Branding is on the forefront of corporate conversations in your industry. Are you ready to talk? Start Here > The dialog begins with a distinction
Branding is on the forefront of corporate conversations in your industry. Are you ready to talk?
Start Here > The dialog begins with a distinction between branding & advertising. Think about it in terms of business objectives:
▪ The goal of advertising is to inspire action; to buy something, go somewhere, sign up for a trial. It's measured in terms of transactions. ▪ The goal of branding is to engineer a predictable emotion, because emotion leads to passion, which fuels desire and results in long-term brand loyalty. That's measured in terms of equity.
With great branding, that deep sense of loyalty is the foundation for repeat transactions ... a customer that's deeply committed to your products, services and offerings. It makes sense that a strong brand will inspire strong sales. This is the reason companies are universally concerned with their brand.
Consider This > If you think you need to look at your brand, it's important to do it.
▪ The question is timing. With branding, it’s not now or never. Finding the right timing can significantly improve the chances of success in a branding initiative.
Sometimes issues inside your company will determine if now is the right time. Changes or events in your industry may determine the right time to brand. Even challenges in the economy and the customer base can be conquered with a successful branding initiative.
Here's the deal > If you are serious about branding, it‘s time to answer a few questions and determine if the time to attack is now.
1) Is there consensus? Is there a consensus among important stakeholders that a branding initiative is necessary? If you are meeting a calculated amount of resistance to the discussion, that resistance will challenge the process.
2) Got a budget? Have you budgeted for branding? Everyone may agree that branding could be valuable, fun, interesting, important or all of the preceding but if you are not willing to allocate internal resources or dollars for external consultation, it’s all just talk.
3) What's changed? Has there been a major change in your industry, your corporate structure, your product offering or your customer profile? One or more of these would be a definite catalyst to start the branding process, especially if you are already considering an initiative or the change is viewed as a serious threat to market share.
4) Is there a gap? Is there gap between the public’s perception of who you are and your perception of who you are? We’ve heard things like, “They think we’re too expensive" or "Our quality is in question.” These are clear indications that there is a problem with your brand that needs to be addressed immediately.
5) How's your spirit? Are you concerned about the internal spirit of your company? If your employees are not proud to pass your business card, if they are not excited about the company and where you are headed, you are losing your best brand ambassadors. Happy, healthy people working for you is the best form of advertising. Changing the corporate culture is one of the intended by products of successful branding or re-branding.
If you answered 'Yes' to any of the above questions it may be time to at least explore the possibility of branding. The more 'Yeses', the more likely you're in an urgent situation where branding is not only recommended, it is required.
Ready + Able > We are brand warriors. We fight for your brand discovering and defining your identity. We work to design a visual look and a voice that will be clearly understood by customers, constituents and competitors across a landscape of communications. And we speak with experience: We know that if your company isn’t ready, any branding initiative, regardless of budget and timing, might be challenged to reach its objectives.
Are you ready to talk? > Give me a call. I might be able to determine whether it's the right timing for a branding campaign ... and if FLUX Branding is the right fit for helping your brand in the battle for business. Call me on my cell (310) 597-9339.
MPi is the leader in providing digital tools for automotive dealership service departments. EDGE WorldClass is their groundbreaking product that has changed the culture of communications among the various constituents at the dealership.
To support their sales efforts, FLUX Branding created a 20-page brochure that communicated their comprehensive offering in simple, bold visuals. The project required new photography, taken during an exciting shoot at Penske Mercedes-Benz & Audi. A unique 4-page centerfold spread showcases their extensive software offering with custom graphics, icons and screenshots of their product. The cover shows a vortex of power emanating from a handheld digital device; a visual metaphor for the system's power to achieve higher levels of service.
Taking brands to the next level is what it's all about, and we are thrilled to have the chance to make another positive impact in the automotive market.
