When the economy is in a downturn, marketing spending historically also decreases. Yet, this could also be a time to work smarter to stand out and capture market share.
Gratitude Is the Attitude.
But First, Brand
When I begin collaborating with a new client, the first thing I like to start with is a brand workshop. Taking the time to define and articulate a brand is a natural first step for any strategic marketing partnership. Sometimes, people immediately think of a logo as a synonym of the brand. While the logo is very much a part of the visual identity, it is one small piece of a brand. For a quick “what is brand?” refresh, please click here.
Brand Is Everything.
A clean, concise brand is at the center of my business model. What does it mean to you…and to the people you are trying to reach? Taglines and key messages often stem from the brand work I do with my clients—including a clear documentation of offers and services, competencies and values, and main differentiators.
Often, my clients are local outposts of a national brand. While the national brand values rightfully dictate so much of what my clients can communicate, there is still language—a local essence, if you will—that is paramount to include. For example, companies in Las Vegas are very proud to be members of the Nevada business landscape. But if an organization isn’t community-minded—or fails to properly pronounce the state’s name as Ne-VAD-uh—it may not be recognized as a local business. Keeping the national brand guidelines while staying true to the local flavor is critical in branding.
After the brand session that I do for my clients is complete, they have a clear documentation of all that the brand entails. Correct Pantone colors and fonts are at their fingertips for future graphic design projects. Messaging is available ready to plug into a website update. The target audiences are identified and on the forefront of the mind when creating a new advertising campaign.
Positive K Says, “I Gotta Brand. What’s That Gotta Do with Me?”
1992 hip hop music reference aside, what if you’re thinking, “But what if I already have a brand?” When engaging with a new partner, it is always a great idea to be aligned on the organization’s brand, even if it is current and doesn’t need a refresh. And always, if at first you don’t succeed, brand, brand again.
What does your current brand say about you and your company? A brand workshop is an excellent exercise to experience. It will ensure that your brand is still accurate and help you showcase what you do best in the world. Contact us today if we can help create, review, or retool your brand.