Mobility - June 2020 - 28

T

he term "brand" dates back 4,000
years, and in that distant past,
if you received a cow with a
well-known "brand" on it, you
knew what you were getting. It
probably had been fed right and treated well.
Fast-forward to the 21st-century version, and
your brand can still be an identifying symbol, like
Nike's swoosh or a name like Ikea. When people
see these brands, they immediately have certain
thoughts and expectations about the companies.
And they know what they are going to get if they
buy from either.
Brands aren't just logos-they're expectations,
says Scott Ginsberg, head of content at Metric
Collective, a portfolio of technology companies that
serve franchises and small to medium-size business
(SMB) customers.
"[They're] promises of a certain kind of consistency and continuity over time," Ginsberg explains.
"If you've done your marketing job well, when a
customer buys from your organization, that person
knows what they will get."
Ginsberg has also worked as a marketing consultant for United Van Lines for the past 15 years and
uses the moving segment of the relocation space as
an example. "With any given trucking or moving
company, their brand is their most valuable asset.
Families and businesses aren't only buying it, they're
buying into it," he continues.
As a mover, every day, you're taking customers'
most prized possessions and carrying them up to
2,000 miles across the country, says Ginsburg. In the
same way, your brand as an asset can grow in value
daily, he says, and even small enhancements matter.

Grow Your Reputation Gradually
and Deliberately
Don't be fooled into thinking that developing your
brand is something you do rapidly, all at once, and
you must throw a lot of money at it. That usually
doesn't stick.
Organizations that consistently execute bite-sized,
concrete expressions of their brand through slow and
deliberate means are the ones that accrue the most
leverage, Ginsberg explains. Doing so enables them to

28 Mobility | June 2020

make sure their brand is exactly what they want it to
be, creating maximum value for their customers.
Ginsberg also assures those in the mobility
industry that building a positive brand doesn't
have to be cost-prohibitive. Only a small percentage of high-profile companies have tens or hundreds of millions of dollars in marketing spend,
and they build their reputations in the macro, he
says. They use everything from football halftime
sponsorships to the takeover of a sandwich shop
to big-budget, mass-market, stunt-driven efforts so
their brands will earn iconic status.
Small to medium-size relocation businesses have
to take a different approach. "They don't have the
resources or capital to build their brands in the
macro," says Ginsberg. "They have to do it in the
micro, one bite at a time."
One way you can add a small bite right now is
to take advantage of social media marketing. Stacy
Caprio, founder of Accelerated Growth Marketing,
suggests you feature real relocation stories that
showcase the fun and beautiful side of relocating,
especially internationally.
While our current situation has obviously put
most assignments-and for that matter, many
major marketing or brand-awareness-raising
initiatives-on hold, it's a good time to think about
the strategy for what's next, and ways to showcase some positives in the post-COVID recovery.
"Focusing on some real-life stories of travel and
relocation are an easy way for any relocation company to build a brand that has ardent followers and
supporters," says Caprio.
Also consider that while many moves may be on
hold right now, relocation managers were integral
to getting employees and their families who were
on assignment to safe and secure locations and are
very often key players on the response teams for
how to reengage safely when the time is right. That
commitment to employee safety and career development during a time of crisis is a very human,
very real story to tell, and it can reinforce
a company's values in action.
To increase the visibility of your brand, Adeel
Shabir, content marketing executive at Centriq, a
home management app, also encourages sharing



Mobility - June 2020

Table of Contents for the Digital Edition of Mobility - June 2020

Mobility - June 2020 - Cover1
Mobility - June 2020 - Cover2
Mobility - June 2020 - 1
Mobility - June 2020 - 2
Mobility - June 2020 - 3
Mobility - June 2020 - 4
Mobility - June 2020 - 5
Mobility - June 2020 - 6
Mobility - June 2020 - 7
Mobility - June 2020 - 8
Mobility - June 2020 - 9
Mobility - June 2020 - 10
Mobility - June 2020 - 11
Mobility - June 2020 - 12
Mobility - June 2020 - 13
Mobility - June 2020 - 14
Mobility - June 2020 - 15
Mobility - June 2020 - 16
Mobility - June 2020 - 17
Mobility - June 2020 - 18
Mobility - June 2020 - 19
Mobility - June 2020 - 20
Mobility - June 2020 - 21
Mobility - June 2020 - 22
Mobility - June 2020 - 23
Mobility - June 2020 - 24
Mobility - June 2020 - 25
Mobility - June 2020 - 26
Mobility - June 2020 - 27
Mobility - June 2020 - 28
Mobility - June 2020 - 29
Mobility - June 2020 - 30
Mobility - June 2020 - 31
Mobility - June 2020 - 32
Mobility - June 2020 - 33
Mobility - June 2020 - 34
Mobility - June 2020 - 35
Mobility - June 2020 - 36
Mobility - June 2020 - 37
Mobility - June 2020 - 38
Mobility - June 2020 - 39
Mobility - June 2020 - 40
Mobility - June 2020 - 41
Mobility - June 2020 - 42
Mobility - June 2020 - 43
Mobility - June 2020 - 44
Mobility - June 2020 - 45
Mobility - June 2020 - 46
Mobility - June 2020 - 47
Mobility - June 2020 - 48
Mobility - June 2020 - 49
Mobility - June 2020 - 50
Mobility - June 2020 - 51
Mobility - June 2020 - 52
Mobility - June 2020 - 53
Mobility - June 2020 - 54
Mobility - June 2020 - 55
Mobility - June 2020 - 56
Mobility - June 2020 - 57
Mobility - June 2020 - 58
Mobility - June 2020 - 59
Mobility - June 2020 - 60
Mobility - June 2020 - Cover3
Mobility - June 2020 - Cover4
https://www.nxtbook.com/ygsreprints/WERC/mobility-june-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility-may-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility-april-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility-march-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility-february-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility_122020
https://www.nxtbook.com/ygsreprints/WERC/mobility_112020
https://www.nxtbook.com/ygsreprints/WERC/mobility_102020
https://www.nxtbook.com/ygsreprints/WERC/mobility_092020
https://www.nxtbook.com/ygsreprints/WERC/mobility_082020
https://www.nxtbook.com/ygsreprints/WERC/mobility_072020
https://www.nxtbook.com/ygsreprints/WERC/mobility_062020
https://www.nxtbook.com/ygsreprints/WERC/mobility_052020
https://www.nxtbook.com/ygsreprints/WERC/mobility_042020
https://www.nxtbook.com/ygsreprints/WERC/mobility_032020
https://www.nxtbook.com/ygsreprints/WERC/mobility_022020
https://www.nxtbook.com/ygsreprints/WERC/mobility_012020
https://www.nxtbook.com/ygsreprints/WERC/mobility_122019
https://www.nxtbook.com/ygsreprints/WERC/mobility_112019
https://www.nxtbook.com/ygsreprints/WERC/mobility_102019
https://www.nxtbook.com/ygsreprints/WERC/mobility_092019
https://www.nxtbook.com/ygsreprints/WERC/mobility_082019
https://www.nxtbook.com/ygsreprints/WERC/mobility_072019
https://www.nxtbook.com/ygsreprints/WERC/mobility_062019
https://www.nxtbook.com/ygsreprints/WERC/mobility_052019
https://www.nxtbook.com/ygsreprints/WERC/mobility_042019
https://www.nxtbook.com/ygsreprints/WERC/mobility_032019
https://www.nxtbook.com/ygsreprints/WERC/mobility_022019
https://www.nxtbook.com/ygsreprints/WERC/mobility_012019
https://www.nxtbookmedia.com