Is Your Brand Catching On?
Take a brand audit and see if you pass the test. |
| |
Branding is one of the cornerstones to a successful marketing strategy. It's especially important to create a positive and memorable image in today's competitive business environment and sluggish economy. Here are just a few of the benefits to building a powerful brand image.
Strong brands can charge premium prices.
Strong brands build company value.
Strong brands are more profitable (a recent study showed that businesses with gains in brand equity see gains in ROI, while those with losses in brand equity see losses in ROI).
Strong brands build customer loyalty and therefore reduce cost of sales.
We all know that it's so much less expensive, and more effective, to sell to current customers than new ones.
Perhaps more importantly, strong brands command customer preference in buying decisions.
How strong is your brand? Do you pass the test? Here are some initial questions to ask yourself:
-
Does your 100 word description clearly define WHO you are, WHAT you do, WHO you do it for & WHY? Your company messaging needs to be concise, clear, and compelling but it must be CLEAR before CUTE! Remove the jargon and self-serving phrases ("leading provider of"). If you need assistance we can help you with messaging and "Telling the Story of Your Brand".
-
Has it been tested by a sampling of customers? Perception is your reality (whether you like it or not). Make sure you find out how your customers really see you and what they value. We can create and execute a brand survey for you to gauge where you stand with your customers.
- Is your brand promise? Relevant, Accurate &Tangible
- Is your brand promise unique to you with no other competitor making the same claim? If your brand strategy looks like your competitors it isn't working for you. Make sure your brand focuses on your uniqueness with clarity and distinction.
-
Have you defined your brand personality with no more than FIVE traits? These traits will clearly define your unique attributes.
-
Do all your communications consistently present your brand elements and brand personality (logo, tagline, fonts, copy, color palette, imagery, etc.) Repetition is key to the success of the branding process.
The most important thing to consider as you audit your brand with the above list of questions is to BE HONEST! Put any ego and unrealistic ambitions aside. Capitalize on your strengths, unique qualities and be factual. This is the only way you can truly identify your brand strategy weaknesses and fix them. Don't ever modify or create a new brand based on something you hope to be but leverage who you really are!
We encourage you to take advantage of our complimentary one hour brand image check for all clients. We'll be your strategic partner to guide you in discovering, developing and bringing the right image to the marketplace. As specialists in brand marketing, we know the art of making the right impression every time! Contact us today at 760.285.1241 or michelle@thebrandingiron.net to set up an appointment for a review of your brand.
|
|
|