Here’s What’s In A Great Marketing Tool Box…

toolboxYour brand is anchored in what differentiates you. Without that differentiator, you have to fall back on image or (god forbid) price. A good number of small businesses think to raise the bar they have to changes their logo, update their image and refresh that website. I’ve sat through enough meetings with graphic designers who still push this antiquated notion. My background is in graphic design so I have a healthy respect for the industry. But, I don’t rest the success of communication and sales initiatives squarely at the feet of design. Design from my perspective is the compliment to great branding.

Give me something that absolutely resonates with your customer and then wrap it up with great design so that your overall communication is outstanding and really positions the customer as a leader in their category. That’s a story worth telling. Graphic designers today have a tendency to not understand fundamental marketing. Most (that I know) have never taken a marketing course. Graphic design courses in this region don’t have marketing as part of their curriculum. To these isolated designers, it’s an us or them attitude.

How many presentations on social media have you been to where they compare social media to off-line media as if they were rivals. ie: doing this and this social thing will save you the cost of print, radio and TV. Email marketing is much more beneficial than direct-mail marketing. Stupid. It’s all about fit – NOT us or them.

The fact of the matter is, they are ALL tools in your brand tool-box. Online marketing is spectacular and combined with traditional media can be incredibly powerful. The Kardasian’s may have millions of Twitter and Facebook followers but without television and print coverage how long do you think they’d last. When the day comes and the public tires of them and they no longer exist in the visual media – THAT will be the true test of their brand power.

My promotional efforts include on and offline, and face to face efforts. And every single effort I put out there has to be absolutely consistent and powerful. My brochures aren’t printed on my office printer. My business cards to come in a sheet | have to tear apart. My web efforts weren’t developed for the price of a case of beer. But I didn’t spend a King’s ransom either. Everything involves a fit. What works for your brand. Overall what is it saying to your audience as opposed to what your competitors are saying. Are you leading or following?

Peer deep inside that tool box and foster a strategic plan than carries your brand along as authentic and as powerful as your marketing budget affords you.

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.


  1. The concept and design are two important things for a site.

  2. LoulitaLinda says:

    I do not know myself well enough referencing for me to give my opinion There are many other WRistes confirmed who will guide you and give you quality advice. I am among those who think that if you do not master a subject best avoided talking about it. Otherwise for the risk of falling enrollment. It’s possible. Should be tested to see =) good luck!

  3. sintu kumar says:

    Thanks for the information..Great work

  4. Good and nice post
    Thanks & regards

  5. Thankyou Kassser and sintu.

  6. Elementality says:

    It’s important designers and marketers work together, as their skills are complimentary. It is also important to note that flawless design is part of a great marketing strategy.

  7. hi

  8. Achieving the consonance with the expectations of your potential customers expectations is the key to any marketing campaign. The Better the segmentation, the better would be the targeting of the customers. The key thing to clinch the market is how you project your offering and how do you get your customers follow you.

  9. vanessa_xilium says:

    True, I could no longer remember how many times traditional marketing have been compared to online marketing and vice versa. None of the two is a substitute of the other. And when both used together can really become powerful. Thanks for this post.

  10. kelvinyau2009 says:

    nice share, and both online and off line marketing are important, and it all depends on your marketing plans and target audience.

  11. Great post. Whatever your brand is, you need creative marketing that borrows from traditional marketing and online marketing. It must be done. I can’t think of anything more limiting than a business owner saying, “We’re not going to try that”, when very clearly it will do everything to advance your brand. 
    Thanks for the post!

  12. TarekZidan says:

    I am a junior in this field,I learned so much from your experience in your electronic marketing.

  13. @SaarajonesJones Glad to be here for you.

  14. You’re right. It is not about the design that attracts people to your site. I know some successful marketers who have lousy sites, yet, they earn thousands of dollars per month.

  15. Agreed, you need a full range of tools at your disposal to make sure your brand gets out there!

  16. unique idea and the targeted audience are the key element for getting success in the branding a great help by this fantastic blog

  17. I am really glad to read this post which includes plenty of helpful information, thanks Ed Roach for providing these information.

  18. I agree Ed. Too many businesses abandon one type of marketing for another. When the truth is all should be utilized in a combined effort to reach as many potential customers through the medium they prefer to accept your message as possible. Each should compliment the other to spread the word.

  19. fan85 I think good design helps give you credibility. How much further would those marketers be if they not only had a great service but also looked so much more professional?

  20. mdfskirting Thanks for your affirmations guys. Keep coming back.

  21. Agree
    that with design and updates you have to go with tools also. Both
    offline and online marketing is required for brand promotion.