[et_pb_section fb_built=”1″ disabled_on=”off|off|off” _builder_version=”4.24.2″ width_tablet=”” width_phone=”100%” width_last_edited=”on|phone” max_width=”100%” custom_margin=”120px|0px||0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” hover_enabled=”0″ global_colors_info=”{}” custom_margin_last_edited=”on|desktop” sticky_enabled=”0″ custom_margin_tablet=”120px|0px||0px|false|false” custom_margin_phone=”120px|0px||0px|false|false”][et_pb_row use_custom_gutter=”on” _builder_version=”4.16″ width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” custom_margin=”0px||||false|false” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_slider use_bg_overlay=”on” bg_overlay_color=”rgba(0,0,0,0.57)” use_text_overlay=”off” _builder_version=”4.16″ height_tablet=”400px” height_phone=”300px” height_last_edited=”on|tablet” custom_padding=”260px||215px||false|false” global_colors_info=”{}”][et_pb_slide heading=”Marketing \/ Brand Strategy \/ Creative Development” heading_tablet=” ” heading_phone=” ” heading_last_edited=”on|tablet” _builder_version=”4.16″ background_color=”#FFFFFF” background_enable_color=”on” background_image=”https:\/\/cminyc.com\/home\/wp-content\/uploads\/2020\/05\/brands-w600.jpg” background_enable_image=”on” background_size=”contain” global_colors_info=”{}” sticky_transition=”on”][\/et_pb_slide][\/et_pb_slider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.16″ custom_padding=”30px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text content_tablet=”<\/p>\n
Economic globalization, global choice, competition and the spread of technology have made brands the most effective way to cut through the clutter to building long-term brand value.<\/p>\n
The CMI view of brands is that they emerge from the interactions of customers, employees, and media not growing from the top down, but from the bottom up in a distributed social network.<\/p>\n
The process of constructing a brand strategy is more complex than most companies think.<\/p>\n
A company\u2019s brand identity is a unique set of associations that a brand aspires to maintain with its customer; associations that should represent the strategic goal for the brand.<\/p>\n
Every representation of a company\u2019s image that people see, whether it\u2019s corporate stationery, brand names, a product and its packaging, a brochure or annual report, a logo in an ad, a sign, graphics on a vehicle, or a name badge worn by a counter clerk, can successfully shape opinion of key audiences and offers an opportunity to win respect and admiration. The word %22brand%22 comes from the Swedish word %22brandr%22 which means %22to burn.%22 The branding of cattle helped distinguish property that got mixed together after a long road on the trail, when cattle were separated by a ranches brand. The brand carried the reputation of the rancher and needed to be easily recognizable.<\/p>\n
Business and organizations can successfully shape opinion of key audiences by strategically managing and delivering the many vehicles of their communication program that represent their brand.<\/p>\n
That\u2019s why successful companies hire CMI brand strategy, brand consulting, and brand management services, to plan and produce relevant business communications.<\/p>\n
Relevant expertise is not necessarily expertise in the same industry or product category, but more importantly, experience in handling similar problems for similar-sized organizations and product categories, or with similar target audiences. Notice how the banking industry branch interiors are moving toward a retail \/ hotel feeling and how McDonald\u2019s is appearing more like Starbucks.<\/p>\n
They realize that they need professionals to help them figure out which message to send out and how to deliver it and make it memorable and compelling, transferring lessons learned from other industries to the problems at hand.<\/p>\n
” content_phone=”<\/p>\n
Economic globalization, global choice, competition and the spread of technology have made brands the most effective way to cut through the clutter to building long-term brand value.<\/p>\n
The CMI view of brands is that they emerge from the interactions of customers, employees, and media not growing from the top down, but from the bottom up in a distributed social network.<\/p>\n
The process of constructing a brand strategy is more complex than most companies think.<\/p>\n
A company\u2019s brand identity is a unique set of associations that a brand aspires to maintain with its customer; associations that should represent the strategic goal for the brand.<\/p>\n
Every representation of a company\u2019s image that people see, whether it\u2019s corporate stationery, brand names, a product and its packaging, a brochure or annual report, a logo in an ad, a sign, graphics on a vehicle, or a name badge worn by a counter clerk, can successfully shape opinion of key audiences and offers an opportunity to win respect and admiration. The word %22brand%22 comes from the Swedish word %22brandr%22 which means %22to burn.%22 The branding of cattle helped distinguish property that got mixed together after a long road on the trail, when cattle were separated by a ranches brand. The brand carried the reputation of the rancher and needed to be easily recognizable.<\/p>\n
Business and organizations can successfully shape opinion of key audiences by strategically managing and delivering the many vehicles of their communication program that represent their brand.<\/p>\n
That\u2019s why successful companies hire CMI brand strategy, brand consulting, and brand management services, to plan and produce relevant business communications.<\/p>\n
Relevant expertise is not necessarily expertise in the same industry or product category, but more importantly, experience in handling similar problems for similar-sized organizations and product categories, or with similar target audiences. Notice how the banking industry branch interiors are moving toward a retail \/ hotel feeling and how McDonald\u2019s is appearing more like Starbucks.<\/p>\n
They realize that they need professionals to help them figure out which message to send out and how to deliver it and make it memorable and compelling, transferring lessons learned from other industries to the problems at hand.<\/p>\n
” content_last_edited=”on|phone” _builder_version=”4.16″ text_font=”Arial||||||||” header_font=”Arial||||||||” header_font_size=”40px” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”2_5,3_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_3_font_size=”24px” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/cminyc.com\/home\/wp-content\/uploads\/2021\/10\/branding-9-step.svg” title_text=”branding 9 step” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_toggle title=”1. Consider your overall business strategy.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
If you have a well-differentiated brand, growing your firm will be much easier. In this environment, many are coming into existing markets with plenty of competition. But what type of firm do YOU want? How are you planning to grow or function? Your overall business strategy is the context for your brand development strategy, so start there. If you are clear about where you want to take your firm, your brand (the unspoken promise to the customer) will help you get there.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”2. Identify your target clients.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
