the kind of answer you’d expect from a hotel that thinks it’s as good as a Ritz Carlton now is it?

What would the CEOs of other companies discover if they spent a day or two on the front lines? Well, the CEO of Home Depot might be surprised to see how difficult it is to find an associate to help them in the plumbing department without searching aisles away in electrical or lumber. So I say, let the CEO of Hess find out how many gas stations don’t refill the receipt paper at the pumps and require customers to walk inside to retrieve it. Good way to sell an extra coke and a bag of chips though, don’t you think? Let the CEO of Sports Authority try to buy a pair of athletic shoes and discover that there’s little customer service, nothing in his size, and no suggestion to find it at another store, or ship it to his home. Let the CEO of Office Depot find out how there’s nobody in Business Machines who knows anything about the products they’re selling. Let the CEO of Bank of America stand in line with 6 customers in front of him or her because there’s only one teller window open, yet there are 3 bank officers sitting at their desks with no customers.

In fact, let the CEO of virtually every large corporation in America call into customer service and be taken from one automated operator to another, pushing button after button, and still wait forever to get a “live” person on the other end.

In other words, just be a customer for a day, or a week, and see what your employees are doing right and wrong. Find out what’s working for your customers and what’s not. And for heaven sake, start putting the customer first!

By Stuart Dornfield

Many businesses dread the idea of marketing their wares through sales prospecting, such as cold calls and blind mailings. And they should, because the first mistake is thinking of sales prospecting as its own solution, rather than a strategy which paves the way for future marketing endeavors. Sales prospecting is not a way to tell someone for the first time about your company with the hopes of completing an instantaneous transaction. It’s a way to introduce yourself and your brand so that a potential relationship can be built. But more importantly, it’s a way to weed out interested parties from those who are never going to become customers, so that you don’t waste marketing efforts on them in the future. This can help you further tailor your next efforts and potentially cut costs by only marketing to those who will likely convert to sales.

1)    Start with demographics. When you begin calling or mailing individuals to whom you’d like to make sales, you’re usually working from a contact information list. You can choose your contacts based on general demographics such as region, income, age, marital status, etc. When choosing these factors, you’ll want to be sure to cover not only those characteristics which match your current audience, but also those who you’d like to reach out to with later marketing endeavors. A marketing team who will manage your materials and your campaign once you pass the preliminary sales prospecting point can help you determine which audiences will be most responsive to your efforts.

2)    Sort out the best candidates. Sales prospecting will help you go through your list of contacts and narrow them down to those most likely to build a relationship with your business or make purchases. When you think about sales prospecting as a means to whittle down your wide ocean of prospects to a smaller pond, you can change your entire outlook on the process. While it can be frustrating to consistently receive rejections and not make any sales after hours on the phone, when you adjust your mentality so that you’re simply targeting those who are interested for later marketing, sales prospecting will go a lot more smoothly.

3)    Give them all of the information they need. Once you’ve determined that someone may be interested in what you’re offering, the next step is still not to harass them about sales. Rather than completing a transaction, make it your goal to obtain further information from each person, and then reciprocate by providing them with even more information about your company through the mail, e-mail or even your website. Once you’ve broached a relationship with a prospective client, you’ll want to let them familiarize even more with your brand so that they become comfortable with the idea of using you in the future. You’ll also want to target future marketing to this individual to gradually coax them into sales. Individuals will appreciate the fact that you aren’t badgering them into an agreement right away, but rather allowing them to learn more and make a choice on their own.

4)    Follow-up. It may be tricky just to sit on your hands while an interested party makes up their mind about your business. But just because you’re not jumping at them with sales and deals doesn’t mean that you can’t continue to prompt them. In fact, you definitely should not lapse in keeping contact with anyone who’s expressed interest in your products or services. Follow-up is a key component of sales prospecting. After sending out some materials about your business, you’ll want to reach out again to be sure they’ve received those materials and find out what they think. At this point, your agenda is to perpetuate a dialogue and make sure that your prospect has everything they need to make a decision. This is why it’s a great idea to encourage individuals to sign up for your newsletter or subscribe to your company’s blog. It’s one way to naturally integrate ongoing communications without putting your candidate on speed-dial.

