Differentiate. Or Disappear.

 

describe the imageYour brand is your most important asset. It’s also your most vulnerable one, when it isn’t thoughtfully cared for. And today, it’s more vulnerable than ever, especially with the rise of social media. (Who can forget the unhappy customer who posted United Breaks Guitars on YouTube? One estimate put the loss for United Airlines at $18,000,000 for that one incident alone!)

Your brand’s equity is the sum of all experiences and touchpoints your prospects or customers have with your company, its products, services, employees, communications, and sites—whether real or virtual. It is the perceptions of those experiences, both good and bad, that drive your brand’s overall success in its market.

The more unique and favorable those experiences are, the more your brand will stand out from the crowd. The greater your brand’s differentiation, the stronger it grows. Your brand’s differentiation provides the foundation for all of your marketing strategies —inbound and outbound.

 

Our Brand Marketing Services

We’ve worked on some of the world’s biggest brands. Brands like Apple and National Semiconductor. We bring those years of expert strategic brand planning and management to crafting the right strategy for your brand. Our services include:

  • Branding research (positioning, attributes, messaging, emotional connectors)
  • Brand positioning and messaging
  • Brand identity systems
  • Brand naming (architecture)
  • Brand launches
  • Branding campaigns (both inbound and outbound)
  • Brand reputation management

Protecting Your Brand

Since anyone with a smartphone or computer and a Facebook account can broadcast their pleasure or dissatisfaction with your brand to millions of people within seconds, it’s little wonder that all businesses wrestle with managing their brand’s image.

The smartest way to protect your brand is:

  • Ensuring your brand’s position, messages and attributes are congruent with your company’s culture, mission, vision and core values
  • Having products or services that deliver what your brand has promised
  • Ensuring employee actions are congruent with your brand’s promise
  • Clearly and consistently communicating that promise — internally and externally
  • Continuously educating all employees on the top 3 key brand talking points
  • Actively monitoring what’s being said about your brand online
  • Engaging prospects, customers and fans in meaningful and sincere conversations about their experiences with your brand

Create Your Brand's Promise with this Free Framework