Brand Introspection
Boost Your Brand Without Inflating Your Budget:
Two More Low-Cost Assets You Can Leverage
Right Now
Brenda S. Bence
In my last article, I talked about Brand Positioning, the first of five branding assets you already have that you can leverage
immediately to make your brand stand out from the crowd, without needing to empty your bank account. Now, let’s cover
low-cost Assets #2 and #3 – your customers and your products/services.
1. Your Existing Customers -- Branding Gold
Maybe you’ve heard the saying, “Make new friends, but keep the old… one is silver and the other gold”? Well, when
you’re running your own business, these “old friends” are your current customers. Just how golden are they? Studies
show that it costs six to nine times as much to attract a new customer as it costs to keep an existing customer happy.
This concept can directly impact your bottom line. Think of this way: If you have $100 to spend on marketing, would
you rather spend it on a customer who already believes in you, who has had a positive experience with