5)    Use marketing to supplement your efforts. After you’ve completed all of the previous steps, you should be working with a tidy list of individuals with proven, expressed interest in your business. The next step is to market to those individuals as part of an effort to build brand awareness and invite them to complete conversions through your company. This is the time to offer unique creative to keep them enthused about using your business in particular, as compared to your competitors. You may also want to now supply sale rates and special offers to further prompt your target into action. Because they’re already been in touch with a representative from your company and have already become familiar with how your business works and what you can offer, closing the deal is that much easier. Plus, after all of your hard work you don’t have to waste more expensive marketing tactics on the original broad list of candidates. You’re now saving money by marketing to those who are most likely to become long-term customers. Best of all, because you bided your time and let them make the choice to use you on their own—so they’ll even think it was all their idea!

Your website may serve as a full-service e-commerce interface through which you sell products and services. Or it may simply be a place where people can learn more about your business. Either way, viral marketing can help you increase website traffic––and therefore brand awareness and sales––at a very low cost, with minimal effort.

What is Viral Marketing?
The phrase ‘viral marketing’ refers to almost any means of using word-of-mouth campaigning to pass along your message. Typically, marketers target individuals or groups who are likely to pass along or share a given campaign message. For example, a funny YouTube video is likely to be shared with friends and it is easily forwarded to colleagues; therefore, putting your business message in this format and getting it out to people who are likely to share it with others can create a big buzz for your brand with little effort. In many cases, key message sharers may even be given incentive for their efforts. Many contests which are hosted online offer extra entries or added prizes for fellow bloggers or website owners who use their own forum to promote the contest.

How Can Viral Marketing Promote My Website?
By making your website the centerpiece of your viral marketing campaign, all of your advertising efforts will have one single call to action: visit us online. Although it can be coupled with other media to really strengthen your campaign, online viral marketing is key for websites because viewers of your message will be able to click straight through to your web address once they’ve interacted with your ad. Once your audience is at your website, they can further engage with your brand or even complete transactions.

The best part is that even non-conversion visits can help you strengthen your website’s presence, because increased traffic to your page and more interaction with it will make it rank higher organically in a search engine, such as Google. When your rank rises, your website will be even easier to search and locate for people who are specifically interested in what you have to offer. This begins a cycle of increased traffic begetting increased traffic, which will ultimately impact your website’s success. Because such little cost is needed in the first place to initiate a viral marketing campaign (compared to other online marketing tactics such as a pay-per-click campaign) it’s easy to achieve high ROI.

What Comes Next?
Viral marketing campaigns may occur organically. Sometimes a website becomes an overnight sensation with very little work on the part of its owners. But that’s not something you can rely on when planning to put your business online. One of the best things about viral marketing is the fact that it’s completely accessible to everyone, and you don’t even need a ton of insider information to kick off your campaign. All you need to do is create an easy-to-use website, and then utilize social media tools that you probably already know, such as business-relevant discussion forums and Facebook.

However, to ensure that your efforts have a huge effect, you may want to consider a professional viral marketing team. These experts can help you come up with the unique creative needed for this kind of campaign to launch. Viral marketers are also familiar with a myriad of potential vantage points from which to target and approach your audience, to keep your message moving. This team of professionals can not only determine where your efforts will have the biggest impact, but they can also help you collect and analyze the results of your campaign. By tracking responsiveness and user data, you can sharpen and hone your viral marketing strategies. This will enable you to build even stronger platforms in the future.

Curious to learn more about viral marketing? Ask Mad 4 Marketing how we can help you create a buzz about your business without breaking the bank.

