… with your target audience. A brand is what an organization wishes to be known for. It is a pro-active strategic process to establish the direction, leadership, clarity of purpose and inspiration for the organization’s mission.
The touch points where your brand intersects with your clients and prospects can include:
- Public Relations
- Social media
- Business Card
- PowerPoint Presentation
- New Business Proposal
- Direct Mail
- Annual report
- Sales promotion materials
Today, there are an ever-increasing number of companies competing for your prospect’s attention. Competitors are constantly trying to steal away your clients. A strong brand can enhance your ability to attract prospects and retain clients.
- Discover who you are. Determine what it is about your company and your offerings that distinguish you from the competition. This is the tough part. Anybody can say they offer “quality” products. Be specific. Define your Unique Selling Proposition (USP).
- Assess the competition. Research how your competitors are branding themselves. Make sure that your brand is truly distinctive.
- Determine your target audience. Now that you understand what makes your company unique, research who your prospects are. What need is your brand fulfilling?
- Define your visual brand. This isn’t the time for “do-it-yourself” solutions. Work with a design firm to translate your USP into a visual brand that communicates your brand essence.
- Develop key messages. What are the key messages you want to communicate about your brand? Do a keyword search of the web to learn the words companies are using to search for what you’re selling.
- Create a great campaign. Partner with your design agency in the creation of an integrated marketing campaign, reaching across print, broadcast/cable and the web.
- Be consistent. Apply your visual brand not only to your promotional materials but also to your letterhead and business cards and especially on your products. Discard all those old brochures. Be sure your offices adapt your visual brand and don’t use anything that’s outdated.
- Be bold. We live in a visual age – YouTube videos, social networks like Pinterest and bolder and more risqué advertising Wishy-washy isn’t going to cut it if you want to break through all the clutter.
- Execute an ongoing promotional plan. Start by notifying your clients that your visual brand has been updated to reflect the exciting new developments in your company that are going to offer them even more benefits. Make them part of the process.
- Be patient. Every great campaign needs to build over time for maximum effectiveness.