Online Company Store Program Considerations


Brand awareness is a customers’ ability to recall and recognize the brand, the logo and the advertisements. It is of critical importance in competitive situations.  In most cases, consumers do not want to go with an unknown brand.

For most companies the goal is to have “Top-of-Mind” awareness. Think of top-of-mind awareness as; when a brand pops into your mind when asked to name brands in a product category. For example if you are asked to name a bandage, the common response is Band-Aid.

At the heart of every brand identity are visual elements to create distinction. Brand standards including fonts, colors and graphic elements make up a logo. Taglines and slogans are other highly effective ways to obtain recognition. For example, American Express’ “Don’t leave home without it.”  Or Wendy’s “Where’s the beef?” Effective brand identity is accomplished through consistent use of these components.

How can brand managers control the brands image and the consistency that is critical to maintain integrity? Especially large global corporations with multiple locations, brand managers at the national headquarters are feeling pressured to maintain brand consistency across the entire organization. At the same time, local teams are frustrated that they do not have access to customized materials essential to their success. Often, although not permitted, these local teams will try to solve this on their own byway of rouge spending which puts the company’s brand at risk.

It becomes even more challenging if your brand sells products or services through other channels. Organizations that rely on agents, distributors or branch networks are often using out of date information, incorrect logos and off-brand messaging because they do not have the proper content when they need it.

Whether your goal is to strengthen your brand or create brand awareness, Proforma provides award winning brand management solutions that are delivered through an eCommerce platform. When planning an on-line company store there are many things that will need to be considered to ensure the right fit. Here are questions to ask when considering implementing an online company store.
•    What is the best solution for your company?
•    On demand or inventory/fulfillment?
•    What products will be included?
•    What is the product criterion?
•    Who will have access to the store?
•    Payment methods and reporting needs?
•    Who will own the inventory?


AboutGlenda McCarthy-Gaspar

Glenda McCarthy-Gaspar, 15+ years sales and marketing experience. After serving in various sales and marketing roles for some of Canada’s largest corporations, Glenda followed her entrepreneurial dream and started her own business in 2008. By 2011, Glenda earned her BASI (Bachelor of Advertising Specialty Information) designation. Also in 2011 she made the decision to join Proforma, the largest print, promotional and graphic communications company in North America in hopes of taking business growth to a new level. That decision paid off and has resulted in her winning numerous business awards for excellence and has achieved million dollar sales by 2014. Glenda has recently obtained her Inbound Marketing Certification to help her clients meet the demands of the digital world.

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