The Herald Bulletin

Morning Update

Local Business

November 6, 2013

Susan Miller: What is your owned media?

(Continued)

Owned media is all of the little things that come together to define your brand, including your physical facilities, your employees and your technology. A colleague recently told me about an office furniture maker that has been in business more than a century, no doubt in part because of its owned media.

This company is more expensive than its competitors, but it does some things that give it a “sparkling” edge. When its vehicles are within 10 miles of a delivery destination, the driver goes through a truck or car wash. The furniture not only arrives in good condition, but it arrives in a gleaming vehicle, reflecting the company’s commitment to quality and care.

You may not have a lucrative ad budget or an opportunity to place a story in the news every day, but there are many assets your business can “own.” Decide what unspoken attribute sets your business apart, then own it.

Susan Miller is owner of Ewing Miller Communications, an Anderson-based marketing and public relations firm. Her column runs on the first Thursday of each month. Write to her at susan@ewingmiller.com.

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