An Investment in Equity

posted on April 17th 2015 in Blog with 0 Comments

In the marketing world, you have likely heard conversations about how your “brand” has a significant impact on your business success. If not, perhaps you live under a rock.

An Investment in Equity

A brand is the essence of a company’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique “you”. Otherwise, the brand is a facade and will fall into the “just another” category.

The common tendency is to think of a logo as the primary component of a brand. While a logo is vitally important to a company’s success, it needs to be supported by a sound strategy that resonates with your target audience. A strong logo visual can instantaneously communicate a brand and what it is about. Some large brands are able to do this by symbol only, without words. This is the Holy Grail that brands dream about. It seems to represent the very essence of communication at its most primitive roots. Few can pull it off. Rather, logos should support the broader brand strategy that supports an even bigger story.

Understanding the Value of Your Brand Assets

A strong brand approach cohesively integrates logo and visuals, color, message positioning and response to customers. It will differentiate the product or service in the marketplace – and influence consumer-buying decisions. Consistency in the marketing and communications platform conveys that an organization is razor-focused and customer-centric. Additionally, the quality of the product or service should align with the quality of the brand positioning, thus streamlining the process from initial research to a purchasing decision by the customer base. Simply put, quality marketing and brand positioning drive buying decisions.

Many organizations don’t understand the key components of a brand; the value of a compelling marketing and communications plan, a succinct global strategy and the power of a quality offering. A fragmented marketing communications plan has negative impact on a company’s bottom line and reduces equity significantly. A disjointed approach breaks down the pillars that were originally built to serve as the foundation of a company.

Time is of the Essence

Our daily lives are moving at warp-speed. Each brand is competing for time and attention to break through the message clutter and build a relationship with the target audience(s). Quick buying decisions are commonplace, which means product or service offerings must engage a buyer immediately to increase the probability of a sale. A clear, concise brand strategy is a key ingredient to convince a buyer one product is the best answer to their needs.

This may make a lot of sense but also seem overwhelming. Often, companies may recognize that they need a better branding strategy but don’t have the internal expertise, time and resources to focus on the effort. Investing in a professional marketing communications resource is a worthwhile effort that when done right, gets you a favorable ROI.

Contact Group 2 Design, Inc. at 412.605.0834 for assistance in navigating your brand to the next level!

Group 2 is a marketing, graphic design and branding firm focused on understanding and addressing the business objectives and goals that drive our clients’ needs. We apply our 360° design and development process to ensure our work balances creativity with clarity and cohesiveness. We believe this integrated approach, aligned with our commitment to transparency and responsiveness, is the foundation of productive, enduring client relationships.

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