Want to keep your business relevant with modern marketing? You don’t have to be a super-savvy website guru to do it. But there is one trick you must master: Balance.
Balance is the key to building a strong, successful advertising campaign now and in the future—no matter how the face of media may change. While everyone else is scrambling to keep up with the latest trends, you can build a solid and multi-dimensional campaign that will withstand the latest fads. Here are 5 ways to stay current and stand out:

1) Balance targeted, consistent messaging with multiple approaches.
Hit the same audience over and over with the same message—but from different sources. It’s not enough to use online analytics to geo-target web users without matching that data with local print and/or broadcast ads. Surrounding your prospects on all sides not only enhances brand awareness, but creates an aura of accessibility. Point-blank exposure then graduates into familiarity, leaving room for relationship growth in the future.

2) Balance traditional and non-traditional media.
Break up a series of weekly magazine fliers with a guy in a gorilla suit outside your door. Attention-grabbing techniques create a buzz which can be followed up by more conventional means of communication. Or use out-of-home opportunities (such as a billboard or bus stop ad) to remind passersby of an ad seen earlier on TV. By employing both classic and alternative tactics, you can appeal to more markets. Going all one way or all the other may create an unbalanced tone for your brand—or worse, you may miss out on one audience entirely.

3) Balance analytics/research with creative (be smart but stand out).
Many companies rely on number-crunching and perfectly placed ads to carry their message into the right market. But all the visibility in the world won’t help if you don’t have the compelling concepts and engaging visuals to back up your brand and catch the eye of potential clients. In the increasingly competitive world of marketing, it’s more important than ever to complement strategy with creativity when building a successful campaign.

4) Balance customer retention with customer acquisition.
All of your amazing, cutting-edge advertising across varied media with perfect placement and alluring creative won’t help if your message is simply aimed at new clientele. It’s important that you reward prior and current business with gratuity and acknowledgement, and devote a large portion of your advertising budget to customer retention. It’s much harder to woo a client once they’ve moved on than it is to nurture an existing relationship. Remember: satisfied clients have friends–and so do dissatisfied clients.

5) Balance accessibility/transparency with alluring content that draws return.
Everyone knows how important it is to be straightforward in today’s market. Potential customers expect businesses to be highly visible and transparent about products, services and goals. This is especially true of social media, where accessibility is paramount. However, putting it all out there doesn’t mean that your business shouldn’t have a hint of mystery and allure. Teasers about future deals and further information are a classic that will remain consistent even in the advancing world of marketing.

Embarking on a new relationship with customers isn’t all that different from starting a courtship with a new girlfriend or boyfriend. You begin by trying to catch their attention, and then slowly build upon mutual interest with the hope of turning it into a long-term engagement. There’s a lot of give and take. Communication is optimal. And of course, both parties have to be honest and uphold their end to make things work. This Valentine’s Day, think of the ways you can romance your customers to achieve a lasting relationship.

First Impression
A first encounter is your chance to make one amazing impression with the person you’re hoping to woo. In marketing, this refers to the initial point of contact between your business and your prospective customer. Before you can ask this person out to dinner—or even ask for a phone number—you need to be sure that you’re ready to put your best foot forward. Your first point of contact should be an accurate reflection of who you are and what you can provide, so that they can make up their mind if they want to learn more. Bold, memorable creative is also a key aspect (it always helps to look your best). Your call to action should also be a highlight of your first impression. If you want to make future contact and set up that pivotal first date—if you want to get your foot in the door—then you’ve got to get your customers invested and curious to learn more.

Dating
Once you’ve started going out on dates with your object of affection—or in this case, once you’ve gotten past the first point of contact and initiated a relationship with your customer—the next step is to begin to get to know them, and let them get to know you better as well. It’s not enough to achieve one transaction one time from an interested party. You want to take the successful sale and turn it into a deeper familiarity with your brand, and a deeper investment in your company. Throughout point-of-sale interactions and beyond, you must continue to show your customer that you are committed for the long-haul. That you appreciate their former business with you, and welcome its return. Reminders of prior interactions while keeping your line of communication open are vital at this stage. And to be perfectly honest, it wouldn’t hurt to send flowers. Small tokens of continued interest and gratitude go a long way in nurturing a growing relationship.

