In this series of posts, we are covering how I get started with a client. These questions help clients understand where they should target their marketing efforts.
Our second variable to look at is whether your company has a strong company brand. Strong company brands are obviously a help in marketing efforts because your clients know who you are. We consider a strong company brand one that is prevalent and correct.
For many clients, having a prevalent brand is vital. When you say the company you are calling from, a prevalent company brand means the customer already has a set of expectations and understanding of what you do. Typically a strong company brand is built through more traditional advertising as the message has to hit home often.
We say â€œcorrectâ€ because there are times when a brand message is out in the market place but it isnâ€™t the message the company wants. I once worked with a company that had a brand perception in the marketplace as â€œsleepyâ€. That was the word used to describe their over 50 year presence in their market space! Clearly this was not something they wanted their clients to say so we had to attack the brand message knowing we were counteracting â€œsleepyâ€.
If you arenâ€™t sure if your company brand is strong, consider how people react when you tell them where you work. Do they immediately know what your company does, or do they look at you expectantly needing more information? From there, you need to determine what message you want with your brand. With that in mind, we are able to build a program to meet that objective!