So you want to talk about Branding?

By Alan McLaren, Infinity Communications Inc

Does every company have a brand? Does every company need a brand? What do you think of when you hear the name of a company?
Firstly, let's define a brand. Brand is what people think about when they hear your name - it is the perception of your company in the market. Brand is more than a logo, it is more than a tag line, and it is more than a well crafted advertising campaign. A brand is what you stand for and it is how you are perceived in the marketplace.

Does every company need a brand? Every company is a brand whether you are an auto body shop or a Twenty-Million dollar enterprise. You may never have focused on your brand; you may have spent your time on building a solid reliable business with excellent service and great clients. But now you have to grow. How do you differentiate your offering?

Brand can shorten the sales cycle because your credibility is established early which saves time during the prospecting phase. Your sales people can actually increase their productivity with an investment in your brand. In our view "the Brand" or your brand is affected positively or negatively at every "touch point" you have with your prospects, suppliers, customers, potential recruits - every point you reach outside of your organization. In other words, everything you communicate with the marketplace impacts on your brand.

We believe that in order to "Live your Brand" you need to have an Integrated Thinking approach to your brand strategy. It does not start and stop with Marketing. It involves every employee, supplier, partner (and so on…) with whom your business comes into contact. It can be as simple as ensuring your receptionist
communicates your core messages accurately and passionately.

Here are a few tactics to help you build your brand.

1. Make sure your Key Messages are simple and accurately describe what you do.
2. These messages need to be embedded in all your marketing collateral, advertising copy, web site etc...
3. The messages need to be communicated internally so that all staff has a comfort level with what makes you unique.
4. If you plan to get some media exposure you need to have your spokespeople trained on the basics of Media Relations and interview strategies.
5. Your spokespeople also need to be trained in effective speaking to ensure that they enhance your company brand when public speaking in front of your prospects and clients.

Everyone that "touches" your organization in any way must come away with a good positive feeling. This enhances the essence of your brand.

"Live your Brand every day, after all - it is who you are…"

Alan McLaren, Principal, Infinity Communications Inc (PR Mentor)
"Live the Brand" || alan@2infinity.ca || 905-257-5555 || www.2infinity.ca

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