Engagement
Okay, so you’ve made it through the trial-and-error period (perhaps provided some products and services to your target audience) and now it’s time to get serious. You want to exclusively supply your products or services to them from now on. This might entail developing incentives for customer loyalty, such as additional discounts or benefits for long-term users. It may also mean that your customer has been invited to register for further information and involvement, such as through a newsletter or subscription. Either the promise of future business or a well-established opportunity to embark on future relations is the equivalent of engagement between you and your customer.

Marriage
Between businesses and their target markets, a marriage is achieved when your customer decides that your brand is the best choice for their continued patronage. They are very familiar with everything you can and will do for them, and they are no longer shopping around. This marriage may come in the form of a contract, or it may be a far less tangible connection. Whatever the terms and conditions may be, this promise of fidelity is never simply cemented with an ‘I do.’ It takes ongoing effort and continued work to ensure that your business stays top-of-mind and best-suited for your betrothed. As you both grow over time, communication and flexibility may be necessary so that the relationship remains mutually beneficial.

If you’re thinking that a baby in a carriage is what comes next, you’re absolutely right. The offspring of your business/customer relationship are the referrals and reputation that you earn through your ongoing trustworthy performance. The longer you maintain satisfying and strong relationships with choice consumers, the stronger your brand will grow and the more rewarding contacts you will gain throughout the life of your business.

By now we’re all aware of the incredible impact that social media can make in terms of brand awareness, promotions, sales and networking. However, social media is a dual-edged blade. With ongoing open access across the globe, the same lines of communication that you’ve opened to strengthen your business may become potential avenues for brand denigration. Although you can’t micromanage your company’s image online, you are in a position to help shape and monitor conversations about your company in public forums. Especially those initiated by your own employees.

The news is littered with stories about employees who use Facebook, Twitter and other online forums to represent their place of business in a negative way. Inflammatory items may include job-bashing, coworker gossip, office confidentialities, inappropriate pictures or simply making a not-so-funny work-related joke. Examples range in scale from enacting personal behaviors which are counterintuitive to company policy to posting controversial remarks about clients. Though these may not be malicious in intent, once a person is publicly associated with your business, you want them to consistently uphold its reputation in all respects, no matter how small.

The foremost thing you can do to protect your business is create a social media policy. Typically, this legal contract is enacted between the company and its employees through your human resources department. Social media policies delineate what online behavior and language is acceptable from employees and reminds them that they represent your company by affiliation at all times, whether or not they’re on the clock. But it isn’t always easy to formalize lines between a person’s professional obligations and private life. Policies should cover:

•    What constitutes social media and the public sphere
•    What type of language and behaviors are approved
•    What company data or materials are considered confidential
•    What repercussions will occur when policy protocols are breached

Most social media policies explicate that it is up to each employee to take personal responsibility for their public representation by using good sense and keeping the company’s best interests in mind. Accountability makes up 90% of social media policies.

Naturally, it’s impossible to govern every message board, every posting and every photo of each of your employees. Businesses can start by monitoring their employee’s computer use while at work, and then follow up by making sure that social media outlets directly affiliated with your brand (such as your Facebook fan page) are free from harmful remarks. Further efforts vary according to budget and business size; however, one simple way to check up on your online representation is to regularly browse for the company name and key words through a standard search engine. This action takes just a few moments of time, but the results can be a very useful for determining how your company is being showcased online and by whom.

With a social media policy in place, when/if employees come into breach of protocol, your business will be in a position legally and ethically to respond with adequate remonstration. Think about it this way: you put so much time, energy and money into building and advertising your brand—so isn’t it worth protecting? One sheet of paper with a few guidelines and room for two signatures at the bottom may be all that stands between your business’s success or failure at the mercy of social media.

