in Marketing
Brand Reinforcement
Steve Roop from Littlefield Agency Shares Connection Advice
Steve Roop brings more than 20 years of expertise in digital content strategy, user experience, and website development. Known simply as “Roop," he has spent over 13 years as the AI and Content Director at Littlefield Agency. Roop specializes in crafting interactive content, optimizing SEO and SEM, managing social media, and driving email and inbound marketing strategies for a diverse range of B2B and financial institution clients. His approachable style and innovative thinking make him a key player in delivering impactful marketing results for his clients.
A strong brand identity means your customer base knows and recognizes you instantly, wherever you show up—print, digital, etc. And as search engines begin to lose out to AI for people’s searching habits, brand identity is more important that it’s ever been. They can’t ask about you in an AI prompt window if they don’t know who you are. And you can’t rely on AI to tell them necessarily, either.
How can print materials contribute to shaping and maintaining a brand’s identity, and what types of print assets have been most effective for your organization?
For brand identity, print has the same function of reinforcing the brand’s relationship to the customer, same as other channels, just in a more real-world, tangible way.
In what ways can events and experiential marketing enhance brand perception and strengthen customer connections?
Activations, pop-ups, trade shows, etc. all foster emotional connections that digital alone can’t achieve. These sorts of experiences humanize brands, build trust, and invite audiences to engage with you firsthand. When people feel personally connected, they’re more likely to become loyal customers and brand advocates.
How do you ensure consistency across different marketing channels—such as print, events and content marketing—while keeping your brand identity cohesive?
It takes a village as they say, but having strong brand guidelines that your entire marketing team can leverage is vital. Ultimately, it will come down to a small handful of individuals to approve everything that goes out and they’ll all need to be on the same page.
What advice would you give to marketers looking to integrate print into their broader branding strategy in a way that feels modern and impactful?
Focus on storytelling that inspires, not just informs, making each print piece feel intentional. Thoughtfully executed print stands out through its tangible impact. Try to leave a lasting impression that will enrich your overall brand identity, working in concert with your digital efforts.