Who are your target clients? Don\u2019t say \u201ceverybody\u201d \u2013 that\u2019s a big mistake. Research shows that high-growth, high-profit firms focus on clearly defined target clients. The narrower the focus, the faster the growth. The more diverse the target audience, the more watered down your marketing efforts will be. So how do you focus on the right target client group? See the next step.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”3. Research your target client group.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
Spend some time and check them out. Firms that systematically research their target clients grow faster and are more profitable. Those that do research more frequently (at least once per quarter) grow faster still.<\/p>\n
Research helps you see the world from the clients\u2019 perspective, prioritize, and anticipate their needs and align your brand (your promise) to resonate with them. Research also tells you how they view your firm\u2019s strengths and your current brand. As such, it dramatically lowers the marketing risk associated with brand development.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”4. Develop your brand positioning.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
You are now ready to position your brand (unspoken promise to the customer) within the marketplace (also called market positioning). How is your firm going to \u201czig\u201d when others \u201czag\u201d and why should potential clients within your target audience choose to work with you?<\/p>\n
A positioning statement is typically up to 3 to 5 sentences in length and captures the essence of your brand positioning. It must be grounded in reality, since you will have to deliver on what you promise. It also needs to be a \u201cstretch\u201d so you have something to strive for.<\/p>\n
Pizza Hut mission: To be the first-choice provider for every pizza occasion.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”5. Develop your messaging strategy.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
Your next step is a messaging strategy that translates your brand positioning into messages to your various target audiences. Your target audiences typically include potential clients, potential employees, referral sources or other influencers and potential partnering opportunities.<\/p>\n
While your core brand positioning must be consistent for all audiences, each audience will be interested in different aspects of it (also known as segmentation). The messages to each audience will emphasize the most relevant points. Your messaging strategy should address all specific concerns and needs. This is key to making your brand relevant to your target audiences.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”6. Develop your name, logo and tagline.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
For some firms, a name change is not required. But if you are a new business, are undergoing a merger or have a name that no longer fits your positioning, a name change may be in order. Even if you don\u2019t change your firm name, a refreshed or new logo and tagline may better reflect your brand positioning.<\/p>\n
Reminder: Your business name, logo and tagline are not your brand. They are elements of your brand\u2019s identity, the methods used to communicate, convey, represent, reinforce or symbolize your brand.<\/p>\n
Avoid the mistake of showing the new logo around internally to get a consensus. The name, logo and tagline are for your marketplace and should be evaluated on how well they communicate and function, not how much they are liked internally.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”7. Develop a content marketing strategy.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
Content marketing is particularly well suited to professional services firms in the information age. It does all things traditional marketing does, but it does them more efficiently. It uses valuable educational or informational content to attract, nurture, benefit and qualify prospects.<\/p>\n
Remember that your brand strength is driven by relevance, reputation and visibility. Increasing visibility alone, without strengthening your reputation and being relevant, is rarely successful. That\u2019s why traditional \u201cawareness-building\u201d advertising or sponsorships so often yield disappointing results for the expense. Content marketing increases visibility and reputation at the same time and is also the best way to make your brand relevant to your target audiences.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”8. Build a marketing toolkit. ” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
The next step in the process is to develop the balance of your marketing toolkit. This might include one-page sales sheets or \u201cOne-sheets\u201d that describe core services offerings, NAICS codes or key markets served. In addition, there may be a brief \u201cpitch deck\u201d that overviews the firm or key offerings and an e-brochure about the firm. These are rarely printed pieces anymore.<\/p>\n
Increasingly, this marketing toolkit also includes videos whose topics include firm overviews, case studies or \u201cmeet the executive\u201d videos. Key services offerings are also very useful. If prepared appropriately, these tools serve not only a business development function but also reinforce the expression of the brand.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”9. Implement, track, and revise.” open_toggle_background_color=”#ffffff” closed_toggle_background_color=”rgba(136,136,136,0.3)” use_icon_font_size=”on” open_use_icon_font_size=”on” _builder_version=”4.16″ _module_preset=”default” title_font_size=”15px” global_colors_info=”{}”]<\/p>\n
This final step in the brand development and management process may be the most important. Obviously, a winning brand development strategy is no good if it isn\u2019t implemented.\u00a0 It happens more often than you think. A solid strategy is developed and started with all the good intentions the firm can muster. Then reality happens. The project champions get busy with client work and brand development tasks get put aside\u2026 then forgotten.<\/p>\n
That\u2019s why tracking is so important. We strongly recommend tracking both the implementation of the plan as well as results. What happened with the objective measures, such as search traffic and web visitors? Did the strategy get implemented as planned? How many new leads, employee or intern applications and partnering opportunities were generated? Only by tracking the everything can you ensure you are drawing the best conclusions and making the right adjustments.<\/p>\n
[\/et_pb_toggle][et_pb_text _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
Source: A 10 Step Brand Development Strategy for Your Professional Services Firm<\/em> | Hinge Marketing<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Marketing \/ Brand Strategy \/ Creative DevelopmentBrand Development in 9-StepsIf you have a well-differentiated brand, growing your firm will be much easier. In this environment, many are coming into existing markets with plenty of competition. But what type of firm do YOU want? How are you planning to grow or function? Your overall business strategy […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-6974","page","type-page","status-publish","hentry"],"yoast_head":"\n