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Wednesday, March 19, 2014

The Evolution and Integration Of A Brand: The RME360 Story

Henry Ford once said, “Coming together is a beginning; keeping together is progress; working together is success.” When deciding how to market your brand, one thing about Ford’s words is especially relevant: using multiple, integrated approaches will help you come together with a variety of audiences; keep together as you establish your brand and credibility; and work together with satisfied clients as you broaden your customer base – i.e. generate leads.

Branding is a concept you may overlook; it’s not just a logo, a business card, or a brochure. It’s you. It’s your reputation, your presence, your message. In today’s social media intense marketplace, branding demands your attention. Providing consistent brand messaging and engaging with prospective and existing clients are undoubtedly core goals of any brand. In this day and age, the focus of marketing has shifted from a compartmentalized approach to an integrated approach, an approach that adds value and to your clients’ experience and that allows you more opportunities to capture their attention and acquire their business. RME360’s recent rebranding strategy and our new website use integrated marketing strategies. We wanted our site to prove we have evolved by putting into practice what we think our clients should do to build a brand and to increase traffic to their sites.

We are telling the story of our new brand through integrated advertising, content, analytics and data.  Our website is optimized for search engines and a hub of information and tools; it showcases our services and offerings, it provides tools for our marketing consultants, it provides educational tools for our clients and it is integrated with all of our social profiles. Our site went from being a static online brochure to a living, dynamic hub with smartphone accessibility that has a prominent online voice complete with multimedia, data, tags for search engines, keywords and smartphone. Our brand's story is told through a perfect integration of inbound and outbound marketing.

Integrated marketing focuses on reinforcing your overall marketing message with multiple synchronized methods that reach people who respond differently to various approaches. Using integrated marketing allows your unified message to serve customers both digitally (inbound marketing) and more traditionally (outbound marketing). Inbound marketing allows others to find you online (i.e. social media, search engines, etc…). By establishing a digital voice, RME360 is acquiring new clients and creating awareness of our brand evolution. Outbound marketing (seminar marketing, direct mail, radio/TV, etc…) allows you to educate your audience about what you offer. Through the use traditional marketing solutions, RME360 is telling people that we’ve rebranded, that we’ve evolved – and it’s working.

All financial firms should use an integrated approach to monitor the ROI through data and then constantly test and evolve. RME360 practices what we preach, and now that we've put our own best practices into play, we are an established brand with credibility, fresh content and easily found online.  Now we can share and teach others how to do the same.

Bob Wilgus is the Director of Corporate Communications and Social Community Manager for RME360. You can reach him at: bob.wilgus@rme360.com


Blog Editor's Note: This post was co-authored by, Susan Gail Taylor, our new marketing coordinator and copywriter. Watch for future posts on our blog!