article: Key Message Blunders III
Where an authentic, compelling key message stands out and shines.
What is a brand? Why should I care?
Click on the photo to watch the video.
if you're in business, then you have a brand
Whether you have served many thousands of clients over many years or you have just served a few customers a few times, you have a brand. If anybody tells you that they can create a new brand for you, then pay no heed. Your brand goes deeper than your company logo, wordmark, and colours (visual identity) wherever they appear.
A simple, lasting impression in the mind. That is a brand.
brand varies from person to person; time to time
Effective brand management requires both authenticity and focus on a moving target: market perception. As customers, suppliers, and staff form experiences and develop expectations of an organization, they gauge its key messages as weak or strong, compelling or forgettable.
true key messages instrumental
When the market's experience of a brand is inconsistent or out of sync with expectations, then a wholistic new focus on authentic, meaningful key messages can realign marketing and brand management toward success.
what makes your company irreplaceable
From well-established companies to new sole proprietors, those prepared to learn and monitor the answers to these questions can shape their brands effectively:
purposeful stewardship required
Effective brand management is the purposeful stewardship of market perception. It follows from understanding the answers to these questions. It depends on simple, distinct, authentic key messages.
Once a company recognizes its brand as it is, then that company can:
make the right promise to the right people
Articulate Consultants help to discover how people (clients, staff, and suppliers of the past, present, and future) perceive a company. Then, Articulate Consultants can distil and articulate key messages that authentically reflect and influence the thoughts and feelings of the people that company deals with and could deal with.
After all, a brand promise that you fulfil reliably is the core of effective brand management and successful marketing. Getting this right can render a new logo and colour scheme superficial and unnecessary.
always keep your brand's promise
Integrated marketing and brand management wholistically aim to ensure an appropriate, consistent experience of the brand at every touch point. This is fundamental.
take advantage soon
For people who seek the help of an experienced consultant for expert guidance through a proven process, Articulate Consultants offers strategic brand consulting focusing on the essence of organizational identity, mission, and market perception.
Contact Articulate Consultants now for a free discovery session.
serving Canada and the USA
from Victoria, British Columbia, Canada
When the clock on the wall of Articulate Consultants says 12:00 noon,
then clocks in Winnipeg, Manitoba say 2:00 PM.
© Glenn R. Harrington / Articulate Consultants Inc.