Archive for March, 2013


Monday, March 25th, 2013









A few years ago, this would be the reaction of most businesses.  It was a term that usually meant a kind of canned corn.  Or a hair dryer.  Some consumer product.   Not anymore.                                                                                                                                                                                                   Today, it is probably one of the most important aspects of being in business.  And why?  Because people and organizations don’t have a lot of time.  And when they need to make a buying decision, they need to make it now.  That means your business has to be top-of-mind.  Buyers have to be aware of your service and what differentiates you from the competition.                                                                                                                                                                                                                                            Brand awareness.  Without it, your product or service probably isn’t included in the buying decision!

And that brand needs to be focused.  Clearly understood.  It must stand out over the other competitors.  You really need to concentrate on what specifically you provide to the marketplace. And then concentrate much of your efforts in establishing that brand identity.
It’s as simple as that.  And if you’re not involved in brand identity, you’re losing business.

So, do you have to change your name or something?  Are you offering the right products?  What should you say?  What should you do?

Engage someone who understands it.  Who can help you discuss the many issues that need to be addressed. And can help you develop some realistic marketing communications and planning.  Put them into place, and see what happens.  And then keep making adjustments as time goes along.   Because the market doesn’t stand still.   And there are new competitors entering the marketplace every day.

So.  You’ve been in business how long?  And what is your brand identity?