Put your marketing and branding on solid ground. Think about the whole range of potential marketing channels including physical environments like retail storefronts, signage, offices, conference rooms and trade show booths/systems. This sort of informal audit of touchpoints is a fundamental first step to evaluating brand consistency, brand disconnects and brand opportunities.
Our expert brand strategists are experts because they are brand designers. Simply put, the best brand strategists are also brand designers — graphic designers working with a complete knowledge of business brand strategy, positioning and messaging. These are people who build strategic brands by hand — the form, the meaning, the human connection, the positioning, the unique characteristics and the expression of brand personality. Most non-designer brand strategists are regurgitating some book written by experts at the big brand shops like Landor. And then you can only hope it’s an author that competent and truly experienced.
Does your brand inspire you? If it doesn’t, how can you expect it to inspire anybody else? Are you proud of your printed marketing. Does it tell a compelling story about who you are and what you do? Or does it just list features and bullet points and perhaps a lofty paragraph about your commitment to quality or service? Or maybe you don’t have any printed marketing. And print is the one marketing asset that shows you have the guts to put your beliefs on paper. In short, a company with well-designed print marketing to support web content is orders of magnitude more credible than a company that is purely digital.
Was your website designed by a web “programmer?” who fancied themself a professional graphic designer or even a writer. If so, you probably don’t “love” your website. Virtually every new client brings with them a website that might work technically, and even perform well in the search engines, but rarely are these websites closing any business. they aren’t even keeping visitors around to set the stage for a sale. What they are doing is building barriers to business by undermining a company’s credibility. Amateur design, poor typography, boring messages, stock photos and nothing original are instant signs that a company is not working at a professional level across all ares of the enterprise. And that is a fact. Bad design undermines business.
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