Your brand is more than your logo, name or slogan —
it's the entire experience your prospects and customers have with your company, product or service.
Your brand strategy defines what you stand for.
It requires, at the very least, that you answer the questions below:
• What is your company's mission?
• What are the benefits and features of your products and/or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?
Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off.
Write a memorable, meaningful and concise statement that captures the essence of your brand. Design custom templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
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Just think of the people online every day seeking through websites, looking for just your service or product. Are they finding your site for their needs, or that of your competitors’?
The wow factor is your senses telling you to pay attention. It’s the solution that reaches out and grabs you because it’s strategically on target and surprising at the same time.