A Brand must be presented with precision, lucidity, potent magnetism and an unassuming flair
Create an interest where it may otherwise have been hidden or non-existent. And leave a lasting imprint.
What you want to say likely is not what your audience wants to hear. Think differently and veer over to a voice that resonates.
The imprint that you make and maintain is based on Brand Positioning and promotion of unique Brand Characteristics which will establish these cornerstones.
Share expansively, demonstrate transparency, and grasp hold of positive and negative feedback. Be mindful of over-saturation, defensive posturing, a ‘pitchy’ or self-promoting voice, and too much wit. When you resonate with empathy, positive energy, humor and an authentic presence, you win hearts and minds.
Measure brand awareness, growth and effectiveness through response rates, reviews, customer attrition and retention, new lead generation, referrals, newsletter subscribers, and net promotor (satisfaction) scores.
Today’s consumers don’t follow the common practices of decades past. Their purchase path is unlike any chartered course that has come before.
Focus on innovative marketing and digital commerce that penetrates brand awareness and taps into all revenue channels. Sales strategies, brand materials and websites must be orchestrated for maximum effectiveness by intersecting creativity with tactical selling techniques.
The digital ecosystem is overly congested with brands that push, pitch and promote with little impact. Consumers recognize and gravitate to brands that are authentic and savvy with a compelling story and an experience that amplifies value.
Here are some key considerations for building an influential and enduring brand: