My first day back from the holiday break is usually an exercise in organizing files, deleting old e-mails and thumbing through unread trade publications. However, yesterday was different. I’m not sure if it a sign the economy is strong, the fruits of my firm’s marketing efforts, or that prospective clients are especially ambitious in 2007. It’s probably a combination of all three.  
 

I received at least a half-dozen new business inquiries yesterday, the same number my company typically receives in a month. This is significant, not only because Jan. 2 is usually a slow day, but also because my business relies heavily on leads from word of mouth referrals and testimonials. We have found traditional advertising doesn’t always work on its own and that it must be complimented through other efforts.
 

So why is this significant and how is this applicable to your business? First, let me provide a brief introduction because this is my first entry. We, my colleague Aubrey Cichelli and I, will be contributing to this blog weekly, examining issues related to public relations and marketing and providing insight and ideas that we believe can make a difference for your organization. I am co-owner of The Intrepid Group, which is the second largest standalone public relations and marketing agency in Utah, and Aubrey is a senior communication executive. We have experience working with organizations ranging from Fortune 500 companies to start-ups and non profits (more information is available www.intrepidpr.com).
 
Because we are a boutique type agency and our marketing budget is limited, we strive to take advantage of every opportunity to brand our company. It’s also something we work to apply with each of our clients.
  
It may seem random and unlikely but our most important and impactful marketing piece each year is our holiday card. Instead of sending the traditional store bought version or going to the extent of having our company’s logo monogrammed, we go all out with a creative theme, picture and design.
 

This year we modeled the card after the NBC sitcom “The Office,” with the staff dressing up as characters from the popular show. This required lots of planning and a small investment in a good photographer and printer to create a finished product that appropriately represents our brand and creative approach to public relations and marketing (the card is posted at www.intrepidpr.com).
 

The card has received rave reviews from clients, new business prospects, local media, the editor of a prominent national business magazine, and was passed around the corporate suite by the president of a large publicly traded company. We received requests to post the card on our Website so that, in the case of one recipient, “I can send this to my friends so they will understand why I am laughing so hard.”  
 

The reason we go to this effort on something as seemingly mundane as a holiday card is because we recognize the importance of taking every available opportunity to brand ourselves and differentiate ourselves from its competitors. Many companies tout their creativity, and talk big about their capabilities, but fail to demonstrate these characteristics when it matters the most.
 

Stop and think about your company. What differentiates you? What characteristics do you and your organization embody? What do you want your key publics – shareholders, employees, clients, consumers, etc – to think and believe about your company? And then examine every piece of external communication, from e-mails to memos to advertisements to holiday cards, and evaluate whether or not it demonstrates those characteristics. Are you really taking advantage of every available opportunity to brand yourself?
 

If not, perhaps 2007 is the year to start.