Strategies Brand Consulting

A brand is not something created by a consulting firm. It exists in the hearts and minds of your customers - and your non-customers. Or it doesn't.

Brands have existed forever. When a Renaissance nobleman chose a DaVinci painting sight unseen, some subtle branding was happening. Brands came into their own in consumer marketing as we learned that it wasn't just Kleenex, but Kleenex brand facial tissue. But lately branding has become a household word largely because of the Internet. If your brand doesn't exist in your potential customers' minds, chances are they won't take the time to find you in the electronic maze, or won't remember you once they have found you. Brains only hold so much content. Your brand wants to be in there.

Branding can't be done for you. Branding is an all-pervading attitude, a promise and a commitment which comes from your company, your products and all your people. Having a catchy name, ads all over the media and a sizzling Web site are terrific, but alone they won't give you a great brand. Branding is something you do. We guide you and help you get there. Here's the process:

• We talk to you one-on-one and in groups
• We talk to your customers
• We talk to your non-customers
• We analyze your competitors, both direct and indirect
• We observe your people - sales, service, supervisory, reception, delivery, etc.
• We analyze your communications messages, tools and materials
• We come back with a report and recommendations

This process may be highly formal involving quantitative research, or very informal and non-statistical, depending on your specific requirements. Call us to discuss your company's needs.