Our Work
Brand Management
If your company went away, how much heartache would it really create? We all like to think that everyone would be devastated and that our product or service is irreplaceable. The fact is, few companies understand that their brand is quite weak and even think that their brand is equivalent to their logo. Guess what, a brand is far more important than a logo. Our goal is to help companies understand that their brand must live in the hearts of their employees, distributors and consumers by providing brand elements that help in that process.
Smart network marketing executives know the difference between selling a product/service and selling a way of life. Network marketing companies sell a wide variety of product and services, but whether the executives accept it or not, the number one product they sell is HOPE. Our brand management services begins with strong brand elements ranging from web development to emotion driven copy writing. Our brand management solutions focus on helping put your brand where it belongs, in the hearts of your employees, distributors and consumers.
Branding is an ongoing process that involves specific events:
Product Definition: You can brand almost anything. It does not matter if you are branding people, products or services; however, you must start first with the knowledge of what you are branding and if it is one of many brands within your organization or unique.
Positioning: Every brand you have must be distinctive, important and designed to fill a space in the heart of your consumers.
Promise: Don’t make a promise you can’t keep. The promises you make will be the strength or weakness of your brand reputation.
Presentation: Your presentation starts with a great name and logo, but goes far beyond that. Your communications, packaging and consistency of brand elements will send a loud message into the market. Your presentation will bring life to your brand and plant the seeds of your brand life in the hearts of your fans.
Persistence: This is the graveyard of most brands. When a company launches their new brand, many brand managers grow weary of their new look and message and begin to experiment too quickly with more messages and conflicting elements. To ensure your brand’s death, change your brand manager often, don’t follow a written and enforceable style guide, introduce brand elements that really don’t work together and have a management team that won’t enforce your brand rules.
Perception Analysis: In your fans’ hearts (which is where a brand truly belongs) your brand comprises your product or service message, its promises and what you as an organization really stand for. Your brand is not what you think it is, your brand is what your fans or lack thereof think it is.
The Brand Cycle is ongoing. Based on continual analysis, your company will travel around the cycle fine tuning your statements and empowering your promises. Updating and monitoring your rules and elements will be necessary so long as if it is done in a process that keeps the needs of your current and future fans in mind.
To determine the health of your brand, each line below covers essential areas for a brand’s readiness and relevance in the marketplace. Evaluation of each will give you an idea of your brand’s health and need for rebranding or retooling.
Market Readiness Assessment Areas
- Visual Elements (logo, identity, first impressions, etc.)
- Company/Product Naming
- Website (design, usability, Web 2.0 tools, etc.)
- Employee Retention & Satisfaction
- Customer Relations (word-of-mouth, referrals, market excitement)
- Documented Marketing Processes (plans, checklists, guides)
- Content Creation (blogs, videos, podcasts, newsletter, etc.)
- Outbound Marketing Efforts (advertising, direct, SEO, PPC, etc.)
- Social Media Adoption & Implementation
- Media Relations & PR
- Packaging & Sales Collateral
- Data Collection & Analysis (CRM, web analytics, lead tracking, etc.)
- Personal Branding (owners, executives, key personnel, etc.)
- Quality & Readiness of Sales Force