Locally Branding a Nationwide Business (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Legal Shield Independent Agent Zia Cross

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  On our radio show Ask Those Branding Guys™, we discussed branding and marketing of a national business at the local level.

Joining us on the show was Zia Cross, independent agent for Legal Shield, an international company offering a wide variety of legal services to individuals and businesses.  Zia competes locally with other Legal Shield representatives as well as other providers of legal services.

To differentiate herself in the market, Zia focuses on small businesses in Santa Fe.  She has been a small business owner and identifies with their needs.  To promote her brand, Zia strongly believes in networking and building relationships founded on trust; she generates a large portion of her business through referrals.  Zia thinks of herself of being in the "peace of mind" business.

Zia has informational material that she shares in face to face meetings.  Legal shield also has an iPhone app, available to everyone, which provides answers to simple legal questions.  Glover encouraged Zia to assist potential clients to add the app to their phones; this may keep Zia top of mind when they need additional legal advice.

To support her business Zia has a website, Facebook page and has also claimed her Yelp page.  She is expanding her usage of LinkedIn, Instagram and Twitter.  Glover suggested leveraging the Legal Shield FAQ  as outbound content.  Zia loved the idea and recognizes the importance of sharing relevant content and engaging customers.

Zia’s biggest challenge is standing out as a local independent agent while working within corporate marketing guidelines.  Those Branding Guys suggested that Zia be visible is as many places as practical since you don’t know where customer will hear about you.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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