Growing Your Brand Assets

Okay. Raise your hand if you think brand management is just for BIG companies (like Target, McDonalds or Ford.) Wow! That's a lot of hands! Well, guess what? You're all wrong.

Brand issues are important to ALL companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality (sometimes referred to as company image.)

Think about YOUR company. What personality or image do you want to present to customers and prospects? Should it be warm, friendly, and down-to-earth? Polished, knowledgeable, and sophisticated?

Does your company's current logo and literature design reflect the image you want to present? Is your company's personality presented consistently in all forms of communication?

Are you overwhelmed now? Let me simplify. There are four key steps in brand management:

1) Positioning - identify your company's unique benefits and image.

2) Planning - develop a road map for your brand identity programs.

3) Protection - guard the integrity of your brand.

4) Promotion - build awareness of and preference for your brand.

Brand management is an ongoing process, not a destination. Bad news: the work is never done. Good news: if you do the positioning and planning up front, protection and promotion programs flow naturally.

About The Author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful business-to-business marketing and communications programs. Sign up for Claire's monthly newsletter, Communique, at www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 or e-mail to claire@claircomm.com.

In The News:


pen paper and inkwell


cat break through


Viral Marketing

Viral marketing involves the use of surf-exchanges, and if you... Read More

How To Start A Mail Order Business

The Mail Order business is not a business of itself,... Read More

The Value of a Customer

The Driver of All Marketing EffortsYou need to determine what... Read More

Is CRM Technology Living Up To the Hype?

Over the last few years the buzz about CRM (Customer... Read More

Helping Your Prospects Overcome ?Buying Fears? By Using Testimonials

You DO use direct marketing for your small business? right?... Read More

SMS for the Estate Agent - Targeted Marketing Tool, or Legal Minefield?

Imagine having at your disposal a means to immediately inform... Read More

Dont Let Your Business Cards End Up in the Trash

Business cards are such wonderfully creative little marketing products. Most... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new... Read More

Top Five Tips For Designing Marketing Strategies That Get Results

"But this won't work" said Steve. "I've tried it in... Read More

Mortgage Marketing to Realtors ? Creating a Memorable Positioning Statement

Mortgage marketing to Realtors involves having a crystal clear position... Read More

How To Create A Complete Referral Marketing System

These steps are taken from the Referral Flood Marketing Program.... Read More

Do You Really Need a Brochure?

The phone rings. Good news... it's a potential client. You... Read More

Independent Professionals: What Stands Between You and Your Artist Statement?

What Stands Between You and Writing an Artist Statement or... Read More

Profitable Marketing Programs (Part 1)

Deciding whether a particular marketing program is profitable to your... Read More

Top 10 Benefits of Hiring a Marketing Writer to Write Your Marketing Materials

1. It costs less to delegate to a professional than... Read More

Reinventing The Wheel

Revolutionary ideas have always been the mark of mankind. It's... Read More

19 Ways To Attract Higher Paying Clients

Some people have little difficulty attracting and maintaining clients who... Read More

The Name Game

Pop quiz! If you have to say goodbye to your... Read More

Packaging Trends You Cannot Overlook (part #1):

1) People are buying in smaller quantities. Our busy lifestyle... Read More

An Internet Marketing Strategy that Works

You can't put up a beautiful (or any) web site... Read More

Have You Captured Me Today?

There are many Web sites I visit every day and... Read More

Business Promotional Items ? How to Stimulate Word of Mouth Advertising

If the promotional items you give out end up in... Read More

How to Expand Your Target Markets

Are your products or services geared towards only one target... Read More

Low-Cost Marketing With Postcards

Here's a simple way you can generate lots of sales... Read More

Insiders Secret to Selling Mailing Lists

If you've got a mailing list of at least a... Read More

Marketing - The One Marketeer

I'm regularly asked to speak to people, that have either... Read More

Will Googles Gmail spell trouble for Email Marketing.

We wait with baited breath for the anticipated launch of... Read More

Like Brushing Your Teeth

What do the following things have in common: brushing your... Read More

21 Ways To Expand Your Subscriber List

Expanding your subscriber list, whether it be for your ezine,... Read More

Marketing Miracles - Do They Just Happen?

A simple answer to that is: Yes, Marketing Miracles happen!... Read More

Too Much To Do: Four Keys to Effective Delegating

Never tell people how to do things. Tell them what... Read More

Attracting Clients With Incremental Marketing

Do you ask prospective clients to go too far?Must your... Read More

Self-Promotion on a Zero Budget

Recently, I've received a few e-mails from people asking me... Read More