Sometimes I think I should put an branding eye-chart on my website for companies who have a hard time seeing the truth about their brands. If they were only 20/20 they’d be able to take on the competition from a leadership position and have clarity in their actions. If these 5 observations leave you squinting then maybe it’s time you addressed your branding optics:
1) “It’s not time to address my brand as we’re too busy. When things slow down a bit, maybe we can do something.” The time to address branding deficiencies is now. Waiting only compounds problems and when a slow down occurs, companies are more likely to follow the leader than adopt a long term strategy than leads. Because branding addresses the entire corporate experience, striking while the iron is hot, not only emboldens you but invigorates the whole stake-holder group.
2) “I do so many things – how can I not promote them all?” The rule is the more services you promote the more it costs you. Going to the door with one strong message is not only more powerful but it allows your prospect to differentiate you from the rest of the pack. Focusing on the one core service that makes the money makes you the leader in that area. Once you get through the door, then it’s the time to expose the prospect to everything else that makes you great.
3) If you’ve got a different logo on your building, your vehicles, your branded attire or your stationary and website then you’ve got an identity problem. Your only option here is to corral all of your images and decide on one that speaks to who your brand is. Maintaining the status quo will only make your prospects cross-eyed and think that maybe you own multiple companies.
4) Ignoring the professional image. When ever I see home-printed brochures and business cards, amateur logos, static websites and absentee sales efforts – I am dumbfounded as to the person’s lack of respect for themselves and their brand. At the alter of cheap, these brands tell prospects that they are not leaders. If they don’t respect their brands enough to put their best foot forward, what harm might they do a customer who gives them an opportunity? Sales are hard enough without making it more difficult than it has to be.
5) When new brands strike amazing success they do so because they have outstanding brand values. Staying true to these values keeps the brand on-track. But if it comes to pass that the brand is careening out of control and headed for disaster, then chances are good that it has failed to live up to those original brand values and has tried to cut corners. Stakeholders can never forget what the brand stands for. It’s not enough to just say it but they must live it – forever.
If these situations look like some people’s brands that you know – make them aware of this article. It beats getting bottle glass spectacles.
Identifying the branding you want for your business is a primary marketing decision that any business need to have. With the branding or brand you want your business to have is somewhat also setting up your goals. The brand you want should be one of your business goals.
@anikadavis If people understood that it is possible to hold their brands then it would definitely help in goal building – thanks Anika
Absolutely fantastic Post <a href=”http://www.thecrazypoint.com/news/wastage-of-water.html”>Wastage of Water</a> Lots of great information and inspiration, both of which we all need! Thank you for another great article.
Absolutely fantastic Post Wastage of Water Lots of great information and inspiration, both of which we all need! Thank you for another great article.
Such a very useful article. Very interesting to read this article. I would like to thank you for the efforts you had made for writing this awesome article.
http://www.thecrazypoint.com/news/wastage-of-water.html
Some commentators have suggested that its publication marked the beginning of the modern marketing movement. Its theme is that the vision of most organizations is too constricted by a narrow understanding of what business they are in. It exhorted CEOs to re-examine their corporate vision; and redefine their markets in terms of wider perspectives. It was successful in its impact because it was, as with all of Levitt’s work, essentially practical and pragmatic. Organizations found that they had been missing opportunities which were plain to see once they adopted the wider view.
URL : http://www.addvalue.com.au
One reason that short sightedness is so common is that people feel that they cannot accurately predict the future. While this is a legitimate concern, it is also possible to use a whole range of business prediction techniques currently available to estimate future circumstances as best as possible.
@RickPuaPila Thanks for your input Rick. Can you give us some for instances on those prediction techniques?
@super1 This is a lame way to promote your sites for search engines super1.
 @Ed Roach  @super1 It does however grant you with an appropriate ban and delete follow-up to boot.
On point number four you mention the shame of home-printing. However, you don’t offer any advice as to where one should take their printing needs. Is there a specific printing service for say brochures or booklets that you prefer/trust, or would you say that it changes depending on the product desired?
@Postcards Good point- that was an over-sight. Depending on what it is, I suggest a professional printing service. For instance I use 4over.com for all my business cards. I’ve used Vistaprint.com for postcards and local printers for items where I follow a dieline and am uncomfortable doing it from afar.
Thanks for posting your near sighted brand.
 @Quick Cash Advance your welcome
I shared this article! 😉
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Jonathan G.
Skype: JohnG64
 @barrosa Excellent, thanks.