What is an effective brand?
When is the timing right to develop a brand?
How can we tell if our company needs a new brand or if the brand just needs refreshing?
How can a positioning workshop benefit our company?
Why would a company invest in doing research?
What is environmental branding?
What is an effective brand?
A great brand is a company’s most valuable asset. It can create competitive advantages and maximize earnings. A brand is what a company stands for in the eyes of its customers, employees and other stakeholders. It is both a visual and verbal representation of your company.
back to topWhen is the timing right to develop a brand?
Actually, your brand is being developed with every internal and external communication you produce. That’s why it’s essential that you create a branding platform that can be used by everyone in the company as they contribute to your communications effort, whether formally through ads, brochures and websites, or informally via customer communications, proposals and presentations. Remember too that your brand is reflected in the words used to describe your company, as well as how you interact with employees, investors, partners and customers. A well-defined brand will serve as a compass for your organization, guiding employees’ actions and establishing a meaningful presence among your various target audiences.
How can we tell if our company needs a new brand or if the brand just needs refreshing?
A new visual vocabulary can often refresh a ‘tired’ brand. However, if your company is redefining its product offerings or market strategies, a new brand may be necessary to accurately reflect the new positioning. It will also add a level of excitement to the new direction for your customers and employees.
How can a positioning workshop benefit our company?
In the course of business, few companies carve out the necessary time to truly define the company’s strengths, its competitive advantages and the unique benefits for its various target audiences. A full-day facilitated workshop will enable your management team to focus on and build consensus around these critical elements. The resulting positioning and key messages will serve as a solid foundation for all subsequent marketing activities. Our program takes the proven principals of branding used by America’s top corporations and puts them into a simple, affordable and easy-to-use process.
Why would a company invest in doing research?
Research is a valuable tool in fine-tuning or validating your market position to more effectively tell your story or it may open your eyes to an entirely new and more meaningful positioning for the organization. We recommend a combination of online quantitative research to garner widespread perceptions and trends with in-depth qualitative phone interviews for a deeper understanding of the emotional connection to the product, company or brand.
What is environmental branding?
Environmental branding is the visualization of the company brand within your company’s physical facilities. It can serve to reinforce the corporate culture among employees and new hires. It can also serve as a powerful medium to convey the company’s brand personality and competitive advantage to prospective customers visiting the company.