Maybe you’re looking to start a business and are wondering how to approach the brand aspect of the business. Or maybe you’ve been in business for a long time but know that there are weaknesses in your brand that are costing you money.
Your brand is a vital element of the success of your business. Investing money and energy into something requires an understanding of what is to be gained. Based on past experiences, I have collected the answers to the following questions.
What return on investment will this bring?
- Having a framework so that every dollar you spend on marketing follows a clear strategy.
- Having verbal and visual design tools that will connect with the heart of your potential customer and clearly communicate how you help them.
- Having the understanding to be able to own your position in the marketplace.
How will this impact the organization?
- Bring understanding and alignment among your team to work toward a common goal.
- Create clarity so that your brand can be communicated properly and consistently.
- Grant access to the powerful brand strategy for everyone in the organization. Instead of this being vaguely understood only in the owner’s mind.
- Prevent you from wasting money with unclear or scattered marketing.
- Change the team’s mindset on the power of branding and help them become brand ambassadors.
- Define action steps required to build the reputation you want.
This is an important investment for your business because:
- Without the brand core, you will waste a lot of time, energy, and money reinventing the wheel with each marketing effort.
- Without a clear brand strategy, everyone on your team will be pulling in different directions.
- Without a strong visual design, potential customers will not notice you, connect with you, or give you the chance to earn their business.
- Without a strong brand strategy, your team will have difficulty communicating consistently. Everyone will have to wing it every time and potentially miss out on a lot of sales.
- You may be blowing a lot of first impressions with a subpar visual presentation.
- There may be misconceptions about what you actually provide which leaves a lot of money on the table.
- Your unclear messaging may confuse and send a customer to the arms of your competition.
- You may be fruitlessly fighting for a position that you could never own. Not noticing there’s a huge hole in the marketplace that you could claim.
- You may be spending your money marketing a message that you customers don’t care about.