Television advertising is far from dead. Although viral marketing via website banners and streaming video is the new bandwagon in media placement, a well-executed TV commercial is still a guaranteed way to increase your company’s sales while expanding brand awareness. But only if you do it right. Here are five tips for successful television advertising:

1) Entertainment is essential. Let’s face it, no matter how smart and practical your products or services are, when people are facing the television screen, they’re expecting some form of entertainment. This doesn’t mean comedy; serious spots work just as well. But from start to finish, it’s important to keep a viewer engaged so that they’ll remember your message and absorb all of the information your commercial is seeking to convey.

2) Be brief. Televised ads traditionally average 30 seconds in length. Identify a key message or a few main points and make sure that your advertisement explicitly features these elements. Because television ads aren’t something that prospective customers can reference at their leisure, your message must be clear-cut and easy to understand on the first viewing. Clouding your message with too many other details or off-topic iconography can strongly undercut your ROI. However, even the most concise commercials may take several impressions per viewer to create a lasting, measurable impact, so be patient rather than worry that your message didn’t take hold.

3) Visuals are vital. While print advertising allows you to outline facts about your business, and radio focuses on speaking directly to the potential buyer, television is about conveying a message primarily through pictures. Your goal is to create visual impact that enforces your key messaging and leaves a strong impression with the viewer. Advertising agencies that specialize in storyboarding and graphic messaging will help elevate your commercial content; you’ll also want a knowledgeable director on your set when filming.

4) Call to action is critical. Give your captive audience a valid reason to call or visit your website to make further contact and begin developing a relationship. Provide viewers with a strong impression of your brand and let them know what sets you apart from the competition—this will serve as a reminder when they’re ready to commit or seek more information. Remember, if a television viewer goes to bed humming your theme song but doesn’t know what you do or how to reach you in the future, then even the biggest blockbuster commercial won’t actually improve your bottom line over time.

5) Seek out specialists. Consult with an experienced media buyer to help you ascertain the correct locales, stations and times for airing your ad within your budget. Media buyers have access to comparative data about viewer demographics and reactivity, and they can offer valuable insight to the logistics and statistics of when and where your ad would make the greatest impact. Then, of course, they can help you purchase those time slates. Working with a comprehensive advertising agency that has plenty of experience with purchasing, designing, creating and tracking commercials is the best way to ensure that you’re on the most surefire path to successfully advertising on television.

In 2010 it’s time to ask: why isn’t the face of your business on Facebook?

True, Facebook has been around as a social networking site for students since 2004. But rather than become an outdated tool over the years, Facebook has been expanding its services to better enable professionals to use the popular website for interacting with clients and colleagues. And it’s not just about marketing to the college-age kids who were Facebook’s original audience—though they remain its main demographic. In 2009, adults between the ages of 25 and 34 doubled by the month, while adults between 35-54 years of age demonstrated a growth rate of 276.4% in presence over six months in the first half of the year. In fact, Facebook was increasingly utilized for adult marketing as soon as the website opened enrollment to all adult age groups in 2006. And it’s been taking off as a popular marketing platform ever since.

The relevance of Facebook is that it’s all-in-one social media marketing. It’s a quick and easy way to let prospective customers know what’s new with your business, in real time. You can reach out to interested individuals anywhere in the country—or anywhere in the world. And you can immediately receive their thoughts and feedback about your announcements, products or services. Whether you’re courting new clients or keeping in touch with existing contacts, Facebook is a casual and convenient way to communicate via words, pictures, links and multimedia. It’s easy to get started and easy to use, and your consumer base is already built in. Plus, there are several ways to get involved.

The first way to get involved with Facebook is to create an account. Although accounts are reserved for individuals (rather than businesses), an account for your company can be started by an employee, or a dummy account name can be used to represent the company name. This account will allow your representative to link directly to friends, post status updates and shared pictures. This account can also be used to fan pages, join groups and leave commentary on other relevant pages of Facebook.

