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Is Your Brand a Living Asset or a Liability?

Posted by Brian Wilson on Jul 18, 2017 2:46:00 PM
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Portrait of a serious businesswoman using laptop in office .jpegHas your brand messaging kept up with your business? Does it reflect who you are now and what makes your company different and better? The following are four key topics that will show you if your brand content is working for or against you.


1. Brand Differentiation

Does your online, video and print materials clearly state who you are, what you do and what you stand for? Does this promotional content deliver compelling reasons to choose you? Do these sales tools express your values and beliefs? Without a strong brand identity, company growth stagnates and companies struggle.

2. Relevant, Topical Messages

Did your company change offerings as customer expectations morphed? Did you recently merge? Did you recently appoint a new CEO? Have you outgrown your marketing: website, brochures, prints ads, direct mail, etc.? It’s essential to update all your content – online and offline - in creating and delivering relevant awareness and brand separation.

3. Engaging, Shareable Content

Each day 165-million Americans surf online for local businesses like yours. What will they find? Beyond the right brand messaging, you also need the right delivery vehicles and digital is key. Ever-evolving technology enables faster, easier, more robust content acquisition. Your messaging needs to reflect this in being mobile; with content available when and where your customers want to access it. Done right, this creates engaging, shareable content that builds interest and support through valuable brand insights and relevant information.

4. Branding At Its Core

While the Internet is where business is done today, what have not changed are the essential elements of branding. In fact, a 1959 print ad suggests these elements are timeless by stating nearly every topic a company must convey to build genuine brand value - and growth. You see a bald, bow-tied, steely-eyed curmudgeon sitting in a chair, fingers steepled, facing you. Next to this photo are a series of statements:

I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.

I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now — what is it you wanted to sell me?

It concludes, “Sales start before your salesman calls - with business publication advertising.” While the poster was created when print ads reigned supreme, even in today’s always-on digital landscape, the statements represent branding at its core.

If you are not effectively conveying your brand differentiators, we can help. StellaPop offers a complete suite of integrated services that do more than build your brand. They influence, impact, inspire and persuade people to act, visit, call, click, purchase and embrace a fierce loyalty to your brand.

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Topics: Branding

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