Brand Challenge

Technology & Marketing Articles

Brand Challenge

Define, implement and control your brand to improve sales!

Critical to your business, whether it is large or small, retail or B2B is your Brand. Having your own unique identity will differentiate you from the competition. Effective brand implementation gives you the upper-hand in competitive markets. The challenge is for you to define, implement and control your Brand in a way that evokes a desired response from your clients.

Your brand is your promise to your customers. Essentially, it’s an indication of what they can expect from your products and/or services. How do you want your clients and prospects to perceive your company: high-tech, friendly, exclusive, best quality, low cost, good value, innovative, globally responsible, etc.? You can’t be all things to all people. To define your brand, you need to be able to answer the questions below:

  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?


Create/design your visual brand – logo, colors, fonts, images and layout templates for all your collateral materials, advertising, websites, email newsletters, and social media sites. Create/write your copy in the desired tone (voice brand). Decide on how (print, web, tradeshow) and to whom (age, gender, occupation) you plan on communicating your message. Implement a strategy for all communications including collateral materials, sales calling scripts, advertising campaigns and so on. Understand your target and use the most effective media to reach them.

Make sure to use your brand consistently. The tone (words) and image (visual aspects) of your company need to represent your brand at all times. Be sure that your brand is recognizable and is perceived as intended. If you’re using social networking sites – the task becomes more difficult and will require additional diligence to control.

Do your research. Learn what your current and prospective customers think about your company. Don’t rely on what you think they think. Know what they think. For some customers it may be appropriate to ask them directly but for most clients and/or prospects a short online survey can be very revealing.

Need help defining, implementing and/or controlling your brand?
Call 908-534-3410 or email Debra 

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