Then you’ll want to create a ‘Group’ and/or ‘Fan Page’ for your business or product. The difference between these two options is that a group is a static page that other users can join, which doesn’t give companies the option of communicating directly and freely with its members. However, every time someone joins this group, Facebook will tell all of their friends that they are a member, which may bring about brand awareness and inspire others to join. The group’s homepage can provide further information about what your company does, and allows you to contact members directly through their inbox.

However, a fan page may be even more pertinent to businesses joining Facebook because this page allows you to advertise your brand’s identity while also sending out messages and updates to those who are interested in your services. Notifications will be shown to a user’s friends when they ‘become a fan’ of your page. Messages are sent out as live feeds, rather than as messages which stay in someone’s inbox until it has been read. However, fan pages can be accessed by non-Facebook members or those who aren’t logged into their account, so these may be more accessible than group pages overall.

Furthermore, you may wish to purchase advertising directly on Facebook. Though pricing remains competitive for space on this popular website, advertising on Facebook pages is popular because it allows buyers to tailor viewings to certain age groups, geographic locations, personal interests–or any of the other information that users supply when they join Facebook. This means that none of your advertising dollars will go to waste, because you are able to specifically target the audience who will most likely be interested in your company’s services.

Last but not least, complementary advertising campaigns (such as any coinciding print advertising you do) should feature elements that promote your Facebook page and encourage fellow Facebook users to become friends with your main account, join your group or become a fan of your business through its unique page. Your presence and pages become a hub which interested parties can easily access from a site where they are already likely to traffic and be active, which means you’ll have a leg up on expansive, dynamic marketing when you put your business on Facebook.

Creating a brand isn’t all about research, analytics and strategy. In fact, defining your brand is a lot like creating a persona or character. This can be a daunting task if you let it, but it can also be a satisfying process—and it might even be fun. The most important aspect to keep in mind is that your brand has to be a three-dimensional, complex character with a fully developed personality. No one likes one-note characters, no matter how attractive the note. Once you’ve identified the characteristics of your brand, it makes the process of promoting your business and expanding brand awareness that much easier.

Here are some helpful characterization notes for brand development:

• Own all strengths and weaknesses. You won’t do your brand any justice if you only identify positive traits and pretend it has zero flaws. No company, product or service is perfect—and trying to sell yours as such can come off as static or insincere to an impartial audience. Acknowledging flaws is also the only way to improve upon areas of weakness before your brand hits the market. Only by fully exploring all of your brand’s good and bad traits internally can you create outgoing campaigns that truly do your brand justice and highlight its assets. Over time, you will learn new flaws and eliminate others—this process signifies your brand’s maturation, which is easier to identify and accomplish if you start out by admitting your brand’s complete character.

• Stand out from the competition. Another important set of traits are those that set your brand apart—what makes your brand unique. Even if they aren’t the most important facts you’d like to convey about your product or service, they may be the most compelling. Qualities that make your brand special are the very things that will catch audience attention and leave a lasting impression. Most companies are not offering a completely novel concept or product, but instead are tasked with demonstrating why their option is a better choice than all alternatives. The best way to make this argument is by including—if not featuring—all interesting and unusual facts when promoting your brand.

• Put together a spec sheet. Once you’ve identified all of the strengths and weaknesses and special qualities of your brand, characteristics should be organized in an easy-to-reference fact sheet. One of the most important aspects of advertising is maintaining a consistent image for your brand, and an organized fact sheet will help you keep tabs on key messaging over time. Much like a ‘cheat sheet’ this chart will allow current and future promoters of your brand to get a quick, clear overview at a glance. If you’ve successfully created a comprehensive brand, there will be many different ways to interpret and expose different aspects through creative campaigns—and this chart will serve as a concise and complete foundation. It can also be modified in the future as the brand grows and matures.