The right strategy makes all the difference As companies grow, product lines expand and market conditions change, business owners often find themselves with a company brand image that no longer reflects who they are or what they do. Perhaps they started in a niche market, or with a very specific product, and built their entire…
Knowing what position your company occupies in your industry will help differentiate your from your competitors
Many business owners sincerely believe they understand their company brand. They can describe it, quantify it and explain its place in the market. They can recount corporate history and accomplishments and detail future plans and goals. These are all necessary items for communicating a company’s brand message, but they are also the most superficial ones.…
One of the most common mistakes in company branding occurs when business owners tie their corporate identity to cyclical products and services vs. their key strengths and attributes. In other words, they become famous for what they do instead of how they do it. This strategy might succeed in the short term, when a particular…
Many business owners spend the majority of their time, money and energy promoting their products and services instead of building their brand message. If your main emphasis is on your product offerings, then you don’t have a brand, you have a commodity. And commodities are cyclical – or worse, they can become outdated. With a product/service identified…