Speaking to your customers and potential customers in a language they can understand is a fundamental but sometimes overlooked marketing principal. Many organizations suffer from internally-focused marketing—using the same language they use in-house to reach out to customers and potential customers that have little to no knowledge of the business. Are you communicating with your [...]
The unique selling proposition is the one overwhelming attribute of your product or service that makes it stand out from the competition. It’s the feature for which you are known in your market space. What if you could take your unique selling proposition to the next level and become the star of your marketplace? Make [...]
A strong brand is critical to the way your organization reaches out to its marketplace, customers, and potential customers. The benefits of a strong brand include, a shortened sales cycle; a narrower sales funnel; revenue growth; and improved marketplace awareness—all leading to increased enterprise value.
Marketing and sales are two, often independent, functions of the organization [...]
What is the most effective way to send a message to your audience? This question, not always easy to answer, is an important part of every marketing communications strategy. When it comes to marketing material, it is easy to do the same type of thing over and over again because that is what you have [...]
As more and more companies view their Web site as an important marketing tool as opposed to a technology novelty, the site begins to evolve into an extension of branding strategy. While once just having a Web presence was enough, organizations are now putting their sites to work, charging them with specific functions to achieve [...]
Your brand is your promise to your marketplace. Developing and articulating is the first step to communicating the promise. But the second more critical step is for your organization to communicate your branding strategy consistently.
As a communicator, you have created, tailored, and promoted your branding strategy—ensuring it is superlative, important, credible, memorable, and tangible. However, [...]
More and more, companies are relying on internal branding—the communication within an organization of the external branding strategy coupled with human resources efforts—to better serve their clients and improve employee retention. This shift toward a more comprehensive branding strategy effort has become an integral communications approach in several industries (especially those where qualified labor is [...]
Most companies would begin to build their brand with a visual identity. But how successful can a visual brand be without a strong foundation? The unique selling proposition (USP) is the foothold of that foundation—the place where all brands begin.
Your USP defines your competitive advantage. It is the one thing that makes your product or [...]
No Web site can live for ever.
Having an up-to-date Web site is an important element of any organization’s brand and identity. Experts say that the average shelf life of a Web site is two or three years. In that time, many of the ways we do business change and we need to change with [...]