Posts Tagged ‘brand strategy’

Strong Brands Stand Out, Shine Brighter

A smart branding strategy will help you, your company or your organization Be Visible and Get Noticed by raising your visibility among potential clients, mentors and partners. Visibility leads to awareness and awareness is critical to being top of mind among key audiences.

Strong brands are clear, concise and confident and they communicate clearly, concisely and confidently — online and off. They convey a clear Promise and Benefit and they grow stronger with reinforcement. Visual identity standards ensure that your brand is used and promoted in a consistent way which reinforces its identity and builds visibility and recognition.

A strong brand will get attention and create interest in your offering. Interest creates desire, which leads to action. Action can be as simple as clicking through to your website for more information, sending an email or picking up the phone, or it could be making a purchase or becoming a new client.

Take action to make your brand stronger, by creating a brand strategy that begins with understanding. It is important to understand WHO your target audience is, WHAT is important to them and HOW what you have to offer fulfills THEIR wants and needs (not yours). Develop a brand that creates an expectation for success and satisfaction … and then ensure that the reality matches the promise by providing exceptional service, always. … Lori Martinek, Branding Expert and Author, Owner of ED/c Partners

Six Things You Shouldn’t Have to Figure Out By Yourself

Create Stakeholder Interest, Input and Investment in your brand … right from the start. It is the best way to create an army of Brand Champions. 

Always Base Your Brand In Reality … Make sure that it reflects what exists today, NOT what you hope it will become tomorrow … or at some point in the future, once you’ve had a chance to ‘work on things’.


Keep Your Focus on the Target Audience and THEIR Needs … and how what the Benefit that you have to offer can fulfill those needs better than anyone else … or any other place … can.


Focus on Benefits, not Attributes … Always. Attributes are features and are often presented as a list. A benefit is the promise that is offered by one or more attributes. Make sure that your benefit is competitive, compelling and believable.


Branding is an Investment. Consider it carefully and call in outside expertise if you can. It is always difficult to objectively study your own backyard and see the real strengths and challenges … and …


Your Brand is a Valuable Asset. Create it, nurture it, reinforce it and strengthen it, always. Strong brands survive. … Lori Martinek, Brand Expert & Author