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Branding & Logos

Do your branding messages accurately project the unique selling points your business has to offer customers?

Is your branding message all about how great your company’s products and services are? If YES, this will negatively impact your bottom line

Today, branding messages and images can go viral in a day—focus must be on your customer

How to Damage a Good Brand Image

An organization’s brand is its heart and spirit. It’s a living thing, to be treasured, cherished and nurtured. It’s your reputation and promise—how you walk and talk and behave in business. It’s about integrity. Even more important, a brand is how others see, perceive and speak of you. It’s not something that can be contrived by a new coat of whitewash or silly, self-serving slogans.

An organization’s brand—whether major corporation or entrepreneurial endeavor—is also fragile and can be easily damaged. And, most organizations that suffer from a poor brand image come about it because of self-inflicted actions… such as doing shoddy work, not keeping their word, cheating and lying.

—David Henderson
January 26, 2010
News Strategies

You may think branding is just about picking a good looking logo and then you’re done. Think again. A brand is a promise, an unspoken contract that a company makes with its customers. It is the way a company lets the customer know what it stands for and why it is important in their lives. Yes, your company has unique and valuable products and services to offer your customer—hopefully. However, instead of you telling people how great you are, your branding needs to focus on how your customers will benefit from what you have to offer.

Successful branding involves multiple components that work together:

  • Positioning: Defines what the brand stands for.
  • Storytelling: Captures the customer with an emotional connection they can relate to.
  • Design: The entire customer experience from business cards, to pamphlets, to radio and TV ads, to the customer buying experience online or in-person, to company operations.
  • Price: Establishes a brand’s value and worth.
  • Relationships: Makes the customer feel they are special and apart of something greater.

As articulate by Brad Van Auken of The Blake Projectclick here to find out more about common issues faced when engaged in the branding process

  • Not linking brand planning to the business’ strategic planning process
  • The brand is gradually undermined by quarter-over-quarter revenue and profit pressures
  • Focusing on short-term profitability at the expense of long-term revenue growth
  • Decreased product or service quality, the cumulative result of gradual and incremental changes to reduce costs.
  • Not keeping up with the industry on product or service innovation
  • Not really understanding the consumer, her needs, and motivations
  • Trying to be the “best” at something rather than owning a differentiating quality
  • Branding decisions are ego-driven vs. analysis-driven
  • Business managers not willing or able to make the changes necessary to actually interact with the customer differently based upon the new brand promise and deliver what the customers actually want
  • Not delivering against the communicated brand promise
  • Well thought-out marketing decisions are second guessed by non-marketers who think marketing is a matter of opinion rather than an art and a science in which experience matters
  • Limiting the brand to one channel of distribution or aligning the brand too closely with a declining channel of trade
  • For market leader: Following challengers because it’s easier and produces more immediate results, rather than creating new ways to meet consumer needs
  • Senior managers do not understand what the brand stands for
  • Frequently changing your brand’s positioning and message
  • Failure to extend the brand into new product categories when the core category is in decline
  • Defining your brand too narrowly, especially as a product category (for instance, “greeting cards” versus “caring shared”)
  • Confusing brand management with product management

As part of our Insightful Marketing Program™, we review your existing branding to ensure your company values shine through. We investigate if there are business innovation opportunities that exist, and if so come up with strategies for your company to offer even more of what your customers would like (this is integral to elevating your company to industry leader in your local). Without using platitudes, we then modify your branding message to focus on the value and benefits customers experience from using your product or service.

If your company has not been branded, we work with you to develop your unique selling points. In this way, we ensure that marketing plans, marketing materials, and your branding remain consistent and true to your company values. This allows your company’s “inside reality” to be conveyed “outwardly” to your prospects and customers, so they know what you stand for and how come buying your products and services is the most wise, logical, and valuable buying decision for them to make. And, again, we ensure this is done in a way that focusses on the value and benefits the customer will receive from your products and services.

Contact us to schedule your FREE 30 minute Marketing Leverage Analysis.