Your business needs a face. We will help you develop a marketable image. Most of the world’s best businesses have strong brands positioned against competitors.
Small business and professionals need a to have even more effective Brand positioning because they have limited marketing resources and they have to use them effectively. It’s key that you devote your time and attention to this process before you spend any money in marketing. Brand positioning consultants who have experience conducting this process with multiple companies can help a business develop the best possible positioning. Brand positioning impacts everything, including the corporate culture of your small business. Make sure that the culture that you have within your organization is in line with your proposed brand identity.
Create a personality for the company, the product or service. Just as you would for a real person, reflecting aspects of the actual reputation, attitudes and behavior.Build a relationship with your target audiences based on the brand’s personality, history, and benefits of the relationship. Build this relationship consistently over time, using advertising in addition to all other communications, including the way employees are trained to interact with customers. Be sure to craft a brand story, whether short or long, that introduces the brand and communicates brand values and history. Reinforce the relationship and trigger recognition with consistent visual symbols. These symbols can include everything from a color scheme and logo to a brand character, or images of the president or founder of the company.
The Nike brand has historically reflected the personality of athletes, beginning with American distance runner Steve Prefontaine of the University of Oregon. Companies have personalities. Some companies, especially small companies, reflect the personality of the owner, the founder, or the CEO.
The same can be true of larger companies, although very large companies tend to loose a sense of personality unless they are very well managed. Companies have a culture. And they have values, such as compassion, achievement, learning, or innovation. To find out what those are, you may wish to interview a selection of employees. It is important, as you define the firm’s personality, to be guided by the personality you see in the people, values, and practices of the company. You do not have to portray a mirror image of company’s personality as you see it. But you should not portray something that is not. For instance, if the company is greedy or stingy, don’t portray them as generous. Don’t be afraid to work with one aspect of company behavior that is unusual or outrageous or interesting, such as a notoriously wild annual employee party. Or nervousness about the competition.