Whether your business is large or small, whether you rely on an active sales force or advertise so that customers will come to you, marketing is an essential part of bringing in new customers. And, when you’re marketing, sometimes getting back to basics is the best way to keep your strategy strong. There are many must-have marketing tips—these are four of our favorites.

1. Plan Ahead—No, Farther Ahead
Businesses large and small know the value of planning ahead, but in marketing you might want to plan ahead farther than you think! Thinking several months in advance will ensure that you have the time necessary to create ads, get photographs for social media posts, and get your talking points ready. Not only will this ensure that you are ready, it also means that you won’t be in a pinch if you are approaching a deadline and one of your customers comes to you with a pressing concern.

Need an idea for what to do? Look no further than your suppliers’ marketing calendars. Not only do many of your suppliers—including Navitor—give you a look ahead at what products will be on display in the coming months, some offer free sales tools that you can use to give your marketing a boost.

2. Don’t Just Say What You Can Do—Show It Off
Do you have great quality print? A picture—or a sample—is worth a thousand words. Do you offer a wide variety of products? A digital catalog will show your customers just how wide your selection goes. Do you promise friendly service? Have your smile ready for when customers walk through the door. Showing your customers the value you offer them will help make that value more real and get them more emotionally involved in the purchase.

3. Keep the Audience in Mind—It’s Your Customer
It can be tempting to think about what you want when marketing your business, but remember that anything you send out to your customers has to speak to what they want and need. Your marketing is about showing your customer that the print pieces you offer are the solution to their problem, whether they know it or not. By thinking about how your customer would feel about what you’re saying, you will ensure that you’re always speaking to those needs.

4. Don’t Leave them Hanging—Always Have a Next Step
Having a clear call to action is a common suggestion when you’re building your marketing pieces, and there’s a reason it’s essential. Whether you want your customer to head to your website, give you a call, or wait for your email once you’ve got their order quoted, knowing what comes next will help keep up your marketing momentum.

And what’s your next step? We’d love to see your must-have marketing tips in the comments below.

Often, interacting with a business is about more than simply placing an order for a product—it’s about connecting with the business almost as if the brand itself is a character. Brand personalities are embodied in the way a brand speaks and behaves, and those personalities resonate with people. Not only do they make the brand easier to identify, but they also encourage customer loyalty.

Whether a brand has a single, strong personality trait or finds itself somewhere between the two, a brand personality can guide marketing efforts and give customers something to connect to. So, have you met any of these brand personalities? And does your business fit one of them? Read on to find out.

The Everyman
Have you ever come across a business that wants to reach everyone? Their brand should probably be an everyman. They’re down to earth, they’ve got wide appeal, and they’re very genuine. They often work with universal products like denim or grocery store staples. Is this brand personality a little boring? Maybe, but they’re generally likeable and relatable.

The Rebel
The rebellious brand is often a brand that is reaching out to customers that want to disrupt the status quo. They might sell edgy clothes or specialize in the needs of a niche community. They’re brash and aren’t afraid to shock. They don’t have the general appeal of the everyman, but they’re well-suited to their particular customer base.

The Hero
The hero is here to save the day! These brands are often built around a product that helps people improve the world, whether that is helping them improve their own lives, address a social problem, or helping people take action.

The Nurturer
The nurturer is a quieter brand, especially when compared to the hero, but its focus on sincerity, kindness and thoughtfulness can make customers feel comfortable and well-cared for. These brands often put a premium on customer service and goes above and beyond to provide excellent service to the people who do business with them.

The Jester
Are you looking for a brand that lets you have a laugh? The jester is that brand! They might offer products that are focused on recreation or they might just want to give a positive customer experience, but either way the jester approaches customer interactions with humor and is always trying to ensure that everyone has a good time. This approach is less common with more serious markets—for example, you might not want to crack a joke while selling safety signage—but the jester can be found in a wide variety of places putting a smile on consumers’ faces.

The Creator
Innovative and maybe a little artistic, the creator is a brand that encourages self-expression and individuality. It’s artsy, and may play fast and loose with a few of the conventional rules. This brand probably also has extraordinary design behind their marketing.

Does your brand have one of these personalities? Do you combine two of them? Or are you working to build your brand’s personality? We’d love to continue the conversation with you in the comments below.